The Ladder Strategy

The idea here is to use approximately 20-30 hashtags per post on Instagram. Even though IG is saying hashtags don’t matter that much and you should only use a few, data analysis shows that posts using 20-30 are doing better then those that don’t.

You can put the hashtags in the post itself, or in the first comment.

The Ladder Strategy is using a combination of High, Medium and Low popularity hashtags in your posts.

The idea is that the algorithm will start serving your content on the low popularity hashtags (very niche) and because you’re doing such a great job with market research from your DGDC training you will get high engagement.

Then the algorithm will start trusting you with medium popularity hashtags, the cycle repeats, and then eventually you are getting served up for very highly popular (and very competitive) hashtags.

To train the algorithm this way your hashtags for every post should be 1/3 High, 1/3 Medium, 1/3 Low popularity hashtags. So 6-10 of each.

You’ll want a bespoke hashtag library to choose from, that’s easily organized.

I’ve created one from scratch for you…

Hashtag Library

You’ll want to create your own bespoke hashtag library. I’ve done the work already to get you started:

Or make a copy from this google doc (if that’s easier to work with)

Hashtag Ladder Quick Workflow:

Hi @XXXX, very cool. This is one of the ways to start shifting from transactional thinking to more relationship based care:

For any kind of offer structure, we want to make sure what we're putting out there matches what the people coming in actually need. And to do it in a way that's not confusing.

I've got the details in the Brick and Mortar Magic section of the program, along with my services menu to use as a starting point. It's not random. What is on that page is very intentionally built, and that's why it works very well.

Shifting into an all membership model is a next step, and still comes with the same principles.

I'll overview some ideas here:

It can be easy to start offering too many options.

We don't want to confuse people. They types of people we see should be able to navigate your services menu clearly, quickly, and without decision fatigue.

The loose script I have in the BaM Magic section works because the menu is not bloated and trying to do everything

⁨If, instead of creating all kinds of offers first, we instead start with our patients...

Then we can see the offers emerge.

So, for example, people with a very acute issue usually only have to come a couple times. A few acupuncture treatments, or a couple weeks of herbs max.

So, often, this demographic fits very easily into paying as they go with visit by visit.⁩

⁨Your general practice chronic patients will require more care. Here I'm talking about cases that are usually not that complex.

And yes any of the examples I listed (sciatica, PMS, insomnia etc) could be very complex and require a deep program, if you are not specialized on that we can treat them as a separate segment.

For this group, basically think of everyone who comes to your office that sticks around for more than 1-2 visits, and who uses your services semi regularly in some capacity. But not people who belong in your high touch specialized program. CML for example.

Even though they may come in with a visit-by-visit assumption frame from past practitioners, it's our job to help them start to think in longer time intervals.

Because that's the reality of their situation. And offers should reflect that reality.

They'll do really well with a 12 or 30 pack of acupuncture, depending on the condition. Or thinking about herbs in terms of months rather than days.

A membership could be monthly depending on how it's structured. These types are usually extremely problem specific and not exactly wholistic with systems thinking and stage approach.

But for this demographic a monthly membership might or might not even make sense to offer. It depends on a lot of variables like how specialized you are for that condition. Sciatica for example probably wouldn't be a good type of problem to put into a monthly membership unless you have a barrage of exercises, a sequence of treatment, periodic postural and gait assessments etc to really round it out. And even then I'd think bigger. Like a "get out of chronic ortho pain" type membership.

Memberships and programs can overlap significantly.

I find it best to include a program within a membership. Especially for the hybrid model when you really get good at this.

So even sciatica could have a program, which is basically just recorded educational content, alongside your treatment plan and other perks. It could work, but I would make it a short term membership.

Or just call it the treatment plan and charge $X for the whole thing.⁩

⁨Now anything chronic / complex / specialized is a different animal.

They may do well with a 12 pack of treatment to get started if they want to "try you out" but they will likely need more. I know you're doing herbs only but for all the acupuncturists reading along we need to be clear.

In terms of a program or membership we need to think in larger chunks of time. Annual.

That's simply the best recommendation. It gives you time to navigate their system using the staged process. It accounts for backslides, plateaus and weird responses.

And getting clear with this sets expectations correctly so they don't lose hope and ghost you just because you didn't perform a total miracle within the first meeting.⁩

If we put this all together we can see an offer structure potentially emerging. It's a matter of getting clear on doing programs vs memberships and fleshing those details out.

⁨Your question above involves taking people with problems that generally do really well with very short term thinking and trying to offer them a longer term membership.

This can work, but it's got to be framed correctly, and the numbers have to pencil out to make it a no brainer. Because your motives for this are really good.

