Ep. 206: The Cost of Digital Marketing: What Clinics Need to Know Before They Budget

Expand 00:00:04 - 00:00:09Hey, what's up everybody? Welcome back 00:00:06 - 00:00:11to Walkkins. Welcome Nick here and today 00:00:09 - 00:00:13we're bringing you another one of our 00:00:11 - 00:00:15live webinar sessions and this time it's 00:00:13 - 00:00:17the cost of digital marketing. You've 00:00:15 - 00:00:19ever been following along with us, you 00:00:17 - 00:00:21know we host these webinars to help 00:00:19 - 00:00:22urgent care leaders get more patients, 00:00:21 - 00:00:24deliver better care, and get repeat 00:00:22 - 00:00:26visits and scale their clinics. That is 00:00:24 - 00:00:28our mantra. And this one dives into the 00:00:26 - 00:00:30dollars and the cents behind that 00:00:28 - 00:00:33mission. We talk about what's really 00:00:30 - 00:00:35driving up marketing cost, why AI hasn't 00:00:33 - 00:00:37actually made things cheaper, and how to 00:00:35 - 00:00:39plan smarter for 2026. And you're going 00:00:37 - 00:00:42to hear us dig in a little bit into what 00:00:39 - 00:00:43I call the big three of marketing 00:00:42 - 00:00:46success. It's awareness, it's 00:00:43 - 00:00:48conversion, it's retention, and it's how 00:00:46 - 00:00:49each one of these affects your bottom 00:00:48 - 00:00:51line. So, if you're mapping out your 00:00:49 - 00:00:52next year's marketing budget, or you're 00:00:51 - 00:00:54just trying to make sense of where your 00:00:52 - 00:00:56ad spend is going, this is the episode 00:00:54 - 00:00:58for you. It's going to help you get 00:00:56 - 00:01:00clarity and confidence in your numbers. 00:00:58 - 00:01:01So, let's jump in the cost of digital 00:01:00 - 00:01:03marketing. 00:01:01 - 00:01:05>> So, uh if you've listened to any of our 00:01:03 - 00:01:07previous webinars or you listen to our 00:01:05 - 00:01:08podcast walk-ins, welcome. You always 00:01:07 - 00:01:11hear me say that we want to help you get 00:01:08 - 00:01:13more patients, deliver better care, get 00:01:11 - 00:01:15repeat visits, and scale your clinic. Uh 00:01:13 - 00:01:17so anytime you're going to come on to a 00:01:15 - 00:01:19webinar with us, it's our design to help 00:01:17 - 00:01:21you do these things here because you got 00:01:19 - 00:01:24in to the urgent care space not only to 00:01:21 - 00:01:25take care of people um but also to scale 00:01:24 - 00:01:28in such a way where you can get more 00:01:25 - 00:01:29freedom in your business. Okay. Um so 00:01:28 - 00:01:31you got to have more patients to do 00:01:29 - 00:01:32that. Um in order to get them to come 00:01:31 - 00:01:34back for repeat visits, you have to 00:01:32 - 00:01:36deliver really good care. And then 00:01:34 - 00:01:38ultimately the scale piece is where 00:01:36 - 00:01:39you're not doing everything by yourself. 00:01:38 - 00:01:41So we're going to spend some time today 00:01:39 - 00:01:42talking about those things. All right, 00:01:41 - 00:01:44here we go. We're going to start with 00:01:42 - 00:01:46why marketing costs are rising. I think 00:01:44 - 00:01:48it's a very good question to go okay 00:01:46 - 00:01:53well with AI and everything else that's 00:01:48 - 00:01:55going on. Um why do we not see uh why 00:01:53 - 00:01:58why do we not see prices falling? But 00:01:55 - 00:02:00this is the reality. Um you're seeing an 00:01:58 - 00:02:03increased competition for ad space for 00:02:00 - 00:02:04the first time in uh the agency since 00:02:03 - 00:02:07we've been doing urgent care. We're 00:02:04 - 00:02:10seeing where the the the level playing 00:02:07 - 00:02:12field is now causing prices to go up. It 00:02:10 - 00:02:13used to be you could write a better ad 00:02:12 - 00:02:15uh to the right person at the right time 00:02:13 - 00:02:17in the right way. And a lot of people 00:02:15 - 00:02:18have figured out how to do that. AI has 00:02:17 - 00:02:18given you good tools to be able to do 00:02:18 - 00:02:19that. 00:02:18 - 00:02:22>> Not all good tools. 00:02:19 - 00:02:25>> Well, some good tools to be able to do 00:02:22 - 00:02:28that. Um but if you have 10 urgent cares 00:02:25 - 00:02:30in the competitive space in in any given 00:02:28 - 00:02:32market, by default, the demand increases 00:02:30 - 00:02:35and so the prices increase. 00:02:32 - 00:02:36>> Um AIdriven bidding and automation fees 00:02:35 - 00:02:38is one of the biggest things that's 00:02:36 - 00:02:40causing this to happen. You would think 00:02:38 - 00:02:41that AI would drive the cost down 00:02:40 - 00:02:43because that's what they're talking 00:02:41 - 00:02:46about over and over again. But here's 00:02:43 - 00:02:48the problem. It's not it's not perfect. 00:02:46 - 00:02:50Um, and it doesn't do anything 00:02:48 - 00:02:52consistently. Uh, so one of the 00:02:50 - 00:02:54challenges with that is you get some 00:02:52 - 00:02:56good, some bad, some ugly, and then the 00:02:54 - 00:02:57prices start getting squirly. Everything 00:02:56 - 00:02:59goes up. 00:02:57 - 00:03:00>> Well, and I think I think one thing that 00:02:59 - 00:03:02people forget these platforms that you 00:03:00 - 00:03:02do like run ads on. 00:03:02 - 00:03:04>> Correct. 00:03:02 - 00:03:06>> They're designed to make money. They're 00:03:04 - 00:03:08not going to build a tool that short 00:03:06 - 00:03:09changes them. That's right. 00:03:08 - 00:03:10>> That's just not going to do it. Like 00:03:09 - 00:03:12they want to get you results because 00:03:10 - 00:03:14they want you to keep coming back, but 00:03:12 - 00:03:15they're not going to make this magic 00:03:14 - 00:03:17tool that cuts your cost in half and 00:03:15 - 00:03:19then they lose a bunch of money. That 00:03:17 - 00:03:21would never fly in any business, 00:03:19 - 00:03:24>> right? 100%. Um, another thing is 00:03:21 - 00:03:27patients are expecting more from their 00:03:24 - 00:03:29from their experience with your clinic. 