90 Day Marketing Blueprint

RYAN RIEDER INNER CIRCLE 

YOUR 90-DAY 

MARKETING 

BLUEPRINT 

© 2018 - 2021 Rieder Wellness Ltd

CONTENTS PAGE 

Page 3: Welcome To Your 90-Day Marketing Plan 

Page 6: Defining Your Perfect Patient 

Page 8: Creating Your Customer Journey 

Page 12: Working On Your Website 

Page 14: Mastering Your Lead Generation 

Page 19: Lifting The Smoke Screen…ing 

Page 21: Your 90-Day Checklist 

The Information provided by Rieder Wellness Ltd is for general informational 

and educational purposes only and should be used as a model or guideline to base 

your work on and tweak where necessary. 

You should not rely solely upon the material or information as a basis for making 

any business, legal or any other decisions, and should ensure that any information 

you use sits in line with your own /governmental current legislative guidelines and 

procedures. 

Rieder Wellness Ltd accepts no responsibility and any reliance you place on such 

material is therefore strictly at your own risk. 

© 2018 - 2021 Rieder Wellness Ltd 

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WELCOME TO YOUR 90-DAY 

MARKETING PLAN 

Are you ready to make a big marketing push in your practice? 

Do you think your practice needs a jolt of energy, an influx of new patients, and an increase in 

revenue? 

YOU’RE NOT ALONE. 

The main thing you need is a sustainable marketing system that can fuel your growth for 

months, even years, to come. To achieve this, you’ll need to lay the groundwork with a strong 

marketing foundation. 

That’s why we made this 90-day marketing plan for you. 

This will essentially give you the building blocks to put your marketing plan in place. 

So why do most “marketing plans” fail? 

The truth is, many marketing plans either fail completely or just don’t produce the desired 

results you were hoping for. 

Why? 

Well there are several reasons actually, but the key ones would be: 

• It wasn’t a GOOD plan in the first place 

• The plan was good, but wasn’t WELL-EXECUTED 

• It wasn’t given a chance to SUCCEED 

One big thing that leads to an unsuccessful plan is not understanding your target audience well 

enough. It’s a vital requirement of attracting the right people to your business, that you 

understand who your customers are. 

Without creating a good foundation and understanding your audience, you will run in to 

problems like having a poor content strategy or ineffective traffic-driving efforts. 

Execution is another important aspect to seeing success from your marketing plan. For 

example, marketing might be the plan, but do you have all the pieces in place to make your 

strategy work? 

Setting realistic goals is also important. You should know what you want out of your marketing 

plan so you can MEASURE, track PROGRESS and make as many ADJUSTMENTS as needed. Have a 

good idea of what a realistic timeline looks like for you. Strategies in marketing are not 

overnight success stories. 


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Why a 90-day plan? 

Why pick 90-days as the timeline for your marketing plan? 

A full 90-days has been found to be a realistic and achievable timeline for most businesses to 

put strategies in place and start to gain traction. It gives you time to get moving without 

feeling like you’re rushing the process. 

It’s basically “time-boxing”; focusing on the time you have, instead of the tasks you have. You 

allocate a certain amount of time to each activity, then only use the allocated time to get that 

task done. 

This helps to ensure that you devote enough time to doing something well, but not so much 

that you end up trying to over-engineer solutions. 

Our goal is to go through the different phases of marketing to build you a strong and 

integrated marketing plan that will set you up for long-term success and results. 

While this guide is intended to be a “step-by-step”, the truth is, every aspect should be 

revisited throughout the lifetime of your business and marketing work. 

Is this right for me? 

Well if you’re overwhelmed and feeling frustrated with what you are doing with your marketing 

at this moment in time, then… 

YES! This is most definitely for you. 

To quote Steve Jobs… “Simple can be harder than complex. You have to work hard to get your 

thinking clean to make it simple. But it’s worth it in the end because once you get there, you 

can move mountains.” 

Simple is not easy. Simple is a measure of complexity, easy is a measure of effort. We all know 

that marketing isn’t easy, but it can be very simple. 

