160 - $100K over a weekend in sales and More! - April Aesthetics insider

May 6, 2021

This week, our podcast talks about the what’s in and strategies that can help keep your medical practice and business on the frontlines of innovation and become your clients’ favorite go-to for any of their aesthetic needs.

Use these strategies to get ahead of the competition today! As April passes, a whole load of new trends and concepts come into play, with each one as a piece of the puzzle, creating a complete set of skills and assets that your medical practice can take advantage of to get the results you want and more. We'll talk about taking advantage of the pent-up demand from last year, honing in with your audience targeting, and using rhinoplasty and hair transplant campaigns to increase sales. All these and more in this week's podcast.

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Matt Coffy: Hey, it is April. And we have the April update for the aesthetics insider, and I am tickled to death. I'm tickled silly. That's a better way to put it, to have Erica with me, who is running our ads. And, we're seeing all sorts of fun things. April is one of our favorite months. What do you think?

Erica Breining: I love April spring is here. Everyone's ready for rejuvenation and body contouring. some of you guys might've seen me, in your feed popping up, so I hope we can bring you some great value today.

Matt Coffy: Yeah. If you're seeing this and you're seeing Erica and you're seeing me, it's a good thing because we're going to tell you some really good stories. If you're in the aesthetics marketing business or your health and wellness, all the stuff that we do it, there's just, things are popping. And look, this is the time of year to make hay. if you're, in this business and you are looking to get more patients, or are you looking to just get operationally smarter and all the things that we try and help patients our sorry, our, our practices with, with their patients. you know, we, we've got some great stories here. We always like to talk money because that's at the end of the day, ROI and return on marketing spend is what we want to help people get better at. and I'm excited to go through a bunch of these.

Matt Coffy: So, haste of ado, let's get into this. Let's talk about, some plastic surgery. Let's do rhinoplasty first. So talk to me about what's going on. we have a client here who's got, you know, pretty vibrant business, multiple types of surgeries, but obviously rhinoplasty is a big one and we work with many plastic surgeons and we worked with a handful of specific surgeons, but this one's really interesting. So why don't you pull up, why don't we talk about it first and then I'll give you the screen share.

Erica Breining: Okay. Okay, great. So this client, is a plastic surgeon in South Florida, Boca Raton market. We are running Google ad words, a $4,000 a month. Nice healthy budget, for rhinoplasty, very strong conversion rate, both by phone and lead form, would love to show the data great cost per leads. This is a very good option for any plastic surgeon right now in the market who wants to increase facial plastic patients.

Matt Coffy: Right. So I'm scared to scream with you. Do you have the numbers up that we could do real quick.

Erica Breining: Yup

Matt Coffy: Ok. That looks amazing!

Erica Breining: Pretty crazy for a surgical campaign that we've been able to optimize and get cost per leads for rhinoplasty at only $4 and 12 cents, cost per conversion, only $76. You know, one of these surgeries alone can represent anywhere from, you know, seven to $15,000 for the surgeon. We have 26 leads to work with for 1900 basis

Matt Coffy: In the first 15 days.

Erica Breining: That's right for April.

Matt Coffy: So, you know, as he's going to end up around 50 leads, he's probably going to, who knows how many will convert, but he'll do well. I mean, usually if you're coming off, Google you're up, conversion rates are, are a lot higher, just because of the fact that it's a direct drive response. So if they're closing really well, let's say even at, at the very minimal, let's say they're closing two or three out of 10. They're, let's say they're on the bad end of closing. They're going to kill it. If they're on the good end, the closing, and they're closing 50% or greater. I mean, it's a hundred thousand dollars return, you know So there's a big money things. I mean, look, this is stuff that we've been working on for a long time. And, it, it's not easy to do this.

Matt Coffy: If you try to do this on your own, I'm begging you. if you're not getting, or you're not happy with your results, find somebody who can help you with, you know, whether it's us or another , agency or somebody who can help you with doing this, r ight. Because, it blows my mind cost per conversions in that range for this area. And that's probably be a spring thing. What do you think because people are coming, you know, they're kind of saying, "Hey, it's time," right because, they're going to come out the summer and so forth.

Erica Breining: I think also with the pandemic and the, you know, the zoom boom that everybody's talking about, people who are self-conscious of things on their faces, their nose is like the number one thing that they tend to notice, you know, on these type of devices and phones and zooms and whatnot. So, all facial plastic surgery, even, you know, injectables, we've seen such a spike. So I think that's also, you know, playing a role.

