Easily handle your medical practice with this one tool! When you handle a business hands-on, a lot of different variables need to be considered, including how the gears turn to keep things running. If you aren’t able to properly manage the smaller parts like leads, follow-ups, and more, your business could be in trouble. But worry not! In this podcast episode, you’ll get your hands on first-hand learning about ProfitEngines, an amazing tool to help you manage and even automate how you run your medical practice.
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February 10, 2022
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MATT COFFY: Yeah, I thought it would be important to put together a video where I talk about the essentials of the operation, of a typical medical practice when it comes to especially appointment setting, communication flow, and general operations. What you’re seeing in front of you is just a typical dashboard where we can see, if I’m gonna use my pen here, see opportunities. We could see a pipeline value. We could see a conversion rate. We see where the opportunities are in the funnel. We can see the stages of distribution that they have. And then we can also see if we kind of looked out in the chamber here of what I would consider the next sort of realistic approach of how to manage the stuff. As we see all of the different lead sources that are coming in so we can see, and this is a much more matured account.
MATT COFFY: We can see all of the different types of offers, strategies that are in the market, all the different places, Facebook, Instagram, email marketing, chat widget. We’ve got so many different places to get leads from, but what we really want to look at, I’m going to go to another section here. We’re going to keep it down to a month. We’re going to go to a section of a typical client. We’re going to look at something that’s more condensed and some average spends. So let’s take a look at the playing field about what’s going on in this particular clients snapshot. So we can see they’re running about 10 different types of offers. Now, the offers are related to the different types of lead forms and the service structure, whether it’s in Google or it’s in Facebook, we have about in the last 30 days, about 350 leads, and the leads are coming through gift certificate consultations.
MATT COFFY: So free gift certificate. That’s on the website, Botox, the regular contact us, which are typically just organic leads along with a main page. We’ve got a Facebook lead form, got a HydraFacial ad. We’ve got an offer on the home page, just a general, a hundred dollars off. We’ve got laser hair removal, Facebook and Google running, and we’ve got some main services pages. So we’ve got, you know, a mix of different offers that are throughout the website based off of either organic traffic, that’s naturally coming Google ads, Facebook. And of course we’ve always got that sort of mix of traffic that may come. That’s just generated from a general promotions in the market, whether that’s an email marketing blast or a campaign that’s a text-based mailing. You know, all these things are sort of part of it. But in reality, a lot of just in this particular case, the ads from Facebook and Instagram and Google, all driving all this traffic, and we can see the average spend here so we can see an idea of what the spends are.
MATT COFFY: We can again see the, the, my Google, my business interactions. They have a lot of organic traffic coming through just because of location. And then we can even go and take a look at the, what I would say the most important thing, because this is where a lot of the traffic comes into this business, especially this particular industry is, is supported by this. But if we go into reporting, we’re going to take a look at the Facebook ad. So we can see obviously a tremendous amount of clicks and have tremendous amount of leads and a pretty low cost per lead, $50 a lead, basically. So we add up the numbers, we look at the cost of about $2,500 in Facebook. And if we wouldn’t go back to that same page, we saw about roughly same thing about $2,500 to spend in Google, and that drove a preponderance of leads.
Speaker 1: So if you can see a majority of these leads, besides the, I would say sort of the simple ones that came through from, organic traffic, which, you know, you really have to sort of assume some of that is as bleed through on the ads, but in general, if we go back here and we look at the, the last 30 days worth of leads, you kind of get the idea that other than we’ll take the 50 out from the home page, let’s just say those are, are from the organic traffic. And maybe a part of these contacts us did roughly about 250 of these leads are coming from, the ad spent. And so that if you do the math, it’s 250, and we had a 2,500 in spend in Google ads and $2,500. So 250 leads for their business generated from about 5,000 of ad spend.
Speaker 1: So that’s in general about 20 bucks a week, right So I think it can kind of do the math here, which is that, when you start to do sort of the ramifications of running a really good program, you really look at, you know, on average, if you just take an average client that their lead costs are around that $20 per lead. And, and that obviously not everybody, not all these leads turn into sales, but even if it’s one out of five, you know, that’s, that’s a 20% closure rates, which is really low. You’re still looking at an acquisition costs about a hundred bucks. So these are the real raw numbers of a typical account, or that I’m not showing anything different. That’s going to be seen on anything else, but this is the general numbers we see. So that’s just the sort of reporting and attributes of this system.