00:03:27 - 00:03:31um that digital front door, that digital 00:03:29 - 00:03:33uh brickandmortar, which is the the 00:03:31 - 00:03:37internet and your your business listing 00:03:33 - 00:03:39on the internet. It's no longer okay to 00:03:37 - 00:03:42just be available on a phone call. Okay. 00:03:39 - 00:03:45Um now they are expecting to be able to 00:03:42 - 00:03:47book online and they're being able uh 00:03:45 - 00:03:49they're they're expecting a response 00:03:47 - 00:03:50from that booking of uh here's a 00:03:49 - 00:03:52confirmation from your appointment, 00:03:50 - 00:03:54here's what to expect, upload all of 00:03:52 - 00:03:56your information. Um, not only does that 00:03:54 - 00:03:57drive up that doesn't necessarily drive 00:03:56 - 00:03:59up digital marketing cost, but it does 00:03:57 - 00:04:01drive up clinic cost uh to be able to 00:03:59 - 00:04:03have some of these tools and it's just 00:04:01 - 00:04:06an expense of doing business these days. 00:04:03 - 00:04:08Um, and of course there's always in cost 00:04:06 - 00:04:10costs involved when you do an omni 00:04:08 - 00:04:13channel approach. This is being found on 00:04:10 - 00:04:15Facebook, Google, uh, television, print 00:04:13 - 00:04:16radio, uh, you name it. All the 00:04:15 - 00:04:18different channels that make sense for 00:04:16 - 00:04:20you to advertise in, well, each one of 00:04:18 - 00:04:22those have a cost to them. So, um, 00:04:20 - 00:04:24here's the reality check. patients are 00:04:22 - 00:04:26searching 24/7. U just because your 00:04:24 - 00:04:28business operates from 8:00 a.m. to 8:00 00:04:26 - 00:04:30p.m. doesn't mean that at 10 p.m. people 00:04:28 - 00:04:32don't get sick. And this is where some 00:04:30 - 00:04:33of those online schedulers come in. So 00:04:32 - 00:04:36they can schedule for the next day when 00:04:33 - 00:04:38you're open. Um if you're not visible, 00:04:36 - 00:04:40by default, you're invisible. Right? If 00:04:38 - 00:04:43you have to click uh or scroll down a 00:04:40 - 00:04:45page to find access to your clinic, by 00:04:43 - 00:04:48default, you're not visible on the 00:04:45 - 00:04:50internet. Uh your online your online 00:04:48 - 00:04:52presence is your first impression. Okay? 00:04:50 - 00:04:54And you have to make it a good first 00:04:52 - 00:04:57impression. So, here's an example of 00:04:54 - 00:04:58what a bad first impression is. I see an 00:04:57 - 00:04:58ad. 00:04:58 - 00:05:01>> Yeah. 00:04:58 - 00:05:03>> I click over uh I see your ad. I want to 00:05:01 - 00:05:05do business with you. I want I want to 00:05:03 - 00:05:07schedule in there. I click over to your 00:05:05 - 00:05:08website. And the first thing they see is 00:05:07 - 00:05:09pay your bill. 00:05:08 - 00:05:10>> Yeah. Yeah. 00:05:09 - 00:05:12>> Right. Sorry, Urgent Carriers. If you 00:05:10 - 00:05:15think I Yes. It's important that people 00:05:12 - 00:05:17pay their bills, but that can't be your 00:05:15 - 00:05:18number one call to action. A lot of you 00:05:17 - 00:05:20do that, and I think you should stop 00:05:18 - 00:05:22doing that. you should just move it to 00:05:20 - 00:05:24somewhere less obvious because you care 00:05:22 - 00:05:26more about that next patient coming in, 00:05:24 - 00:05:28not the patient that owes you money, 00:05:26 - 00:05:30right? But that's a real thing. We we 00:05:28 - 00:05:31kind of joke about it and you're 00:05:30 - 00:05:33probably saying, "Oh, does my home page 00:05:31 - 00:05:34say pay bill?" The worst part. 00:05:33 - 00:05:36>> Yeah, go check. But like check it on 00:05:34 - 00:05:37your phone because you just even more 00:05:36 - 00:05:39obvious on the phone that pay bills the 00:05:37 - 00:05:42first not even a phone number, just pay 00:05:39 - 00:05:44bill. Exactly. So, um it also lets you 00:05:42 - 00:05:46know your prior priority, which by 00:05:44 - 00:05:47default, yeah, you want to make money, 00:05:46 - 00:05:50but your priority should be to take care 00:05:47 - 00:05:51of the uh visit and lower the barrier of 00:05:50 - 00:05:53entry into your clinic, not to get their 00:05:51 - 00:05:55money right out of the gate. Um and then 00:05:53 - 00:05:57you will either rise to the level of the 00:05:55 - 00:05:57systems you have in place or you'll die 00:05:57 - 00:05:59to them. 00:05:57 - 00:06:02>> All right? So, growth requires a system 00:05:59 - 00:06:04and you can't it's not hope and a 00:06:02 - 00:06:06prayer, it's not a wish, right? Um so, 00:06:04 - 00:06:08creating systems even in your marketing 00:06:06 - 00:06:10just like you do in every other system 00:06:08 - 00:06:12in your business. Um, that's going to be 00:06:10 - 00:06:13what develops your growth. All right, so 00:06:12 - 00:06:15let's do a quick poll. Hannah's going to 00:06:13 - 00:06:17drop the poll. What's your current 00:06:15 - 00:06:19monthly marketing budget? Is it under a 00:06:17 - 00:06:23thousand? Is it between a th00and and 00:06:19 - 00:06:263,000? Are you up to 7500 or 7500 plus? 00:06:23 - 00:06:28I take two seconds. Cue your mental 00:06:26 - 00:06:30jeopardy. 00:06:28 - 00:06:31>> Michael's going to do it in real time. 00:06:30 - 00:06:32[laughter] 00:06:31 - 00:06:34>> But yeah, so we'll just give it just a 00:06:32 - 00:06:36second longer and we'll move on. And 00:06:34 - 00:06:38then the sad part is I have to tell you 00:06:36 - 00:06:40is if you're under if you have a 00:06:38 - 00:06:41marketing budget it's under a thousand 00:06:40 - 00:06:43it may just be burning dollars. 00:06:41 - 00:06:44>> Yeah. I'm just curious 00:06:43 - 00:06:46>> because it won't let you do it. 00:06:44 - 00:06:46[laughter] 00:06:46 - 00:06:47>> That's okay. 00:06:46 - 00:06:48>> Hannah took it away. So 00:06:47 - 00:06:50>> that's great. 00:06:48 - 00:06:52>> Cool. So we have a a good So thank you. 00:06:50 - 00:06:52Nobody is under a thousand that we can 00:06:52 - 00:06:53see. 00:06:52 - 00:06:55>> Hey or they didn't answer 00:06:53 - 00:06:57>> or Yeah, exactly. They didn't want to 00:06:55 - 00:07:00answer. Uh but we're seeing between that 00:06:57 - 00:07:021 to 3,000 that 3 to 7500. Like those 00:07:00 - 00:07:03are like the majority which is cool. And 00:07:02 - 00:07:05then we have somebody out there that's 00:07:03 - 00:07:08doing 7500 plus, which is awesome. Yeah. 00:07:05 - 00:07:10>> I have a bet that ad spend is a chunk of 00:07:08 - 00:07:11that for sure. But 00:07:10 - 00:07:12>> and we want that to be. 00:07:11 - 00:07:14>> Yeah. Yeah. So, absolutely. So, that's 00:07:12 - 00:07:16super cool to see that you guys you were 00:07:14 - 00:07:17actually falling in a pretty good spot. 00:07:16 - 00:07:20If you're between that that three that 00:07:17 - 00:07:23really that 3,000 to 7500, that's a 00:07:20 - 00:07:25pretty healthy place to be. Now, one 00:07:23 - 00:07:27thing we didn't mention here, but uh if 00:07:25 - 00:07:29you are you including like internal team 00:07:27 - 00:07:32pieces of that as well? But when I when 00:07:29 - 00:07:35I do uh you know I I I look at my team 00:07:32 - 00:07:37my physical uh I hate to call it labor 00:07:35 - 00:07:39but it is the cost. You look at you look 00:07:37 - 00:07:41at the labor cost attached to it. You 00:07:39 - 00:07:44look at the the software co cost 00:07:41 - 00:07:46attached to it. Um my challenge to you 00:07:44 - 00:07:49probably uh that one person who had 00:07:46 - 00:07:51answered 7500 plus is is either a 00:07:49 - 00:07:53multilocation clinic which is awesome or 00:07:51 - 00:07:54they know to include all of those 00:07:53 - 00:07:56different things. Same with the 3 to 00:07:54 - 00:07:577500. But anyway let's keep rolling 00:07:56 - 00:07:58here. Yep. 00:07:57 - 00:08:00>> Just kidding. 