If you’ve ever found yourself confused, frustrated or fed up by all the information that’s just 

floating around on the web that doesn’t seem to fit together, this is for you. 

And most importantly, if you don’t have in place right now an automated system that generates 

qualified leads on demand, in other words if you can’t go and spend money on Facebook and 

get a great ROI, then this is for you. 

Does that sound good? 

Great! Then let’s get started. 

What is your biggest struggle right now? 


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If you could wave a magic wand and not have this friction in your life and your business, what 

would it be? The hardest part for anyone is not having the right system, not knowing how to 

get started with marketing and having difficulty being consistent. 

So, to overcome all of this you need to realise that there are a few things you need to put in 

place that’ll help you overcome your frustrations and tech overwhelm. 

How to I keep motivated? 

First off, you need to have the right mind-set. You need to have a mind-set that can help you 

immediately remove the mental obstacles and frustrations, so you can work on taking action. 

The reason why this matters is obvious. As a matter of fact, we’ve already touched on it. 

Most chiropractors have information overload. They’re drinking from a fire hose; taking in any, 

and all, information they can. All of this just causes overload. 

There’s also tech confusion… 

• What tools do you use? 

• What software should you use? 

• What should you do first? 

There’s so much misinformation that we find it hard to focus on what’s important, what’s 

needed. To be successful, you need to shut off the fire hose and go from drinking too much bad 

information and misinformation to doing the right steps in the right order. 

Use the resources you have and focus them on the simple things that are going to make all the 

difference in the world. 

What actually is a blueprint? 

It’s simply a plan of what you want to see happen in the future. It gives you a basic structure to 

work with toward success. And it’s very simple. But if you don’t have these blueprints, 

marketing can be very frustrating. 

This blueprint is going to provide a straight line to get from point A to point B. It’s the mindset 

piece, and it helps you to stay calm, clear, and confident no matter what type of market you 

practice in. 

I’m IN, what now?! 

So, let’s now delve in our 7-step plan to cover the next 90-days in your practice. With these 

steps, even if you feel like you can tick half of them off, it will give you a clear structure and 

indication of what is important to focus on to ensure you operate a successful and thriving 

business with a marketing strategy that KILLS IT again and again. 


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DEFINING YOUR PERFECT PATIENT 

A customer persona is a representation of your ideal customer that you build based on a mix of 

real data and educated speculation of what they look like. This includes information like 

demographics, goals, motivations and behaviours. Your business may have multiple target 

customer personas (most will have 3 - 5), and these will provide you with information that can 

guide your overall marketing strategy. For example, based on demographic information on a 

customer profile, you can determine the most likely online channels they will be using. The 

short answer of why you need to develop customer personas is that they will help you target 

your messaging across all stages of the customer journey. Your customer personas help you 

understand the specific goals and needs of your target audience at any stage. It’s about 

delivering clear, tailored messaging that resonates with your audience while avoiding a “spray 

and pray” approach. 

#1: Gather data 

The strongest customer personas are those that you create from real data and research. Making 

stuff up is a key mistake to avoid. Where can you gather the data you need? Here are a few 

suggestions: 

• Look for trends in your contacts database 

• Check your site analytics; where have visitors come from? What keywords are they using 

to search? Which pages do they spend the most time on? 

• Talk to your current customers 

• Who interacts with your customers? Talk to team members to get their input 

• Try social listening - This means observing and participating in conversations in social 

media groups or forums to discover the problems, questions and priorities people have 


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A point to note here is that talking to customers is usually your best source of information. This 

means including customers who have been unhappy too - it’s important to understand exactly 

why they weren’t satisfied and whether it’s possible that they belong to a market segment that 

is just not a good fit for your product. Further, “negative” personas are a valid tool to have. 

It’s equally important to know who your product or service is not for. You can identify who you 

should exclude from your marketing. 

