Ketamine Clinic Marketing Funnel: How to Convert Prospects Into Patients
Part 1 of our Complete Ketamine Clinic Growth Series
Synopsis: Learn the medical marketing funnel that transforms cold prospects into warm, ready patients for your ketamine clinic. This guide covers the 3-stage ACC framework (Awareness, Consideration, Conversion) and shows you how to create content that attracts ideal patients while letting unqualified leads self-select out.
Key takeaway: Stop chasing cold leads who ask "what is ketamine?" and start attracting warm patients who are ready and excited to work with you. The medical marketing funnel helps you create content at each stage that educates prospects, builds trust, and converts the right patients.
This blog is proudly sponsored by Clifton Insurance Agency, Inc., a trusted leader in the liability and high risk niche market insurance industry.
Mention “Ketamine StartUp” and receive FREE quotes & exclusive policy discounts. Learn more about how they support ketamine clinics here.
Struggling to fill your ketamine clinic with the right patients? You're not alone. Many capable ketamine specialists face the challenge of being both healthcare providers and business owners while trying to master marketing.
Does Your Ketamine Clinic Need More Patients?
Welcome to Part 1 of our four-part blog series where we'll walk you through everything you need to know about growing your ketamine practice through strategic marketing. We're sharing the things we actively do in our own ketamine clinic!
Since you're reading this blog, we know you're dealing with one of the following:
Nobody knows about your clinic - no website traffic or referrals
Not getting enough patients - no leads coming in
Not attracting ready patients - people who aren't prepared for ketamine therapy
If any of those sound familiar, you've come to the right place. We know it's tough being not only a heart-centered, capable ketamine specialist, but also a business owner. And now what? A marketer! We can sympathize.
So to get you from no patients (or not enough patients) to having your clinic consistently filled with ideal patients you can uniquely serve, Part 1 teaches you the medical marketing funnel - why it's important, what it consists of, and how to implement it for a thriving practice.
Let's begin learning!
What Is a Medical Marketing Funnel?
The marketing funnel has been around for a long time - a concept that marketers around the world have used to market everything under the sun.
But what makes this marketing funnel "medical" is the fact you're reading this blog! You have a medical clinic, which puts you in a unique position of marketing a medical service. Plus, you're not only marketing to patients but also to potential referring providers. Even more so, the fact that you're a ketamine therapy clinic creates even more niche, unique challenges and headaches (yup, we've been there and dealt with them all).
The medical marketing funnel is a visual representation of the journey your potential patients and referring providers go through. They enter from the top not knowing anything and go through these three layers. As they move down through the layers, they become more interested and engaged. They get to know you better, understand you, and those who remain at the end are happy returning patients and good relationships with referring providers.
Now, you can get really granular, or you can keep it simple. We like to keep it simple, so instead of teaching a seven-layer funnel that can get you into the weeds, we're going to keep it simple and actionable for you. We're going to teach you the mnemonic ACC, which stands for Awareness, Consideration, Conversion.
Therefore, it's a three-layer funnel!
But before we explore each of these layers, let's go over why this matters.
Tired of calls asking "what is ketamine?" Understanding the difference between cold and warm leads is the key to attracting patients who are ready and excited to work with you instead of those you have to convince.
Why You Need To Understand The Funnel (And Leads)
Tired of potential patients calling and asking "What is ketamine?" or doing consultations with patients who clearly aren't good candidates for this treatment? Or perhaps you're anxious because you haven't seen a new patient in months - patient flow is down. This is why you need to understand the marketing funnel.
The marketing funnel is a visual representation to help you understand how to get more people to know you exist and eventually attract patients who are a) good candidates for ketamine therapy, b) ready for this treatment, and c) wanting to get treated by you!
Which brings us to a complementary concept: cold vs. warm leads. Potential patients enter the funnel cold, and as they progress through, they either warm up or self-select out of the funnel.