00:07:58 - 00:08:01All right. So, let's go through the 00:08:00 - 00:08:04marketing mix of things. So, we're going 00:08:01 - 00:08:06to touch on some of that. So, when it 00:08:04 - 00:08:07comes to marketing mix, now we're 00:08:06 - 00:08:09talking, you know, we're we're digital 00:08:07 - 00:08:10focus. That's going to be heavy on that 00:08:09 - 00:08:12side. But, there are some things that 00:08:10 - 00:08:13break down here. So, the main pillars of 00:08:12 - 00:08:15marketing, you have the awareness, the 00:08:13 - 00:08:18conversion, the retention. So, the 00:08:15 - 00:08:19awareness side is like are you actually 00:08:18 - 00:08:22available when people are searching? 00:08:19 - 00:08:23Like, can they find you? You know, but 00:08:22 - 00:08:25when we talked about like that first 00:08:23 - 00:08:27impression online is so important like 00:08:25 - 00:08:29and like they can actually see where you 00:08:27 - 00:08:31are. Conversions where they clicked on 00:08:29 - 00:08:34something and hopefully they became an 00:08:31 - 00:08:36appointment or hopefully they walked in, 00:08:34 - 00:08:38but you didn't lose them because the 00:08:36 - 00:08:39awareness you can like, oh, I showed up 00:08:38 - 00:08:43like Nick was saying earlier, I I showed 00:08:39 - 00:08:45up in their search. Awesome. Then what? 00:08:43 - 00:08:47And so if the conversion doesn't happen, 00:08:45 - 00:08:48it doesn't matter how much effort and 00:08:47 - 00:08:50money you put into marketing if they if 00:08:48 - 00:08:52you can't get them to convert. It's a 00:08:50 - 00:08:54real problem too because uh urgent care 00:08:52 - 00:08:56like a lot of industries with urgent 00:08:54 - 00:08:59care very particularly they move to the 00:08:56 - 00:09:02next person very quickly and so if I'm 00:08:59 - 00:09:04calling and I get a busy signal or 00:09:02 - 00:09:06please hang on from the front desk and 00:09:04 - 00:09:07then it goes to like a two or three 00:09:06 - 00:09:09minute wait probably going to hang up 00:09:07 - 00:09:11and call the next one in line on on the 00:09:09 - 00:09:13search just because that's what most 00:09:11 - 00:09:15people do. They don't sadly we'll talk 00:09:13 - 00:09:17about running for in a minute but sadly 00:09:15 - 00:09:19they don't know who you are when they 00:09:17 - 00:09:20call you. I mean they don't even care. 00:09:19 - 00:09:21They're they're hoping that you say 00:09:20 - 00:09:23urgent care. They don't care what the 00:09:21 - 00:09:24brand of that is. They just care like, 00:09:23 - 00:09:26"Can you help me?" 00:09:24 - 00:09:27>> Even better if you smile. 00:09:26 - 00:09:28>> Yeah. Smile while talking on the phone 00:09:27 - 00:09:30is important. 00:09:28 - 00:09:32>> Yeah. And I got to stop here for a 00:09:30 - 00:09:34moment. This is funny that you say that. 00:09:32 - 00:09:35We We had that video going around the 00:09:34 - 00:09:37office of that comedian that goes, "Hey, 00:09:35 - 00:09:38you got $40? We'll figure this out 00:09:37 - 00:09:40together." 00:09:38 - 00:09:42>> Just a little enthusiasm goes a long 00:09:40 - 00:09:44way. Hey, we got you. 00:09:42 - 00:09:45>> Yeah. Exactly. So, anyway, so the 00:09:44 - 00:09:47conversion is super important. Got to 00:09:45 - 00:09:49recognize that. And then retention. 00:09:47 - 00:09:51Retention is one of those items that we 00:09:49 - 00:09:53quickly can forget about because like we 00:09:51 - 00:09:54already got the patient. Yeah. But 00:09:53 - 00:09:56what's going to bring them back in as a 00:09:54 - 00:09:58patient? Because if they had a great 00:09:56 - 00:09:59experience, why wouldn't they come back? 00:09:58 - 00:10:02Well, they don't come back because they 00:09:59 - 00:10:04don't remember you and they don't know 00:10:02 - 00:10:07what's going on. And so that's just that 00:10:04 - 00:10:09hard reminder like you have to be 00:10:07 - 00:10:11intentional. As Nick has said, you 00:10:09 - 00:10:12you'll fail to your systems whatever you 00:10:11 - 00:10:14build. you don't have a system for 00:10:12 - 00:10:16retention or bringing those patients 00:10:14 - 00:10:17back in, they're just not going to. 00:10:16 - 00:10:19You're going to hope that they come back 00:10:17 - 00:10:21in, which doesn't work. 00:10:19 - 00:10:24>> All right. So, common mistakes that we 00:10:21 - 00:10:26see um inside of this thing. So, 00:10:24 - 00:10:28overspending on ads where you're just 00:10:26 - 00:10:32kind of spray and prey situation. And 00:10:28 - 00:10:34that's real. Uh the platforms are one of 00:10:32 - 00:10:35those items where they want you to spend 00:10:34 - 00:10:37the dollars, right? And so, they're 00:10:35 - 00:10:39going to make wild suggestions 00:10:37 - 00:10:41sometimes, but no, it's real. Like if 00:10:39 - 00:10:43you're not like focused on the right 00:10:41 - 00:10:45targeting or if your radiuses are too 00:10:43 - 00:10:47broad, you're not you're just going to 00:10:45 - 00:10:49Yeah, you'll get clicks or you'll get 00:10:47 - 00:10:50impressions, but they're not actually 00:10:49 - 00:10:52doing anything. They're just costing you 00:10:50 - 00:10:54dollars. We've seen it time and time 00:10:52 - 00:10:56again when we get to audit an ads 00:10:54 - 00:10:58account and their conversions are like 00:10:56 - 00:11:00in the 30 to $40. They don't know like 00:10:58 - 00:11:02most of the time they don't know, but 00:11:00 - 00:11:04their conversions are 30 40 plus. Uh and 00:11:02 - 00:11:06they have