Why is it so hard to get chiropractic Facebook leads to actually show up for their appointments?
There are probably a couple of different answers to this question, but I will start with kind of the foundational piece of Facebook advertising lead generation.
Chiropractic Facebook Ad Strategy
So if you’re making someone an offer let’s say it’s a $49 new patient special, you’re pushing that into someone’s feed. With social media, they’ve curated their own feed. They follow their friends and the people that they like that are in entertainment or news or whatever.
And you are pushing your content in the middle of that feed that they’ve curated. A lot of times they have not asked for a new patient offer from a chiropractor. But a small percentage of those people that see the ad and see the offer are interested enough to where they want to click on it. And put in their information and take advantage of it.
Now, chiropractors, since Facebook ads started, have been of the belief that they kind of function the way that Google ads function. So Google ads, someone is doing a search looking for a chiropractor, probably because they’re ready to make a decision on what they need to do.
So those people are a lot more motivated to come in, you know, within the next 24-48 hours with Facebook advertising, you’re making them an offer. And a lot of times it seems like a coupon, basically. So, you know, a lot of people tend to opt into those things not meaning to do anything about it right away.
Chiropractic Facebook Lead Conversion Strategy
So chiropractors are thinking that they’re still wanting to come in and 24 to 48 hours they’re texting them, they’re calling them, they’re emailing them. And these people just, you know, almost like just put it in their back pocket. They just, it’s almost like a way of saving it for later in case they, in case they don’t want to go back and try to find it, you know, in the future.
So that’s number one is they don’t always need it right then. So it becomes difficult to get that type of person to stop what they’re doing in their life and come into your office.
The next thing is that even if they make the appointment, a lot of times Facebook leads will have a high ‘no show’ rate. One really good way of cutting down on that is to take payment over the phone. So most of us have credit card processing.
Now, that can be done on a desktop, and you can just type somebody’s credit card information in. So being able to capture that payment before you confirm the appointment will help to decrease the no show rates quite a bit.
Chiropractic Lead Offers
And then also like the third thing that I would say in terms of like why they don’t show up that much is because a lot of people like if you run the same type of ad for massage versus chiropractic, people that take advantage of the massage offer are going to be ten times more likely to show up than people that take advantage of the chiropractic offer.
I don’t really know why that is. It seems like people maybe see massage more as a luxury. Chiropractic is more of a necessity. Maybe they want the results of the chiropractic treatment, but they don’t really want to get the chiropractic treatment.
So for whatever reason, every time that we have run things that are more relaxing or seem unique or new, like cranial sauna or decompression (even laser), people tend to show up more for those than for chiropractic. I don’t really know why. I’m sure it’s maybe a multifaceted answer of why that is.
But I’ve seen enough data at this point to know that there is definitely a decreased interest in people that are taking advantage of a chiropractic offer. So you just have to keep that in mind.