Controlling New Patient Lead Quality With Your Facebook Ads

By John Nesbit, CEO The Customer Factory

Being able to attract qualified and motivated new patients on demand is one key to setting yourself free as a practice owner and guaranteeing your financial future.

One crucial aspect of marketing for new patient leads is controlling lead quality.

By “quality” I mean a combination of factors ranging from someone’s level of motivation for care to their ability to pay for that care.

Lead quality is about finding the right balance between qualified and motivated individuals.

Highly qualified individuals may not be motivated enough to commit, while highly motivated individuals might lack the means to access your services. Striking the right balance is key to a successful marketing campaign.

Marketing “friction” is what helps you target the ideal audience. Friction refers to the level of difficulty a person faces when making an appointment request.

For example, a low-friction method like a Facebook lead ad requires minimal effort, while a high-friction method may involve them leaving Facebook to go to a dedicated landing page with a video and lengthy lead form, all before they can book an appointment.

More friction = higher quality

To optimize your marketing efforts, you must find the ideal level of friction that generates the leads you want for your practice.

Adjust factors such as form length, required fields, and the wording on your landing page. Keep in mind that as the quality of leads increases, the quantity almost always decreases.

Your ideal level of quality/friction can change based on your front desk’s efficiency or the size of your staff.
By working closely with your marketer, you can find the perfect balance between lead quality and quantity, ultimately maximizing the effectiveness of your marketing campaigns.

Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.

To save time, many practitioners choose to partner with my agency, The Customer Factory.

To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call.

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