He didn’t want clicks or Facebook “Likes”, he wanted an online presence that generated new patient visits and additional revenue for the practice.
Dr. Marso had more questions than answers:
- How do I know if it’s working?
- Which forms of digital marketing work best?
- How do I grow but maintain high ethical standards and my clinic’s reputation?
- How long does it take before I see results?
He knew seeking a podiatry marketing expert with a different approach was the right answer. By working with a professional, he could get back to treating patients and managing his practice.
The first step for Dr. Marso was a conversation with Jim. Knowing Jim from their time together in podiatry school, Dr. Marso knew that Jim was someone who would actually listen to his questions and concerns. He wanted to be heard and not sold to.
Once the goals for his practice were clearly documented, a personalized online presence that aligned with his values and priorities could be created.
In collaboration with Jim McDannald, DPM, Dr. Marso has been able to:
1. Generate a high return on his digital marketing investment
“We want to make every dollar count,” says Dr. Marso. “Basically, this means looking at the number of calls and appointment bookings received relative to the amount of money spent on advertising.”
The results generated by Jim’s approach were significant. Dr. Marso’s costs per call/form fill dropped from $336.38 to $24.04. With more relevant and helpful ads, more people are clicking. So the click-through rate went up from 3.19% to 13.65%.
“The bottom line is we are getting more phone calls/form fills and spending less money per phone call/form fill. I started to see very quickly the best numbers I’ve ever had in the practice,” he says.
2. Trust his digital marketing adviser
“Jim is a person of honesty and integrity, and you can tell that through your discussions and meetings with him. He really wants to see you succeed and he makes you feel very comfortable in doing so.”