In this episode, Cameron is joined by Daemien Patton, an expert in running successful ad campaigns for medical aesthetics practices, and they discuss the key elements of a successful ad campaign, including having effective processes and systems in place, creating compelling ad copy, setting up a user-friendly online booking system, and targeting the right audience. They also emphasize the importance of tracking and optimizing the campaign to achieve a high return on ad spend (ROAS).
Cameron and Daemien talk about the importance of attribution and setting up effective marketing campaigns for practice owners. They emphasize the need for the right systems and tech stack, such as Zanotti or Boulevard, to track and analyze data. They also highlight the value of call tracking software like CallRail to monitor phone conversations and improve sales staff performance. They stress the importance of a well-optimized Google My Business profile and the benefits of investing in reputation management. They also emphasize the need for practice owners to become great marketers and invest in sales training to achieve success.
Transcript:
This is Medical Millionaire, the podcast helping your medspa increase in status, visibility, and profitability. Join your host as he dispels miss shares trends, and gives you actionable steps today that will take your medical practice to the next level. Here’s your host, expert marketer and founder of Growth ninety nine, Cameron Hemphill. Hey, what’s up everybody.
Cameron Hemphile here, your host for Medical Millionaire. Hey, guys, thank you so much for taking the time to tune into the podcast. Our goal is to give incredible value and insight for practice owners. So, if you own a medical asthetics practice or you are thinking about opening up a medspa, this podcast, it’s one hundred percent designed for you and to help you take your practice to the next level.
So, guys, today, actually have a team member on the call with me, a gentleman that I’ve worked with for several years, a gentleman that has worked with thousands of practice owners and has helped them achieve success by effectively running ad campaigns. What I’m talking about is pay per click ads on Google, ads on Facebook, ads on Instagram, ads on TikTok. This guy is the scientist, He’s the mastermind. He knows how to tie in attribution to EMRs CRMs.
He knows very clearly what success looks like and how to avoid failures. I hear all the time that people struggle with their ads. They struggle understanding their conversion rates. They wonder is it worth It doesn’t make sense to run ads.
So for that being said, guys, I want to welcome Damien Patton to the show. This guy incredible. Damian, thank you so much. Hopefully that intro was suffice for.
You, my man, Yeah sounds good. Glad to be here. Thanks Cameron, you bet ma man, Hey, dude, thanks for joining me. I know that you’re super busy, you know, working with so many accounts.
I know that you’re on the phone and meetings with Facebook and Google all the time and connecting all the dots. But like, the first thing I want to I want to jump into is since you’ve worked with so many practice owners and you’ve learned so much over your career, like talk to us exactly what the playbook is. So if I’m a practice owner and I am thinking about running ads, or maybe I’ve ran ads and I didn’t have success, right, Like, I hear that all the time, what is the playbook Like when you when you look at a medical aesthetics practice, what is going to put them in a position to be set up for success. Now, I don’t care if we’re talking about paid social or paid Google.
I want you to touch on both of those components. But what is the ultimate play book that sets a practice up for success? And you can talk about ad copy, we can talk about attribution, we can talk following up with your leads, actually taking action. Like, let’s jump into it, man, I’m super excited to get started. Yeah.
I would say one of the most important things and what separates successful practices from ones that are struggling is really like their processes and the systems that they have in place. Right. You know, you can have the best ads in the world generating you leads and giving you phone calls and getting people to you know, interact with your website and your business itself. But if you don’t have those systems and processes in place or the tools to help you, you know, leverage your time to make that process efficient, then you’re just going to really struggle.
Right, And like what am I talking about, I’m talking about you know, having follow up process and note taking and things like that. So like when leads are going into your CRM or in your MR system, like how quickly are you following up with those people? And have you trained your staff or even yourself if you’re a self you know, single provider trying to run your business on sales because at the end of the day, like it’s a business, right, and when you get somebody on the phone or you’re interacting with a potential client, you have to sell them on your business and why they should come to you, right, you know, give them that educational piece, give them your credentials, you know, tell them the value of them coming to you and not just some any other med spall that’s right around the corner, right. You need to separate yourself as well in the market, and I think it’s super super important and where a lot of people struggle. Yeah, I totally agree.
I see time and time again where practice owners will they’ll like boost a post on Facebook or Instagram and want to call that marketing or ad dollars spent, which I think is I think there’s some success to it, but it’s really hard to get an ROI create a follow up process, right. I’ll see other practice owners that will they’ll invest more capital. Maybe they’ll run an effective campaign on Facebook, they’ll take the time to spin up a great video that’s organic about their offer. They have a good offer, maybe they have a good landing page, maybe they apply the right dollars spent based on demographic and population.
But like, and then all of a sudden, you’re like, well, what’s happening when the leads are coming in and you hear crickets? This is quite a common theme, and you know, so for the audience and the practice owner, Like, if you’re going to spend ad dollars, make sure you have a systematic solution to follow. Up, right, Yes, absolutely, because it otherwise you’re just like spending money. I mean, you can’t just like spend money and expect like, oh, but I’m spending two thousand dollars a month, I’m spending four thousand dollars a month. But if you’re not taking action, you know, on the leads that are coming in and the phone calls and having a good process in place, the system to keep track of all that, then you know you’re not going to really see the ROI sure, you’re going to get some clients coming in every once in a while, but like you’re not really truly leveraging and utilizing your time effectively to take your practice at the next level, which is what everybody wants, right, Like that’s the reason why people open up a business.
