Every day I have the privilege of speaking to podiatrists and other health care providers about their Facebook advertising. When it comes to podiatry marketing I find there is one thing that prevents Podiatrists from running successful and profitable Facebook ad campaigns. This usually happens when they are just starting out making it even more frustrating for them. Can you relate and what is this one thing?
Generally speaking, the unsuccessful ad usually starts off saying something like this:
We are a podiatry clinic and we can help you with your X Y and Z, come in and see us and we'll help you with all your foot and ankle problems.
This approach uses a catch-all mentality and while it may seem like a good idea to reach your potential patients this way, the ad is actually having the opposite effect! The message is the problem because it's not specifically talking to your target audience or to your ideal audience, the audience that you want to attract into your clinic.
Let me explain that to you. In podiatry marketing, it's always a good idea to focus on the problems that your target audience is facing first and then give them a solution that resolves the problem for them. So instead of having a catch-all approach, you might like to instead refocus your advertising on particular conditions or problems that you could, of course, help your target audience with.
For example, if your clinic deals with a lot of foot or heel pain such as Plantar Fasciitis, rather then hoping that the catch-all message works, you might like to shift the focus of your ads to say something like this:
People often come in to see us because they are unable to play their sports or go about their normal daily lives. We know how frustrating this is AND we can help with that much-needed heel pain relief. Come in to to see us and get back to doing the things that you were able to do before heel pain became a problem.
This shift in messaging is a great way to connect with your target audience in a way that is going to help both you and them. It's a new approach which is going to dramatically increase patient leads coming into your clinic. And when you can generate patient leads, you can serve more patients and grow your clinic.