Why is the quality of Enquiries so poor?

While we do our best to ensure the enquiries we generate for your practice convert into high-value, lifetime patients, some enquiries can seem like they are not of the best quality. 

There are a couple of reasons why you might feel that the quality of your enquiries is poor. But first... 

This is a Numbers Game

Please understand, It's an unavoidable fact that there will always be a number of enquiries that are not ideal, our best and most successful clients however look past this minority and focus on the bigger picture numbers you can see in your reports. They understand this is a Numbers Game, and play to win. Still getting 1 in 2 people booked in for an appointment? move on from the one unfriendly prospective patient, you're doing awesome!

Is your offer enticing enough? 

One of the challenges we find is when there are other practices advertising on Google with better offers. 

For example: If your offer for a Check-Up & Clean is $239, but someone is searching on Google and comes across abetter offers such as a $199 Check-Up & Clean, the chances are pretty high that they will click on that lower offer ad. 
This doesn't mean we need to change the offer from $239, however it will mean the cost per lead will be higher, and therefore fewer enquiries than we'd like.

Are you getting calls from patients located far away from your practice?  

If you're getting a lot of enquiries coming in from Facebook, and they aren't leading to a booked appointment during the follow up, you might feel like all of the Facebook enquiries are poor quality. It might be that the patient is calling from far away, not interested in a treatment, or doesn't reply or answer the phone. While we do a lot of preventative measures to avoid these types of enquiries such as adding your location to the ad copy and disclaimers in the online form. We also set up the campaigns with a tight targeted radius around the practice, 

With that being said, it is possible for a small percentage of people outside this radius to see the ads and fill out an enquiry online. The reason for this is because even though Facebook has a lot of data on each user, they don't 100% of the time get the users location correct, or typically have people's home addresses. It is also possible that these enquiries may have seen the ads when they were in the radius over the last week or so, ie... they were visiting relatives, or travelling for work.

Providing us with feedback as soon as you notice poor quality leads, will allow us to make some changes to your campaigns. 

Are you getting a lot of wrong number calls? 

Another common issue we hear from our clients is that they feel they are getting a lot of wrong number calls, such as patients who are looking for another practice. This can be common during the initial month or two of running your campaigns until we complete your campaign optimisations. The amount of wrong number calls is generally very little and once campaigns have been given time to be properly optimised, the amount is negligible. We'd like to encourage you to ignore these enquiries, and instead, direct your attention to building strong first impressions with enquiries who are interested in booking an appointment. 

More information on wrong number calls can be found here. 

Feedback, feedback, feedback!

It will be important that we are getting feedback from you on the number of bookings coming through, and the number of new patients. Your feedback on the Google vs Facebook leads is very helpful and important for us to be able to optimise the campaigns from this data.