Speaker 1: You can see, obviously we have in here, we have call reporting. So you can, you can see, you know, every, roughly, almost every half an hour, there’s a phone call coming through. And of course all these calls are recorded and you can do break fix and help people with, you know, closing on that. But in the end of the day, you know, reporting, there’s agent reporting by, you know, by person who’s picking up the phone, there’s obviously appointment reporting, but when we get into sort of the whole reporting matrix, a lot of that is, is looking through these numbers. And, you know, as one third of this system, when you look at the dashboard yet, we’ve got, you know, our leads, we’ve got our, our reporting, we’ve got our numbers. How about how much does it cost to get a client
Speaker 1: So you can see this at any point in, it’s very good to see this in real time. You know, especially if it’s even a breakdown of just let’s say, this week, right. We want to see what happened this week is in 35 leads we can see is, spend, I’m not sure if this actually corrected that, but, let’s see if we can get the spends in here over a week. All right, there we go. So I would put it down to this week and we’re going to take a look at the reporting and we’re going to go into, a week, same thing last week, and we can see what happened in the week, right. So we can see that, we had about, yeah, here’s 18 leads in a week. So we know in this particular case, that in a week with about roughly let’s look about $1,500.
Speaker 1: So again, it’s keeping along that same number, it, depending on what you value as the lead source, but it, depending on the type of lead, and of course, we’re, you know, laser hair removal, and different types of services like that, you know, you’re always going to get these types of different variables, but you, you end up with that same number. You can see all the leads that came through what their, what their phone numbers were, who they were. So, but let’s look at this in a bigger aspect. Look, let’s look at this as a, as a, as a calendaring function. So here’s all the leads that have booked on the calendar, right So we can see a very busy, very busy Wednesday today, December 1st. So this looks like about 10 appointments. So how are these getting onto the calendar Well, this functioning of the system really works well when you start to think about clearing out clutter and operation flow.
Speaker 1: So we went through the reporting to understand the cost per acquisition. Now we can go into seeing how those clients got there and the operation flow. So the thing we’re going to look at next is sort of the next pane of glass, which is the opportunity for you. So now we can see here are the people who came through the leads that were running Facebook. We can see this person came in, we can see their information. We can see any notes, you’d say the Botox order form. We can even see where they came in. So they came in off an ad. They came into this landing page from Facebook and they claim they’re their discount, right So we know that the, the ad is running in Facebook, driving them to a landing page. They’re coming into this opportunity plan in there. They’re then being asked to move into a concert scheduled so we can see, we have a whole bunch of consults scheduled this week.
Speaker 1: And we can also, again, look at the, the person’s information. If any of these people will have information about where it came from. Again, this one is, hi, Bella. We can see came in again. You, all you have to do is click on this claim, discount information right here again, and this will literally take you to the scheduling app. So the strategy has always been to bring people from a new lead automatically because they get a subset of automations to ask them once they put their information in, and you can see the automations that are behind this, we can see the campaigns that are set up behind each one of these. So if we see the claim here, we see that once they’ve made the claim to get an SMS and email and email deal, and they’re always being asked to book an appointment, Hey, you’re just a hundred dollars away from getting a promotion book, your appointment, call, or book color book.
Speaker 1: So we’re always, we’re setting reminders to have them book themselves and they can, or they can call. So not only is this automation bringing them through the funneling system, it’s creating an adhesion with a quiet, and that’s the key thing we want. So in this second sort of piece of three, we have, we began the first one we did was reporting and understanding cost per acquisition, and really looking at ad spend and lead flow. Now we’re looking at the opportunity flowand the follow-up mechanisms that are built into the system so that you’re able to get traction on people coming through as new leads. Now, certainly, you know, you can manually move these over as, as you call them. but you know, automation will take care of this. So we see 20 to 30% of the people just get booked automatically, right They’ll come through.
Speaker 1: They pick a time or they get through the automation sequences, they get asked to breathe. Now, another column you see here is “Not yet ready”. So these people have been called and they, are in some framework, delayed, or they need to take time to make a decision or whatever it might be. They’re going to come in later. But the hot lead column is the thing that we really need to talk about, which is that there’s a lot of people who are hot. And the reason why they’re hot is that they’ve said yes, but they haven’t booked yet, but they’re in some sort of diff decision-making phase. And a lot of that is because the system not only calculates the opportunity strategy by understanding where the lead is, if each column has its own set of sequences built behind it to continue the dialogue, but you’ve got in any case you typically have.