They want to take their business to the next level and they want to you know, succeed in the marketplace and you know, be the MEDSPA that people want to go to and talk about. Yeah, no, I get it, So okay, I want to hammer that home for a second for the audience. You’re unique on this show because I know you personally professionally, and I know you have access to lots of medspas databases and actually when you consult with them, when you work with them and the CRMs that you interact with, you actually can log in and you could you can see, oh my gosh, this person is taking action, They’re logging notes, they’re up dating statuses on leads. And then you also get clients that I’ve heard that get frustrated and they’re like, hey, we don’t you know what’s happening? Are we’re not getting any leads? And you physically get on the phone and go in there CRM and can see leads coming in that they haven’t taken any action.
Yeah, yeah, they haven’t done anything. The statuses are still marked as new. There’s zero notes, there’s you know, I guarantee they haven’t set up any kind of like email marketing and automation and drip campaigns. And there’s just no there’s no process.
It’s just like a fish flopping out of water. You know, there’s no structure to the process of following up and generating clients from the leads that they get. Yeah, that’s that’s a very vulnerable place to be, very risky as a practice owner. Yeah, I mean, you know, you go through the journey, it’s like, okay, even like mentally going through the process to say, hey, I’m going to spend money on marketing.
I’m going to try face Book ads. I hear they work. I went to a conference, my colleague does it, she’s successful, he’s successful. I’m gonna run it whatever.
I’m gonna run Google ads. I hear multiple things. I’m gonna try it. Like that is an emotional barrier that you’ve just broken down to actually say, you know what, I’m gonna go for it.
Then you see him go for it, and then all of a sudden they’re not taking action on the leads like super frustrating because it’s hard to set up a campaign, right, and that kind of pivots to my next talking point is what does it take to set up and let’s take like the let’s take the Facebook Instagram path for a second, like the paid social path. What does it take, Damian to set up a successful campaign outside of the conversion factor, the process factor, the lead follow up, the CRM factor, the EMR factor, Like that is a whole come like, that’s a complex process. Can you walk us through that. The most important factor with the social media ads Facebook instrum TikTok is the ad copy.
And what do I mean by ad copy? I’m talking about content. What is the content that we’re using and leveraging for the ads? Right? The practice owners that are making their own in house video content, whether it’s educational and informative or you know, just like a testimonial from their clients, So walk through their medspa like that’s the stuff that people want to see, Like they want to see you as the business owner. You need to leverage yourself as the influence, become your own influencer. I tell this all the time to the clients when I meet with them.
They need to be their own influencer. Why are influencers so popular on social media? Why do people hire them to promote their products. Well, if you become your own influencer, you don’t need to hire anybody. But that’s because that’s what drives results.
Right. People love the story, you know, of your journey and your medspot. They don’t want to just see before and after images and you know, pictures of you performing as service on a client. Right, they want to know more about you because at the end of the day, Right, it’s a business.
It’s about sales. When people buy a product, they’re buying the person. They’re buying the product from the person itself. Right, you have to sell yourself, be the influencer and kind of like dominate your market.
And I know a lot of people don’t really like doing it, but I mean, just pick up your phone, start recording yourself and start talking to your audience, your clients. You know, that’s what’s going to bring people in, that natural, organic content that people can relate to. And if they like you, then you’re going to have an easy sale. For sure.
They’re going to reach out to you, They’re going to give you a phone call, hit you in your DMS and want to book an appointment. Yeah, I love it. Well said, Well said. And you know what’s interesting is you don’t need to invest in state of the art equipment.
In fact, the recent data shows like the cheaper the equipment, the better. It’s your phone. Yeah, that’s all you need is the phone. Everybody has a phone, right, there’s nobody in the world that doesn’t have a phone, at least not in America, you know.
Yeah, and then you have to cut, like download cap cut on your phone, and then you can just complete your video edit and create like a really cool reel with voiceovers and stuff like that. Okay, So what you’re saying and for the audience basically like ad copy is huge for paid social Okay. So now let’s say, okay, let’s take this practice for the journey. I’m a practice owner.
I listened to you, I took your advice. I now have a great video, tells a story, have an offer, and here’s my ad Okay, cool, here you go, here’s the ad. What’s the next step in the formula to success After they’ve created the ad copy. One of the biggest things is do you have online booking.
Do you have a nice system that you can use that’s user friendly for your clients to be able to easily book that a plant? Right in this day and age, people don’t like communicating with people a whole lot. Sometimes it’s hard to text people, Like when my phone rings, if I don’t know who it is, I’m not answering it, you know what I mean a lot of people don’t like talking to people. We’re kind of introverted in this day and age. So having a good system for people to just go to your website book an appointment.
They already know about you, They’ve seen your educational video content on the ads that you made great ad copy. Now they want to meet you. So you know, maybe they don’t want to reach out, but they want to just book an appointment with what they want to get done. So having a good EMR system that has a great client experience to allow those people to go further down in your funnel and get them to come in is super important.
I love it. I love it. Okay, so great online booking, great attribution user I totally agree. I’ve seen online booking environments that are very clunky, hard to use, not use you from the consumer based, you know, and they bail Like it’s the whole abandoned cart right now, Now you’re taken the time to create an AD, you’re applying ad dollars to it.
