In my earlier two posts, we discussed the 5 Biggest Questions About Chiropractic Ads. However due to length, we only got through 4 questions and solutions. So today’s article is the 5th and final inquiry we get asked most frequently from buyers of my ads kit. And it’s maybe the most vital question to get the answer for.

The inquiry comes in a number of forms, however it goes something like this, “I ran your advertisement and desire to identify why we didn’t get additional new patients?”

Now, as you might appreciate, this is a hard issue for me to reply. For the most part because I don’t know how many new patients he did in fact get. And how many did he anticipate to get from the chiropractic marketing ad?

What’s a good number, 10, 15, 20? I know expectations have been elevated to improbable numbers in chiropractic. What else can we suppose after years of hyped up marketing strategies that said they would give us 100 additional patients every time we ran them, or earn us $1 million a month the first month!

Don’t get me wrong, my ads operate well to deliver additional patients and I don’t think they’re overhyped. We even deliver a guarantee for those who aren’t satisfied. But I can tell you right now it’s doubtful you’ll get 80 new patients each time you run them. Probably if you’re in a small town with no other chiros, but as for the rest of us we’ll cheerfully take 10-30 new patients each campaign.

But what’s out of the ordinary is when we get an email of a doctor who’s in reality doing very well, ‘making a killin’ actually, but he didn’t get “as many as he projected”.

For instance, once I was told by a doctor they had received 5 decompression patients from one of my ads. This doctor is aware that other doctors are getting 15-25 decompression patients per advertisement, so his question would have been a great one if he was asking “how do I obtain as many as those other guys do”. But alas, we not often get that inquiry inquired of us.

Instead, this doc was saying that 5 new patients simply wasn’t sufficient. After all, he had paid $1000 to run the chiropractic marketing ad.

But hold on a second. We’re looking at this state wholly backwards! Let me elucidate…

I asked him if all of the 5 began care. He said yes. I asked how much his care plans were priced at. He said $3000.

Quick math lead me to know he got $15,000 back on his investment. What was his investment? Cost of $1000 to run the chiropractic marketing ad.

That’s a 15-to-1 return on investment! Who wouldn’t like a 15:1 ROI?

There are extremely few businesses anywhere that get that kind of return. But this doctor was bummed that he only got 5 new patients in for $1000 spent. Do you grasp where the premises are wrong with this kind of perception?

You cannot compute an advertisements performance exclusively by the number of new patients it delivered. And you definitely can’t evaluate it’s performance by how much money you invested. It’s your return on investment that matters. The money invested (ad cost) is only employed to determine the ROI.

Are you measuring your ROI?

It’s undemanding to do in truth. Get all the new patients who come in from the advertisement and record their name in a spreadsheet. Then keep track of how much money each one spends in your office. Your patient accounting software can make this number effortlessly handy.

If I hadn’t kept this spreadsheet and tracked every patient, I might try and rely on my memory of how the advertisement worked. And think, “man, that ad really sucked because Antonio never commenced care, and Maria she didn’t even come back after the exam. Bah, advertising doesn’t work!”

But the truth is I got a 2061% ROI, or a 20-to-1 return! You can bet I’m running this advertisement again after seeing how well it really did. (And this ad is in fact in the Ultimate Chiropractic advertisements.)

So begin tracking your advertisements. Not using “memory” tracking, where you just try and remember how well it did. But really record the numbers and see what the real story is.

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