Matt Coffy: Yeah. And you know, this is paramount to taking a look at really what's happening in the industry in general, not just, you know, zoom face and zoom blooms and whatever, a great name for business, right. So I think the concept though, is population density, right So we're also understanding where, you know, where you've got mass centers of population who were, look, everybody's got their spin on this, but I do think as you start to see numbers go down around you, you know, we're in New Jersey and all of a sudden, you know, sort of people are, Hey, the it's going down. Like, okay, they're starting to get all right. Maybe it's okay to do stuff more . And it's not a hundred percent there, obviously it's not even close, but I get the suspicion that in advance of this, it's almost like the stock market. You can kind of predict if you get ahead of this by 30 to 60 days, and you start running your ads and do the retargeting by about may or June when this is starting to get stomped out. If you got those clients in your retargeting bucket and you've got them in your, you know, your history, you're going to be a lot better than the next guy who starting to run ads because all of a sudden, Oh, it's, you know, it looks like it might be good time to run it. Right?

Erica Breining: Exactly. And like, man, if you look at the conversion rate, it's running around, you know, 5%. And, you know, it's running a little lower than some other campaigns that might be around seven to 10, but that's because we have a nice healthy budget here. We've been able to go after more like top of funnel, peripheral keywords that, are very common when people are searching for surgery many times, you know, they're just in research mode. So you mentioned remarketing, for types of campaigns like this remarketing is so important so that we have a second shot at capturing those leads when they might be ready to take the plunge.

Matt Coffy: Very true. And of course, you know, the whole point is that we're getting data. I mean, at the end of the day, you're getting a lead, whether or not they close or not, you're still getting the lead. Right. So the whole point is you have now just what you said, which is this monster opportunity to build a database of clients who are in some phase of decision-making process. Well, let's move on because obviously we've covered this one. I really liked the next one even better because, it's more typical of the client that we work with. And we're going to talk about some very cool stuff around hair. And so let's get into that because I love this topic. it's an easy one to win. It's almost as if, you know, to me, this comes down to sort of seeing more typical, like what possibilities you could have , and really soaring through what I consider a monster conversion ratio.

Erica Breining: Yeah. So, this client is in New Jersey, running a hair transplant, surgical campaign, month to date, 1400 has spent, which 23 conversions, only $60 and 93 cents for Google conversions. This is not Facebook. So, you know, these are bottom of the funnel leads who are searching for keywords, you know, that have hair transplant or very, very close to those types of keywords with a conversion rate of almost 10%.

Matt Coffy: Yeah. That's this is why I'm saying like this one, I like better because I haven't ever seen numbers like this before. And, we fought this hair transplant battle from the very beginning of COVID. There's a lot of guys that we worked with and it was tough. People were doing, you know, it's a difficult situation when everybody was, you know, inside of a pandemic thing. Hair transplant guys were really stuck cause they were, you know, again, you're looking at a business that revolves around an aspect of this that's a pent up demand right now. Now there's always, you know, the Bosley , and the rest of these guys who are out there, big money guys who spend enormous amounts of money and they're usually competing against these guys and we can't get in there because the cost per clicks are just off the charts.

Matt Coffy: I mean, it's like ridiculous to try and fight a battle where you've got, you know, monsters up against it. But, I think this is demand curve 101 , you know, I think it really comes down to the saying, this is the pent up demand that was built, that we were trying to fight our way through, last fall and, over the summer last year that people just skipped, you know, they said, forget it. You know, I don't want to do it. I'll wait another year. And here it is. And, and they are coming out in droves and this one is like, again, more typical of a client that we see with a 10% conversion rate ready to go. And as long as they close well, you know, this is good. These are going to be top, as you said, these are top of the line, bottom funnel feed, you know, ready to go, making a decision type people. These are not Facebook leads, t hese are not people who are at the beginning of their, their journey, t hese are people who have decided to make a purchasing decision. So, any other thoughts on this because obviously this is a super interesting number and I see the optimization is at 99.3.

