Episode #11: Dr. Chad Woolner - Get More High-Quality Patients Through Effective Online Funnels

Published: February 4, 2020


Show Notes:

Speaker 1: (00:00)
Hey doc, welcome to the simplified integration podcast. This is episode number 11 how to get more high-quality patients through effective online funnels.

Speaker 2: (00:12)
Leonardo da Vinci once said that simplicity is the ultimate sophistication and I agree. You see the problem with the way that most consulting groups approach medical integration is anything but simple. In fact, it's the exact opposite. It's expensive, it's complicated and quite frankly it's exhausting. Enough is enough. There are far too many amazing integrated clinics that are struggling. Well, I'm on a mission to change that. What I've come to find from over five years working with integrative practices is that simplicity really is the secret. The old saying of less is more is true. Through a streamlined approach, I was able to create multiple successful seven figure integrated clinics and now I'm going to show you how you can do the same. Join me as I share with you the secrets to successful medical integration and practice growth. Join me on a journey to greater sophistication through innovation. I'm Dr. Andrew Wells and welcome to the simplified integration podcast.

Speaker 1: (01:09)
Alright, innovators, welcome back. I'm so excited today to have my first celebrity guest, Dr Chad Woolner of Cairo funnel secrets. Dr Woolner, welcome. Great to have you on. Thanks man. I'm excited to be here. So I want to give you a background on how I met dr Woolner. Um, and this actually started, um, the story starts when we first started our chiropractic office. Uh, my wife and I opened a practice from scratch and, um, we knew how to get patients in three ways. This was a little bit like just before Facebook became a thing. And so we spent most of our weekends, at least every Saturday doing spinal screenings. Uh, we did a screening almost every weekend for the first year that we were open. And we did well with that. Like we got new patients, we grew our office pretty quickly. It was effective, but the problem was it was absolutely exhausting.

Speaker 1: (01:59)
And I remember talking to my wife, I'm like, if we need to do, if we have to do one more, um, uh, screening, like there's no way I can, I can I keep this up, I'm not screening for the rest of my career. And we also did tons of like lunch and learns, tons of live events. We did, um, like patient appreciation days where we would have patients bring their friends and family and we got patients that way. But it was to be honest, like a really, really exhausting way to get new patients. And um, and then once Facebook started to like was a thing, we started throwing money at doing digital ads. Like we gave uh, some marketing companies, some money to advertise on Google search engine optimization. We gave some people some money to do Facebook ads and nothing really worked. I remember we did our first Facebook campaign, we tried to do it ourselves, we spent some money on ads, we got zero patients from that.

Speaker 1: (02:46)
So we failed miserably. And then we hired a, a an outside company and they brought us like they got us like 50 some leads. And I remember I was so excited when we get all these leads, but two of those people showed up and we had zero patients signups from that. So my first experience in doing like online type work and, and like crude funnels was a complete failure. So I remember going to, uh, going to an event, um, I heard of this guy named Russell Brunson and Russell Brunson's claim was he could help get more new clients or new patients through effective online funnels. And I'm like, Oh, this sounds great. I need to learn this skill. So I went to one of their live events. It completely made sense to me. I'm like, I need to learn this skill. So I signed up in his program, I got click funnels, which is this online platform.

Speaker 1: (03:31)
And I remember going home and I, I got on the computer, open my click funnels account and I stared at the screen for like two hours cause I had no idea what the heck I was doing. I just didn't know how to create a funnel. And so I remember Russell Brunson talking about this chiropractor that he worked with and this he, you know, he helped show this chiropractor how to get a bunch of new patients into his office. And I heard it in his books. I heard it as live event. I'm like, I wonder if he's talking about the same chiropractor. Like I got to find out who this guy is. So I did a bunch of research and I finally figured out that the guy Russell Brunson was talking about was actually a friend of his. And that's dr Chad Woolner. And I'm like, all right, I gotta, I gotta reach out to this dr Wallner guy.

Speaker 1: (04:10)
He, he knows what I need to know. And so long story short, that's how I met dr Woolner. And over the last, almost the last year that we've been working together, I've learned an amazing amount of information about funnels, about marketing, about messaging to your patients. And I, so dr Wilner, welcome. It's great to have you on here. Um, so first of all, if you can just kind of explain, I know some of the people listening may know what a funnel is already, but also I know chiropractors have sometimes a, a wrong view of funnels or maybe a distorted view of what a funnel actually is. But could you start off by just explaining what is a funnel and what a chiropractors need? One?