People are clicking, and people are seeing they’re coming into your funnel. And then there’s this poor online booking experience. And that’s one of the things I’ve been such a critic to EMRs to really accelerate their their user experience and their their user creative path when it comes to development. On you for the online booking because you’re exactly right, I totally agree.
So that brings me to the next point. How like, Okay, I’ve created the ad copy, I have a great online booking, I have a great website. I have a CRM system that can kick off automation. Like what about actually setting up the campaign inside of Facebook itself? Right like in the meat, Like what what are the successful things if you were to set up the actual campaign, what what do you see that proves to be successful? Knowing your target demographic, knowing your audience.
That’s that’s huge, right. So, Like when I meet with clients all over the country, we have hundreds of practices that we work with daily, and they’re they’re spread everywhere, you know, from California to New York to Florida to the middle of nowhere, Idaho. They it’s very important for them and their success to know their demographic, know their target audience. So when you’re going into the campaigns and setting it up, you know, like zip codes, especially with social media, right because you’re going to get charged for people just looking at the ad and you don’t want to show the ad to you know, like low income area housing where they can’t even afford your services, but you know Facebook charging you for it anyway.
So dialing in that targeting and demographic age groups, knowing you know, what kind of client tell are more prone to sign up for what service depending on what service you want to advertise for to get more busy. That’s that’s super important and really helpful for us when we’re setting up the campaigns, when the clients know their target demographic audience, so we can drive it to those people to get the results that they’re looking for. Yeah, absolutely setting up a target audience, guys, is super super critical. And one call out here that he talked about was zip codes.
You can even like, like, you know, look at your own practice right now and pretend you’re you’re physically standing on site. Well, if you were to look at a zip code zip codes around you, there’s probably zip codes you want to target. In zip codes you do not target, right You’re like, oh, this is a great zip code. Maybe it’s only five miles away, and another zip codes five miles away.
You want to target the one zip code but not the other because the demographic is different. They’re not your ICP, they’re not your customer profile, right, So target based audience campaigns is huge. That’s the takeaway for sure. What about what about lookalike audiences.
Let’s say practice that has a patient base, right, Like, what are the benefits? Like, he can speed that up with Facebook, which is great, and we have some great analogy that used for that, So talk about that. That was gonna be my next point too, actually that it’s see an even better way to really dial in and target your audience that you’re looking for. So with Facebook and Instagram and with Google as well, you can download your existing client base. If you’re already kind of an established practice and you’re just trying to get to the next level, you can download your existing clients into a CSV file.
All you need is their name, phone number, email. You can throw in the address if you really want to, but it’s not necessary, and then you can import that into Facebook itself. And what it’s going to do is it’s going to find these people’s profiles because everybody signs up with their phone number or their email or has their name associated with their accounts when they sign up, right, So now what Facebook and Instagram is going to do, the AI and the algorithm, with how good it is nowadays, is going to go out look at all these different people, see what they have in common, and then go and find new people that match that same demographic. And if they’re already your existing clients and they’ve come in to see you, then that’s your target audience.
That’s the perfect target audience for you to look at. And you know, running those campaigns, we typically see the cost for a per lead the best CPOs with those campaigns. The algorithm is just it’s nuts nowadays, it’s it’s so advanced and it’s just getting better every month. So definitely worth the juice for the squeeze for sure.
Yeah, no, absolutely, I mean that’s a great way to accelerate the audience, lower your cost per lead. But at the same time, guys, you want to maximize your marketing spend. Right. So for example, what we mean by that is, if you’re going to deploy, let’s just make numbers easy.
Let’s say you’re going to deploy capital to marketing, and this deployment, let’s just call it one thousand dollars a month and AD spend, just to make numbers easy. If your average cost per lead and in the marketing world CPL, if your CPL, let’s make numbers easy. You spend one thousand dollars and your CPL is call it one hundred bucks. Right, how many leads are you going to get Damian? How many you’re going to get ten leads? And what is the average conversion on that Typically that USEE.
On social media typically between fifty team and twenty percent. So you’re going to get like one and a half to two new clients one. And a half to do two new clients. So when I look at that formula, right, I look at that formula right there, I’m like, Okay, there’s two ways that you can solve this problem.
You can either deploy more capital, right, you can increase your AD spend right, or you can lower your CPL. Right now, let’s just take the other scenario. Let’s cut your CPL in half, right, and the way to cut your CPL and half guys is obviously zero in on your targeting. Run smart campaigns like connect with a company that knows what they’re doing in aesthetics and works with Facebook on a daily basis.
Let’s cut that CPL to half. Let’s say the CPL is now fifty on the same thousand dollars spend, we’re now going to get twenty leads, right, same amount of spend. Lower your CPL same like double the amount of leads. The conversion rate is the same.
Now you’re going to get what four new customers if you’re at a twenty percent conversion factor? Correct? Yep, exactly exactly. Now the lower and the entire purpose of a great marketer is to lower CPL. Right, you lower the CPL. Now, guess what you do, right, You go and increase your ad spend because you’re getting a conversion.
