From Rock Bottom To Full Clinic: The Patient-Flow Playbook With Kay Sanders

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From Rock Bottom To Full Clinic: The Patient-Flow Playbook With Kay Sanders

We have a very special guest, everyone. This is a lady that we met. I believe we met on social media. Got on a call with her. Found out she knows a thing or two about marketing. Her name is Kay Sanders. She is a strategic growth partner for Private Practice Owners. She also owns a consulting company called Elevated Edge Consulting.

I will make sure you guys have a lot of that information before the end of the show. She has a really cool book that she sent me. It is called The Patient Flow Blueprint: The PT Owner's Guide to Steady Patience and Sustainable Success. We will talk a little bit about that. She is the Google Ads Expert and Strategic Partner for Private Practices.

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Kay, welcome to the show. Glad to have you here. How are you?

I am doing great. Thanks so much for having me, Adam.

Exploring Kay’s Personal And Professional Background

Thanks for being here. I am super, I am just thankful that you are here. For people who are curious like me, for those who are tuning in, you are going to notice Kay has a really unique accent. Kay, tell us where you are from.

Yes, I am from Germany. I have been in the States in El Paso, Texas, for going on twenty years now. I came here in 2006. Texas has been my home ever since. I am trying to get rid of the accent, but what it makes me is uniquely me.

I talk to a lot of people. I run my mouth for a living. Before we pressed record, when you came on and you said, “Hello,” I was like, I instantly got in a good mood because it is just this fresh, unique accent. One thing that I do want to make mention of that I just noticed is behind you on the wall, it says, "If you believe in yourself, anything is possible."

I think that is awesome. One of our purposes in our clinics is to help people believe in themselves so that they can see what is possible. I believe that believing that you are worth it and valuable and worthy is a big indicator of how successful you are going to be. I truly resonate with that. Thank you for having that.

Besides the marketing, I also have a personal development business coaching, things like that. Yes, I very much believe in the mindset because mindset is really everything. You can do all the right things, but if the mindset if you are thinking that you cannot do it, you are not good enough, no matter what you do, it is not working.

You cannot policy and procedure your way through that.

No. You cannot push, you cannot grind because it just does not work that way. If you have those beliefs that you cannot do it, that you are not good enough, it does not matter what you do. It is not working. You are just going to work and work and wonder, “Why is it not working?”

People who listen to this show know that we can go down that rabbit hole because that is my favorite stuff to talk about. Before we do that and ruin the whole show, could you just share a little bit about yourself? I want to know who you are, how you got into what you are doing, and what your passions are. Tell us a little bit about you, what you do, and how you help people.

My path is a little unique. I do not just do the marketing. That is actually not what I chose to go into. I started in life coaching, actually, back in 2015. I tried to grow my business, was not really working. This is actually why the whole thing behind us was why. I was doing a lot of the things of inner work and things like that. It had come to a point where, in my business, it was not going anywhere. It was not doing anything.

I did all the right things from the marketing, what I teach now, what I do for my clients, but nothing was working. I had hit rock bottom back in 2019 when I almost lost everything. At that point, I actually got the opportunity to work for a local PT clinic as a marketing consultant or strategic marketing consultant, or something like that. It was more like an assistant. I basically took over his entire marketing department and helped him grow from zero online income to making half a million dollars within three years based on the things that I knew.

The marketing was not something that was like, “I want to be a marketing consultant.” It was actually because, as I was working with him, I loved the strategic part. I am the person who is like, I see a thousand puzzle pieces and I find a connection, even though I hate puzzles because I do not have the patience for that. When it comes to marketing, I can always pinpoint where the bottlenecks are, where the disconnects are, where something is not working.

I find a way how make this work? He gave me the opportunity. I actually met him in BNI years ago when I was trying to grow my coaching business. He allowed working with him. I really helped him. I took over his entire marketing department. I worked with him for about three years. I walked away from that. I helped him grow immensely on YouTube. I helped him make passive income because of online courses.

It was right around the time of COVID. The clinic was not going very well because of the COVID-19 shutdown. I was pushing him, let's do some online courses. Let us do some online stuff. He was like, “No.” Finally, he did. Now he is at a point where he has actually closed down his clinic. He does everything online because of the work that I did with him. At that time, he actually referred people to me who also wanted to grow on YouTube.