like a healthy ad spend 00:11:04 - 00:11:07budget, but it's like I don't see 00:11:06 - 00:11:10anything from it. It's like well here's 00:11:07 - 00:11:11why. like you're blowing money on these 00:11:10 - 00:11:13things that you don't even have a 00:11:11 - 00:11:15service for or you're getting a ton of 00:11:13 - 00:11:16clicks that's like 20 miles away. 00:11:15 - 00:11:17They're not going to come. They're going 00:11:16 - 00:11:19to click say, "Oh, that's too far." 00:11:17 - 00:11:21They're going to move on. So, there's 00:11:19 - 00:11:23like a common thing right there. Just to 00:11:21 - 00:11:24kind of dig into that just a little bit. 00:11:23 - 00:11:27Next is like the underspending on 00:11:24 - 00:11:28retention. So, there's a really good 00:11:27 - 00:11:30chance that most of you guys don't do 00:11:28 - 00:11:34any type of retention beyond like a 00:11:30 - 00:11:36simple one followup, which is really 00:11:34 - 00:11:36>> replace the word with retention with 00:11:36 - 00:11:38repeat. 00:11:36 - 00:11:39>> Yeah. repeat visitors. We could we say 00:11:38 - 00:11:41retention in our world, but repeat 00:11:39 - 00:11:43visitors for you guys, repeat patients. 00:11:41 - 00:11:45>> Um you may not have a system. You may 00:11:43 - 00:11:48say, "Well, they'll get sick again. 00:11:45 - 00:11:49They'll come find me." Like maybe. Um 00:11:48 - 00:11:51and then if you have something running 00:11:49 - 00:11:52that's like an actual special of some 00:11:51 - 00:11:54sort like sports physicals or 00:11:52 - 00:11:56immigration, like they use items that 00:11:54 - 00:11:59maybe seasonal, how do you reach your 00:11:56 - 00:12:01existing population that actually had a 00:11:59 - 00:12:03good experience with you? Like what does 00:12:01 - 00:12:05that look like? You may not have one. Uh 00:12:03 - 00:12:07visibility. So, just this is a real 00:12:05 - 00:12:09thing uh in the urgent care space where 00:12:07 - 00:12:11your hours change seasonally. We 00:12:09 - 00:12:13recognize that and when summer's coming 00:12:11 - 00:12:15up, you reduce your hours because just 00:12:13 - 00:12:16the demand isn't quite there unless 00:12:15 - 00:12:20you're like a vacation destination 00:12:16 - 00:12:23vacation city. Um and so it actually 00:12:20 - 00:12:25creates confusion on the web. So, when I 00:12:23 - 00:12:28go to look on the your business profile 00:12:25 - 00:12:31and it says you're open from 8 to 8, but 00:12:28 - 00:12:32your website says 8 to 6. Uh, but then I 00:12:31 - 00:12:35saw something on social media. It said 8 00:12:32 - 00:12:36to2 because the last time you updated it 00:12:35 - 00:12:38was like four months ago, which was 00:12:36 - 00:12:40summer. And then all of a sudden there's 00:12:38 - 00:12:43confusion that just hurts you because if 00:12:40 - 00:12:45you confuse your potential patient, 00:12:43 - 00:12:45they're not going to convert. There's 00:12:45 - 00:12:47just not. 00:12:45 - 00:12:49>> Well, it's going to be kind of annoying, 00:12:47 - 00:12:51but like with the with the hours and and 00:12:49 - 00:12:52the times when our clients when our 00:12:51 - 00:12:54urgent carers reach out to us and say, 00:12:52 - 00:12:56"Hey, our hours need to be updated." 00:12:54 - 00:12:57there's like 30 touch points that we 00:12:56 - 00:12:59have to go to and make sure that it's 00:12:57 - 00:13:00updated on all the multiple landing 00:12:59 - 00:13:02pages we use, the website, the Google 00:13:00 - 00:13:04business profile, all the things. So, 00:13:02 - 00:13:06make sure that you uh one one of the 00:13:04 - 00:13:08things I want to say for for local uh 00:13:06 - 00:13:10visibility or inconsistent here 00:13:08 - 00:13:12>> is [clears throat] a good spreadsheet of 00:13:10 - 00:13:14all the areas where that information is 00:13:12 - 00:13:15sourced would be a good thing to keep on 00:13:14 - 00:13:17hand 00:13:15 - 00:13:19>> easy. Yeah, keep it easy and easy access 00:13:17 - 00:13:21that you have to go find one central 00:13:19 - 00:13:23place recommended. Other thing too that 00:13:21 - 00:13:26uh we see a lot of clinics suffer on 00:13:23 - 00:13:27where they have re like urgent carers 00:13:26 - 00:13:28don't have a problem getting reviews 00:13:27 - 00:13:29like it you guys are pretty good at 00:13:28 - 00:13:29getting it. 00:13:29 - 00:13:31>> Yeah. Well done. 00:13:29 - 00:13:32>> Yeah. Like just answer 00:13:31 - 00:13:33>> probably without breaking. 00:13:32 - 00:13:34>> The other side of it is are you 00:13:33 - 00:13:36answering the reviews? Are you 00:13:34 - 00:13:38consistently answering the reviews? Are 00:13:36 - 00:13:39you only answering the good ones and you 00:13:38 - 00:13:41ignore the bad ones? That's a visibility 00:13:39 - 00:13:43issue, right? Because if I see that you 00:13:41 - 00:13:44were only answering the had a great time 00:13:43 - 00:13:47and then one said this was terrible and 00:13:44 - 00:13:49you don't say anything to them that kind 00:13:47 - 00:13:51of builds up a wall as a potential 00:13:49 - 00:13:52patient like well maybe they don't care 00:13:51 - 00:13:53that much right 00:13:52 - 00:13:54>> so it's just something to keep in the 00:13:53 - 00:13:57back of your mind. Uh next chasing 00:13:54 - 00:14:00trends over strategy. This is real 00:13:57 - 00:14:02because AI is that trend that you there 00:14:00 - 00:14:04every day there's a new AI tool that 00:14:02 - 00:14:06could solve all your problems and then 00:14:04 - 00:14:07you spend time and money in it and then 00:14:06 - 00:14:09you find out three months later it 00:14:07 - 00:14:11didn't solve anything and another one 00:14:09 - 00:14:14comes out the same time. Uh the most you 00:14:11 - 00:14:15know what I heard once was uh you know 00:14:14 - 00:14:17this is a great new idea until the next 00:14:15 - 00:14:18new idea comes and so that one's not 00:14:17 - 00:14:21that great anymore. Hear it all the 00:14:18 - 00:14:23time. And then also finally are you 00:14:21 - 00:14:24measuring any of this? You know are you 00:14:23 - 00:14:25actually making money with your 00:14:24 - 00:14:27marketing or not? That that's our 00:14:25 - 00:14:29viewpoint. If you're not making money 00:14:27 - 00:14:32with us, then why use us? Like, that's 00:14:29 - 00:14:36just very simple, right? Where if I 00:14:32 - 00:14:38spend $1,000, but I only got $800 worth 00:14:36 - 00:14:40of patients. That's not good enough. Why 00:14:38 - 00:14:42would I keep spending my dollars, right? 