Right now, let’s tune this up a little bit. Let’s take the ad spend damien to ten thousand dollars a month, and then let’s look at a CPL like let’s just say it’s it’s it’s performing extremely well and we are at let’s well, let’s just make it easy. A fifty dollars CPL on Facebook on a ten thousand dollars spend. How many leads are we getting? Ten thousand, ten thousand spend fifty dollars two hundred leads.
That’s two hundred leads please, and a ten thousand dollars spend. Okay, so now we’re going to convert. Let’s say we’re a great converter, thirty percent. Run the numbers on thirty.
Percent, forty thirty percent. We have sixty new clients in a month. Sixty one clients are going to pay for that ten K. You’re going to put that in K back easy.
One hundred percent. I mean, amspot came out with the average ticket that customers spend first visit is right around five hundred and fifty bucks. So let’s take that math. Let’s take sixty times five hundred and fifty dollars.
That’s thirty three K. That’s a three X. It’s a three x. Yeah, there you go.
Extretely what we see. We typically see between a three and a four X on most of the campaigns that we that we run for our clients. That’s that’s average, that’s you know, obviously there’s outliers, but you know, I’m talking bell curve. That’s kind of typically what we see.
Typically, what we see guys, that’s a three x return. So basically what that means is and we’re talking to there’s a term out there called row as. So if you guys ever hear the term row as, it’s return on ads spend, right it’s it’s an investment marketing acronym if you will. But when you’re talking to your experts or you guys are going to invest in this category, like, have a strategy, have campaigns, know what you’re doing, and then have a row AS number that you’re trying to hit.
In fact, we’ve had some practices that have a seven x return. Yeah, we focus really hard on lowering cpls. They spend a lot more, they have great copy, they get great landing page, great book, and great fallo up system. Right like, because if you take the math on that damien, you take the math on a ten thousand dollars spend and you just turn the dials a little bit.
Let’s say you have a fifty percent conversion, right I mean you you just blew out your row As investment, right, I mean, oh yeah, let’s just and then let’s just say you lower the CPL because the campaign got smarter and smarter. Now the CPL is twenty five right now, that’s how you get a seven x return on row As. Oh yeah, Yeah, you’re going to be cranking. You’re taking your practice at the next level.
You’re going to be one point five two million plus revenue business every year. Next year you open up your second location already, you know. And if you’re a single provider, you’re hiring new staff frantically because you can’t keep up. Oh dude, I love it.
I love it. And I was just at the Aesthetic Next conference in Dallas that just took place, and I was doing some talks on stage. I had the opportunity to speak on sta AGS three different times, and there was a story that I wanted to share with the audience and it resonates well with this conversation. The story was a practice that we have and I don’t want to call out their name, but they happened to be in Texas.
That’s why I wanted to tell the story. I was in Dallas. They have three locations. They’re not afraid to spend money on marketing.
They hired a industry expert, they have great copy, they have great systems, and I think, like before I went to that speaking event the conference, I reached out to you and I said, hey, give me the numbers on this particular customer profile. And I think the numbers if I remember my slide deck correctly, in the data you sent me, they had to investor. I was like, hey, give me a ninety day historical ninety day run rate, and the run rate was sixty thousand dollars spend four hundred and twenty thousand dollars back in a return on capital. So, guys, if I’m an investor, which I am, and that’s a whole other world.
But if somebody said, hey, I’m going to give you sixty grand and in three months ninety days, I’m going to give you back four hundred and twenty k, Like, who wouldn’t take that deal. I’m investing all days. You’re not getting that returned in the stock market, that’s for sure. You know.
Now, you can’t get it in the market that fast, and you can’t get it market real estate, crypto like whatever it is. But there’s a playbook to it, right, there is a success playbook. Thank you for listening to Medical Millionaire. I wanted to take just a few short moments and tell you all about Growth ninety nine University.
Naturally, if you’re listening to Medical Millionaire, the success of your medspot is extremely important to you, and as it should be. And if you’re listening to Medical Millionaire, you were obviously looking for the best most effective ways to take your medspot to the next level in both profit and cusustomer success enter Growth ninety nine University. Ranging from online education courses all the way to the full suite of marketing and web services. Growth ninety nine has your medspa covered.
No matter the challenges that you’re facing, we are ready and able to help you achieve your next level in business, profit and freedom. To inquire about all of our support services and products, please visit Growth ninety nine dot com and while you’re there, click the university link and check out the companion course to this very podcast. Back to the show, let’s talk about the row as like, let’s extend on that a little bit because I want to talk about true attribution, something that you and I have been so critical about in the marketplace of running lead gen for so long for practice owners and just pounding on the EMR companies time and time again to get true attribution. And guys, what I mean by attribution is understanding how to get those ro as dollars add dollar in return on investment coming back home.
So we walk us through like attribution, what that means, how to you know, kind of how to set it up. You don’t have to get too nerdy on us, but like you know, I talked to us about how how fun that conversation is when you’re consuming practice owners. That kind of goes back to our earlier points that we were talking about as having you know, the right systems in place, and like by systems, I mean like your tech stack, what is the software that you’re using. So the most successful practices that we’re able to show true attribution with is when they’re using either Zanodi or Boulevard.