MATT COFFY: If you see this client, we see, I Aisha we see these little buttons here, and that leads us to the conversation plan. So we can see that there are conversations going on as well within the tool. So we’ve got a communication layer here. So this is the third layer of the system. So again, we went through the operation side, the reporting side, and now we’re talking about the communications layers. Now we have conversation starts. So here’s the first set of sequences. Hey, thanks for claiming, you know, book your time. And then we get a text message back. Hi, I was trying to see a price of the website, but it could not find any for facials. Okay So now we can start to type email or Facebook message them right through this platform. So now that we can create a communication line, we can keep the dialogue started or continued.
Speaker 1: Now we can also even call them directly through the platform. Although I see most of this business being done in text these days, it’s obviously everybody uses text. So if you have a history of every client’s dialogue, then you can use this as a customer relationship management tool for leads. And that’s where it all becomes interesting because now we’ve got a tool that is not only giving you the day to day acquisition costs and ad spend. So you know, where the money is going when you start spending money on ad sets, but it also is giving you the operational flow that we talked about before with having a dashboard, to see where the opportunities are. So no customer ever gets lost when they come through as a lead can always know exactly where they are, but we also communicate to them directly through this system and we can even close them through the system.
Speaker 1: So it’s also a payment gateway. You could literally create payment or prepayment through this gateway. So when you look at the big numbers and you look at larger clients, let’s just take up a bigger scope of leads when you start to see numbers like this. So here’s a large Canadian customer of artists, but 10 different locations running thousands of thousands of dollars a day and had spent maybe $4,000 a day. And we’re seeing the amount of numbers that are being driven. You can understand that when it comes to the opportunity plane, now you’ve got multiple locations, multiple people having conversations. You can see in this particular case, we have through 10 locations, we’ve got almost 20 different people in conversations. Kind of just take a small pipeline view of them. 312 leads that are console scheduled. here’s a bunch of movies they’re still in play.
Speaker 1: So this becomes very critical when you start to talk about larger scale operations, especially when you look at the things you could do to help sort of build different types of strategy. It’s not just a simple sort of pipeline of, you know, contacted, once, twice or three or four, same day consult schedule. We can also even start to even bank this so we can start to look at, in this case, we have, you know, we’d call back, we’ve got canceled. No-show one canceled. Nosha two. So you could build this out at any architecture you wanted to, to build your pipeline so that your front desk or people working as call center. People could work. These leads at intimate, but the key is, again, you’ve got all that consultation. We’ve got all of this dialogue being built. We’ve got all of the communication layers that are in the,
Speaker 2: That are, are, are happening, that are always tracked and always brought to the forefront. So think about that. When you’re making choices on platforms to manage your business, make sure you know where your money’s going, make sure you can manage your opportunities and make sure that you can communicate to them effectively through the tools you’re using and make sure it’s all kept under that customer’s information. Again, just like anything else, all of this needs to be tracked and managed. And when it’s centrally managed, you can see every moment’s notice. So if we click on the conversations tab, we can see all the messages that are happening in real time. Literally, as I speak to you, here’s a text message. Here’s an email here’s so someone can centrally monitor this, or you can monitor it from your phone or you can monitor it remotely from anywhere.
Speaker 2: And that’s the key is that you have central management for lead flow central management for understanding what you’re spending and then central management for of course the most important thing, which I think is the communication layers, because everybody talks in a different channel and you can see this whole channel minute by minute. Literally you can see 8, 13, 8 0 8, 8 0 7. It was seven every minute. There’s a conversation going on. And of course, this is a little bit more busier of a practice because it’s many locations, but there’s a Facebook message is a text message. There’s an email there’s phone calls. They’re all being centrally managed and can be centrally dis dispatched through this system. And I think that’s the key to having a solid rock solid strategy is to make sure you’re using a tool and you’re using a system and being instructed and taught how to use this as part of that.
Speaker 2: And that’s, I think one of the most key elements is that we’ve been successful at helping. A lot of people get to understand these tools because it’s a lot to understand and you need someone who’s been there can train and help staff. And this is the biggest opportunity we see across the boards, helping people utilize these systems. And there’s so many variables of a theme here to fit this into the customization for each practice. So hope this helps you. This is something that I’ve always thought was very important about any of the, opportunities within a business structure is to have control and understand exactly where each penny goes and manage your systems. Yeah.