00:14:40 - 00:14:44I'll just eventually run out of dollars. 00:14:42 - 00:14:45So, it's just that clear, obvious like, 00:14:44 - 00:14:47how are you tracking that? How are you 00:14:45 - 00:14:49connecting the dots? Are you confident 00:14:47 - 00:14:51in it? And I know sometimes it's hard. 00:14:49 - 00:14:53It's sometimes super hard to connect 00:14:51 - 00:14:55every single dot very cleanly. But, you 00:14:53 - 00:14:57know, when you look at trending data 00:14:55 - 00:14:58year-over-year and and just look at 00:14:57 - 00:15:00things overall, you say, "Okay, I can 00:14:58 - 00:15:01see where things have improved or 00:15:00 - 00:15:04haven't improved, and you can make 00:15:01 - 00:15:06better decisions off of that." So, all 00:15:04 - 00:15:09right. So, comes right into this 00:15:06 - 00:15:10question right here. Uh, which marketing 00:15:09 - 00:15:13area do you feel your clinic 00:15:10 - 00:15:14underinvests in? So, we talked about the 00:15:13 - 00:15:17visibility side, the conversion side, 00:15:14 - 00:15:19and the retention side. My my guess is 00:15:17 - 00:15:21retention. That's my guess, but I don't 00:15:19 - 00:15:23know. So, we'll get 00:15:21 - 00:15:24>> for us, even though we're not an urgent 00:15:23 - 00:15:27care, I'll tell you that retention and 00:15:24 - 00:15:29follow-up is the area that we could do 00:15:27 - 00:15:31better in focusing real dollars, real 00:15:29 - 00:15:33effort, real energy. Um, 00:15:31 - 00:15:36>> there's always money left on the table. 00:15:33 - 00:15:39>> Uh, for you, I it it could be SEO and 00:15:36 - 00:15:42visibility and and a lot of the times, 00:15:39 - 00:15:43uh, especially recently, people are more 00:15:42 - 00:15:45focused on ads and conversion, which is 00:15:43 - 00:15:47amazing. The challenge with SEO and 00:15:45 - 00:15:49visibility is the volatility, right? Um, 00:15:47 - 00:15:51and yeah, we're with you. Thank you for 00:15:49 - 00:15:52answering that. Uh, 100% on the 00:15:51 - 00:15:54retention and followup. So, 00:15:52 - 00:15:55>> yeah, exactly. So, that's totally 00:15:54 - 00:15:56expected. Um, because you just don't 00:15:55 - 00:15:58think about it, right? Because you're 00:15:56 - 00:15:59like, well, they moved on as a patient. 00:15:58 - 00:16:00If they want me, they'll come back to 00:15:59 - 00:16:01me. And that's just 00:16:00 - 00:16:05>> that's just not reality. 00:16:01 - 00:16:06>> It's just not I wish it I wish it was. 00:16:05 - 00:16:08>> But anyway, so we're going to move over 00:16:06 - 00:16:09to the breakdown of what we're doing. 00:16:08 - 00:16:11>> So, let's take a look at this when and 00:16:09 - 00:16:12again, we're not going to teach you 00:16:11 - 00:16:13about SEO today. What we're going to do 00:16:12 - 00:16:16is we're going to talk about the cost 00:16:13 - 00:16:18and some expectations on financials. Um, 00:16:16 - 00:16:20so let me set some ground rules for this 00:16:18 - 00:16:22real quick. We are not talking about 00:16:20 - 00:16:23what it cost for us to do things for 00:16:22 - 00:16:26you. I'm not here to sell you anything 00:16:23 - 00:16:27today. Uh, we want to make sure that 00:16:26 - 00:16:29we're giving you real world examples of 00:16:27 - 00:16:30what we see, whether you're doing it 00:16:29 - 00:16:33in-house, whether you have somebody else 00:16:30 - 00:16:35doing it. Um, and the reason why is we 00:16:33 - 00:16:38see people that are way overspending in 00:16:35 - 00:16:40areas and severely under spending in 00:16:38 - 00:16:42others. I'll give you a great example of 00:16:40 - 00:16:43this slide here. This is one that we see 00:16:42 - 00:16:46people 00:16:43 - 00:16:48way under spend in. All right. So SEO 00:16:46 - 00:16:50improves your clinics online visibility. 00:16:48 - 00:16:52I like to say it this way. Search engine 00:16:50 - 00:16:54optimization simply put is the art of 00:16:52 - 00:16:56getting found on the internet. That's 00:16:54 - 00:17:00it. That's the search engine is Google 00:16:56 - 00:17:01or being or now chat GPT has its own 00:17:00 - 00:17:01thing. 00:17:01 - 00:17:04>> Yeah. Right. 00:17:01 - 00:17:06>> And you get all these uh sold on these 00:17:04 - 00:17:09things of well let me fix your AEO which 00:17:06 - 00:17:10is the answer engine optimization. 00:17:09 - 00:17:12>> Nobody has the answer to. nobody has the 00:17:10 - 00:17:15answer to. And then when you dig a 00:17:12 - 00:17:17deeper, you realize that as it sits 00:17:15 - 00:17:19right now, your SEO techniques work with 00:17:17 - 00:17:20AEO because they haven't defined 00:17:19 - 00:17:21everything yet. 00:17:20 - 00:17:23>> Correct. So, let's let's look at the 00:17:21 - 00:17:24cost real quick and and and to help you 00:17:23 - 00:17:26understand why things cost what they 00:17:24 - 00:17:29cost. All right. So, first of all, if 00:17:26 - 00:17:33you're paying less I'm going to say less 00:17:29 - 00:17:34than seven $750 a month or budgeted less 00:17:33 - 00:17:37than that a month, here's the problem 00:17:34 - 00:17:40with that. Simply just not going to 00:17:37 - 00:17:42work. And but but Nick, this isn't an ad 00:17:40 - 00:17:45I place. No, I get that. Um what I am 00:17:42 - 00:17:48talking about is there are physical 00:17:45 - 00:17:49dollars that are attached to softwares. 00:17:48 - 00:17:52There are physical dollars that are 00:17:49 - 00:17:54attached to link building. 00:17:52 - 00:17:57>> Um that and and a a backlink to your 00:17:54 - 00:17:59website has so much positive authority, 00:17:57 - 00:18:01but they can cost anywhere between $300 00:17:59 - 00:18:04and $1,000 just for one. 00:18:01 - 00:18:05>> And that that will expire. 00:18:04 - 00:18:08>> Yeah. And it'll go away, right? 00:18:05 - 00:18:10>> It will go away. Now, it'll obviously 00:18:08 - 00:18:11it'll help you rank, but it'll go away. 00:18:10 - 00:18:13There's softwares that help you 00:18:11 - 00:18:15distribute your online listing all over 00:18:13 - 00:18:17the internet, and that's one of the 00:18:15 - 00:18:18things the 30 plus touch points that we 00:18:17 - 00:18:19talked about when you need to update 00:18:18 - 00:18:21your hours. 