#2: Build out profiles 

Once you have gathered your customer (or market) data, it’s time to take that information and 

build out your buyer personas. We suggest sticking to no more than 3 - 5 profiles - any more is 

a lot to manage, and often unnecessary. You’ll find for example, that there will be job roles 

whose priorities overlap or who have similar problems. The key when you’re developing your 

personas is to be strict about only focusing on data that is relevant. We follow a very simple 

template to build out buyer personas and stick to 5 key groups of data. Using a template as a 

guide can help you to filter out any unnecessary information. In a nutshell, each persona will 

include: 

• Name 

• Demographic information - This might include location, job role, age group, gender and 

interests. Pick out only demographic data that is actually relevant to their need for your 

product or service 

• Goals, challenges, values and fears - Get an idea of what motivates them and what their 

priorities are. 

• Description of job and business - Understand the specific they role they’re responsible 

for within the business they work for. 

• Where to find them - This might include what they read, watch or listen to, groups they 

belong to, social channels they use or forums where they hang out. 

#3: Prioritise profiles where needed 

You might have a few different customer personas identified, but are all of them a priority for 

you right now? How do they align with what your current goals are as a practice? This is an 

important consideration as part of your 90-day marketing plan. Do you create campaigns 

targeted at every persona you have, or do you target just one or two? 

#4: How to use your target customer personas 

Now that you’ve created your customer profiles, you have a ready-made way to go about 

market segmentation. This means you can proactively seek out conversations with those who fit 

within your personas. Begin with your current leads and customers, and then begin crafting 

messages that will resonate with them. This can come right down to the vernacular you use - 

what style of pitch is likely to get their attention? You can also use your personas to guide any 

cold outreach. You should now have an idea of where to find your target segments, so join 

them in the communities, forums, groups or conferences where they like to hang out. Write any 

marketing copy with your persona in mind. What sort of headline will grab their attention? 

Which topics do they want to hear about? A key takeaway here is that all marketing activities 

should be clearly defined with your target customers in mind. Reach them where they are and 

take a narrow focus - say goodbye to the “spray and pray” approach and welcome targeted 

results. 


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CREATING YOUR CUSTOMER JOURNEY 

Making a connection with new prospects can be hard. As a business, it can prove to be one of 

the biggest challenges you can face! Have you ever felt that, despite your marketing efforts, 

you’re not reaching anyone? What about when you are reaching people, but no one is 

converting into a new patient? 

If you find yourself in either of those positions, you’re not alone. Many businesses are out 

there trying all sorts of tactics, jumping from one thing to the next, often unsure of what to 

work on next. What will finally be the “silver bullet” to connect with people and actually get 

them buying? A key thing to understand before diving into any new strategy is the position of 

your customer. Where exactly are they on their journey to discover and get to know you? This 

position should determine the types of messaging you are sending them. 

Mapping out your customer journey is another important task to complete early in your 

marketing plan. Doing so allows you to map the journey to specific marketing activities and 

assets, and prioritise how you work on your marketing plan. 

There are many different stages to the customer journey, that are positioned as a “series of 

interactions”, leading them down a path to become a patient. 

#1: Who? 

At the beginning, the potential customer doesn’t even know you but hopefully you have 

identified them using your customer personas. They will be exhibiting behaviours that you have 

determined may make them a prospect. 

#2: Awareness of their problems 

You could look at awareness as two distinct parts. First, you must assume the customer is a 

stranger to your practice. They become aware that they have a problem but they are not yet 

aware that you exist with a potential solution for them. This is problem awareness. 


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Alternatively, perhaps they are not aware of their problem until they come across a piece of 

content, video or advertisement of yours that explains it clearly to them. Either way, they’re 

getting to that stage of problem awareness. That problem either prompts them to look for a 

solution or your marketing happens to find them at the right time. 

#3: Awareness of a solution 

The second stage of awareness is solution awareness… “Aha, so I have a problem and there 

are potential solutions available”. The prospect is now consuming content that highlights 

solutions and looking for customer case studies as proof. 

