Case Studies: How to Turn Silent Lurkers into Paying Patients [Episode 136]

Hello, friends. So before we dive into this week's episode, which is gonna be super, super actionable, all about case studies. They are one of my absolute favorite ways to turn silent lurkers. You know, you have so many silent lurkers on Instagram, uh, into paying patients or clients. So, um, that's what this week's episode is gonna be about.

I also have some brand new templates for you that you can use to plug and play, uh, on Canva to make your own case studies. But I am super excited that I'm hosting a new masterclass. I haven't done a masterclass like in six months. So I'm super excited to be doing this live training. It's gonna be October 9th.

There's gonna be a couple times to choose from. You can just go to molly kay hill.com/masterclass, or just DM me on Instagram, the word masterclass, and you'll get directed right to that page to get registered. So in this class, we're gonna learn my four simple steps in my proven framework. I've been doing this for, gosh, six years now.

And have distilled the process down also, especially the fact that we have a fully booked Instagram management agency, right? Like we know what we're doing, taking your clinic or your practice and making you become that go-to practice in your area. And you know what I'm talking about, like, I hate to use the word fomo, but it's like the one.

Like has all the buzz and it's like, oh my gosh. And it's like, oh, I've picked this, this practice. Not just because they take my insurance, but because I'm like, wow. Like I, I want to be a part of this energy and I'm going to, like I said, break all of this down in this new free masterclass, um, from start to finish.

And I'm super duper excited about it. And I think you'll walk away learning a lot. So, like I said, molly cahill.com/masterclass or DM me the word masterclass. All right. Let's get into this episode all about case studies.

Hey, welcome to Holistic Marketing Simplified. This podcast boils down to the fact that we wholeheartedly believe that more humans need to know about holistic health solutions, and you didn't go to school to learn how to be a full-time content creator and show up on Instagram and do all of this marketing stuff all day every day.

So let's come hanging out while we chat. All things ease in your marketing, and my goal is that you shift your mindset around your marketing from a quote should to a I get to more dream patients and clients. Yes, please. My name is Dr. Kimmy and I'm a pediatric and prenatal chiropractor in Virginia, and I listen to holistic marketing simplified.

All right. I'm gonna keep today's episode pretty short, and I'm going to walk you through. Just one little part of my content ecosystem, and this is even like a part within apart social proof is one of the themes inside my content ecosystem. If you've never heard me talk about that, you can just go to molly cahill.com/ecosystem.

I also have several podcast episodes where I talk about this, and it's a way of rotating your content. It actually gets silent lurkers, potential patients or clients to book rather than, you know, just to stay silent. Lurkers and case studies are a huge part of this ecosystem. Like I said, they fall under the social proof, um, theme of my content ecosystem.

I don't teach like traditional content pillars. Like I said, I'm not gonna go into that and. Episode. Um, so yeah, we'll link some old content ecosystem episodes in the show notes, or you can go grab that free download molly cahill.com/ecosystem. But yeah, so case studies are so important and while I understand that they take more time and effort to create.

They really are. The thing that can actually, like I said, maybe someone's been stalking your profile for a while, never takes any action on it, likes, comments, whatever. And then they see this case study and it's finally the trust signal that makes them book case studies go beyond just basic, like, you know, reading Google reviews, testimonials and things like that.

Obviously that's very important too. I mean, when was the last time? I mean, I don't even really go to restaurants without looking at their Google reviews, right? I'm sure as shit not booking a healthcare practitioner without looking at their reviews. Right? So we know how important that reviews and testimonials are, but like I said, case studies, just kind of take that one step further.

So in the beginning, I would like you to aim to do at least one of these case studies a month, and I'm gonna walk you through exactly what that looks like in this episode. And yes, this type of content, like I said, is going to take you longer to create. But here is the beauty of another thing I teach, which is repurposing content.

We, for our Instagram management clients, we rotate case studies. So like, let's say we have one we posted in September, we might post the same one again in February. Or we might have our clients after you get all of your thoughts out on a really well outlined, you know, step-by-step case study carousel on Instagram, then you've got automatic, like a script, you know, basically that you can, I don't wanna say like read it, but it basically is a good way to make a face to camera reel.

You can use that outline that you've created, uh, on this carousel to be your talking points for your face to camera reel. And you don't have to really space those out. I mean, there people not only learn things in different ways, you know, some people are more visual and they wanna read it. Some people wanna listen and hear you talk about on a video.