If you're just putting money into billboards or online ads offering discounts, you could potentially get lots of calls, but that doesn't necessarily result in actual patients. This highlights the importance of understanding lead temperature.
Cold leads are those calls asking you to explain what ketamine is or saying "Why should I get ketamine therapy from YOU?" - essentially asking you to convince them. Cold leads are prospective patients who have had little interaction with you, your clinic or brand. This can include people new to ketamine therapy entirely, or those who know about ketamine but don't know anything about you specifically.
Warm/hot leads are different. They know what ketamine therapy is and may already know about you and your clinic. They subscribe to your newsletter and read it every time. They're hot leads if they've seen your videos online, follow you on social media, and when they call to schedule a consultation, they've already filled out forms ahead of time. They come in prepared and excited to work with you.
Your goal isn't just to get more patients - it's to get more patients who have no medical contraindications, who are ready, and who want to get treated by you.
So now that you know why this funnel is important and understand the concept of leads, let's explore each layer.
Awareness Level
The first layer is the awareness level. This is where prospective patients and potential referring providers first interact with your marketing content. At this level, they're either getting to know about you and your clinic for the first time or learning about ketamine therapy itself.
Always remember to think from the patient's perspective. What are their questions and thoughts?
Who's providing ketamine therapy near me?
What is ketamine therapy?
My friend had a treatment - should and can I get one too?
The type of marketing content you can create at this level includes blogs, videos, or podcasts that live on your website and help with search engine optimization.
You can repurpose blogs or videos into clips and also create standalone social media content, but remember the idea is to drive traffic to your website (getting your clinic's social media account banned can be an occupational hazard since algorithms often flag ketamine content as drug-related).
Non-online traditional marketing includes ads on billboards, TV, etc. For referring providers specifically, this is where you could do meet-and-greets, send out flyers, or give presentations to your local medical association.
The idea at this level is to get people aware of ketamine therapy AND aware that YOU are providing it. Remember, these are cold leads at the top, so you're not trying to convince them to get ketamine treatments. You aren't even trying to get them to call you. It's simply to let them know you exist and that you're worth getting to know better. You are warming them up!
If they're not interested, they'll exit the funnel. But if they're curious and want to know more, they'll move to the next level.
Consideration Level
The second level is the consideration level. Here, they have a working knowledge of what ketamine therapy is and are aware of you and your clinic. What's unique to this level is now they're comparing their options.
This layer is especially important if you have competition, as you need to differentiate yourself from the pack. You do this by entertaining, educating, and inspiring - sharing your story, beliefs, and values (aka your brand). If someone is at the consideration level, they've already bought into ketamine therapy; they're just trying to figure out whether to move forward with YOU or leave the funnel.
Content for this level includes:
Continuing awareness-level content - blogs, videos, and social media posts, but going more in-depth
Behind-the-scenes content - "day in the life" videos, detailed treatment explanations, your clinic tour, treatment philosophy
Social proof - testimonials and reviews (remember, they're weighing options)
Google reviews - claim your business profile if you haven't already
Yelp and website reviews
Credentials showcase - especially important if you're just starting out and don't have reviews yet
Email newsletter - we'll dive deeper into this in Part 4
Always make it easy for potential patients to opt into your newsletter at the end of blogs or in video descriptions.
Conversion Level
The final level is the conversion level. Here, they've gotten to know you. They know you exist. They like what they're seeing about you.
They are ready to seek treatment with you and schedule a consultation, or for potential referring providers, they've sent you a referral. This is the level closest to classic sales.
The type of content you have here includes:
FAQ resources - how to schedule and prepare for treatment, what to expect day of, insurance coverage, and other support materials
"Free consultations" or first-time discounts to encourage conversion
Regular updates to referring providers about the patients they've referred
They are very warm (if not hot) leads at this point. They want to come to you, are ready and willing to seek treatment, and are on board with you, your clinic, and the way you do things. You want to make it as easy as possible for them to work with you - whether that is online scheduling, digitized intake forms, clear contact information, and streamlined processes.