#4: Solution comparison 

Now that the customer is aware of the problem and that there are solutions available, they’re 

going to move on to consideration. This means they will research, compare solutions and try to 

find information that will lead them towards a decision. Remember that as prospects research, 

they will usually start to form a fair idea of which criteria do and do not meet their needs. They 

will probably have questions that they prioritise according to what they see as their greatest 

needs. They will use this information to narrow their focus and eliminate some of the 

possibilities that their research turned up. 

#5: The lead 

Once the customer has a shortlist of possible businesses, they’re ready to make the decision to 

select one to help them with their problems. They’re going to be thinking about how easy the 

solution is going to come-about and how the solution addresses their overall needs. This is the 

point where they officially become a “lead”. That could be a free offer, or a discounted 

consultation, or some other action they took to intentionally enter your funnel. Keep in mind, 

you don't have them just yet. It’s possible they’ve compared one or two other practices as part 

of their decision process - where you can really hang on to the customer is in the next stage. 

#6: Success mapping 

Many depictions of the customer journey end at the decision stage with “become a new 

patient” as the ultimate goal. If you look at the journey from the perspective of the customer 

though, this final stage, customer success is important. At this stage, it is about ensuring that 

the customer has all that they need to get a successful outcome from your product or service. 

Customer success is when your customers achieve their desired outcome through their 

interactions with you. Desired outcome is a function of the customer achieving what they need 

to while having an appropriate experience in doing so. This brings in all touch points that might 

be involved - care, sales, marketing, customer support and anyone else they might have contact 

with. The desired outcome may look slightly different for any given customer, but you can look 

to your customer personas and make some fair assumptions. 

Let’s think about “funnels” for a second… 

Where does your lead fit in your funnel? Firstly, you have “top of funnel”, this covers the 

period where a prospect is trying to solve a problem and is typically looking for information to 

figure out the best solution. When you look at the shape of a funnel, the “top” is at the widest 

point. This also illustrates the fact that you may get many leads here, but not all will continue 

with you through the journey. This is a period of qualifying leads to move on to the next stage 

- usually they will disqualify themselves. 


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Next you have the “middle of the funnel”. This is where prospects might become genuine 

leads. It aims to show customers why your product or service should be their first choice. 

Typically, you would be following strategies to capture their information, such as by getting 

them to sign up for an offer. By the end of this stage, you should have a fair idea of whether 

they are ready to become a patient. 

Last is the “bottom of the funnel”. This stage is very simple; it is where the sale takes place. 

The customer is on the phone booking their appointment with you, they are receiving follow-up 

emails and texts to ensure they follow-through with their buying decision. 


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You can probably see from the different stages of the customer journey that, as the customer 

has different needs and expectations at each stage, you will need to meet those with different 

marketing strategies. We like to create a customer journey map and integrate our marketing 

plan. For each stage of the journey we would follow these steps: 

• Determine your goals - For example, at the “problem awareness” stage a goal might be 

to educate the customer that solutions exist to their problem. 

• Decide on the activities that help those goals - Following on from the example of 

educating the customer, an activity might be writing posts targeting specific pain 

points. 

• Create measurable marketing objectives - For example, you might tie a goal to the 

number of visits to your content. 

• Create to-dos and prioritise - What tasks do you need to get done to make these 

activities happen? 

If you’ve found that potential customers just don’t seem to be getting the message, there’s a 

chance that they’re seeing the wrong message at the wrong time. Depending on where they are 

in their journey, they have different needs and expectations, which is why it’s important to 

create marketing messages that cater to different parts of the funnel. Your aim should be to 

make a real connection with people, meeting them at their own stage, before guiding them 

through the rest of the journey. Start mapping out your customer journey today and consider 

how you can engage each stage. 

After all, the customer is the hero, we are the guide. It is our job to get them from A to B, all 

the while making them feel like they are special and being treated like the only customer in the 

world. 


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WORKING ON YOUR WEBSITE 

At this point, it is to be assumed you have a website? If not, quick, your business will not be a 

success without one…! 

Now, we know time and energy will have gone in to the design of it; colours, font, layout, until 

you have the perfect site. And then… 

NOTHING. 