Speaker 3: (04:51)
Yeah, absolutely. Um, first off, thanks for having me on the podcast, man. I'm excited. Uh, I am likewise honored to be the inaugural, uh, celebrity guest, if that's what you want to call me. Um, but, uh, excited to be on. Um, so yeah, as far as funnels go, um, I think funnel can oftentimes be, uh, over complicated, uh, can sometimes get, uh, misconstrued as to what they are or what they're intended for. And I think the most common mistake that I see is that, um, funnels are often viewed in a very myopic mindset or mentality. You know, because so much of the funnel that are being used along with the Facebook ads and things like that are very templated copy and paste, one size fits all approach. And most docs who have even looked into funnels have seen these types of funnels before. It's the, you know, they're, they're a deal based fall.

Speaker 3: (05:52)
You know, you could either call them the crazy deal funnels or the voucher funnel or the special $21 offer, a $27 offer, whatever you want to call it. But ultimately it's the same formula and it's been done to death. And so that's one of the reasons why a lot of docs have, uh, such a similar experience to you in your experience there is because, uh, those, that type of funnel, while I will argue there, there is a time and a place for using that type of approach. It's been done to death. And it's not the only way to use funnels. There are so many different ways that can be used. Uh, funnels can be used, but that that way in particular, most docs have seen, there's usually some type of a Facebook ad saying, Hey, uh, you know, insert your community. Hey boy. Hey Los Angeles. Hey Cincinnati, uh, my name's dr Woolner and I'm a chiropractor and we're running a special, crazy offer this voucher for $21. You can get this, this, this, click here. You only have seven available or whatever. They click the ad to the landing page says the same thing in a really simple way and maybe shows a map of where your clinic is located. Click the button to claim your voucher name, email, phone number, they put it in, and then from there, thanks. Somebody from our team is going to be getting a hold of you, right?

Speaker 1: (07:16)
Yeah. I love, I love in the auto industry, it's the example of that is we have the greatest inventory at the lowest prices. Everybody says the exact same thing. I'm like, how can you, Hey, he's got the same thing you have. You have the best prices and also the greatest inventory. It's the same thing in chiropractic. I see that I'll all over the place.

Speaker 3: (07:35)
Oh, all the time. All the time. And the thing that's funny about these, a lot of times these marketing agencies, they don't care if they're running the same ads for chiropractors that are literally right down the street from each other. And you might find some agencies that do their due diligence and are and have the ethics to be able to say, okay, yeah, we're going to separate these guys or whenever we're work to run a different deal or whatever. But you see that a lot. And so unfortunately what that does is it's a very similar effect for when, uh, someone in your community, let's say, has a poor example for experience with a chiropractor. And yet they want to paint all chiropractic under that same, you know, brush. And that's not necessarily fair either. And so understand that if you've had a bad experience, you can funnel.

Speaker 3: (08:25)
Uh, it's not that funnels don't work, can't work or won't work. It's that you've probably had a bad experience for reasons that funnel or that strategy of that approach was effective. And there are so many different ways you can use funnels. And so to explain what a funnel is, the most simple way that I can put it is a funnel is a systemized way to communicate with your audience in a meaningful way to help them take the next logical step closer towards doing business with you. And see, that's one of the, one of the things that I think, uh, doxing understand is that there is a buyer spectrum, right? We'll call it a to Z or whatever. A representing a cold audience that has no clue about your solution, no clue at all, no clue who you are. No clue even about the solution, right?

Speaker 3: (09:15)
It's as cold as cold seem get. And then C is not only do they know about our practice, uh, and or that they believe that chiropractic may just be the solution for them, but they're also familiar with your clinic, where you're located. They, they read your online reviews. Uh, they're on the verge of, you know, doing business with you. They just need a little bit of a nudge there, right? That would be like X, Y, or Z in terms of that spectrum. And so the thing you have to understand in terms of funnels is a good funnel should be able to help walk people through that spectrum, right? That's what a funnel's job is, is to help and we do that through communication through an effective means or method of communication. And the funny thing is you talked about spinal screenings and we're in person kind of events that you do.