There are people in your community who won't come to see you once because it's "too expensive" in their minds, but you're hoping if you can get them to commit to seeing you more it will become cheaper for them.

And it will become cheaper per consult but total investment in their health with you will actually be higher at the end of the year because they will have used more consults.

So by helping them commit once for the year, it will make it easier for them to say yes to actually getting care when they need it here and there.

Notice I'm saying "year" here.

If we're going to try to help short term focused people to think bigger, let's actually think bigger. And one membership term of this calibre is easier to understand than 3 separate ones.

This whole thing may flop if you can't fundamentally bridge the short term / long term belief systems.

But it could also go really well.

I tried similar things very early on. I had deeply discounted fees for acute wind attacks etc, and NO ONE took me up on it. A membership may change that.

Back in 2018 I helped an MD transition her practice from taking insurance (and hating it) to having an all cash membership practice. It worked really, really well. I think "annual membership" are the keywords that make it hum.

I've called it health "assurance" since they can pay a fee for the year and then when they have little issues they can be assured that we're right there for them.

One thing you do have to be careful with is the legality of creating an insurance company. In some states membership models have to be structured extremely clearly to avoid being considered an unlicensed insurance. I can't give you legal counsel on this, you have to do your own due diligence.

Next- discounts on products. I'd keep it simple. If you have a membership it 10% off. That's it.

If you start throwing around 20%+ discounts, people are going to think you've artificially inflated your herb prices just to mark them down. And those not on the membership (but who have seen the offer) will feel negative salience. 10% is easy for everyone.⁩

Here's how this looks in a different industry:

To get a cleaning at my dentist it's around $250.

Or, there is an annual membership of $475 that includes 2 cleanings per year, as well as 10% off any additional procedures (fillings etc).

Already that's a no brainer for me.

There's an additional 25% discount on the membership fee for each additional family member.

I have a wife and 4 kids.

Massive no brainer for me to sign the whole family up.

Cleanings for 6 people = $3,000/year.

Memberships for 6 people = $2,156.25

Not to mention the 10% discounts on fillings because 2 of my kids act like they're allergic to floss...

As a consumer it's easy, and keeps me loyal to that office and using their services.

Even for something like dentistry which can be quite transactional.

For the "acute care here and there" type people you're describing something like this would likely work very well.

Family plans are big. For high ticket as well. A while back we worked this out for another member at a SUMMIT for her online program. Last I heard things are going really well on that front.

Great work.

🦉

Hi @XXXX I used to include a starter kit of herbs. This was meant to get them started with a representative formula for each stage, depending on how they presented. I first created the starter kit when working online because I wanted people to have things on hand in their homes if needed, so that they wouldn't have to wait for shipping. And as the international scene picked up it was way easier to get 1 package through customs with shipping delays etc rather than them having to order 1 thing at a time more frequently.

Soon enough I put together a network of distribution centers, granule pharmacies etc that could ship within canada, EU, UK etc to avoid the logistical mess, but I still sent out an initial starter pack. All those contacts are on the Resources page for you too, btw.

So when I started offering my program in-office, I continued the practice of including a starter kit. So that's what's referenced on the services menu.

You can create your own, or set it up where all herbs are a la carte. There are pros and cons.

You can also search this chat for "starter kit" and you'll find some previous conversations on the topic.

Great progress.

GTW

🦉

Hi @XXXX for your menu (and most transitions) the general rule is if you have something already working do not turn it off.

Instead just add the new thing too.

Single visits could always be an option, but they should be priced high enough to encourage people to take you up on packages.

And that is the fundamental conflict you’re chewing on.

You’re trying to find creative ways for people who can’t / won’t afford your services to change their beliefs.

I would focus on the most productive vertical or 2 at first, and this segment of the population is not it.

Too much conflict.

You can create things for them. But I would start with a focus on the people where payment isn’t an issue.

Another general rule is to build something sustainable and profitable before expanding into charity / give-back work.

Can’t pour from an empty cup, and your energy is going to be scattered with all the mental cirque du soleil you keep putting yourself through trying to create the perfect offer for people who aren’t already an easy part of your practice.

Take it in stages.

I’d add membership options for people where that already makes sense.

High ticket high touch specialized program.

Visit by visit.

Essentially what you see on the menu template. For a reason.

Get that humming first, and then work on this square peg force fitting with people who aren’t utilizing you for various reasons.

As your assertiveness rises, so will your softness. Better offers for the right ones first, and then somehow more mental bandwidth opens up to accommodate the rest.

One day you might get rid of visit by visit entirely. I’d start by keeping it as the catch all floor offer.

My opinion. You of course may find something that works better for you.

🦉

Adaptive challenges identified. Personal Cultivation FTW!