I am like, “I could actually do that. I could be a consultant.” That is what led me to start consulting. At first, it was under my coaching business, but I think it was two years ago. That is when I went officially. I actually created my Elevate Edge Consulting Company agency. I specialize in that. Now I still do the spiritual, the life coaching, as well, and the personal development. That is why you see these books behind me, but the marketing was not a path that I chose. That is what I am good at.

I know this is something that I want to continue doing because I love working with my clients, helping them figure out how they can really get that consistent flow of clients. How can they grow? How can they make a bigger impact? I chose to focus just on PTs because I was working with this one PT for three years. I know the language. I know the entire industry and things like that. I really enjoy working with PTs because you guys have so much to offer, to give, but oftentimes, there is something missing. That is where I come in. I like to help them really grow and expand and just make a bigger impact.

Address Invisible Bottlenecks To Improve Conversion Rate

Two things stood out to me when I heard that story. The one thing that I heard first was bottlenecks. That means a lot to me, because whenever you are trying to make progress, whether it is marketing or whether it is your systems or whatever it is, your time management skills, I always think that it is really about being able to define the 1 or 2 things that are slowing you down the most.

If you can remove those things, a lot of times that is the prerequisite to growth. It is removing the things that are slowing you down that lead to success. My question is, in your experience, what are some of the hidden bottlenecks that you see in private practice that prevent owners from being successful in growing or scaling their clinics?

First of all, I want to add on to what you said about removing. It is not always about removing something, but sometimes it takes just a tweak or a shift in that and a pivot to make it flow again. When we are talking about marketing, you can have the best website ever, but if the website, for example, is written in a language that is the PT professional language, but not the language of your ideal clients, you can lose people there.

You can have a ton of traffic coming to your website, but if no one converts, there could be a bottleneck, whether it is the language on the website is not effective. It does not speak directly to the visitor. It is talking to them. When you talk to someone, it goes over their head. They are confused. They are not taking action. If your website copy speaks to them, really resonates with them, like, “I need to reach out.”

That is one part. Another thing is I have seen a lot of websites where they have multiple call to actions, multiple offers like book a discovery visit or request more information, or do this and do that. They are like, “It is too much.” There are too many call to actions. A confused mind will not take action. It is about narrowing it down. What is the one most important call to action that you really want to focus on?

Most people say, “I want people to come in.” Let us focus on the discovery visit or the consultation, or the first visit. Another thing could be the follow-up. If people did not reach out or if they fill out the form, but there is no follow-up, even if the same thing happens if people call, but there is no one to actually answer the phone call, that is also a drop off. As I said, you can have all the traffic to your website, especially if you are using ads and you are paying to get traffic to your website, or even email marketing or social media, anything that you are doing to get people to your website.

If it does not convert, there is that bottleneck, either on the website, on the follow-up, on the call to action, there is somewhere in your entire funnel, there is a hiccup. Even if you have emails that are going out to nurture people, because the thing is, it usually takes anywhere from 7 to 21 touches for someone, a brand new person, to say yes. A touch is that they need to see your offer, your message, your website, and your company multiple times before they say yes.

Unless it is something. Let us say one of my clients works with concussion people. A concussion is something, “I need help right now. I hit my head. I have a problem. I need help right now.” What I have found with, let us say, regular PT, it is like, “Do I need that right now? I am a little in pain, but I do not need that right now.” Let me push that off. Let me wait a little bit. You want to stay on top of mind with people to really keep touching them.

If you do not do that, it could also be a bottleneck. When it comes to marketing, there is always somewhere in your entire ecosystem. I talk ecosystem because it is not just one thing. It is not just the ads. It is not just a website. It is not just social media. It all is. That is the whole ecosystem of your marketing strategy, your marketing approach. If you do not get a full calendar, if you are struggling with clients or getting clients consistently, there is a drop-off somewhere.

It is about figuring out where people fall off. Are they falling off on your website? Are they falling off once they actually land on your website? Are they not clicking? Are they not signing up? Is the follow-up not effective? Even from social media, is your social media good? What if people are not clicking? People are not taking action. Even your ads, maybe your ads are great, but still, they are not clicking. They are not converting.