Erica Breining: I think that the main thing to know, you know, we always want to optimize for ROI and, you know, this is at minimum, a $4,000 procedure for the client. So, you know, out of 23 leads, you know, if, even if we've closed 20% or whatnot, you know, the ROI is just going to look incredible,

Matt Coffy: Right. And obviously not every one of these people are candidates and there's a lot of variables in there. B ut I think at the end of the day, when you look at this from a historical perspective, you know, this is a very positive cashflow business when the leads are at least to a point where you've getting in this case, they're going to get 50 leads for a couple or three grand. I mean, 50 leads for three grand. I mean, th that's, there's just no way you're not making, you know, five to 10 X off of your investment probably more if you close w ell, you know. And again, that's in the first month from a lifetime value, those 50 leads, I mean, who knows, I mean, this is where you Forex your stuff. Cause those leads tend to talk to their friends and it becomes all sort of a game of a referral basis at that too.

Matt Coffy: So, you literally look at the customer as what is their spend

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Matt Coffy Source Title

plus their referrals plus potentially what they come back for. So the lifetime value of this is, is probably no rth of 25, 50,000, mature, a spend of 3000.

Matt Coffy: So, all right. I like the next topic because it's sort of our sweet spot. You know, if I, if I said here's a customer that we do all the time, why don't we get into the next one, which is back to 30 and, and they've been a perennial favorite because they seem to kill it all the time. And we've got our favorite topic, which is CoolSculpting. And of course, you know, this is that time of year when it's going to be summer and two or three months. So you better get back to getting yourself in shape. Well, we've got about that. Let's just go get CoolSculpting, right And that's, that's the shortcut of shortcuts.

Erica Breining: So this one, Matt is just gonna like blow your mind. I don't think in my entire career, have I ever seen a CoolSculpting campaign do this well, for April, this CoolSculpting, campaign has 53 conversions at a cost per conversion of only $27, a conversion rate of 25%. It's just insane. And, and your people are going to say, why, how, how did you do that right. So I think it's a combination of things, I think it's a great landing page, it's a great offer. This client, is working with Oregon, they're optimizing the maximum discount that they are allowed to offer getting patients into eight cycles at 50% off. This client, I believe, has gone from like number 200 in the country CoolSculpting provider to number 64. So, I mean, it's just incredible what they've done, with volume. The other thing is that we've been running this campaign for quite awhile, I'd say probably six months. So we really been able to optimize, we have the CPCs down to $6, you know, cool sculpting CPCs prior to pandemic where for some geos up to $30 and almost impossible to run a successful ad words campaign. So there's just so much good about this campaign. It just gets me really excited.

Matt Coffy: Yeah. And I think if people are not familiar with running ads for CoolSculpting, as you mentioned before, the average cost per click or CPC had been 20 to $30, and now we're at $6 because obviously, you know, I think we have, and it might even be Googled to some degree. We have less players in the market who may have been decimated by the last year's pandemic, but more likely, I think what's happening is that we, have had this campaign mature, as you mentioned, we've been running for six months. So we can, you know, our level of retargeting and all the things that kind of click into, how do you get a better maximized value for your return on investment for your ad comes down to maturity, the offer, and also t he target audience that you're either, you know, getting involved in retargeting and getting them to come through.

Matt Coffy: But at the end of the day, you're also talking about the lift that we have in the season. So, you know, these are the things that all contribute to this, but this person's going to end up with over a hundred CoolSculpting leads for probably $3,000. And that is worth who knows. I mean, you're, you're talking even if they barely do well, which I know that they do well. So, I mean, you know, a hundred leads is, is typically looking at, you know, this is like a hundred thousand dollars of revenue , over a period of probably a couple of months as they start to collect the eight sessions. But with Oregon backing this up, you know, you got, that's the thing with CoolSculpting, you got a major player pushing on TV and radio, whatnot. So, you know, there's another side of this, which is that you've also got a partner and manufacturer level that's helping you.

Matt Coffy: So, you know, if you are gonna think about doing CoolSculpting ads, start writing them, you know, wherever you are right now, it's all seasonal right now. And I think we recognize that this is probably a spike in activity, but the good thing is that you're capturing data too. And you can again, go into the fall and that's what gets through summer. These are going to be monster numbers, again, as, you know, we can reuse the audiences. So this is really good. Anything else interesting about, back to 30 I know that, again, they're one of our top sort of producers here, anything that they're doing that, maybe t he audience might be interested in or the listener.

Erica Breining: You know, they just recently brought in the new CoolSculpting elite, which I know a lot of practices are thinking about bringing it in, the elite does dual skull thing. So it's allowed them to basically cut their throughput in half. and that's, you know, that's been exciting. It's also another great thing that, you know, we've been pushing on social media, that's been driving more leads and consults and closes. It's easier to close the patients when we have these new machines with more benefits and features that maybe your competitors don't have so that you can close and you can get that sale because this is a very, you know, commoditized service.