Your conversion rate is laughable and you’re thoroughly disappointed. Why is my amazing 

website not producing new patients for me? The problem is that it is not OPTIMISED correctly 

for traffic lead capturing. Great designs do not equal new patients. 

So here are 4 things you can do to optimise your website to ensure you are generating leads 

every day and all you have to do is sit back, relax and enjoy the fruits of your labour. 

#1: Optimise your homepage 

How quickly does someone who lands on your homepage understand what you’re all about? 

There are so many examples of websites out there which require clicking around or perhaps 

browsing through reference material in order for the visitor to know what they do. The point is, 

most people won’t bother. If you can’t capture their attention within a few seconds, they will 

be gone. Key information needs to be presented upfront so that the visitor can clarify that they 

are in the right place. For your website, this means leading with the pain or problem you are 

solving and getting to the point very quickly. Your audience should be able to identify within 

seconds that your product or service might be right for them. 

#2: Crackdown on good copy 

Copywriting is a great skill to hone in on as it is the language that actually sells your product or 

service. A common mistake that people make on their websites is to base a lot of their copy on 

describing their features, without enough going into highlighting the benefits for their 

customers. “What’s in it for me?” is a question which should be addressed upfront. Your 

benefits should go back to those pain points that your product or service is solving. 

#3: The proof is in the (social) pudding 

We all want to know that other people are using and having success with a service before we 

buy. Social proof is a powerful tool to help sell your product and reassure people that others 

like using it. We also call it “testimonials”; videos of your current patients highlighting how 

you have helped them with their health. 

#4: Called to action 

Your “calls to action” are the words or sentences that compel people to take action with you. 

They also help to make it clear to the customer what you’d like them to do - don’t make them 

guess! It is always good to test your calls to action, to see what works best for you. Focus on 

appearance – does it stand out with a noticeable button? Colours are another thing that can be 

tested. Size - is the button big enough? Does making it larger or smaller make any difference? 

Copy - test different versions of copy. A tip here is to use language that invites the customer to 


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go further on their journey. Don’t use language that sounds too final or rushed, such as “buy 

now”. That sort of language is better left to sale sites where scarcity is a factor. Another tip is 

to say exactly what it does - vague language like “submit” doesn’t tell the customer what’s 

going to happen. 

#5: Pixel perfect 

You may have heard of a little thing called a “Facebook Pixel”…? This is a piece of code, that 

once installed on your website, can track activity on your site and can later be used in your 

targeting with adverts on the social media site. This is great for re-targeting people who may 

have not been “ready” at the time of visiting your site and need an extra nudge in the right 

direction. You can show them things like testimonials, informational videos or an offer for care. 

Not only that though, you can be really specific with the content. Using a pixel can show you 

exact pages that have been visited, so not only will you know that they’ve visited your site, 

you’ll know if they looked at the back pain page, or the sciatica page, then you can utilise that 

knowledge to show that audience a back pain themed testimonial video. 

So as long as you work on your homepage, to lead the problem you are helping to solve and 

make sure your website traffic can understand within a few seconds who you are and what 

you’re about, you are good to go! Adding in better copy, some social proof and plenty of 

optimised calls to action, you can have a great site that works to produce you new patients. 

A website is all about balance and there are two main objectives that need to be met on a 

website. You have to think about what your customer wants from their visit and what do you 

want from their visit. For the customer, they are likely visiting your website to learn. They are 

somewhat interested in your product or service and would like more information. You cannot 

have one without the other and this is where so many websites go wrong. 


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MASTERING YOUR LEAD GENERATION 

Now you know who you want to target with your marketing and you’ve tidied-up your website, 

it’s time to think about what other lead generation there is for you to do, to get those new 

patients flooding through the front door. 

But the point of this blueprint is about having a STRATEGY. And a clear one at that. Without 

one, you’ll just be jumping from one idea to another; trying every cool, shiny new tactic that 

comes your way. Without the correct strategy, you won’t have a nice flow of leads coming 

through to your practice. 