There is always somewhere where there could be a bottleneck. It is about really looking at everything, not just one thing, but everything to see, “Where is the disconnect?” That is where I come in. That is what I really like to look at. “Where is the disconnect here?” Once we make that shift, now you mentioned take something away. Yes, taking something away could also mean letting go of something that does not really work anymore, and letting us replace it with something else.

Tweak something, upgrade something. When it comes to marketing, it is about optimization. It is never about you. Just create it and poof, it is going to work. No, it is about fine-tuning. It is the same thing within the clinic. When you have your conversation with people. If you are in a cash-based business, you have to basically sell to people. You have the very first conversation.

It is not going to get you every client. It is also about fine-tuning your sales conversation. It is really about optimizing over the long term to get the results. Bottling is basically something that is not working. There is somewhere in your entire ecosystem where things get stuck. That is where we need to really make some shifts to get the flow going again.

I get it. I have learned a lot about marketing as I started some of the online companies. I am not naturally a great marketer. It is not really something I love to do. I am more of a sales guy. I am learning a lot about marketing. I am also learning that it takes a lot of iterations and tweaks to fine-tune. You might have a great landing page.

People are clicking on the landing page, but if they are not opting in, there is some type of disconnect between what your offer is and what the landing page is telling them. How do you get them to click? Now that they are clicking, are they the right type of lead? Are you filtering out the right type of lead?

How To Diagnose And Eliminate Your Hidden Bottlenecks 

There is this funnel that is hard to learn. You could do it like me and try to figure a lot of that out on your own, or you could hire a professional who knows how to do that stuff. Next question. I understand that there is a funnel, there is a process, and typically, there is some type of bottleneck that is impacting your leads to take the next step. How do you diagnose that? Is it a lot of data that you are looking at? Is it something else that you are looking at that helps you diagnose where that bottleneck is in the funnel?

I am going to use ads as an example because that is the most clear-cut approach or example to use. For ads, I set up the ads for my clients, driving to the landing page. Of course, first, before I even look at everything, before I set everything up, I look at the landing page to make sure it sounds right. Is it aligned? I had one client before.

Their entire page was all about them using the industry technology terms that sort of say that, but go over most of the normal people's heads. We do not speak that language. We do not resonate with that. That was the first thing. I made some tweaks there. I made adjustments there. We set up the ads. When it comes to ads, I track conversions in different ways. I track conversions of page views.

The first step is the ad drives people to a specific landing page. Here, not a generic homepage, but a specific page. For example, if we are doing an ad around back pain, the page I am driving traffic to needs to be a back pain-related page with keywords and specific language around back pain because it needs to speak to people. There also needs to be a resonance from the ad to the landing page, to the titles, and everything.

Once that is set up, I track how many people get to that page. Most people have a specific landing page or a specific page where people click to book an appointment. I also track that to see how many people actually view that page. Let us say there are 500 clicks to that main landing page. Let us say only twenty people click on the next step to actually book a call. That tells me there is a disconnect there. Out of 500 people, 500 clicks.

I should have a whole lot more people who actually click the book a call page. Here, we make changes to that page to get more people to click to the next page. It could also mean that maybe they are just picking up the phone. I have noticed that a lot in the PT world is that people do not want to fill out a form. They just call. They want to have a calendar where they can actually book, because they want something immediately.

If the ad does not show me that there are a lot of calls coming in, that tells me there is a disconnect here, because also if they are not looking at the page for booking a call. I make tweaks here. Let us say I get a good number of clicks from, and of course, I also look at the click-through rate from the ads and tweak that as well. Let us say there is a good number of people getting to the page and then clicking to the page to book an appointment, but the conversion rate is zero or very low.

That tells me that on that next page, there is a disconnect. We need to upgrade that page. We need to tweak that page to make that one better. It is like testing. It is tweaking. It is also tweaking the ad campaign as well, the ad copy, because that also has a very big impact on the entire conversion journey. This is how I look at the numbers of how many people click, how many people convert, and where they are dropping off.

This is just an example of the ads themselves. Of course, we can go into other things as well, offers and whatnot. That is basically what you want to look at the numbers. You want to look a where people are not converting? Why are they not converting? Making tweaks to that. As you mentioned, the messaging on the landing page could really just be that, or it could be that it is not urgent enough. It is not like I have seen a lot of people driving traffic to just a regular, generic contact us page.