Matt Coffy: Yeah. The elite's something that has been come resonant with the audience. And, you know, there's a lot of CoolSculpting competitors out there that are, you know, whether it's M's sculpt or sculpture or some of the other body sculpting strategies. But you know, you really do get your bang for the buck i f you can get this stuff in front of people, because they recognize it, they see it, they know it. So you're leveraging just such a bigger universe of knowledge from a client perspective to, get these clicks to come through.

Matt Coffy: All right. So let's talk about our last example. I'm super excited. this one is, you know, we get a lot of calls on HRT. We got a lot of people looking to get in this business, you know, hormone replacement therapy, whether you're doing pellets or you doing injections, or you're doing therapy through another source. I mean, there's, there's a lot of variables in there, but I'll tell you, it's a weird business because you know, the, the amount of education you need to provide this as a lot higher, there's, there's no, you know, standard bar for having people pre-educated on this. It's sort of as if your best bet is to do a mix of advertising that's really getting to the point. I think that's why we're winning with these ads is that we're getting to the point really quickly. You know, it's not necessarily offer based, although it is some direction because obviously the officer are sort of mutated into monthly services because you, you would go in for a monthly, re up. But I think the combination of telling the patient's story and then, reasonably placed pickup offer, which maybe you can get into has created a real tailwind for this customer, where they were having real challenges before. And now they're just moving ahead quickly. So why don't you talk a little bit about the HRT and I could also get into the other stuff that they're doing.

Erica Breining: Okay. So yeah, so this client is in Roswell, Georgia, just outside of Atlanta. We are running HRT here so if we just kind of, well, actually let me back up. I think one of the reasons why this campaign, has been quite successful is that we have the audience targeting. So honed in, you know, we've run these types of campaigns for quite a while now, and we've tested, you know, people by their, profession such as police, firemen, people that like to go to the gym, people that are dating match.com, Tinder. So we've really kind of honed in that audience. And that really is what I believe has got us to make these campaigns successful, where the cost per leads are affordable for the client and they are definitely able to ROI. So for instance, this client this month has $26 and 9 cents cost per leads. with 31 results, their monthly budget is only 1500. So they've only spent $750 for 31 leads. And they're booking, I would say about seven to 10 patients per week right now, just from this ad.

Matt Coffy: And what's interesting about that is their conversion rate to monthly recurring business has crept up. So their goal was to get to $30,000 a month in recurring revenue from just HRT patients. And that is one of the goals, that the gentleman had that wanted to run this ad. And we are just closing in on that fast. And I think he's more excited about the fact that, you know, he's becoming sort of, and I said this before, he's also becoming sort of a authority on the subject. And so we're also doing some very interesting content marketing behind this, which helps him with having his own podcast and having, example testimonials and people coming on board telling their stories and what we're sort of using some of that in how we do a follow-up systems. So when a lead comes in and they click, Hey, I'd like to try this out, we're following them up with, a series of, automatic emails and SMS to them to show them, Hey, this guy did this, this guy did that. And it's, I think it's cementing in a call, a good calm patient when they get in there, so that they're ready and they're reasonably educated, but not educated to a point where, you know, y ou're educating them on the medical pieces of this, but more on the results.

Erica Breining: You know , these are guys, you know, who are not feeling so great. And, you know, when you kind of educate them on the potential of how much they can feel better and how, I mean, it's truly life changing, like not, not to exaggerate, it's a great offering.

Matt Coffy: Yeah. All right. So let's move on to the next one, which is we are also doing Botox for him. And I see a lot of results here, 116 results in the first 15 days of the month for six bucks per, I mean, that's just spectacular. I mean, that's anybody who wants 120 that's going to end up to be 250 leads of Botox leads. I mean, that's, that's enormous. I mean, that's just for the cost per lead. That's 1200 bucks for just weeks.

Erica Breining: Yeah for the month.

Matt Coffy: Jeez. I mean, that's a, it's like a world record.

Erica Breining: This one is really incredible. You know, another example that, you know, we've been running this campaign for quite a while and, you know, $6 and 97 cent Botox leads. And, you know, a lot of practices may actually be overwhelmed. Like how could I even keep up with, you know, over 250 leads for the month And I think that's where profit engines comes in our automated CRM that really helps, get automation and get a response to these people as soon as they come in. And while they're hot, I think without that automation in place, this could never be successful.