00:18:19 - 00:18:24>> The the the point is is the physical 00:18:21 - 00:18:26cost are way more than $99 a month. So, 00:18:24 - 00:18:28when you see like a $99 a month SEO 00:18:26 - 00:18:30agency or something like that, I'm just 00:18:28 - 00:18:32going to tell you buyer beware because 00:18:30 - 00:18:33there's no physical dollar amount way 00:18:32 - 00:18:35that they could execute. 00:18:33 - 00:18:37>> Yeah. Because we've even tried ourselves 00:18:35 - 00:18:38like some of these like things where 00:18:37 - 00:18:41it's $99 00:18:38 - 00:18:44>> $99 a month, $250 a month and and what 00:18:41 - 00:18:45it ends up being is usually a listings 00:18:44 - 00:18:45correction. 00:18:45 - 00:18:47>> Correct. 00:18:45 - 00:18:50>> Or they go into your business profile 00:18:47 - 00:18:52and just get it to 100% completion and 00:18:50 - 00:18:53you'll fill a boost off of it for a 00:18:52 - 00:18:53month. 00:18:53 - 00:18:55>> Correct. 00:18:53 - 00:18:57>> And then after that it'll start to fall 00:18:55 - 00:18:58again. uh and they can't do much more 00:18:57 - 00:19:01than that and they'll say we've done all 00:18:58 - 00:19:02these things like no you know but it's 00:19:01 - 00:19:03just real like we've been doing this for 00:19:02 - 00:19:06quite a long time and we see the cost 00:19:03 - 00:19:07and we're not even considered like the 00:19:06 - 00:19:09highend cost people per se because like 00:19:07 - 00:19:10this one to 4,000 we're like right smack 00:19:09 - 00:19:11in the middle of that 00:19:10 - 00:19:13>> correct 00:19:11 - 00:19:15>> and so like it's just a real thing like 00:19:13 - 00:19:17there's just layers to it. We have 00:19:15 - 00:19:18layers of people on our team that work 00:19:17 - 00:19:20on these items not just like one person 00:19:18 - 00:19:22that does everything. So, and another 00:19:20 - 00:19:24thing that's going to be driving cost 00:19:22 - 00:19:27are are are they spending money on the 00:19:24 - 00:19:31areas that need to be spent in. So, if 00:19:27 - 00:19:34if you are investing uh 00:19:31 - 00:19:35in a entire city, for example, we're 00:19:34 - 00:19:37here in Birmingham. So, if you're trying 00:19:35 - 00:19:40to find a 25 mile radius, but you can 00:19:37 - 00:19:42only serve 3 to 5 miles, you see a lot 00:19:40 - 00:19:43of people overspending trying to reach 00:19:42 - 00:19:44areas that they're never going to serve 00:19:43 - 00:19:46in the first place. So, these are the 00:19:44 - 00:19:47kind of fluctuations I'm talking What I 00:19:46 - 00:19:50say and the last point there before we 00:19:47 - 00:19:54move to the next slide is most of these 00:19:50 - 00:19:55online $50 and $100, $300 a month ones, 00:19:54 - 00:19:58they don't know how an urgent care 00:19:55 - 00:20:00works. And so they assume you want to 00:19:58 - 00:20:01rank for the whole city when you only 00:20:00 - 00:20:03want to rank three to five models. And 00:20:01 - 00:20:06so most of them don't understand that 00:20:03 - 00:20:07and they just don't. And it makes sense 00:20:06 - 00:20:10why they wouldn't because it's such a 00:20:07 - 00:20:11weird model that it's so tight and 00:20:10 - 00:20:13because like your search volumes all 00:20:11 - 00:20:16things make a lot of sense. So I just 00:20:13 - 00:20:18they just apply just a general practice 00:20:16 - 00:20:19to it and it usually doesn't work out. 00:20:18 - 00:20:20So 00:20:19 - 00:20:21>> awesome. Moving on. All right. So talk 00:20:20 - 00:20:23about website development. This is my 00:20:21 - 00:20:26piece. I've been doing web stuff. I 00:20:23 - 00:20:28built my first WordPress website back in 00:20:26 - 00:20:31like 2011 2012 back when WordPress was a 00:20:28 - 00:20:33baby. Like 10% of websites now it's like 00:20:31 - 00:20:3450. So this conversation will be around 00:20:33 - 00:20:36WordPress because that's what we do. I 00:20:34 - 00:20:38don't know how much a web flow or 00:20:36 - 00:20:40Squarespace what people charge for that 00:20:38 - 00:20:42these days or Wix and all the things but 00:20:40 - 00:20:44for WordPress which is kind of the gold 00:20:42 - 00:20:48standard for SEO practices that's why we 00:20:44 - 00:20:51do it um the development cost is all 00:20:48 - 00:20:54over the place and there's reasons for 00:20:51 - 00:20:56this uh some of it is just some people 00:20:54 - 00:20:57are just going to charge more for no no 00:20:56 - 00:20:59reason at all they're just going to 00:20:57 - 00:21:01naturally charge more because they just 00:20:59 - 00:21:03have a higher price entry u and then the 00:21:01 - 00:21:05other side is if you go if you go 00:21:03 - 00:21:07overseas and you it done. You can get a 00:21:05 - 00:21:11web you can get a a goodlook WordPress 00:21:07 - 00:21:13website done overseas for like probably 00:21:11 - 00:21:15$1,000. But here's what you get when you 00:21:13 - 00:21:18actually do that because I've seen a lot 00:21:15 - 00:21:20of them. Um, one is probably they bought 00:21:18 - 00:21:21something pre-done like a template and 00:21:20 - 00:21:23then they plugged in some stuff and they 00:21:21 - 00:21:26forgot to remove stuff. There's actually 00:21:23 - 00:21:27we we had a client he gave us this you 00:21:26 - 00:21:29know a bring a host your site his 00:21:27 - 00:21:31WordPress on the surface like this site 00:21:29 - 00:21:32looks pretty good and you know he he 00:21:31 - 00:21:36liked all things and you dug a little 00:21:32 - 00:21:39deeper like this is a dental theme and 00:21:36 - 00:21:42then you start finding dental pages that 00:21:39 - 00:21:43were just baked 00:21:42 - 00:21:46in and then all of a sudden you have an 00:21:43 - 00:21:47urgent care site that has dental on it. 00:21:46 - 00:21:48Anyway, so things you got to look out 00:21:47 - 00:21:50for. So the development piece like three 00:21:48 - 00:21:52three to 12,000 give you a perspective 00:21:50 - 00:21:53if you are not a client you're coming to 00:21:52 - 00:21:56us you want us to build your website we 00:21:53 - 00:21:58charge $5,000 to build your website uh 00:21:56 - 00:21:59and then there may be some additional 00:21:58 - 00:22:00cost that there's some custom 00:21:59 - 00:22:02functionality that goes into it but if 00:22:00 - 00:22:04you're looking for a pure marketing site 00:22:02 - 00:22:07that 3 to2 is real but we've also seen 00:22:04 - 00:22:08like a $100,000 website quote before 00:22:07 - 00:22:09which 00:22:08 - 00:22:11>> not too not too long ago 00:22:09 - 