Those pages rarely convert as good as a specific page, book an appointment, or book a consultation. If you have a form there, yes, that is good. If you have an actual appointment calendar where they can actually book literally right there on the page, that converts more than just a regular form. Of course, not every clinic can have that calendar on the page for numerous reasons.

It is really about looking at all these different steps. That is why it is not just about the ad. It is about the entire steps of getting people from the ad to the page and then actually getting people into the clinic. Let us say you get ten leads a week, but you are saying, “I do not have the one on my calendar.”

Let us look at this. Do you actually follow up with people? Do you actually answer the phone when someone calls? I see from my ads that you have gotten twenty calls this week. Did you even answer the calls? It is really looking at the numbers to identify where the drop off is. Of course, this does not happen right within the first week of running ads. This happens over time to see where people are falling off and then tweaking and optimizing along the way.

The way that I have thought about it, and like I said, I am not a marketing expert, is when you are running ads to the same audience or a similar audience for long enough, you start to understand their buying psychology and what they want and the type of language that draws them in and the type of how to position your offer in congruence to that psychology. When you can start to understand that, it takes time to learn.

You probably have a lot of experience with that because you are running marketing campaigns for physical therapy practice owners. If you do not have experience with that, it takes time to learn that. You have to spend money to learn the buying behavior of your target audience. What helps me is starting to track what my cost per click, my cost per lead, and my cost per new client are.

At the end of the day, really, what you are trying to do is get an ROI on your ad spend. If I put $1,000 into the system, I need to get $5,000 out of the system. If those budgets start to exceed my comfort level of my ROI level, I know it is time for me to jump in and look at the funnel. The next thing that I want to get to is, speaking of money, it costs money to market. They got to hire somebody like you.

Why A Good Ad Campaign Should Not Break The Bank

They have to start spending money on an ad campaign or updating their website. There are a lot of different things that you can do organically as a practice owner that can drive patients to your practice. The real question that I want the audience to have answers to is, how do you know as a practice owner, whenever it is time for you to start considering investing in a paid ad strategy versus just doing organic? What is your filter there?

You have to have your foundations down. I would not recommend it to a brand-new clinic that has just opened up. That does not have their procedures down. That does not have all the stuff. The foundation to jump into ads. If you get people to your website, calling, and you do not know how to, and, for example, if it is cash-based, I work a lot with cash-based clinics, you need to know how to sell. You have to sell people on your package.

I am not too familiar with insurance-based clinics. Still, there is a process for getting them to come in and to do the process of getting them to become clients and sticking with clients or keep them coming back because you want them to complete their entire cycle of treatment. If you are not really good at working with patients or things like that, you do not want to get more patients coming in because you need to get your foundation in order first.

Of course, the office stuff. As I said, I am not too sure about what all is required in the clinic, but I do know you have to have your foundation in order. Think of it like that. Once you start turning the ads on, you are turning on the faucet. You are having leads coming. You are having more leads coming in. If you cannot handle them for whatever reason, whether it is the insurance part or the billing part, or just delivering your service, having more people coming in, you are wasting money because you are like, “I cannot do it.”

If you do not have enough PTs or people who can serve the people that are coming in, then you do not want to waste money on ads because then you cannot serve them. You are wasting money like that. You want to be at the point where you know that, “If I get more clients now, more patients, I will be good. This is what I need. I am at the point right now where I can have more patients.” At that point, you can start looking into ads.

Here, I just want to touch on a little myth that a lot of people think, and a lot of agencies say, “You have to spend thousands of dollars on ads.” You do not. Most of my clients are not ready to spend thousands of dollars every month on ads. We start with a small campaign, which is $300, or $600 a month, with one campaign. Starting that out. Yes, it takes a little longer to start really building the momentum, but this is an easy in to start working with ads.

Of course, as the ads start performing, then you can scale because if you say, “My ads are working. I am having clients coming in. I have more money. I have more budget to put behind my ads.” Let us increase the ad campaign. Let us increase the budget or create a separate campaign with a different focus ad campaign. It does not cost thousands of dollars to run ads. You can start with a smaller budget as well.



