In this episode of the ProfitEngines podcast Matt reviews the outstanding results, one client has seen from running multiple Facebook ad variations.
Psychiatry Networks is a physician-led, premier provider of mental health and telepsychiatry services. With more than 13 years of focused experience in telepsychiatry services, Psychiatry Networks delivers expert evaluations and leading-edge, ongoing treatment to patients suffering from a range of mental health disorders, where and when they need it. In complement, we offer vital support and education to families and friends of those seeking care.
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July 10, 2020
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Matt Coffy: Hey there, if you’re in the mental health profession or you are psychologically curious about telepsychiatric help and mental health services, this is a very interesting, quick little overview I’m doing right now. As we’ve brought on a customer who came to us with some needs to fill out their calendar for their services. And we’re at the point now where in early July and the calendar is so booked, it’s booked until the end of August now. So they’re now only able to see people starting basically in September. They’re so fully booked, and this is a success story about how that happened. So if you spend a few minutes with me here, I’ll talk to you about why this works, how it works, costs involved, and you’ll learn a little bit about why it’s incredibly important to get your business and your personality immediately out into social media today, running Facebook and Instagram ads back to landing pages for capturing leads, processing them through a sales pipeline, converting them to patients.
So let’s get into this. This particular customer was interesting more about the fact that they really not had anything set up before. So if you’re new to having a sales pipeline built or new to having a system in place, this’ll really educate you on the process of automation, building pipelines that feed into a calendar for self scheduling, and also allow you to set up a circumstance where the particular conversions are done off site. And I’m going to take you through this. So this particular client has now become a real fan of ours. They’re called Psychiatry Networks. And if we take a look at their page in Facebook, so let’s go to there, their Facebook page themselves. So we’re going to go right onto really what we see as a standard page. There’s not a bazillion people have liked this page 900 or a thousand people on this page that have, you know, there’s not a massive amount of people that have engaged in this particular client’s business.
So it’s not as if it’s brand new, but it’s somewhat matured. So that’s a little bit of an advantage because they have some sort of small community, but that community really has nothing to do with what we’re doing. What I’m going to show you is their ads. So just like you have a Facebook feed if you look on your feed and an Instagram feed, ads come down and this case these are the ads that we’re running. You can see, it’s basically ad that says, you know, Start Seeing the Bright Side of Life, Get Focused, Be More Productive, ADHD is a big, popular thing that we’re working on right now, anxiety, depression, all these things are in the language of this. And they’re little small videos that basically engage the client. And you’ll see if I play this video, it basically just gets the person thinking about the result of what they want.
They want to be happy, right? And so, we’ve used these types of ads along with small snippets of the particular doctor, doing a small session about how to be engaged with him. We changed these up to see how they work based off of what makes the most sense for conversions. So we’re seeing conversions at different levels with these particular ads right now, but we’ve run several different test cases. And these are the ones because it predictably they’re targeting different types of genders, different types of ages. And if we just click on this that says Sign Up, which would be a lead coming through. We see it goes to this again, results-driven landing page with a specific dialogue with an answer Fill in the Form – Book Online. So basically if we take this form and we put in a test right now, because we’re just going to test this, so I’m going to show you what happens.
This is a really good example of how to do this properly. So we filled out the form in this particular case, they have multiple locations. So it really doesn’t matter for specifically for telemedicine because telemedicine is the same type of thing. So we want a virtual appointment. We booked now. Great. Now the next step is to choose your time. So now I can pick my time, my time slot, right. Select the date. I’ve selected the time. I’ve selected it. I’m good to go. And again, I fill in my information and then this would process through and I would book the appointment, right. So this is why this works. Cause people just booking onto the calendar. So let’s see what that looks like in the back-end. So this is our program called ProfitEngines.
Now you can see here’s the sectors that we are looking at there. You see New Leads, Hot Leads, Consults Requested, Consult Scheduled. Now I’m picking up 30-day window to show you what happened. If there was new leads that came in, they should have been talked to obviously, and they would have moved to hot leads, or they would have been, if they weren’t interested, we would just put them in the not interested pile. But you can see in this particular month we had 17 hot leads and there’s 30 leads that got to consult scheduled. And one that was consult requested, right. So this is sort of still in the format of how you really look at a pipeline, right. So this is what the results were from running ads. So you can see in here that 25 of these leads from the month, there are five in here that were manually entered, that were people that were not part of the program, that they just entered as additional people to come into the system.