And then when we’re running marketing campaigns to either the website landing pages, and then we have a link for people to just book directly online. Well, Google Analytics can track the actual dollar amount of those bookings that people have made, and we can go in and see what services they booked for, how many people were adding to Kart, how many people actually purchased, so we can get drop off rates. I mean, there’s just a plethora of data in there, and then we can really analyze and break down. Okay, this is how much you’re spending, this is how much you’re getting back, this is what people are paying for, and this is how much they’ve paid.
And then I mean it’s just it’s a no brainer. At that point, they’re like, great, let’s spend more. You can see what services they actually bought. Yes, yeah, it is amazing.
It’s truly amazing. And I said, I just see, like I would bet you Damien that there is less than three percent of practice owners actually have it set up correctly. Oh and that’s absolutely yeah, that’s why. I absolutely it’s.
A bad name. It’s like, oh, I tried Facebook ads and they didn’t work. I heard that all the time. I’m like, well, what did you do, like talk to me about the process.
I don’t know. My marketing person set it up. And I’m like, you’re not giving me much data to go off of, you know, like if you told me that you did this, this, this, this, this, this and this and it was the playbook that we know for success. Okay, Like I haven’t heard that though, when every time I hear either the tech stack is broken, they’re not falling up with their leads, the ad copy is shitty or you know whatever whatever it is, or they just rely on someone on their team to effectively run it.
So I agree. Like the other thing too, like you need to test things right, like AB tests your ad copy, AB tests your landing pages, have form fills on one, have the booking button on the other. Because if you have form fills on one, that’s a landing page that has like your offer, your service, before and afters, testimonials, and they fill out the form, have that sent into a CRM system that kicks off automated text and automated emails to where they can actually click on the link and book the appointment to follow the attribution to the EMR and then bring it back to the R one. Yeah, like, oh my gosh.
Yeah, I guess. The other thing that I really wish more practices would invest in also is call tracking. There’s soft programs out there like call Rail where you can connect your Facebook account, your Google Analytics, your Google Ads and it will literally record the phone call conversations for you and then transcribe it so you can see, you know, how is your front staff talking to these people? You know, are they being a salesperson because they’re not just a secretary at the front desk book and appointments, So they’re trying to sell clients to book appointments at the end of the day. And so having that call tracking setup where they can go through and look at the phone calls, coach their staff, train their staff, teach them how to be a salesperson is massive.
And you can even put the dollar amount. So when people book an appointment from the phone calls generated from the ads, you can again back to attribution. You can track that attribution. How much was the appointment that they booked worth.
Now we can go back look at your ro as and let’s start spending more money to make you more money. You know, dollar in four or five out yep. And you can track how long they’re on the phone. Yes, yeah, track how long the phone was with the phone number, their name, like all of that stuff.
It’s it’s huge, like leveraging. If you’re not leveraging technology in this day and age, I don’t know what you’re doing as a business owner. Honestly, Yeah, and guys, like all of this comes from passion. It comes from passion because like, truly I want to see everybody be a successful entrepreneur that if you take the time a sooner the episode and like it’s one thing to listen to Damian and I talk about it and maybe like there’s some frustration that comes out or passion that comes out, it’s because we care.
It truly is because we care, and there’s a way to do it correctly, and there’s a way to do it incorrectly. And after like being in the industry for so long, we’ve seen so many stories, I could basically tell you, like if somebody wants to do a campaign, before even setting up the campaign, I could say that that’s not gonna work. It’s gonna fail. Like it’s we’ve seen it, you know, and so we have the playbook.
And so i’d encourage you guys to to if you are running ads, or you have run ads, or you are considering running ads, like take the time to analyze your process, your tech stack, your ad spend, your row ads, your lead flow, your funnel test things you know, like look at the attribution efforts so super super important. Okay, that being said, let’s pivot for a sec. I want to talk about There’s two components I want to talk about on Google. Right.
So, Google is a phenomenal place to market. People go to the Internet and they search for products and services and treatments and conditions that they are wanting needing that you, guys provide. You need to hang out with your audience. Hangs out like Facebook, Instagram, Google of course, like TikTok.
But people go to Google and they conduct a search and hopefully you’re being found. Right, So talk to us a little about like pay per click campaigns when it comes to Google and how effective they are, how important they are. Do the most successful practices run Google ads or is that a myth? No? Absolutely, the best success we see is from clients that run Google ads in tandem with their social media as well to leverage the data that they collect from the Google ads to run retargeting campaigns on social media. When people hit your website, maybe you know they’re just looking around and they’re not interested.
Next time they open up their phone and go on Instagram, Boom, you hit them with another ad again, like you’re trying to draw them back in. That’s super important. The other thing is you have to understand like the platform right when when somebody’s going to Google, they’re already thinking about something. That’s why they’re searching for it.
They’re looking for it and they have that intent and they’re just trying to find out where’s the best place I can go to get this done? So what else is important involved that’s involved in that you’re Google My Business profile. People, especially in the medical industry, whether it’s you know, dental meds, pop, plastic surgery, whatever it is, they want to look at your reviews, they want to look at how far away you are, they want to know what hours and days you’re open, and they might even want to prove your website. But even if they don’t, they want to make a phone call. So they’re going to click on your profile and give you a call.
And you can incorporate the pay per click search campaigns with your Google My Business profile to make sure that your profile shows up sponsored at the top of the maps on the business list compared to everybody else in your area. It’s a very underutilized system for ad campaigns on Google that if you’re doing that, you’re already ahead of your competition a by like seventy percent, because most people aren’t leveraging that side of Google. I totally agree, man, I see it all the time. I in fact, I see practice owners medspas that have a great Google Business profile Google my Business.