This is about shifting you from a manual process to putting your marketing in to auto-pilot! 

Everything in this blueprint is honestly very simple to achieve, you don’t need to be a complete 

nerd with all the systems and software. The main thing with lead generation is that you’re 

implementing it without too much overwhelm. Please note that you should not be thinking 

about this next stage if the foundations of what we have gone through up until this point are 

not in place. If you don’t have your foundation in place first, you have no business running 

Facebook adverts or the like. 

We ultimately want you to grow your practice with proven methods that generate you new 

patients over and over. To truly master the lead generation game, don’t just focus on ONE 

THING. You may have heard, but “one” is the worst number in business. You have to have 

multiple fingers in multiple pies to have your message spread to as wide an audience as 

possible. 

#1: The Ideal Patient 

Once you’ve worked out your ideal patient, you must ride with it at the forefront of your lead 

generation. This is essential and makes sure you’re focused on the right type of patient from 

the start because if you’re marketing to everyone you’re really marketing to no one. It will just 

be lost in a sea of marketing from hundreds of other adverts. 

#2: The Ideal Message 

Your message is a clearly stated message that speaks directly to the ideal patient you’re trying 

to attract. You have to say… “Here’s what I do and here’s how it can help you”, but most 

importantly, it needs to connect with your ideal patient so that they get the results they really 

want. 

#3: The Ideal Solution 

This is a simple way to show your potential customers how you can get them from where they 

are to where they want to be; taking them from their biggest pain point to their biggest 

achievement. 

#4: The Ideal Offer 

You want to be attracting people with a great and low-risk offer. You want to be generating 

leads as quickly and as efficiently as possible. Setting the terms of your offer too high will not 


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e the most attractive thing to your potential customers. The offer needs to be something you 

can use again and again, and that is easy to implement in to your main driving force. 

#5: The Ideal Lead Magnet 

Lead magnets come in all shapes and sizes. It needs to be punchy, solving only one problem. It 

has to position you as an expert, be time-friendly so they can consume it within minutes and it 

needs to be “un-finished”, meaning it’s only one part of the main solution to their problem. 

#6: The Ideal Funnel 

A sales funnel allows you to streamline the marketing lifecycle. If you look at your marketing 

funnel, all you’re trying to do is move people through a series of steps; from an opt-in form to 

a thank you page to scheduling a new patient appointment with you. 

#7: The Ideal Advert 

At first, just stick with one advert source, test it, refine it and reap the benefits from it before 

moving on to a different one. On Facebook, for example, try a lead generation advert and then 

a traffic advert for an in-house talk, then once you’re happy you can run the winning adverts 

alongside each other, turning them on and off like a tap. 

There are many types of lead generation you can implement but the key strategies that you 

want to implement in the next 90-days are as follows: 

Lead Generation Carousel Advert 

A lead generation carousel advert that is promoting a desirable offer to become a new patient 

in your practice. Here are the steps to set up your first lead generation advert: 

• Set up a Business Manager 

• Add your Business Page 

• Add an Ads Manager 

• Take some photos of your offices, including an adjustment photo and a team photo (4 

minimum) 

• Decide on an offer i.e. £30 instead of £110, 70% off, buy one get one half price 


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• Go to your Ads Manager and begin a NEW CAMPAIGN 

• Select the campaign type as “Lead Generation” 

• Name your campaign as “[Clinic Name Here] Lead Gen Ad” 

• Name your AD SET as “[Insert Offer Here] Offer 25-65+” 

• Select the correct Business Page you’d like to associate the advert with 

• Decide your audience based on your clinic location AND set the age range as “25-65+” 

• Go to the PLACEMENT section and select “Edit Placements” 

• Remove all placements EXCEPT from “Facebook Feeds” 

• On the BUDGET & SCHEDULE section, set a daily budget of between £10-£20 and let the 

ad run until you manually stop it 

• Continue to the next section 

• Give your advert a name 

• Select the format of your advert to be “carousel” 