Matt Coffy: Well, I beg to differ with you about the fact that people will be overwhelmed with 116 leads for six bucks. I think they'd be happy to be overwhelmed, right. And you're right, that the system automatically puts them into appointments and has follow- up systems and all the things that you need to efficiently operate, an aesthetics practice with the best maximum flow of, non-touch communication with a client. That person is non physical touch t hat is, you know, you don't have to pick up the phone on every one of these leads. I mean, the system will book them into the calendar, but I think the question here and a lot of people are asking, it's like, look, that's pretty cheap. Are these real leads, are they booking, what's the value because a lot of people who might be watching this have maybe run or have experienced Facebook leads before, you know, there is always wheat and chaff, right

Matt Coffy: So there's always going to be looking loose and there's going to be people who are kicking tires, but when you get to a certain number, it sort of bleeds into, okay, you, can't not screw up 120 leads in two weeks. There's going to be a bunch of people who are really seriously interested. In fact, a preponderance of those are going to be better. But I do believe that it's also, how do you get them on the phone when they're hot. Right so, another thing is we also work with clients on their sales strategy. We have a call center, so we can actually call these leads and book them for you. There's all sorts of ways to improve performance. Even when leads from Facebook, again are very disciplines. It's usually a third are awesome. And third are in the middle and a third are, are, are challenged.

Matt Coffy: And so you can really work on improving your metrics with having some of this stuff in play. And I know that's one of the things that we work on a lot with our clients in sales, coaching and stuff. One question for you and we'll call this the end of this show, but I have a thought which is, all these injectors that are out there, we're seeing a lot of injectors, and they're doing IV and they're doing a lot of the strategy around IV marketing and stuff. It's all based off of how do we get better at trying to accommodate, clients to how do we motivate them to look at the other opportunities that are in the space. Because to me, I look at this and I say, Holy cow, if you got an injected and you are doing, y ou're allowing someone to come into your business and you're able to do this stuff, you know, with whether it's a IV, or it's a Botox, or it could be HRT or it could be STEM cell. What do you think from a perspective of, what have you seen across the boards, who are the people who are making the best out of having their staff with an injector or with a medical professional, what are they doing to maximize the value of having that person in their organization, and what's the best way to sort of maximize their value over the time.

Erica Breining: So, Matt, I think, you know, practices that we see, you know, succeed, kind of beyond Botox and fillers, they have their injectors doing procedures like thread lifts, PDO thread lifts. You know, the average cost of that procedure could be , 3000. I have a client in New York city right now who is running ad-words for, thread lifts that go up to $5,000. Most injectors can do those with training, also more advanced type injections l ike Sculptra, they do liquid facelifts, they do the sculpture butt lift. T he sculptor butt lift is an incredible thing to run on Google ads. It has a great conversion rate. And just recently they came out with an injectable for cellulite. I believe it's the first FDA cleared injectable for cellulite called quo, super hot. We're building landing pages right now immediately for two clients that want to launch. So, you know, if your injectors can do some of these more advanced things, we drive the leads in with Botox, and then you have all these things on your menu that are higher ticket items to upsell and try to ROI that ad spend.

Matt Coffy: Yeah. And I'm looking forward to seeing, we've got a bunch of these new campaigns that are running. So in May, we'll probably do a, the results of some of those campaigns that we're going to start this month. And so with that, Erica, I appreciate your time. This has been another wonderful spring time, 2021 aesthetics insider. And we are here to help you. If you need help in contact with us, we're here. We got people on our staff that run med spas. Eric has run a spa for 10 years and, or a surgical center even. We've got two other people on the team that own med spas, run med spas that help you with figuring out what your office could be, what's working. So don't be afraid to call us, you know, there's no pressure. We're just here to help. And I think the key is for everyone to realize that if any time of the existence of your practice to run stuff, it's now you've seen this, you've seen the numbers start putting your stuff, put your, your effort.

Matt Coffy: You know, even if you need to spend a little more than you're used to, you're going to get the return right now, because we are finding that the boomerangs happening, that we've been waiting for. And it's like the stock market. It's just going up and up and up and up. So, you know, now's the time to catch it and do it before your competitors out there take your clients because the worst thing is, is that you see other clients running by ads in your feed and Facebook, or if you look on Google, you see all these other competitors, if you're there, you get a chance. So if you put your paddle on, get out in the middle of the river, get in the stream and , we'll help you out. Thanks, Erica. We'll see you next month.

Erica Breining: Thanks Matt. See you then.

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