Speaker 3: (10:06)
These are, believe it or not, these are examples of kind of in person offline funnel. It's a funnel, it's a process of communicating, right? And there's a, there's a very simple framework but yet very effective framework that if docs understood would allow them to get far greater results with their funnels. And I call it ACDC and we'll unpack that in just a minute, but we're not talking about the rock band ACDC. ACDC is a, an acronym stands for attention, context, desire and call to action. And we'll break down each one of those before that. Any questions so far about anything that we've talked about or discussed so far? How are we doing?

Speaker 1: (10:47)
No. Doing perfect. And I, I think what you're about to describe is, is the fundamental of every good sales process. So I took a, I took a sales and marketing class in undergrad and it was like sales one Oh one and they, they didn't call it ACDC, but they also had a four step process of taking, taking a customer or a client or in this case a patient through a sales process. And that's exactly what I think you about to describe.

Speaker 3: (11:12)
Yeah. And that's the thing. You might have heard other similar things like this. This is just kinda my own version of it. And it's not the only like right way to do it, but you'll see fairly universal principles. It starts with a tension because if you don't have people's attention, you can't take things anywhere, you really can't. Um, and then so, so once we have attention, context is the vehicle or the means with which we are able to help people establish value. The value is subjective. It's entirely subjective. It is based on perception. And so my dad said years ago it was a kid growing up and this is something that's always stuck with me. For whatever reason, he said something is only worth as much as someone is willing to pay for it. Right? So I could say this water bottle here is worth $5 million. Right? And is it really worth that much if somebody gave me $5 million for this water bottle, that sure is right. But, but the thing is, this is right here. This water bottle alone has no context to you other than it being a water bottle. And so the context you have with this water bottle, a water bottle here, what's the value of this water bottle? Just tell me based off of the context that you know,

Speaker 1: (12:34)
Oh, it's worth five five bucks.

Speaker 3: (12:37)
Right? And, and, and how do you know that? Because right now we could hop on to amazon.com

Speaker 1: (12:41)
I had that exact same one in my, in my house I paid five. But I know I actually had, that goes for free. I think I got a free one of those. Yeah. But I, I pay five bucks for it if I needed one.

Speaker 3: (12:54)
Yeah. So I mean, and that's the thing, but all of a sudden contextually, let's just say, I don't know, I'm going to use something ridiculous here. Let's say that this water bottle used to belong to and it was the, the water bottle he used right before his last mega concert that he gave blah, blah, blah, blah blah, whatever. You know, I mean I'm being ridiculous, but you get the point. All of a sudden the context has changed completely. It's no longer on ordinary water bottle that you can get off of amazon.com or let's just say that, you know, there's some special magical thing that this water bottle does

Speaker 1: (13:32)
like at pure pure purifies water automatically and removes 99.9% of all chemicals, toxins, whatever. All you have to do is put water in it. Yeah,

Speaker 3: (13:43)
yup. Yeah, exactly. So you get the idea of the context. Next is changed. Therefore the value associated with said water bottle or whatever has changed as well. Right? The perception has changed and so we can influence value by context. But the problem is again, is that most docs don't bother to figure out a way to create sufficient context. And it's not that creating context requires some hour long video that you have to do. Not at all. There's simple ways that you can influence context very quickly. One of the fastest, easiest ways that you can establish value through context. It's by telling a quick story. Stories are the way we are biologically designed to not only absorb information but remember it and retain it. We're, we're, it's like hardwired into us. People are fascinated by story. And so if you can tell stories about, uh, you know, whatever it is you're offering to create that context, all of a sudden now perceived value will very likely go higher as a result of the story.

Speaker 3: (14:48)
And the problem is that what lot of docs will do to tell the story is they will inundate their listeners with features. Let's say that they've got some new fancy pants, piece of equipment, um, that they're promoting. And let's, let's back up real quick for just a second in terms of creating attention. One of the simplest ways that you can create attention is to speak specifically to a niche audience. And I'm not just talking about neck or back pain. Well those are pretty poor examples because most everybody has some type of neck or back pain out there. Let's just face it, right? So, uh, we can talk to people struggling with neuropathy. We can talk to people struggling with thyroid problems. We can talk to people struggling with type two diabetes. We talked to people with digestive problems. We can talk to people with adrenal problems.

