“Lead Generation”

You’ve heard the term “Lead Generation”.

But what does it mean?

What really is a “lead”?

Are all leads created equal?

and…

Is “lead generation” really worth your time?

Let’s dive in…

First….

What is a lead?

A lead is a non-customer captured contact that has either RECENTLY expressed interest in something that you have either offered or promised to offer—OR—someone who fits the bill above but was captured in the past and has not been ignored (ie has CONTINUALLY been communicated with).

So not everyone is a lead.

Let’s take it one step further…

Not all leads are created equal. Far from it.

For example, an extremely qualified lead is someone who is currently experiencing a symptom that they already believe you might be able to help with and who is open to that possibility. I said “already believe”. So even if you can cure cancer, the chances of attracting a lead who already believes you is extremely rare.

Currently experiencing a symptom.

Open to getting help.

Already believes that you might be able to help them.

A poor quality lead is the opposite…

1. Doesn’t have a symptom.
2. Doesn’t want help.
3. Doesn’t already believe that you might be the solution.

So all leads are not created equal.

Now, there is ONE exception…

Current and past patients who like you, respect you, value what you do, and would definitely come back and/or refer others to you.

Actually, there is NO BETTER “Lead”.

That is why ChiroTrust puts them first.

Nothing is more valuable in terms of “Return on Investment”.

I’d go as far as saying if you aren’t treating your current and past patients like “leads”, then you have no chance at building a profitable low hassle, low overhead, lean and mean practice.

Sure, you can make a ton of money “closing” patients.

You can make a ton of money even with NO referrals.

But I guarantee what you will create is a practice dependent on a lot of overhead, employees, and brain damage. These practices don’t last long. Their owners are overworked, burned out, and possibly even more tempted than most in doing what might be considered “grey area” business practices.

Back to “lead generation”….

Should you do it?

It depends.

If most of your patients come from referrals….

If you are already emailing and mailing all your inactive and current patients consistently. (Daily emails, the Blog Postcard and the “Monthly Pain Relief Updates)…

…And if your practice is doing pretty well…

Then yes, you might want to start “lead generating”.

If not, then you first need to fix your product (you, your practice, your service, your fees, your value creation) and you need to fully implement everything “ChiroTrust”.

…because no amount of new patients that you’ve spent money and/or time to attract will matter if they aren’t coming back and referring others.