They just changed the name recently for the audience. It’s Google Business Profile as the one they’ll be going forward with. So if you hear me say that, understand I’m also talking about Google my Business. You set it up well, you have good services, you have the name, address, phone number, hours of operation, you have good reviews.
But then you’re not applying AD dollars to be at the top, right. So the cool thing about this, guys, is, like where I’m physically located right now recording this, I’m in Florida. If I go to my phone and I search medspa near me, Google is going to serve up the closest MEDSPA near me. That’s that’s how it works.
That’s how it wants to map what I’m asking. It wants to give me the best relative information. However, if you apply ad dollars to that, right, it actually will serve up a practice on like before the practice that is closest to me because that person’s investing AD dollars. So now check this out.
Guys. You have great review ratings, great review count, great Google my Business profile or Google Business profile setup, and now you apply AD dollars to it. What do you think they’re going to do. You’re the top one on the list, you have great reviews, and you’re easy to get a hold of.
Like they’re going to pick you. They may not even go to the one below because they’re looking, oh review account, okay, cool, they’re right there at the top, and they select that one time and time again, and those things converse so well. They generated a ton of phone calls. They truly do, because I mean that’s what most people are going to do when they’re looking for a met spot.
And you know, when I’ve gotten tattoos done, or when I’ve gone to a dental place, like you better believe if somebody’s messing with my body, I’m going to a place that has good reviews. Right, you’re messing with me. You know. I don’t want to go somewhere where they’re going to jack me up, you know, and then I’m gonna have to pay somebody else to fix it later.
So leveraging that and having that as part of your business is critical, and then that would bring you to another point that’s super important is making sure you have a reputation management tool right to help get you to that point where you can leverage that part of your business. You know, if you’re a newer practice just starting off, incentivize your clients to leave you a review. Tell them like, hey, if you can leave a review today, I’ll give you ten percent off any service next time you come in, or maybe fifty dollars off or one hundred dollars off, just some kind of incentive, or maybe give them the gift card. You know, you can get pretty creative with that.
But try to build up that review list and leverage different tools like growth ninet nine plus. We have our own reputation management software that you guys can use, and there’s other softwares out there too, So leverage those tools and technology and elevate your profile to the top, and then when you run campaigns to it, I mean, you’re just going to be on another level compared to everybody else in your area. Totally, totally. Man.
I was on a call actually earlier this morning with a practice that does seven million dollars a year. They’ve been in business quite a while, very profitable business, knowser numbers super sharp, and she wants to get to ten million. And so we analyze our current situation. Literally zero dollars invested on marketing when it comes to like digital marketing, right, I think they have a billboard or you know, they send us some emails and stuff like that.
They have a decent like organic social But I’m like, I started getting into the conversation with her and talking more about okay, like if we weren’t on the phone call, what would you do to get to ten million? What’s your strategy? And she didn’t really have a strategy. It was just like, you know, I hope that more people come in the door. I’m like, well, you’re you’re under investing, you know, dramatically. In marketing, you should be spending at minimum five percent of your top line revenue.
So on a seven million dollar practice, ten percent of that would be seven hundred grand a year. She should be investing at least three hundred and fifty grand a year. And you know, if you take that three hundred fifty grand a year and you put her row as you know, button into it like, I’m like, here’s the playbook. Yeah, and we’re going to create you know, like the playbook for her was obviously great ad copy, Like, don’t be you know, shy to invest in marketing.
You have the budget, you have the ebadah h, you have it there, and here’s a strategy. Here’s this, you know, here’s a CRM, SYSM whatever it is. But we set up the playbook for her, and you know, she’s going to achieve the results that she’s looking for. I was blown away that she, you know, has not invested in marketing in this.
You know, they’ve been in business a long time and they have a great patient base and great retention, and but you know, it’s just like this goal in her mind that she wants to hit that ten million dollar mark, and that’s the playbook. Like we need to invest where your audience hangs out, and then we need to tie that back to attribution. We need to test things. We need to see what ad copy is working, which is not working, make sure you’re you know, like make sure the ads don’t get ad fatigue, change your ads up right, and and just do quality control in that.
So I’m excited about out that opportunity. Specifically, I wanted to call that out, but I couldn’t believe. Like, one thing I was looking at on our Google business profile, she had like one hundred and sixty two reviews, which is a lot, but on a seven million dollar practice that’s been in business for like fifteen years, I would expect a lot more. Yeah.
It was like, go into her database and send out a mass email or mass text to her massive list of patients. I’ve met five hundred in the next seven days. Yeah, oh, absolutely absolutely, and then leveraging that with that kind of ad spend. You know, even if she spent you know, five percent of her total revenue, she would completely dominate the impression share on the search results too.
Nobody in her area could touch her, and she would easily get to that ten million within a short time frame, definitely by the end of next year. Before then, dude, you know what. She was reluctant too. She’s like, I don’t know, she was reluctant, and I said, well, what’s the other avenue, Like, what’s the strategy if we’re not going to invest in marketing and we’ve kind of maximized our word of mouth referral, you know, patient base, like what is the strategy? And you know, like it took some I had to kind of peel back the layers a little bit more like an onion type approach.