But what we want to see is how these leads obviously got here from a cost perspective. So let’s go into the ad structure. So we showed you the ad. So these ads are running and they’re running in a monthly basis. Again, you can see here’s the ones that we were running before that also show sort of a health minute. And these convert very well as well. These are doing, they’re all doing pretty well. So I’m going to show you the numbers behind this, which I think you’ll find is fascinating. So again, I took a 30- day window because it was good to see a completed cycle. So we can see, in a month, there were 65 offer claims. We reached 31,000 people. There were 120,000 impressions. So what that means is that 120 views of the ad were found throughout the networks. 31,000 people were reached and then 65 people claim the offer to go into the cycle of either being connected directly to that calendar like I showed you before or put into a lead profile where they would just moved along manually by a phone call. This is the interesting solution, which is that of these 30, 65 claims, the cost per claim was $20 and 50 cents, 57 cents on average. You can see it ranges from $25 to $32, depending on you know, where they were putting the different types of ad sets and what type of ad sets were running. So in this particular case, they spent $1,856 to get 65 leads. And as we can tell from this, they moved 25 of those to Consult Schedule. So they got 25 consults out of that, out of those consults scheduled, they’re all in different formats, but a lot of them did complete to next cycle billing. So they were either brought into the second cycle. So I’d say about, I think they said 70 to 80% of the people who booked through this, we’re completed into a program on either worked into a model where they were doing a cash payout or an out of network payment, which were the two processes that were involved.
So you can get the idea that if you took 70% or 80%, let’s just go conservatively 70% times the number here, which is the interesting factor, which is that if you say 25, really, because five were, manually, you can see there’s just a couple of manual inputs into this consult scheduled book that you end up with a nice round number of around 20 customers or patients that came from this. And if you think about the average patient value could be in the thousands of dollars, but let’s just be realistic and say, it’s a thousand dollars. So they spent $1,800 in ads and they ended up with 20 new patients in a month. And given the spend, this is what we see all the time in this business, which is we see a 10 to one return on marketing investment. It’s almost like that is the traditional model that is being played out, which is that for every dollar you put in of marketing spend, you get $10 out if you’re using the tools properly.
Now, again, that doesn’t mean that the 10 to one means that the profitability is tending. And obviously you have to pay the doctors, and you have to pay the staff, and you have to pay the internals. But at the end of the day, you know, you’re really looking at a very, very well oiled machine here with an infrastructure that is pretty locked solid from a convenience standpoint for the practitioner, because these are being dropped into tell us psychological appointments. You know, usually something like Doxy or Skype or Zoom. And then the patient is immediately satisfied because they’re being able to be put onto a calendar in that particular month. Now that’s why I said in this particular case, now, if we move this out to July where we are today, we’re actually, the calendar is booked through the month of July. And now they’re taking the, you know, they’re now booking to the end of August.
So now they need to add more doctors into this particular framework because they understand the requirements that are basically snowballing, which is that you get 20 new patients every month. Let’s say you started in May. We’re seeing the may results here May, June, July, and you have 60 patients. You’re going to book literally the entire month very quickly with returning patients. So you have to think about that. So you can get some ideas on cost, on spend, on strategy, but in all reality, if you can think of these three things, when you get back to the fact that why this is successful is that one, you’ve got an ad library that’s running multiple different ad sets. So each individual person, when they see something, something will catch their eye. If they’re in a particular situation where they need to have some help, everything everyone’s different. They may want to hear from the doctor, they may want to just see something simple like this, they may want to see a sort of result-based orientation. So it’s important to have multiple threaded discussions in your customers or patients’ head when you start running these ads. So you have multiple ad sets. The next thing is you have to have a solid landing page and a solid strategy when you start to get to the page where they land. So they come from Facebook. Again, they end up on a landing page where now you’re going to take their information and then it takes them to the online booking form. And that’s the key. So you need to make sure that you create a good experience for the patient so that it gives them the direction that they need as well. You can see right here, we just want them to book. We want them to get on the calendar.
This works very well. And in fact, another thing that’s incredibly important is the phone numbers right here as well. So we see a lot of inbound phone traffic is people don’t want to fill out a form. Maybe they’re older, or they need help right now. They go right into the office for a set up for an appointment manually. So these things will help you get through the process. So it’s good ad sets, good landing page, and then obviously follow up and tracking. In this particular case, just so you can understand why it’s also important to consider your requirements for doing this. We have a call center where we actually physically moving. We are calling the leads when they come in and we are moving them either to a hot lead or to a consult for the doctor. So if you don’t have staff or you have a limited staff, we actually support the ability to do this.
So that’s that third piece, which is that as soon as the lead comes in within five minutes, the person’s either called or they’re booked onto the calendar. And that’s what solving a lot of the major headaches. When you start running ad campaigns is to think through all these little processes, which we have all oiled up and ready to go in a very, very simple process. If you want to also understand that this is extremely inexpensive for us to run this for you, we charge 699 a month, which includes all of the services. And if you could understand really what this means is that within two weeks of signing up with us, you are actually running and getting patients. And I think that that 699 a month with, let’s say a spend of a thousand dollars a month that will get you roughly 10 patients on average at the end.
So, you know, it’s sort of, if you could see the same divisible here, 1800 gets 65 results, which ends up in 25 consults, which 70% of those convert to 20. So the same math would work for a thousand, which would get you roughly 30, which would result in a 10 consults at the end. So there’s the math. I hope this helped. It’s very interesting to see each one of these case studies that we’re going through. The success stories we’re finding. And as obviously we now move into the fall and into the winter, these situations will become, I think, inclusive of other active campaigns in other parts of the country was this particular client expands out to other States and adds more people to their network of doctors. Hope this was a interesting tutorial and overview for you. Have a great day.