00:22:14>> not too long ago we didn't quote that 00:22:11 - 00:22:15and that quote was built on the idea 00:22:14 - 00:22:17like there was probably about four or 00:22:15 - 00:22:19500 pages to be built because it was 00:22:17 - 00:22:20like tons of locations and all these 00:22:19 - 00:22:22different things and there's layers to 00:22:20 - 00:22:24that. So that's where that kind of falls 00:22:22 - 00:22:27into place there. That's why that's so 00:22:24 - 00:22:29broad. Uh but you know what it matters 00:22:27 - 00:22:31though is the design represents your 00:22:29 - 00:22:33brand, the services are being 00:22:31 - 00:22:36represented, the call to actions are 00:22:33 - 00:22:38well defined and it looks great on your 00:22:36 - 00:22:41phone. Like that's where it matters. And 00:22:38 - 00:22:43so focusing more on that and not just 00:22:41 - 00:22:46the price per se because as we know when 00:22:43 - 00:22:47once you build your website, you 00:22:46 - 00:22:50probably don't want to rebuild it for 00:22:47 - 00:22:51another three years or or I've seen 00:22:50 - 00:22:54older ones for sure, but three years 00:22:51 - 00:22:56three three to four years now is fine 00:22:54 - 00:22:57for a renewal. Um I wouldn't go much 00:22:56 - 00:22:59further than that and I don't think you 00:22:57 - 00:23:01benefit from a year or two later you 00:22:59 - 00:23:02rebuild the whole site again. I don't 00:23:01 - 00:23:04think there's a benefit there. 00:23:02 - 00:23:06>> Let me spend one minute here and and 00:23:04 - 00:23:08let's look at the thought process behind 00:23:06 - 00:23:11this. Your website is your digital brick 00:23:08 - 00:23:15and mortar. Okay? Think about what it 00:23:11 - 00:23:17costs to rent your building. 00:23:15 - 00:23:20Think about what it costs to do the 00:23:17 - 00:23:22buildout in your building. 00:23:20 - 00:23:24Think about the length of the term that 00:23:22 - 00:23:27you have in that building. 00:23:24 - 00:23:29>> Okay? This is your building in a digital 00:23:27 - 00:23:31version on the internet where people are 00:23:29 - 00:23:33going to walk in and experience your 00:23:31 - 00:23:35brand. They're going to get the very 00:23:33 - 00:23:37best of you on there. And so if you're 00:23:35 - 00:23:38out, again, I'm gonna go back to it. If 00:23:37 - 00:23:40you're out looking for the cheapest 00:23:38 - 00:23:42thing, 00:23:40 - 00:23:43that's probably not going to serve you 00:23:42 - 00:23:46well. Okay? If you're looking for one of 00:23:43 - 00:23:49those Wix or Squarespace $25 a month 00:23:46 - 00:23:52builders, it's going to be okay, right? 00:23:49 - 00:23:53Just like an okay urgent care location, 00:23:52 - 00:23:55it's not going to be real inspiring and 00:23:53 - 00:23:57all that kind of stuff. And then also, 00:23:55 - 00:23:58you can get the Picasso of the internet, 00:23:57 - 00:24:01too, right? And you're just going to 00:23:58 - 00:24:04spend $100,000 on an overbloated mess of 00:24:01 - 00:24:06a website or could, right? Um, so unless 00:24:04 - 00:24:08you're doing custom dev, just think 00:24:06 - 00:24:11about what you're trying to accomplish 00:24:08 - 00:24:14with your website. You're trying to get 00:24:11 - 00:24:16people to understand what you do on the 00:24:14 - 00:24:18internet and turn into a patient. And 00:24:16 - 00:24:20that's the investment just like your 00:24:18 - 00:24:22building is designed to serve the people 00:24:20 - 00:24:23that converted. 00:24:22 - 00:24:24>> Okay, let's keep going. 00:24:23 - 00:24:25>> Yeah, we'll keep moving straight 00:24:24 - 00:24:28through. Ad side. 00:24:25 - 00:24:30>> So digital advertisement, Google Meta, 00:24:28 - 00:24:33um, they're essential for reaching 00:24:30 - 00:24:35people. Google Ads is it it we've we've 00:24:33 - 00:24:38asked this probably a dozen times on 00:24:35 - 00:24:40interviews on our on our podcast where 00:24:38 - 00:24:40we've talked to the marketing 00:24:40 - 00:24:42>> Yeah. Yeah. 00:24:40 - 00:24:43>> the marketing director of an urgent care 00:24:42 - 00:24:45or the owner of an urgent care 00:24:43 - 00:24:45>> and they are super consistent with this 00:24:45 - 00:24:48answer. 00:24:45 - 00:24:49>> The answer is always here. Well, let me 00:24:48 - 00:24:52give you the question. The question is, 00:24:49 - 00:24:53if I only had one tool that I could use 00:24:52 - 00:24:56to get patients coming through the door, 00:24:53 - 00:24:58which one would it be? 100% of the Well, 00:24:56 - 00:25:00no, no. One person gave me uh 00:24:58 - 00:25:02Grassroots. Yeah. and then backed out of 00:25:00 - 00:25:03that and said, "Nah, never mind. Google 00:25:02 - 00:25:06ads." [laughter] 00:25:03 - 00:25:08>> So, paid ads is gonna be the number one 00:25:06 - 00:25:10way to do it, right? Um, here's the 00:25:08 - 00:25:13cost. It depends on how many locations 00:25:10 - 00:25:14you have, how how how big the market is, 00:25:13 - 00:25:16>> competition, all the things, 00:25:14 - 00:25:18>> all of the things that go into that. 00:25:16 - 00:25:22Here's what we found where a single 00:25:18 - 00:25:24location with a moderate level of of 00:25:22 - 00:25:27competition can be successful with a 00:25:24 - 00:25:29$1,500 budget. We used to say $1,000 00:25:27 - 00:25:31budget. Yeah, we're moving to that 1500 00:25:29 - 00:25:34now. It's just real. 00:25:31 - 00:25:35>> It it it it's real. And it's also, this 00:25:34 - 00:25:38is important, too. It is a starting 00:25:35 - 00:25:40place. Yeah. Right. This is to take you 00:25:38 - 00:25:42from 15 patients today. This will take 00:25:40 - 00:25:44you to that 23 to 25 patients per day so 00:25:42 - 00:25:45that you can break even. Then you're 00:25:44 - 00:25:47going to have to punch through that 00:25:45 - 00:25:51barrier once you start making money and 00:25:47 - 00:25:53up it and to 2500 3,000 plus. Right. Um 00:25:51 - 00:25:54but Google ads, there are some markets 00:25:53 - 00:25:56that we have. We have one that spends 00:25:54 - 00:25:58what 15 to 20,000 a month. 00:25:56 - 00:25:59>> Yeah. on Google ads. They're in a highly 00:25:58 - 00:26:00competitive market 00:25:59 - 00:26:01>> against our recommendation. 