Speaker 3: (15:35)
We can talk to people with plantar fasciitis, exhausted people with knee problems, right? So these are highly specific niches. And so in terms of creating attention, one of the simplest ways to do it is to just niche down and call that audience out. You know, and again, there are, uh, I'm not going to get into the rules in terms of advertising on Facebook. Uh, you can't call out people directly and say, Hey, do you struggle with neuropathy? Um, you know, there are ways to go about doing it, but that's not the way to do it. So I'm not like a Facebook ad compliance expert, um, to talk to whoever you're going to talk to in terms of that. But if even just in terms of using the term, uh, people that have that w will hear it, right? It'll stand out as opposed to the typical way that most of these Facebook ads are done is, Hey, everyone in my community, right?

Speaker 3: (16:28)
And there's this thing in marketing, uh, when you market to everyone, you market to no one, right? And so we capture the attention, we create context by telling a story which is going to allow them to create a higher level of perceived value. See, there's a saying from a great book by Harry Beckwith called selling the invisible, and I've said this countless times, but he said in the absence of value, cost is the only consideration. So the problem is what most docs think in terms of creating an offer, they don't really create an offer. What they do is they just provide some sort of a, a deal or a discount is really what they're doing. And the problem is, is that it's that classic example and the absence of value costs is the only consideration. Whereas what I'm trying to do to help docs is help them understand the kind of art and science of crafting offers the right way.

Speaker 3: (17:20)
And it all hinges on your ability to establish sufficient context, right? That was that value. So, uh, in terms of let's say this water bottle again, we'll just stick to this as our hypothetical example. If this is what we were selling, you know, uh, and I'm just going to be ridiculous here. I'm just off the top of my head. Uh, in my funnel I would say, Hey, uh, are people struggling your attention? People who struggle with neuropathy, there's a breakthrough solution and it's something as simple as this water bottle in my hand. Now all of a sudden they have, okay, you got my attention. I've gotten her off at Athey. There's a breakthrough solution to it and it's, it's this simple little thing here. Okay, I'm listening. So years ago I was hiking in uh, Germany, you know, and while we were hiking, uh, I had a friend of mine and he had this water bottle and he said, I don't go anywhere without this water bottle.

Speaker 3: (18:20)
And I'm like, why just looks like a normal water bottle to me. Well, yeah. Well a year ago I had neuropathy and a friend of mine gave me this water bottle. It's built out of this nanotechnology stuff, these fibers that filter water in such a way that it charges it and it helps boost circulation in the body. And that's what fixed mine off. I know that's like totally crazy, but just can suspend reality for a minute. We're just talking, I'm just making this up off the top of my head and I know it sounds ludicrous, but the point is is now all of a sudden we've got a story that creates context about this and what happened now is that the perceived value of this thing has gone up. If for no other reason that it is created Cheerios city and entry. Like that's interesting. Wow. I've gotten her off of me and something as simple as a water bottle.

Speaker 3: (19:07)
And so then now we've, we've established context and the idea is to elevate desire such that now there's a simple call to action. Call to action would be, Hey, if you're dealing with neuropathy, we'd like to give you one of these for free. Um, just come into our clinic, let's do an initial evaluation. You cover that. It turns out that we can help you. We have an incredible program that'll help you, but as our free gift to you, we're going to give you, get our special nano tech neuropathy, wet water bottles, whatever. You know what I mean? Um, but the idea is that we go through those steps because what that does again is it gives a much better way for people to establish the value of what you're providing them so that you don't have to resort to the discounts. You don't have your expertise, but rather you can maintain the integrity of your positioning and your expertise by, uh, creating sufficient context with, with what you're [inaudible].

Speaker 1: (20:14)
Yeah, and I think a really good example of this, if you guys want to see this in action, it doesn't always have to be a Facebook funnel. It doesn't have to be necessarily like external advertising. So if you go to dr Wallner's website, you'll actually see what a funnel looks like on a passive website, right? So if you go on his website, what is your website? Align,

Speaker 3: (20:34)
align Meridian,

Speaker 1: (20:35)
align meridian.com and go on dr Wilmer's website. And what you'll see is a bunch of really well made videos where the patient is going through their story and at the end of the story, Hey Dave, you know that dr can help you to click this button. So it's actually a funnel on his website that's super effective. Um, the message is really clear. You're hearing it from the patient, um, so provides context and you hear their story and you hear all their objections and why they came in, but also you hear the outcome. And so a patient can then put themselves in that shoe like, Oh wow, I'm just like that person. Um, maybe he could help me to, okay, click the button to find out. And then that's the, that's the funnel. So your funnel could be on a, on a website. Um, so there's all kinds of different ways that you can plug these strategies in and all your different messaging.

