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A common question I get from my clients is, “What is a good conversion rate?”
It’s hard to tell because you are only aware of the numbers from your practice and cannot compare with the conversion rates of the competition. Or maybe you think your rate of say around 50% is fine for you. Others pay me to train their staff to increase consultation conversion rates because they are clear that there is always room for improvement.When I start a new medical marketing project, I guarantee the client to increase their closing rate by at least 15 % One of the things I do is instill in people a new mindset, structure, and scripts, which help them make sense of the complicated “sales” process so they can convert without much effort. From this professional training, many clinic coordinators and managers have gone on to improve their conversion rate between 25% to 50%, reaching up to 80% … all happy, right?
The happy doctor. The staff with the best income in commissions. But we are not done … There are other KPIs that we have to address if we want to exponentially increase revenue, but most do not even measure them because they do not focus on these vital areas of the process.
To have a truly successful practice you have to go deep and measure, measure, measure … my students know my mantra … “only what I measure I can control, only what I control can I improve.” For example, When a prospect has filled out the form on the website … Or has sent a message through social networks … OR He clicked on your ad … Call us at the following number … ……. How many booked the consultation? Of those who reserved the consultation, how many showed up ready to contract the procedure? … and If they did not book a consultation, did you do a strategic follow-up? And, after the patient underwent the procedure, did they come back for their evolution photos? Did they give you good references on the internet? Did they recommend you to their friends? Did they come back for more? Can you imagine what would happen if you adjusted your processes and could increase your rates at each stage only by 10%, ……? what would it do for you? The answer is that it would be an exponential growth because 10% + 10% + 10% = 33% because you are increasing the chances of closing in each stage.
In order not to continue lecturing here, I give you simple strategies to fix these Processes and make the most of your marketing efforts …
Assign a team member to be the “patient experience coordinator”
It is vital that there is an employee in charge of monitoring the patient’s experience in your office, from the moment of contact until the visit and follow-up
This should only take a few hours per week, but it’s vital that you drain it in case you’re plugging the holes where conversions are missing and losing money.
This person, I call him “patient experience coordinator” must register as any prospect would register via the Internet. You should then monitor the phone call to make sure the secretary is doing a good job. They can also send an email to see how fast they are answering, etc. an answer,
Use an office phone to send text messages and whatsapp
Your patients like to send text messages and whatsapp as a primary form of communication so it is important to have a number with a quick response, intended for this purpose.
It is true for all patients but even more so for prospects who are looking for a doctor. “First to answer wins” so they have to be stacked and answer just between the message. If you don’t, your competitors sure will.
I even recommend that you use your own cell phone. You can also use the desktop WhatsApp version and assign a specific person … it is also important to keep your staff away from their cell phones during work hours.
“Train your staff to become ROCK Stars”
Anyone who’s good at something can do it with training and practice.
If you want your secretary to convert more calls and your coordinator to convert more inquiries, give them the tools they need to represent you professionally!
It is vital, both your image and your income depend on it!
Once they have the right mindset with proven scripts and a structure to follow, they will more confidently promote you as the best option for prospects who will become cash paying patients and refer you to their friends and family.
The training itself is not enough. ….. repetition, practice and responsibility so that these new strategies become the DNA of practice.