One of the biggest mistakes I see among dozens of other agencies is their inability to produce leads on a consistent basis following the first 90 days. When you’re targeting an audience based on a 15-mile radius from your office, you’re going to hit a point where you’ve saturated that market and need to get new eyes on your ads. This is often why agencies come in producing outstanding results over the first few months, gain your confidence and then set things on autopilot. You have to have a team willing to put in the day-to-day maintenance, dissecting your metrics and optimizing your campaigns. There are certain strategies you can deploy to develop new audiences and engage with similar people you’ve already identified as potential customers.
If you’re running campaigns the right way, then data is your best friend. The more data you compile, the better you’ll understand what works best for your business. When you use that data to optimize your campaigns, you see results like this:
Red Flags to be aware of:
• Does your marketing agency work with other Medical Practices or are you the only one?
• Do you still have direct contact with the person who sold you on their services, or were you passed on to an Account Manager?
• Do you have access to your analytics? Your spend?
• How often is your marketing agency touching base with you about your campaigns?
• Are they proactive or reactive? Who initiates the conversations, you or them?
• When performance is poor, do they reach out to let you know or wait until you notice and provide excuses as to why something you’ve done is negatively effecting the campaigns.
There’s no reason for you to ever have to listen to excuses from “the professional” as to why something they’ve developed for you is bad. You should be provided with an in-depth marketing strategy as well as areas of weakness prior to even getting started. This way if something does go wrong, your marketing agency can point back to that verbiage and say, “Remember when I told you two months ago that we need to factor this into our strategy, well this is why.”