Proof

Breaking down the results.

Because you don't want to waste your time with a solution that doesn't work. Here are the results, ROI, what was spent, plus what mistakes we made and how that helped us develop better solutions for you.
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Etho has taught me how to transcend my imagined constraints and think far above where other practitioners dare to think.
David Cunningham
Infinity Body & Health
I am grateful to have you and Etho on my team. Your support is really worth every penny I've paid and more.
Rob DeMartino
Superior Health Solutions
I know I'm on to something, I just needed someone to help me bring it into fruition.
Glenda Davis
IHCOLA

Breakdown of some case studies.

These are some snapshots from work we've done in the past, strategies that worked that ended up teaching us valuable lessons along the way. Down below this section you can see that broken down as well.
Click The Tabs Below To See Case Studies
Case Study 1
  • $64.6K
    Advertising Spend
  • 1735
    Purchases
  • $305.8K
    Total Cash Collected
  • 4.73x ROI
    Return On Investment

Mistakes and Lessons

The mistakes that evolved our approach

Pulling back the curtain on some of the major challenges that forced the evolution of our strategy resulting in more effective, efficient, and consistent results.
Case Study 1
The Mistakes
Handling a large monthly budget for the first time led to many advertising errors. We improperly scaled the online ads which led to a diminishing return. One of the months we had over a 8:1 return, scaling incorrectly let to bottoming out at a 2:1 return. On top of that, we didn't focus on one product, but instead multiple products which didn't allow us to dominate a patient segment.
The Lesson
Don't market multiple patient offers until you have a very steady flow with ONE product/treatment/offer. Focus on one offer, double down on the positioning, education and message until you build a consistent flow. When scaling, look to scale your ads horizontally, not vertically. If not, you lose bandwidth, lose ROI and end up spinning your wheels and going nowhere.

It's like digging 10 holes, 2 feet deep vs. digging 1 hole, 20 feet deep.
Case Study 2
  • $502.95
    Advertising Spend
  • 11
    Patients Started
  • $15750.00
    Total Cash Collected
  • 38.27x ROI
    Return On Investment

Mistakes and Lessons

The mistakes that evolved our approach

Pulling back the curtain on some of the major challenges that forced the evolution of our strategy resulting in more effective, efficient, and consistent results.
Case Study 2
The Mistakes
This being one of the first cash-pay practitioners we've ever worked with, we leaned heavily on the conventional wisdom of pricing based on what competitors were doing. Prior to the results shown above we discounted his offering heavily mainly due to the fears of both parties. This led to a very slow start, getting compared with other practices, and dealing with haggling with nearly every potential patient. In the beginning we didn't take the time to create unique market differentiation with his particular skills, which further compounded on the problem.
The Lesson
Don't price your offer by looking at your competitors, if you do that, you invite comparison and haggling into your patient interactions. Take the time to package ancillary services around the "main event" that are symbiotic to improve positioning, inimitability and market perception. After raising the prices, and not giving discounts we produced the result you see above from just over a 2 week span. We focused on pricing based on outcome, not cost.

Price is subjective, and made up. You don't know what people value.
Case Study 3
  • $2891.44
    Advertising Spend
  • 6
    Patients Started
  • $36112.28
    Total Cash Collected
  • 12.49x ROI
    Return On Investment

Mistakes and Lessons

The mistakes that evolved our approach

Pulling back the curtain on some of the major challenges that forced the evolution of our strategy resulting in more effective, efficient, and consistent results.
Case Study 3
The Mistakes
One of the major mistakes we made was not utilizing a process to thoroughly educate the patients on the market differentiation from what she was offering. Even though the offer was using cutting-edge technology, the patients found it hard to see the difference between this alternative and conventional methods. Simply being cutting-edge, and not clearly articulating the difference, created a lot of unnecessary friction in the sales cycle. This put pressure on the practitioner and her assistant because of an opaque message that wasn't powerful enough to break through obscurity. She was also starved for time because she spent it educating and qualifying the leads, potentially missing out on serving patients that might have went somewhere for another solution.
The Lesson
Create patient education that can be leveraged that helps them make a decision quickly and on the spot. This taught us how to accelerate the sales cycle by answering the main questions in particular syntax that takes someone from curiosity to making a decision to buy in 72 hours or less. This leveraged patient education allows you to rely on a system that works 24/7/365 to do 90% of the heavy lifting and weeding out the tirekickers that normally end up wasting your time. Once we did that, it freed up the practitioner's time to serve the patients she wanted to and focus on delivery of her care.
Case Study 4
  • $2743.17
    Advertising Spend
  • 11
    Patients Started
  • $38500.00
    Total Cash Collected
  • 14.03x ROI
    Return On Investment

Mistakes and Lessons

The mistakes that evolved our approach

Pulling back the curtain on some of the major challenges that forced the evolution of our strategy resulting in more effective, efficient, and consistent results.
Case Study 4
The Mistakes
Now this was a tough one, because I felt we had done everything right even though we were not getting the results at the level I thought we should. Anytime I notice hubris setting in, it's time to take an objective look at the facts and the fundamentals. When observing this situation, what revealed itself was a system that hadn't been optimized in over a year. The strategies and tactics had become ineffective because of algorithmic changes that I took my eye off of. We ended up driving the cost up to acquire patients, not getting the level of throughput necessary to truly make a great ROI. On top of that, we didn't disqualify enough by asking better questions in our patient connection process. This led to calls that wasted the practitioner's time.
The Lesson
Don't rely on strategies and tactics solely, because they may change through time. Always start with fundamental principles, then examine the validity of your frameworks to build strategies and tactics upon that. Always prior to connecting with patients, have a very high disqualification threshold, and ask the right questions to ensure quality without being offensive. Once we fixed this, in 24 days the practitioner generated 19 scheduled calls with highly qualified and intentional leads out of the total produced. 226 was the total volume but only 19 were truly serious. Once again volume isn't as important, as throughput.
Case Study 5
  • $4026.86
    Advertising Spend
  • 12
    Patients Started
  • $61707.58
    Total Cash Collected
  • 17.81x ROI
    Return On Investment

Mistakes and Lessons

The mistakes that evolved our approach

Pulling back the curtain on some of the major challenges that forced the evolution of our strategy resulting in more effective, efficient, and consistent results.
Case Study 5
The Mistakes
Being one of the first 10+ staff practice we worked with, we learned about volume doesn't matter as much as throughput. The month prior to this, we had produced nearly 1500 leads in the month and the staff couldn't keep up with the volume and our system to organize those leads was non-existent. This led to the potential patients not even being called, followed up with. When the lead was called randomly, or followed up with it lead to a terrible first impression and patient experience having to interrupt someone in the middle of their busy day. Also not providing the practice's staff with a simple, but effect call script to handle leadflow. This mistake caused the practitioner to believe the leads were low-quality, and to be honest, they probably were at that volume. Without understanding the value of thorough patient education at the time, we most likely produced more curious, rather than committed leads.
The Lesson
Don't get seduced by volume, be validated by patient throughput.

It doesn't matter if you have 10, 100, or even 1000 leads, what matters is your cost to acquire a patient. This is the only metric that counts. You need to be able to call your leads, and if you have employees, they need a script. Because they will end up using their own off-the-cuff "script" that they use without thinking about it if you don't train them.

How we solved this was by creating more barriers to qualify someone as a "lead", which created a much more manageable and higher quality result. This system gave us time to develop a call syntax that helped the practitioner speak only to the cream of the crop and patients that were willing to invest in themselves immediately. The result above is after we launched this system to decrease lead flow and disqualify potential patients, ultimately increasing the quality of the leads.
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