• Insert the text copy for your advert, including the offer and what is included 

• Insert and add your 4 images 

• Add headlines to each of the images 

• Add emojis to the text copy and the headlines, go to get emoji.com to source the 

emojis 

• Change the CALL TO ACTION button to “Get Offer” 

• Select “+ New Form” to add a new LEAD FORM 

• Give the form a name 

• Go to “Form Settings” 

• Change the default language to “English (UK)” or your relevant language 

• Change “Sharing” from RESTRICTED to OPEN 

• Click on “Content” 

• Under “Info”, add a form headline 

• Change the setting under “Image” to “Use the image from your ad” 

• Add an information paragraph under “Layout” 

• Click on “Questions” and add a headline 

• Under USER INFORMATION, click on “see more options” 

• Select “Phone number” 

• Click on PRIVACY POLICY 

• Under “Link Text”, put “Privacy & Policy” 

• Under “Link URL”, add a link to your website’s privacy policy 

• Click on “Thank You Screen” 

• Add a HEADLINE and a DESCRIPTION 

• Set “Button Type” to CALL BUSINESS 

• Change “Button Text” to “Call [CA Name Here] Now” 

• Now add your phone number 

• Click SAVE and then FINISH 

• Now click on CONFIRM 


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Traffic Advert 

A traffic advert that is promoting an in-house event in your practice such as a health workshop 

or a spinal screening. Here are the steps to set up your traffic advert, driving people to an inhouse 

health class: 

• Select a Health Workshop topic 

• Select a date and a time 

• Download an image relating to your event topic, use shutterstock.com etc. 

• Record a 30-second to 1-minute video inviting people to attend your workshop 

• Upload the video to YouTube and once uploaded, set the video to private 

• Under the video settings, go to “subtitles and captions” 

• Edit to captions and then save the edited version 

• Open the new version and export them as a .SRT file and name them “captions.en_US” 

• Create an Eventbrite account 

• Create a new event on Eventbrite 

• Give your event a title 

• Select the location/venue of your event 

• Select a start and end time/date 

• Give your event a header image, related to your talk topic 

• Give your event a description i.e. what the topic is, what they will learn and how it will 

help them 

• Add the organiser of the event and a description about them 

• Select the ticket type as “Free Ticket” 

• Name the tickets “General Admission” and set the seating capacity 

• Under ticket settings, set the sale end date as the event date 


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• Add a ticket description 

• Under “Additional Settings”, set the event type to “Seminar or Talk” and set the event 

topic to “Health and Wellness” 

• Tick the box under “Remaining Tickets” 

• Click “Save” 

• Click “Make Your Event Live” 

• Under the event manager, click on “Order Options” under the event dashboard 

• Select “Order Form” 

• Select “Each Attendee” 

• Set “Mobile Phone” as “Include” and “Require” 

• Deselect “Address” 


• Select “Order Confirmation” under “Order Options” 

• Add a “message” and an “email” 


• Select “Invite and Promote” under the event dashboard 

• Select “Tracking Links” 

• Rename it “Facebook” and then save it 

• Select “Manage Attendees” under the event dashboard 

• Select “Emails to Attendees” 

• Add two new emails, with one sending 5 days before and one sending 3 days before 

• Go back to your “Tracking Links” 

• Copy the Facebook link 

• Go to your ads manager and create a new campaign 

• Select “Traffic” as the campaign type and name it “Health Workshops” 

• Name the ad set as “[EVENTNAME_DATE]” 

• Select your Traffic setting as “Website” 

• Decide your location and audience demographics 

• Edit your ad placements and delete all but “Facebook Feeds” and Facebook Right 

Column” Set a lifetime budget, between £100-£300 (an advisory amount) 

• Set the end date as the date of your event 

• Proceed to the ad set-up 

• Name your advert 

• Select your correct business page 

• Select the format as “Single Image or Video” 

• Upload your video 

• Add your saved captions 

• Add text copy to your advert 

• Paste the copied URL from Eventbrite under “Website URL” 

• Add a headline 

• Change your “Call To Action” to “Book Now” 

• Add a newsfeed link description and then click “Confirm” 


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LIFTING THE SMOKE SCREEN…ING 

The final piece of your 90-day marketing puzzle are an element known as screenings. These fall 

under the category of “field marketing”. You have “online marketing”, which refers to 

advertising done on social platforms; whereas “field” refers to marketing done out and about, 

speaking to people. 