You need to have your foundation in order first before you can run ads, because you do not want to just waste money. You cannot serve the people who are actually coming in. You do not know how to convert people who are filling out the form or calling in. You have to have that conversation, that sales conversation. If you are in private practice, in a cash-based practice, you want to have all that down or at least good enough where you can say, “Now I am open to having more people come in so I can improve on my skills. I can improve on the foundations that I have already built.” If you are starting out, like, “I opened my clinic and I am ready for ads.” Maybe not. Not yet. Not yet.

Marketing Or Sales: Which Is More Important?

It is the old debate. What is more important, marketing or sales? You say it is like that, and I have an opinion on that. I want to yours first. I do not know if there is a right answer. You need both. What is your opinion on that? What is more important, marketing or sales?

I would say 50/50, actually, because you need the marketing. This is not just about ads, but any marketing, whether it is building awareness. You need that to get people in. You also need to be good at sales. Be comfortable in sales. Be comfortable asking for the money and all that to make your marketing actually work. Perhaps marketing in the beginning is a little bit more important to get the people in.

The sales, you improve that because, as you’ve been talking with people, you’re like, “Maybe that didn’t go so well, so maybe next time I can improve.” Here, I would say maybe the market has a little bit more importance to get people in, and then you improve your sales over time. Sales is not something that you should say, “I do not need sales training. I do not need to do that.” If you are trying to get more patients and especially I have seen it a lot in the cash based clinics where PTs need to sell. They are like, “I am not a salesperson,” but that is where they are really getting stuck.

Good luck with being an entrepreneur if you do not know how to sell.

Honestly, we are selling. I am selling myself right now here on the call for the interview. We are selling ourselves every single day. It is not just about asking for the money, but it is like we are selling our personnel. We are selling who we are, what we do, and just everything. Technically, we are already salespeople.

We just get better every day when we realize, “That did not get me a client. You can look back.” How did that conversation go? What could I have done better? Maybe I did not listen enough. Maybe I talked too fast. That is my problem. I talk very fast. You can look at all these things to see where I can improve.

One of the coaches I had worked with before, one of the mentors, and that was actually for YouTube. They always said, “Try to get one percent better with each video.” Let us apply that to everything else in your marketing. Next time, get one percent better with your social media or asking for the order, or your website. Try to improve by one percent every single time. You will get there. Marketing is important for you to even practice sales, because without marketing, you cannot practice sales.

The sales are really something that you keep improving over time. Keep improving, keep getting better. This also goes back to what is behind the wall, believing in yourself. If you do not believe in your service, if you do not believe that, and going back to cash base, if you do not believe that if you are charging $3,000 or $6,000, if you do not believe that your service is worth that, you are not going to sell that.

You are not going to sell it. This year, I have really understood that more. I always knew that, but there is like level style of entrepreneurship. It is even more true as I continue to grow my companies. If you are not convinced about what you are doing, you are not going to attract people to your offer.

It is like, as soon as I let go of that, as soon as I start to believe it, and I just have a little more conviction, and we got to get to a place of like, “You would be stupid not to want to work with me.” Like, “You are missing out if you do not decide to give me money and work with me.” If we can get to that place as an entrepreneur, where we believe so much in what we do, it is like just doing that, somehow the world just gives you more new patients, more clients.

Here I want to say something else that really helped me before. If you hold back or if you have those doubts, you are actually doing your potential clients a massive disservice because they need you. They need your help. They need your service. If you do not believe in yourself, if you hold back, or if you do not really trust yourself that you can really ask for that money or do the work or whatnot, you are doing those people a massive disservice.



If you do not really put yourself out there, if you do not do your marketing to really get in front of the right people, you are doing them a massive disservice. They might go to a different clinic. I have been to different PT clinics. I was very disappointed. You have those clinics where they are not doing a great job. What if you are doing an absolutely amazing job? What if you could help me get better, get out of pain?

If you did not really believe in yourself, you did not put yourself out there, you did not do all these things to really get me as a patient. I am like, “I will just go somewhere else. I have really bad experience. You did me a massive disservice.” Shifting that mindset around to really think that if I do not put myself out there, if I do not do the things that I need to do, if I do not believe in myself, in my services, then I am doing all these people a massive disservice, of course, myself as well. I chose this industry. I chose this work for a reason. I am doing it.