The ACC medical marketing funnel is your roadmap to converting prospects into ideal patients. Remember: you want people to self-select out if they're not a good fit - the ones who stay are ready and excited to work with you.
But I Don't Want People To Leave The Funnel...
Something that comes up at this point - an objection, if you will - when we teach about this funnel is: "Wait, there are so few patients that end up going through the end of the funnel compared to the number that entered. I want to be busy and I want all the patients to come to me."
This goes back to the concept of cold vs. warm leads we discussed earlier. You want these cold leads to become warm as they go down the funnel, or you want them to completely leave your funnel. You only want those who are warm and ready. Why? Because they're the ones who are on board with your style of providing therapy. They will have already begun to trust you and your clinic based on interacting with all your marketing materials at each level.
Let us speak plainly: You want people to leave your funnel. You want them to unfollow you and unsubscribe from your newsletters. That means they didn't feel like you were a good fit for them, which means they were not a good fit for you. They have self-selected themselves out. Those who are really interested and excited by you remain.
So to get more patients, you need to increase the top of the funnel - widen it. This is where you could consider putting more money in. Not necessarily sales ads, but rather money to boost popular social media posts or videos you make at the awareness level.
To bottom line it: The more that flow through the top of the funnel, the more that will eventually come out the end!
Take Action On Your Marketing Funnel
We covered a lot in this blog. You now understand the medical marketing funnel, why it's important, and what occurs at each layer. You're even on board with the idea of having people leave your funnel so you get patients who are really ready and excited to be treated by you. So what do you need to do now? Here are some starting points:
Review your current marketing - Are all your marketing efforts falling into one of the layers? Do you need to make more awareness-level content?
Take action - Schedule time to work on the areas that are lacking. Hire someone to help you.
Analyze your performance - What worked? What didn't?
We get it - it seems like a lot. But we bet it's because you're getting in your head trying to figure out how to knock this out of the park and do A+ work, the A+ kind of work that you provide your patients. But don't let perfection hold you back. Better to get C or B+ marketing efforts out there than having no marketing at all.
In Part 2, we'll break down organic content strategy and share our method for creating content that pulls ideal patients toward your clinic (instead of you chasing them).
Related Questions:
What's the difference between cold and warm leads for ketamine clinics?
Cold leads are those calls where people ask us to explain what ketamine is or say "Why should I get ketamine therapy from YOU?" - essentially asking us to convince them. These are prospective patients who have had little interaction with us, our clinic, or brand. They may be new to ketamine therapy entirely or know about ketamine but don't know anything about us specifically. Warm leads are different - they know what ketamine therapy is and may already know about us and our clinic. They subscribe to our newsletter, have seen our videos online, follow us on social media, and when they call to schedule a consultation, they've already filled out forms ahead of time. They come in prepared and excited to work with us.
Why do you want people to leave your marketing funnel?
We want people to leave our funnel because that means they didn't feel like we were a good fit for them, which means they were not a good fit for us. They have self-selected themselves out. We want them to unfollow us and unsubscribe from our newsletters if we're not right for each other. Those who are really interested and excited by us remain. We only want those who are warm and ready because they're the ones who are on board with our style of providing therapy and will have already begun to trust us and our clinic based on interacting with all our marketing materials at each level.
This blog is brought to you by Clifton Insurance Agency, Inc.. Learn more about their services at CliftonInsuranceAgency.com and how they support ketamine clinics.
🎉 Exclusive Perk: Mention “Ketamine StartUp” and get FREE Quotes & Policy Discounts! Click here to take advantage.
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earn the 3-stage medical marketing funnel that converts prospects into ideal ketamine patients. Get warm leads, not cold calls asking "what is ketamine?"
Learn the medical marketing funnel that transforms cold prospects into warm, ready patients for your ketamine clinic. This guide covers the 3-stage ACC framework (Awareness, Consideration, Conversion) and shows you how to create content that attracts ideal patients while letting unqualified leads self-select out.