Even if they learn in both ways equally, people still need to hear things multiple times as we know to take action. So like I said, this is not like, um, put all the work into it once and then only get to use it once and never get to use it again. Okay. You can definitely repurpose, repost it, all of that jazz.

So I am gifting you three case study Canva templates. That we have used time in and time out with our Instagram management clients. They are also, um, have been available for months and months for my holistic marketing hub students and my group coaching content Sprint students. But now I am gifting them to you as well.

So if you're a hub student, um, and you're looking for them, they're in your content library just under templates. And let's go ahead and get into it. So I saw the stat. About healthcare, social proof. That said that people who use case studies on their, their social media page see a conversion increase of 50%.

So like that's pretty significant. One thing to note in terms of your actual Instagram statistics when it comes to these case study carousels that I'm gonna walk you through is that these are not gonna be your top performing pieces of content, all right? You're not gonna get tons of likes, shares, comments on, on the quote, engagement front.

They're gonna be a little quiet, but that's okay. Again, this is why I teach a content ecosystem. This type of content is for conversion, for actually getting someone to hit your book button or pick up the phone and call. Please don't make them pick up the phone and call though. You need online scheduling.

Like, wait, you're gonna not get as much traction, quote unquote on social media. That's why we have different types of content that we put out that's gonna reach more people, and this type of content is going to be the thing that actually gets them to convert to being a paying patient or client. So just walking you through what this looks like.

You can find this, I mean, look at your electronic health records if you need to go peruse your Google reviews. All of those things are ways that you can spark your like, or like jog your memory of, you know, it doesn't have to be a recent case study. It can even be older. You know, I'm sure that all of you have some type of recent case that you would like to go over.

And here's the thing, if you were scratching your head and you're like, I have no idea what case I would highlight, then that might be a little bit of a problem. Maybe it's time to do some, you know, scheduling 10 extra minutes for a patient who's been there with you for a while and do some follow up testing and or follow up.

You know, just spend a little bit more time with them. I can't tell you. How many different practitioners I've been to where I got a lot of attention when I was a new patient and then, you know, it's like, Hey, I'm still having this problem like two months later, and they're like, oh yeah, okay. Like you're in and out.

Like I said, that's obviously not what this episode is about, but if you are having a hard time thinking of one. Like I said, it kinda might be a sign, maybe you need to look back, you know, let's say just on average it takes, I don't know, two months to see like pretty good improvement or three months, six weeks, whatever that timeframe is for.

Um, obviously, I know it depends on what they've come into you with, right? And what, what condition they're, what condition they're in, I guess when they get to you. Maybe that means you go back and look like three months ago in your electronic health record records, what new patients did you get three months ago?

So that's a good way to kind of jog your memory of who you want to highlight. So the first thing, and I have all of these, like I said, I've got all of these on Canva templates for you that you can literally just click, put in your own Canva, put your own brand fonts and colors. I would not use stock images on these.

We don't use stock images at all on our Instagram management, a management agency. We don't recommend that to our hub students either. So yeah, these need to be like actual photos in your office. If the patient or client you're highlighting is not comfortable using their picture, that's okay. It doesn't have to be a picture of them.

I mean, obviously I know like there's certain topics that are gonna be like, you know, if it's a kid in bedwetting, like you're not gonna have the picture of the kid. Right. Like it's fine. It doesn't have to be a picture of the kid. It does need to be pictures in your office. Even if it's like, um, a patient or a client like from behind or face down, like so you don't even see their face, that's fine.

It just needs to, it's gonna be way more impactful if it's an actual photo with you in it or your clinic in it. For the first slide on these Canva templates that I'm gonna walk you through, um, by the way, you can grab all of these case study templates@mollycahill.com slash case study. Or we'll, we'll also link it in the show notes, or you can, um, just DM me the word case study and you will get or words case study and you'll get these Canva templates.

So the first thing to have on your first slide of the Canva template, this, I see this all the time, what you don't want to do is have something like Molly's story or Molly's story of healing. Like nobody knows who Molly is and they don't care. And I'm just gonna keep on scrolling. There's nothing for a scroller to attach to in that.

To feel like, oh, this is worth my time swiping through this Instagram carousel because you know, like I said, they have no idea. Like it's just not worth their time. So on the first slide, you want to highlight the outcome. So, for example, on one of our templates, we have from blank, blank, and blank to blank.