I believe I say the first person you sell is yourself. Again, I probably am a little biased because I am not a natural marketer. I am more of a salesperson. I feel more comfortable in a sales role. For those reasons, I lean towards sales being more important than marketing. I would not say necessarily more important, but I believe it comes first. I also view any outbound activity, whether it is marketing to physicians or networking, I view that as a sales process.

It is an outbound sales process. I also viewed that telephone call from the front desk. That is a conversion. That is a sales process. If I do not have a process of really doing some outbound sales and converting leads well, I cannot really justify spending money on advertising, like you mentioned, because it is going to fail. I view sales as the foundation.

Once you get to a place where you know how to convert and you know how to get people to listen, then, in my view, the next limiter to your growth as a private practice owner is just people simply do not know you exist. You have to generate awareness around your product. That is where marketing becomes critical.

Google Ads Or Facebook Ads: Where Is The Best Place To Start?

Your messaging, your branding, your email, your conversion rates. That is the way I view it. You asked for my opinion, so that is what it was. It is my right. I also believe that there is more than one way to do things, but it is just the way that I do things. I know we are running a little short on time, but one more question. A lot of marketers that I talk to have varying opinions. You see some people who are like, “Facebook is where we need to be. Facebook is where all the demographics are.

We need to be marketing and advertising on Facebook.” You see some people who are like, “There is no high intention on Facebook.” Google is where you need to be. Google is where people are looking for your services. For you, what do you recommend? Do you recommend people focus on Google first for paid ads, or Facebook, or is it both? What is your opinion on that world?

For every clinic, it is a little different. For every business, it is different. Some people just have a different preference as well. Let us just explain the difference between Google Ads and Facebook Ads. You can form your own opinion of what you think might be best. I will also give you my opinion. Facebook is all about awareness. Facebook, you cannot target. Facebook, over the years, has gotten so horrible at targeting because you have to target a huge audience.

For example, wellness. Health and wellness. Let’s say, if you focus on running, you specialize in helping people, and get better at running. How can you really target just health and wellness? You are targeting everyone in that field, even people who go to a gym and whatnot. Facebook is more in-your-face awareness. “Look at me. I am right in front of your face thing.” It is disruptive. It is like you are scrolling and seeing all these ads.

I have found that on Facebook, yes, since it is disruptive, there is not so much of an intent there like, “I just signed up for that. I can just click here. I will just sign up.” The follow-through is often where things fall off. Yes, you can have maybe a lot of leads coming in from Facebook, but leads do not mean new patients, because what if you have fifteen people that requested or even booked an appointment, but only two of them show up?

If I am hearing you correctly, I want to pause. Maybe what I am interpreting there is that if you are going to choose Facebook as your platform, you've got to be really great at sales. These are going to be people who do not come in with great intentions. Maybe they do. Maybe they just want to click and see what you are willing to give away. You do not really know. You must have really great sales skills and great sales systems in your practice in order to convert at a high level there.

Now Facebook has a place. I will come to that here in a moment as well. Now, let us look at Google. Google, you use keywords. You can target an age group. You can target whether it is male or female. You can target your specific area. Mainly, it is keywords. You can tailor your ad to where there is a lot of content.

There is a lot of real estate whenever someone finds you on Google. Google, the ads tend to perform better over time. Here is about optimizing. Over time, once you dial them in, they are really performing well. Facebook, there is ad fatigue. Facebook is like, if the ads run for let us say a week or two, and there is no conversion, then Facebook is not really showing them. That is the downside of Facebook ads.

Google ads, as I said, perform better over time as you optimize them, as you tweak them, as you really dial them in, and then they start working, where you can get multiple leads, multiple conversions every week. There is a crossover between the two. I like to start with Google because it is laser-focused. You can really narrow it down. You can really target people very effectively.

There is the remarketing. If you remember earlier, I said something about 7 to 21 touches. If people come to your website, as I said, most people do not say yes right away. What are you going to do if they leave? Here then comes remarketing. In the health industry, unfortunately, you cannot use remarketing on Google because it is in the health and personal advertising. You cannot really do remarketing on Google.

Here you can do remarketing on Facebook, and then it is not broad. It is laser-focused. Have you ever gone on a website and looked for something, but you did not buy it, but then you go on Facebook, and you are being bombarded? For example, Go High Level. I looked into that before because of the whole agency stuff or whatnot. I go on Facebook and I am like, “I was bombarded.” I am like, “That is remarketing.”