But she’ll get there. You know, she wants to start at some level and then continue to grow. But you know, the ones that I see that truly invest and do it correctly are the ones that continue to capture market share. You know, it’s unfortunate, really, Daveien, that you know, there’s people out there that have tried, maybe they’ve dabbled in paid search, and they haven’t set it up effectively, and so they just completely throw it out, like completely throw it out.
One practice that comes up to mind. I’ll give you another one here, one that very close to my heart. I’ve worked with them for many many years back since like twenty seventeen, record this in twenty four so a long time, and they’ve never once invested in ads. They have great SEO, they have great word of mouth, they have a very powerful social following.
In fact, one of the owners is pretty well known at a national level. They’re on you know, just a little hint Real Housewives there you go, But they are reluctant to invest in Facebook and Instagram and Google Ads because they had a bad experience the first go around. I have no idea who they were working with, not a clue. Maybe they tried it, But again I look at that as like that was so long ago and they were dabbling.
They dabbled, didn’t like it, bad taste in their mouth, moved on, never tried it again. And then if you look from twenty seventeen to twenty twenty four, how many practices do you think have opened up? Oh? Tons? And I bet a lot of them are advertising too. You know, one of the stories I love to tell new clients and people that are hesitant about advertising and marketing. I tell the story of, you know, everybody watches the Super Bowl every year.
You know what I can guarantee that I’m going to see during the Super Bowl commercials. I’m going to see those Coca Cola Polar bears right year? And how much money do they have to spend for that thirty second window? I think last year the numbers were like seven to eight million dollars, right, So you’re you’re telling me that Coca Cola doesn’t think it’s profitable to spend seven or eight million dollars on a little thirty second window. It’s absolutely profitable and worth it. That’s why they do it.
You got the Budweiser draft horses. Even without Super Bowl, you still see commercials for McDonald’s on TV. Everybody in the world knows who McDonald’s is since they’re five years old. But they still run ads and they still market and advertise.
Yeah, they wouldn’t do it if it wasn’t beneficial, right, And so it does no matter how big or small you are, you need to market and advertise Otherwise how are people going to know you and find you? You nailed that, dude, You absolutely nailed that. Because these are big, powerful companies that continue to invest in marketing. And there’s you know, like the last thing I kind of want to put a bow on this for the audience you guys, is I have analyzed so many practices over the years, and truly, I will say this with absolute confidence that the most successful practices are the best marketers. Truly, Like you have to be a great marketer.
Now when you combine that or you know, compound that if you will, with martech, with marketing automation systems and attributions in good copy and be disciplined and consistent about it. Holy shit, it magic happens, like the fireworks go off. You know Grant Cardones quote he said, it’s not who has the best product, it’s who has the best marketing that’s going to make the most money. Right he literally that’s he quotes that all the time.
Yep. And you have to know how to sell, right, like guess on it to it that I’m becoming a very big fan of is for the practice owners invest in sales training, like like literally, you know, I know that you guys go to a lot of conferences, some of you more so than others. But a lot of the tracks that I see practice owners go to is the clinical tracks, which hey, I don’t want to discredit that at all, Like learn the craft new and learn a new technique, Like I totally get it. Invest in yourself, But why not take the time to invest in the business side, right Like go like maybe join a local mastermind that’s one hundred percent about business, you know, go to all the like maybe that conference, just go to all the business tracks are shoot, Terry Ross is putting on a new conference and that one coming up in Fort Lauderdale.
The whole the whole track is about business, and man, I give that woman so much credit because you know, like this the industry deskerally needs it, and the people that take it seriously, those are the ones that are going to continue to make market share. You know, take it from the from the other potential competition, and they’re going to continue to thrive and have success. Absolutely, I would definitely recommend the audience. You guys listening and you know, research and study and learn from these people that are great salesmen and business people, right like Grant Cardone, Gary Vayner, Chuck Robert Kiyosaki.
You know, read their books, listen to the Audible book when you’re driving or at the gym or something like that. You know, absorb their content and their knowledge and it will just improve your business tenfold, hundred percent. I mean it’s there. You can get it on podcasts now, Audible.
It’s like, it’s crazy how fast we can get information this day and age. Absolutely well, Hey, man, I know that you’re super busy. I really appreciate you coming on the show. This is the first time I’ve actually had an internal colleague on the show, So I want to thank you for everything that you do.
Everything you do for practice owners, always leveling up, always learning new techniques, consistently talking with Facebook and Google. I know how big of a nightmare that is, and you know, deploying that knowledge back to the provider and the practice owner and ultimately the patient themselves gets to experience confidence and happiness for themselves because they found somebody that understands aesthetics and wellness. And what the practice owner does is ultimately change lives for these patients, which is truly inspiring. So like, if you go full circle here investing in marketing and working with somebody that knows what they’re doing, not only are you improving your business, but you’re changing more people’s lives, including your own.
Like, it’s pretty powerful. I’ll leave it at that, guys. Hopefully you guys found this valuable. Hopefully found this episode and this content just amazing.
I wanted to record this for some time now, So thank you so much for tuning in, Damien, thank you so much for joining you guys want to learn more on how to run successful ad campaigns, you can obviously reach out to Damien. I think the best way to go to him is what’s the website Damien. Growth dot com. Just curious.