Speaker 1: (21:20)
Um, the same thing is true by the way, if you're doing a live talk. So even if you're doing a talk in front of 20 people, that talk is essentially a funnel. You're taking them through a story, you're taking them through a sales process with this exact same messaging, the same ACDC principles apply in every way you communicate to your patients. So yeah, dr Woolner, I think that makes a ton of sense. So what if you, so if you're a doctor listening and you know that you want to learn how to create effective funnels, are you want to create more funnels for your office? Um, like if you want to make a neuropathy, uh, a funnel or a chiropractic funnel, a regenerative medicine funnel, what is the easiest way to get started? Because when I first started, all this made sense to me and I knew it intellectually, but I just didn't know how to do it when I actually put pen to paper. So, um, obviously you're the expert in this area. I don't know anyone in our profession who does it better than you do. So what resources do you have to help doctors if they really want to get, um, uh, create amazing funnels?

Speaker 3: (22:20)
Yeah. Um, you know, I understand, uh, how that can sometimes be a little daunting, you know, when you're looking at a blank canvas and, and the thing that I would simply say is, uh, you know, Tony Robbins said one of the fastest ways if you're looking to accelerate or, or speed up the implementation of things, one of the fastest ways to get things done is through modeling. Right? And, uh, and so I always, you know, I'll shamelessly plug my program ChiroThin will secrets university because that's precisely what we provide docs with is a simple and very effective way to model a, a series of proven funnels that we've done over the years that we've learned, that we've perfected, that we've proven, um, and, and whether you use them accurately as is or you take that and use that as a springboard to create spinoffs or other types of funnels, uh, it's totally up to you, but at least what that does that gives you a really solid foundation. Um, and we go pretty deep in the course in terms of teaching docs, uh, the essentials of what they need to know to be good at building funnels, whether that's you or somebody on your team or somebody that you're going to outsource to. Um, it gives you at least, again, that kind of solid primer, um, to, to, to learn what you need to learn for, for being good with funnels.

Speaker 1: (23:40)
Yeah, I remember, you know, my own experience sitting down in front of my click funnels account, not knowing where, start. And then I got dr Wallner's program and within like two hours, I had my first funnel, I had the framework, I had the content, it wasn't polished, but I had my first funnel. Um, and that took me like, I was like pulling my hair out, trying to figure it out. So the nice thing about dr Wallner's, uh, program is he gives you the tactical stuff. Like click this button, click that button, next, go here. But also, uh, it gives you a lot of inspiration on how to come up with creative funnels of your own that are unique to you and your office and what you offer to your patients. So now dr Woolner does not pay me for this. Um, but how can they get your, your program?

Speaker 3: (24:21)
All right, go to www.cairofunnelsecrets.com forward slash go and that'll give you a replay of one of our webinars so you can see exactly how the program works, what's all entailed in it, what's included in it. And that'll give you everything you need to know.

Speaker 1: (24:37)
Yeah, that's a no brainer and it's like ridiculously priced. So it's super affordable. If it gets you one patient, it pays for itself like several times over. So if you're looking for an awesome marketing resource that will boost your, your quality patients this year, that is like one of the top things that you can do. So, uh, dr Wallner, thank you so much for being on. Thank you for your expertise. Every time I talked to you I learned something, uh, something new and something great. So I really appreciate you being on. Um, check out Cairo funnel secrets.com and uh, doc, thanks for being on. Hope you have a great day, dr Wilner. Thank you again for being on

Speaker 3: (25:09)
my friend. Great grid being here.

Speaker 1: (25:10)
Take care. Bye bye.

Speaker 2: (25:12)
Hey innovators. Thanks for listening to the simplified integration podcast. Fact that you're listening tells me that you're like me, someone who loves simplicity and the truth is those who embrace simplicity are some of the greatest innovators. So hope you got a ton of value from what we covered on today's episode. Be sure to subscribe and share with other docs that you feel could benefit from greater sophistication through simplification and innovation. If you've got specific questions that you'd like answered on this podcast or you've got specific topics that you'd like me to discuss, just shoot me an email at info@simplifiedintegration.com

Speaker 1: (25:48)
that's info@simplifiedintegration.com.

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