You are going to do the same. Facebook has a place. I do not think Facebook is a great way to start, but Facebook Ads are a great way to layer your marketing. Start with Google. Drive traffic to your site. I do a lot of Performance Max campaigns because they are the ones that are broad. It is not just search, but it casts a wide net on display, discovery, YouTube search, and maps as well.

Those really cast a wide net. You can get a click for $0.27. If you have a click, the rate of cost per click of $0.27, you have a budget of $10 or $20 a day. You can get a ton of traffic to your website. Those people you track with the Facebook pixel, and then you run the Facebook ads to market only to those. One, your budget, you are not burning through your budget because it is a smaller list. These people have already said yes to you once because they clicked on your ad.

They got to your website. Let us target those people because, as I said, it takes multiple touches for them to say yes. That is how I like to use Facebook, not right out of the gate. This is the only platform. That is the only thing to use, but combining it with Google. Starting with Google and infusing Facebook as a remarketing tool. That is how I work with clients as well. I just saw that this is the best way to go about it, rather than just using Facebook on its own.

It’s so great value. What I heard is, Google is your bait, your hook. You hook them with Google. You can catch them with a net on Facebook. That is my analogy. I love that. That is great.

You do get a lot of conversions through Google, too. Those that do not, you want to stay on top of mind with them. If they do not sign up for free, but if you have them on your website, you do not just want to lose them like, “You made it to my website. I got to do something to hook you in.”

Unpacking Kay’s Patient Growth Acceleration Session

Those who are tuning in, or if you are watching on YouTube, make sure you check out the show notes because we are going to have some information all about Kay if you want to get in touch with Kay. For those who are on YouTube, here is a copy of her book. You can also check out her website. I am going to drop her email as well, a little bit about her LinkedIn. There will also be a link to the Patient Growth Acceleration Session, an opportunity to connect with you and learn a little bit more about maybe how they can help. Do you want to tell me a little bit more about what that session might look like for those who are interested?

I call it the Patient Growth Acceleration Session. We look at where things are falling off. Where are you right now? What are you doing right now for marketing to fill your calendar? My goal would be to get you away from relying on referrals and word of mouth because they are unpredictable. It is also not scalable. We take a bird's-eye view of what you are doing right now in the marketing department to grow your clinic, to get more people through your door.

We look at where things are falling off. We see if we can identify some bottlenecks. Also, make recommendations on what could be your next step. Are you ready for Google Ads already, or maybe should we wait a little bit, because I do not want to sell people on Google Ads if they are not ready? During that session, we look at all that.

I can make recommendations on “What can you do right now to start getting more patients into the door?” I also recommend some non-digital marketing strategies. That is basically what this session is all about. It is to help you get more patients. We can also discuss working together. Is this the next right best step or not?

If not, at least you will walk away with some value of what you can do right away to really move forward. I look at the websites to see if your website is even conversion-ready. A lot of people do not even have conversion tracking installed on a website. I will look at those things too. Make recommendations on what you can do right now to start, at least getting more people through the door. As I said, discuss if it is the right fit for us.

One thing I am going to do is if you have a small team, a marketing team, or if you have somebody in your clinic who likes marketing. If you have that person in your clinic who is really good with marketing and likes to post on social media, I am going to take your book. Let my director of marketing read it and put together some takeaways so we can start implementing some of this stuff.

Episode Wrap-Up And Closing Words

That is how I am going to use it. If that resonates with you guys, maybe an opportunity. Check out the website. You can get a cup. I am assuming they can purchase a book from your website. It is on Amazon. They can learn a little bit more about you. Kay, thank you so much. It is awesome to connect. I am sure we will cross paths again. Next year, we can have you on again. You can tell us what else you are learning about marketing. Does that sound good?

I would love to. Thank you so much.

We will see you next time, Kay.

Important Links

• Kay Sanders on LinkedIn
• Elevated Edge Consulting
• The Patient Flow Blueprint: The PT Owner's Guide to Steady Patience and Sustainable Success
• Patient Growth Acceleration Session
• Book a call with Nathan
• Private Practice Owners Club