I typically don’t call out out to Growth ninety nine too much on the podcast because it’s truly about education, but in this case, Damian and his team truly do know what they’re doing and they want to help practice owners thrive and survive, especially during you know crazy, you know times that we have in the economy, whether you’re thriving or want to thrive or want to get into the space. So, guys, if you found this episode and this content valuable, my only ask is that you share it, Share it with your colleagues, share it with your friends, share it with your team. Rate it, please rate it like, give it a review, an honest review. We want to level up our game.
We want to continue to provide value for you guys. No one’s paying us to do this stuff. We do this out the kindness of our hearts, and we want to see everybody succeed. So cool, Thanks Cameron.
I appreciate you, guys. Thank you so much for tuning in. Until next time, I’d be injecting.
All-in-one platform with customer relationship management and marketing automation.
Data-driven marketing channels to boost your practice's visibility and growth.
Strengthen client relationships with automated communications and a variety of channels.
Custom, beautiful, and conversion-focused websites for aesthetic and elective wellness practices.
Comprehensive marketing, from search engine optimization to social media management.
Client Relationship Management
Streamline your practice with our powerful customer relationship management tools.
Simplify scheduling and transactions with seamless online booking and payment.
Elevate your client communication with messaging and marketing automation.
Boost your online reputation with our innovative review generator.
Streamline your practice with our powerful customer relationship management tools.
Digital Paid Advertising Management
Streamline your practice with our powerful customer relationship management tools.
Streamline your practice with our powerful customer relationship management tools.
Streamline your practice with our powerful customer relationship management tools.
Unlock expert insights, dive into the latest blogs, and discover ways to supercharge practice growth.
Discover how aesthetic and elective wellness practices like yours have succeeded with Growth99.
Tune in for next level growth strategies and insights from host Cameron Hemphill and guests.
Discover how our integrated marketing automation platform can help you acquire, engage, and retain patients while building your brand and growing your practice.
Streamline your practice with our powerful customer relationship management tools.
Simplify scheduling and transactions with seamless online booking and payment.
Elevate your client communication with messaging and marketing automation.
Boost your online reputation with our innovative review generator.
Elevate your online presence with stunning, user-friendly websites that attract and retain clients.
Maximize reach and ROI with targeted campaigns that put your aesthetic services in front of eager customers
Boost your visibility and climb search rankings to become the go-to destination for wellness seekers in your area.
Capture attention and showcase your expertise with eye-catching visuals that resonate with clients.
All-in-one platform with customer relationship management and marketing automation.
Data-driven marketing channels to boost your practice's visibility and growth.
Strengthen client relationships with automated communications and a variety of channels.
Custom, beautiful, and conversion-focused websites for aesthetic and elective wellness practices.
Comprehensive marketing, from search engine optimization to social media management.
Stay informed with Growth99's blog. Discover marketing tips, industry insights, and strategies to grow your aesthetic and elective wellness practice.
Unlock expert insights, dive into the latest blogs, and discover ways to supercharge practice growth.
Discover how aesthetic and elective wellness practices like yours have succeeded with Growth99.
Tune in for next level growth strategies and insights from host Cameron Hemphill and guests.
Instantly assess your practice's online reputation and uncover areas of improvement.
Reveal untapped potential in your website's search engine rankings and performance.
Access quick solutions and expert support to maximize your Growth99 experience.
Elevate your practice to new heights with the Medical Millionaire podcast. Join host Cameron Hemphill and industry guests in uncovering the secrets to a successful practice.
Discover how our integrated marketing automation platform can help you acquire, engage, and retain patients while building your brand and growing your practice.
Join over 1,000 aesthetic and elective wellness practices that have already unlocked their full potential with Growth99.
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All-in-one platform with customer relationship management and marketing automation.
Data-driven marketing channels to boost your practice's visibility and growth.
Strengthen client relationships with automated communications and a variety of channels.
Custom, beautiful, and conversion-focused websites for aesthetic and elective wellness practices.
Comprehensive marketing, from search engine optimization to social media management.
Unlock expert insights, dive into the latest blogs, and discover ways to supercharge practice growth.
Discover how aesthetic and elective wellness practices like yours have succeeded with Growth99.
Tune in for next level growth strategies and insights from host Cameron Hemphill and guests.
Instantly assess your practice's online reputation and uncover areas of improvement.
Reveal untapped potential in your website's search engine rankings and performance.
Access quick solutions and expert support to maximize your Growth99 experience.
Elevate your practice to new heights with the Medical Millionaire podcast. Join host Cameron Hemphill and industry guests in uncovering the secrets to a successful practice.
Streamline your practice with our powerful customer relationship management tools.
Simplify scheduling and transactions with seamless online booking and payment.
Elevate your client communication with messaging and marketing automation.
Boost your online reputation with our innovative review generator.
Streamline your practice with our powerful customer relationship management tools.
Streamline your practice with our powerful customer relationship management tools.
Streamline your practice with our powerful customer relationship management tools.
Streamline your practice with our powerful customer relationship management tools.
Streamline your practice with our powerful customer relationship management tools.
Simplify scheduling and transactions with seamless online booking and payment.
Elevate your client communication with messaging and marketing automation.
Boost your online reputation with our innovative review generator.