00:26:00 - 00:26:03>> They're [laughter] in a they want to 00:26:01 - 00:26:04spend it. They just got it. They got it 00:26:03 - 00:26:04earmarked and that's what they want to 00:26:04 - 00:26:05do. 00:26:04 - 00:26:08>> Well, and I think it should be noted 00:26:05 - 00:26:11here that uh just so you guys know for a 00:26:08 - 00:26:13single location Google ads uh urgent 00:26:11 - 00:26:16care, sorry, single location urgent care 00:26:13 - 00:26:18is running Google ads. You're we're 00:26:16 - 00:26:19finding that at the moment, now this can 00:26:18 - 00:26:24change, but at the moment here in 00:26:19 - 00:26:26October 2025, that an around 8,000 a 00:26:24 - 00:26:29month in ad spend, you have diminishing 00:26:26 - 00:26:31returns where the platform will spend 00:26:29 - 00:26:32it, but the cost for the conversion just 00:26:31 - 00:26:34goes up. 00:26:32 - 00:26:36>> That's it. And and that's pretty we 00:26:34 - 00:26:38found that because we have a handful of 00:26:36 - 00:26:39clients that have broken that. And then 00:26:38 - 00:26:41we just saw like yes, they're getting 00:26:39 - 00:26:44more conversions, but the cost of the 00:26:41 - 00:26:45conversions starting to rise um versus 00:26:44 - 00:26:47the ones that are in that three to three 00:26:45 - 00:26:49to five. If I was going to pick a sweet 00:26:47 - 00:26:51spot, probably about 5,000 is a sweet 00:26:49 - 00:26:54spot for a location. Not required, just 00:26:51 - 00:26:55a sweet spot. Um and it makes a really 00:26:54 - 00:26:58because like you said, we have a couple 00:26:55 - 00:27:00that are in the 10 to 12,000 plus or 00:26:58 - 00:27:0220,000. It just burns dollars. It really 00:27:00 - 00:27:03does. Um and it's like I said, it still 00:27:02 - 00:27:06brings in more patients. He's still 00:27:03 - 00:27:08making money off of the patients, but uh 00:27:06 - 00:27:09it's just not as healthy as you'd want 00:27:08 - 00:27:10it to be. 00:27:09 - 00:27:13>> Last point on this and then we'll start 00:27:10 - 00:27:15moving on is you want to look at a cost 00:27:13 - 00:27:19per conversion on Google. Uh somewhere 00:27:15 - 00:27:21between 12 to $15 per conversion. 00:27:19 - 00:27:24>> And so if you think about it, at $15 per 00:27:21 - 00:27:27conversion with a $1,500 budget, that's 00:27:24 - 00:27:29100 conversions. at 70% of those being 00:27:27 - 00:27:30patient bookings, which has been the the 00:27:29 - 00:27:32number that we've seen over and over 00:27:30 - 00:27:34again, that's going to get you about 70 00:27:32 - 00:27:36new patients. So, if you think about 00:27:34 - 00:27:39that, that's going to be roughly 18 to 00:27:36 - 00:27:4120, maybe even $22 cost per acquisition 00:27:39 - 00:27:43on that patient, right? 00:27:41 - 00:27:45>> So, why do I tell you this? 00:27:43 - 00:27:46>> Once you start getting somewhere 00:27:45 - 00:27:49between, well, I'll just say it this 00:27:46 - 00:27:51way. Once you get to $15 per conversion, 00:27:49 - 00:27:53at that point, you should consider 00:27:51 - 00:27:55increasing your budgets for for more 00:27:53 - 00:27:57patients. Not focused on lowering your 00:27:55 - 00:27:59cost per conversion, Google's not going 00:27:57 - 00:28:01to allow it, right? So, Google is only 00:27:59 - 00:28:03going to let you get by with so much 00:28:01 - 00:28:04before they start just increasing the 00:28:03 - 00:28:06price. Let's take a quick minute on 00:28:04 - 00:28:08Facebook ads. Used to be not my top 00:28:06 - 00:28:10recommendation. still probably not my 00:28:08 - 00:28:12top recommendation, but I am seeing some 00:28:10 - 00:28:14of the work that we're doing with 00:28:12 - 00:28:16multiple urgent cares that we work with 00:28:14 - 00:28:19where we're starting to see people 00:28:16 - 00:28:21converting on Facebook and and I I think 00:28:19 - 00:28:24that's twofold. We have a higher quality 00:28:21 - 00:28:26team than we've had ever before um that 00:28:24 - 00:28:29are really good in the meta space. Two, 00:28:26 - 00:28:32uh their algorithm has gotten really 00:28:29 - 00:28:34really good at finding exactly who needs 00:28:32 - 00:28:36your services based on intent and search 00:28:34 - 00:28:37volume. Now, do I think it needs to be 00:28:36 - 00:28:39the vast majority of your budget? Now, 00:28:37 - 00:28:40it probably needs to be the third or 00:28:39 - 00:28:43fourth thing that you roll out. Okay? 00:28:40 - 00:28:44Honestly speaking, but when you have 00:28:43 - 00:28:46budgets that you have good healthy 00:28:44 - 00:28:47budgets that you can work with in the 00:28:46 - 00:28:49marketing, 00:28:47 - 00:28:51>> uh I would highly consider Facebook, 00:28:49 - 00:28:52Instagram or Meta, if you will, as part 00:28:51 - 00:28:56of your mix and I don't think you need 00:28:52 - 00:28:57any more than five 500 to a,000. When 00:28:56 - 00:28:58you start getting into the multiple 00:28:57 - 00:29:00locations is where you see these bigger 00:28:58 - 00:29:01budgets. Again, the factors that 00:29:00 - 00:29:03influence it are the target audience, 00:29:01 - 00:29:05the competition, the ad quality and 00:29:03 - 00:29:08relevance platform. All of this will be 00:29:05 - 00:29:09in detail on how we do this in another 00:29:08 - 00:29:11webinar. For now, we're just talking 00:29:09 - 00:29:12cost. All right. If you found this 00:29:11 - 00:29:14helpful, you can watch the full session 00:29:12 - 00:29:16or you can grab our free 2026 marketing 00:29:14 - 00:29:18budget planner. It's in our show notes 00:29:16 - 00:29:21and it's a practical tool. We want you 00:29:18 - 00:29:22to be able to use it to plan smarter, to 00:29:21 - 00:29:25measure better, and to make sure your 00:29:22 - 00:29:27marketing spin actually deliver results. 00:29:25 - 00:29:28Mark your calendar though for the next 00:29:27 - 00:29:30live webinar. It's going to be on 00:29:28 - 00:29:33Thursday, November 20th. We're going to 00:29:30 - 00:29:35be tackling value versus vanity metrics. 00:29:33 - 00:29:37It's how to stop chasing empty numbers 00:29:35 - 00:29:39and start tracking the data that 00:29:37 - 00:29:41actually leads to patient work. You can 00:29:39 - 00:29:43register using the link below in the 00:29:41 - 00:29:44show notes. As always, I want to thank 00:29:43 - 00:29:46you for being a Watkins welcome 00:29:44 - 00:29:48listener. We love you as a listener. 00:29:46 - 00:29:50Thank you so much. Uh if you love us, 00:29:48 - 00:29:52share that love with us by subscribing 00:29:50 - 00:29:55and leaving us a review. And we'll catch 00:29:52 - 00:29:55you next time.