So it's from condition, condition, condition to improvement or symptom, symptom, symptom and improvements. That's where you would list out like three symptoms and then the improvement. So example from sleep struggles, digestive issues, and tantrums to a happy, healthy toddler from colic, struggles, feeding difficulties, and constant crying to a happy, thriving baby from neck and back pain, limiting her daily life to being pain-free.

So, like I said, you want to, like I said, really walk them through really specifics on that first slide. The next thing you're gonna get into is what they were experiencing before they came into your office. So this is very redundant. It's gonna feel redundant of the very first slide, but it's gonna be like, you know, Molly was experiencing five migraine days a month and was repeatedly having to call into work.

You know, blah, blah, blah, blah, blah. Then the next thing you're gonna talk about is what they've tried before. She had tried cold packs on her head and prescription meds and, uh, eliminating her triggers, blah, blah, blah, blah. But she was still dealing with five migraines a month or like, or with little to no relief or something like that.

The next thing you're going to put in is if you have, if like you're someone who does scans or x-rays, or maybe you take like a, um, some people do what's called an MSQ or you, um, even just do like a pain scale or whatever type of like measurement that you do on their initial appointment. As I said before, obviously make this fit to whatever your own intake process is.

This way you can actually show what it looked like when they first came in, or I mean, what could be even crazier, like a lot of people don't have this, but it could even be like a before photo. Like maybe they've got some like a really exaggerated, like forward head posture, or maybe it's a baby whose neck is like all kinked to one side or something like that.

So you could do both. Like you could show like. Like I said, more scans, pain scales, any type of questionnaire scores or, and, or you could do, like I said, a picture of what they actually looked like if you remembered to grab it on that day. But if you didn't, like I said, don't fret, you can still do this. I think about like a lot of, like before and after, like with like personal trainers and weight loss.

It doesn't have to be like that, but if you have it, it could be helpful. Okay, so then the next thing you're gonna do after showing those initial, you know, scan scores, whatever, is you're gonna talk about what you are doing as their treatment plan. So maybe it's like weekly acupuncture, biweekly cupping, X, y, z test to determine need for supplementation and monthly massage or something like that.

Whatever. So that's where you'll list out, uh, list out your treatment plan. Then you're going to show either a follow-up scan or score that they do, or like I said, an after photo or something like that. And, or if you don't have that, then you can also, this is where you can list out. Just in words like what they're experiencing now after care.

Don't feel like this has to be this complete picture of healing. Like it doesn't have to be like, oh, they went from a 10 and now they're at a zero. Like even if they've had some improvement and their care is still, you know, underway, you can still do these case studies. Be like, patient has now, uh, now only reports, you know, one migraine, um, a month after being under care for three months.

Our goal is that, you know, after six months she can say zero or something like that. And then on the very last, uh, after that, if you have a direct quote from that patient or client or a screenshot or like I said, if you're using, uh, Google reviews as you are, you know, jumping off point to, to inform who you're gonna use for this case study, then you can put that on this, on this slide.

This, again, like this is just a really good exercise that if you don't have that. From the patient or client. It's like great to be like, Hey, at their next appointment it's like, Hey, I noticed you've been feeling a lot better. Like, do you mind if I like talk about this or get like a testimonial from you or would you mind me leaving me a guru review?

Then it's like two birds, one stone, right? You can screenshot the guru review looks at the, or you can just like write out whatever it is, and them verbalizing it is going to mean that they're solidifying theirselves as a patient or client of yours for life, and that they're going to tell all of their friends and family about you.

The very last slide, I would like to be some type of call to action to book an appointment with you, whether it's like, you know, a phone number to call or like you said, or online booking. That's what you want that last slide to be. So that is it. That is how you walk someone through a case study. So remember that, you can just go to molly cahill.com/case study and get these plug and play Canva templates.

There are three of them. You can mix and match based on the data you have. You can obviously make them, make them your own. And, um, yeah, I hope that you enjoy this and tag me the next time you post a case study. Thank you for listening to Holistic Marketing Simplified, and hey, you know how every podcaster at the very end of their episode asks you to rate and review their podcast.

Well that's because it's super important. These podcasts take a lot of time and heart and effort to produce, to bring you free information. So in order for me to be able to continue doing that, we need more people to find out about the show. So if you could please just take like two minutes out of your very busy day.

To leave me a rating and share this on your Instagram stories and tag at Molly a Cahill, that's C-A-H-I-L-L. I would greatly, greatly appreciate your support. I know your time is valuable and I can't wait to see you in the next episode.