You're over emphasising channels...and missing the point

Most Chiros create an unnecessary competition within their marketing.

Is FB better than google?

Is your social better than your paid?

Is your email better than SMS?

It doesn't matter. It's about your ecosystem that you are building. Patients will come in through the channel that best serves them.

Facebook generates a lot of interest, email qualifies through value, google shows high intent, content demonstrates expertise and trust.

Knowing this, you'll understand people bounce between each channel until they have enough certainty to go all in with you.

So the 2 questions to ask yourself are:

1) Are you building an eco-system where each channel builds on your messaging or are you competing against yourself, killing channels when they don't "work"?

2) Are you running each channel according to best practice?

SIMPLIFY. Just track CAC (cost to acquire one new patient), then focus on optimising for each channel. Regardless of result. Continue doing this until your CAC reduces month on month. That is marketing.

2 comments