Case Study Chiropractor with Adrian Ulsh
Years ago, I had a client in Milwaukee who was a chiropractor. He called me and asked me to take on his marketing program, with the goal of doubling his business. Like most chiropractors, he was trying to be everything to everyone. He treated back pain, neck pain, headaches, carpal tunnel, fibromyalgia, sciatica and so on.
His current marketing program consisted of flyers he had inserted into his local newspaper, and he was paying around $2k per month for that service. The flyers were delivered to approximately 32,000 homes each month. He then told me that he was averaging just one new patient per month from those flyers.
When I asked him WHY he was using newspaper flyers, his response was the same response I hear from 99% of all small business owners… “that’s what my competition is using.” I asked him if he had a passion for any one specific condition that he treated.
He said he had a real passion for helping fibromyalgia sufferers, since fibromyalgia is such a horrible, painful disease that no one knows what causes it and there is no known cure for it… although several chiropractors are having tremendous success in completely relieving the pain associated with this disease through a carefully restricted and monitored diet.
I recommended that he focus on his passion and target fibromyalgia sufferers. Make that one condition the primary focus for his marketing. He can still treat the other conditions, but for this initial campaign, his core message will focus on fibromyalgia. Now we had to create his sales process based on this newly selected niche market.
We had to create an emotionally compelling message that compels qualified fibromyalgia sufferers to raise their hand and indicate they want treatment. To do this effectively, we must understand who it is we’re trying to attract… as well as what it is that drives their decision making process. In other words, now we have to create an ideal client profile and understand their decision making process.
So together, the doctor and I created his ideal client profile, and we began by identifying his ideal client’s demographic profile. Turns out that over 90% of fibromyalgia sufferers are women… between the ages of 18 and 65, unemployed and disabled due to their extreme pain.
We then created his ideal clients psychographic profile, which centered on the fact that most patients coming to a chiropractor are looking for pain relief. Most don’t go to a chiropractor for any other reason, plain and simple. Now we had to map out the doctor’s ideal client’s decision making process.
I asked the doctor to contact several of his current fibromyalgia patients, and ask them this question. If they could wave a magic wand that would produce whatever they wanted from a doctor specializing in fibromyalgia, what would it be? The answer we received shocked us both. It turned out it wasn’t pain relief that was their most pressing concern. Their hot button… almost unanimously… was the diagnosis of the disease itself.
The women explained it this way. When they first felt pain, they usually went to their family physician. For whatever reason, in today’s medical community, if a doctor doesn’t really know what’s causing pain in a patient, they almost automatically diagnose it as fibromyalgia.
So after they left the doctor’s office, they would go back home, jump online and Google fibromyalgia. That’s where they discovered that fibromyalgia is the most widely misdiagnosed disease in the medical community.
That turned out to be their hot button. It wasn’t the pain that was most important to them. Oh sure, they obviously wanted the pain gone, but they were told that pain was a major symptom of this disease, and that they would have no choice but to “learn to live with it.” However, the women began thinking that if they really didn’t have Fibromyalgia, but in reality had something else that was wrong with them, then there was hope they could be cured once and for all.
So their major hot button was the diagnosis of the disease itself. These women simply wanted to know for sure that they really had fibromyalgia, because if they didn’t, then there was probably a treatment for what they really did have… and they wouldn’t have to spend their entire life battling the pain.
So now that we knew their decision making process involved the diagnosis, I asked the doctor if he was able to perform an extremely accurate diagnosis. He said he wasn’t, but that a fellow colleague of his was VERY good at it… and would gladly teach him this technique…which he did.
Now we were ready to create his marketing message. After careful consideration, I recommended to the doctor that he switch his marketing from those horrendous and worthless newspaper flyers… to cable TV. Since cable is controlled by local zones, he could market to only those prospects within his local area, since most patients aren’t going to drive more than 5 miles or so to see a doctor. Another important consideration… the cable rates in Milwaukee were very inexpensive.
I felt that cable TV would allow him to pinpoint his ideal clients, and instead of spraying and praying with his marketing… and trying to hit anyone and everyone that was in pain, he could laser-focus his marketing to reach all the fibromyalgia sufferers within his local community.
At the time, this doctor didn’t have the funds to maintain a long term marketing campaign, so he agreed to let me run a 4 day cable TV marketing program as a test for $1300. I knew that in order for this ad to generate results, we had to deliver the right message to his ideal client… one that would emotionally compel them to respond and eventually come in for a face-to-face meeting with the doctor.
I felt we had the key ingredients for a successful ad in place at this point. We knew the specific audience… we knew what they specifically wanted… and we had the specific solution to their problem. I created an ad that consisted of a single, still picture of a young lady holding her head in a painful pose. That picture cost me $3 at IPhoto.com.
That was the total expense to produce this ad. No $10k production cost was necessary. At the top of the ad it said… Attention Fibromyalgia Sufferers so it would pre-qualify our ideal client… and I added a toll free number at the bottom that prospects could call to receive either a free informational report… or request an actual appointment with the doctor. I then created a 30 second voice-over that sounded like this.
“Attention fibromyalgia sufferers, have you been told by your doctor that you have fibromyalgia? Fibromyalgia is the single, most misdiagnosed condition in the medical community today…and you may be suffering needlessly. Would you like to know for sure whether you really have it or not?
Our board-certified Fibromyalgia specialists have created a pain free diagnostic assessment that has a better than 93% success rate in accurately diagnosing fibromyalgia, and an effective treatment program that will finally relieve your pain once and for all. Imagine getting back your active life, and enjoying pain free activities again. You owe it to yourself to reclaim your health… and your life. To obtain a free report and learn more about this revolutionary process, or to request a free diagnostic health assessment, call the toll free number below.”
Well, what do you think? If you were lying on your couch suffering in pain, disabled and absolutely miserable, would you be emotionally compelled to call for that free report… or come in immediately for your free assessment? Naturally, the success of this ad can only be measured one way… RESULTS! Did this ad actually get any results?
Remember… we were only able to run this ad for 4 days… Thursday through Sunday. Well… by Monday morning, the doctor had 137 leads waiting… 94 of them wanting that free report… and the other 43 wanted to be contacted for their free assessment.
This doctor converted 37 of his leads into new patients. Each patient was worth an average of $2500. That meant that this doctor made more than $90,000 in revenue… all for a $1300 investment. This doctor quickly learned that marketing is an investment… NOT a cost.
About Adrian Ulsh
Adrian Ulsh is the CEO for Leader Publishing Worldwide, the largest online provider of coaching services worldwide. Adrian currently works with more than 500 coaches in 24 countries advising them on building 6 and 7 figure coaching practices.
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