A screening is an inside or outside event where you set up a stall or kiosk and offer “passerby” 

trade an opportunity to get a “posture check” or “spinal assessment” with you. The 

prospect is then offered an opportunity to come in to your practice for an initial appointment at 

a reduced rate that they pay for at the event to secure their slot. 

As well as standard screenings, these can also be community events and corporate visits. They 

can be hosted anywhere, as long as you have your screening kit, some discounted vouchers and 

a thirst for new patients! From outside your practice’s front door to inside a well-known local 

business. Some of the best places to screen in include: 

• Fairs 

• Fetes 

• Markets 

• Shopping centres 

• Town centre 

• Supermarkets such as Tesco, Sainsburys etc 

• Local stores in your community 

• Gyms 

• Bigger corporate businesses 

One of the campaigns that will arguably bring you amongst the lowest cost per lead out of all 

media channels, screenings are a fantastic way of meeting new patients, networking with your 


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community and spreading knowledge of you and your practice. It can be quite a passive 

marketing source, with a lot of attention coming from the customer than you, the marketer. 

Now, out of all the sources of new patients that exist, this is by far the least “sexy”, but by far, 

one of the biggest bankers. If you’re prepared to… 

• Serve more people in your community 

• Make way more money 

• Increase the time you have available in your life 

• All the while, decreasing stress in your day to day life 

THEN SCREENINGS ARE A MUST! 

The biggest secret to making screenings a success is very simple. Just show up. Quite literally, 

that is it. The more you show up, the more you learn, the better and more confident you’ll get. 

There are some great advantages to hosting a screening too. You have many venues you can 

contact and choose from, whereas you are limited to particular sites using online marketing. 

Another good thing is the customer pays before they’ve even stepped foot in your practice, 

meaning the likelihood of their retention is increased. You also get to create a nice rapport 

with them before their first appointment which is nice when they see your familiar face on 

attending their appointment. 

If you’re feeling good about the prospects of hosting a screening, but unsure of where to start 

and more importantly, what you need, we have created a nice checklist for you here: 

The Definitive Screening Checklist 

• SAM Machine 

• Poles 

• Roller Banner 

• Table 

• Table Cover 

• Spine and a stand 

• Vouchers 

• Booking Forms 

• Control Sheets 

• Clipboards 

• Method of Payment 

• Stapler and staples 

• Till Roll 

• Pens 

• Public Liability Insurance 

• Gazebo (if outdoors) 

• Sand Weights (if outdoors) 

• Chairs 

• Wooden Platform/Base 


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YOUR 90-DAY CHECKLIST 

WEEK 1: 

Gather data on your current patients 

Build a perfect patient profile 

Decide a profile to focus on 

Plan out the best message to use to attract 

your chosen target patient type 

WEEK 2: 

Structure your customer journey 

Decide the route in, the process and the 

Outcome 

WEEK 3-5: 

Re-structure your website’s homepage 

Check you are happy with the copy and 

edit where necessary 

Add social proof and testimonials to the site 

Add 2-5 “call to action” opportunities 

Set up and install a Facebook pixel on the site 


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WEEK 5-8: 

Set up Facebook and an ads manager 

Decide an offer to promote 

Create a lead magnet 

Advertise an offer to your audience 

Promote a lead magnet to your audience 

Create a follow-up system for your leads 

Organise an in-house health class 

WEEK 8-12: 

Order and acquire a screening kit 

Book 5-10 screening events 

Attend and screen your local community 

Book new patients and create a follow-up 

for non-booked leads 

Hire extra help to join you at screenings 


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Skyrocket 

Your Way To 

Success! 


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90 Day Marketing Blueprint

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