Zielgruppe schärfen: Wenn günstige Leads die Marge killen

0:00Unternehmer/Gast Hey, hey Alice. Happy birthday. Thank you again for your time and helping us with our constraints. I really appreciate [clears throat] it. >> You bet, man. Thank you for donating a ton of books. All right. So, you got 5 million top line. You got 2 million in profit. Okay. What's the What are we What are we working with here? We've got medical consulting. What's holding you back? >> Yes, so essentially we are dealing in the space of chronic wounds to we help folks with chronic wounds close their wounds.

0:30So, the largest constraint that we have is trying to hold down on our specific avatar in terms of the actual patients cuz the LTV is once it's closed it's closed. There's no more LTV afterwards. So, we're trying to do Facebook ad leads that actually constraints it to Medicare Part B. That's the specific insurance that we're able to accept to provide the service for the patient.

0:55>> Okay. >> Um but I don't know how to essentially filter out so we can have a specific avatar in terms of Medicare Part B. >> Okay. Well, what does the application say and what does the ad copy say? >> Um so, essentially we are here to help with chronic healing wounds. I think it's a very generic and we're trying to refine it. And then essentially we provide a PDF so that it's layman's so folks can understand the wounds that they're having and seeing if they can help themselves during the times when they don't get treatments from services that does standard wound

1:28Alex >> But you make money from Medicare Plan B, right? That's That's what you just said, right? >> Yes. Yes. >> But so, you just want the like not from a not from a humanitarian perspective. So, I'm just purely talking business here. The point for you is that you want to get as many Plan B people as possible, right? >> Exactly. >> Okay. >> Exactly. >> So, you're trying to get as many Plan B and right now you're getting you're doing Facebook ads and you're you're getting some people that are not Plan B, right? >> Yeah. >> Okay. So, I would before we even like fix that, I want to understand is it really a problem or is this a feature? So, let me explain.

1:56Right now, how much is it How much is it costing you to get one of these people versus what you make on them? >> Um so, it's costing roughly on average about $15 per acquisition of a lead. >> All right. >> Um and and so, it is a range based on the wound size. So, if it's a 1 by 1 cm, it's just less of a payout than it compared to if you have a big gigantic wound that's 100 cm. So, if we can refine the wound size and then the qualification, because the only payout that we receive is Medicare Part B.

2:26>> Yeah. >> while there's so many different insurances, we can't take any of those. >> I'm getting I totally hear where you're coming from. It costs you 15 bucks a lead. Like we just The way The way you have to grow this is like you're it's it's You're making it sound special snowflaky to you, and I think that's why it's making it confusing. But fundamentally, it's just like it costs me 15 15 bucks a lead. One out of 10 leads is going to be a qualified person who's Plan B and has a big enough wound, right? >> Got you.

2:52>> No, it's like we just have to know this this math. That's it. It costs me $15 a lead. I convert one out of 10 leads. So, it costs me $150 to acquire a customer. Each customer is worth this on average, even though there's variability. It costs me This is what I make on average. >> Mhm. >> So, do you know Do you know those three Like I know you know that the lead cost, but what about the other three numbers? What percentage of leads do you close and what the average uh deal size is? >> Yeah, it's pretty low. I mean, we've had uh five treatments out of the 1,000 leads.

3:18>> That sounds bad. Okay. >> Yeah, it's >> Okay, how are you making sure Yeah, yeah. How are you How So, So, the funnel right now is that they're just opting into a PDF, right? >> Yep. Yep. And then a consultation call afterwards. >> So, it it automatically takes them to a consultation call or in the PDF it says if you have these things, then do a consultation call. >> So, essentially, once they um provide their email, their name, um then phone number, they receive the PDF and then the next kind of landing page is book a consultation call for wound care.

3:48>> Okay, so you've got name. So, I'm writing this on the board, so maybe if you're watching the live stream, you can see it. All right, so you guys you you've got your opt-in thing for the PDF. Okay, cool. And then they put name, phone, and then email, right? Something like that. >> Yep. Yep. >> Um email, whatever. Uh and then and then if their stuff is qualified or everyone goes and sees the scheduler. >> Yeah, everyone goes to see the scheduler. >> And are you taking all these calls with all this trash?

4:15>> Uh yeah. >> Yeah, that's horrible. >> Me and one other Yeah, one and one and other rep. >> Yeah, yeah. Okay. And then and then you're just running lead ads what nationally? >> Uh no, specific to the areas where we have providers that can provide the service. >> Okay, got it. >> It's being a city, state, location. >> Heard. Okay. So, um big picture here. I think I'm going to bet that there's an ad copy issue. Like how many people know that they have plan B or not?

4:41>> Um the thing is they're also not educated to know um since they can once they're 65 and older, they're automatically have a Medicare part B. >> Well, see, then why don't you just advertise to everyone who's over 65 and older? >> I do. We do. We do do 65 and older, but they still have other insurances that they could kind of opt into. >> But I thought they Yeah, but they have other Medicare advantage plans. >> Yeah, yeah, but they all have plan B if they're over 65, right? So, they do qualify to use your stuff.

5:11>> Yeah, so but once they hit 65, they also have the option to choose other more affordable Medicare medical insurance plans. So, that's where the the challenge is in the >> So, you're trying to find people who are not over 65. >> Um we are trying to find folks that are over 65. Even though they qualify like automatically at 65, they do have the option option to choose more affordable options. >> I got it. I hear you. I hear you. Let me I hear you. So, let me I want to I want to help because I also want to I got to I got to make through the the next uh the done, okay? So, big picture. Right now, you're taking too many calls that are trash.

5:47There's definitely diamonds in there. And so we have to add filters to the funnel. And so the filters that we have to add is the copy itself. Now, if you say they have no idea, then we can have to do what are the other things that they have in common? Now, to your point, you said everybody above 65 has this, but they have other stuff, too. For me, that just sounds like a sales call. So, if you know 100% of people over 65 have the thing, then to me, I'm like, well, then why would I focus on anyone else? Cuz then I'm just going to try and have the max hit rate knowing that every single person I'm on the phone with can can can do this thing. Cuz now all I have left is, do you have a wound, and are you ready to say yes?

6:22Alex So, if I'm you, my targeting is going to change to 65 plus. I would also make the messaging change on the opt-in page to just reinforce that. And then you have your Yeah, and then the the the the application part, I would add in how big is the wound? And then that way you can score the leads. And if you And like even with that level of lead flow, maybe that be that's enough filtering. If it's not in the filtering and you're still getting trash, I would then start scoring them and only showing the scheduler to the people who have wound sizes above X.

6:52Alex >> Got you. >> All right. That's how That's the first thing that I would do and think through it. >> Okay. >> All right. Appreciate you, dude. Congrats on the business. >> Appreciate you. >> Not you bad. I mean, dude, you're doing 2 million profit, 5 million top line. Like you're I mean, you're not suffering right now. All right? Um but if you're being inefficient, then we have to add friction. That's fundamentally it. Like if you're sifting through too much crap, you got to add friction. >> Got you. No, I think I appreciate that. That was >> You bet.

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