Take a look at this month's edition of The Elective Medical Spectator!
10.20
3620 40th Street Court NW Gig Harbor, WA 98335 206-437-0529 www.clinicmarketingsystem.com THE SPECTATOR Elective Medical
MY 15 MINUTES OF PODCAST FAME AND A MUCH-NEEDED BIT OF GOOD NEWS!
Hey there, readers. I hope you’re doing well! It’s crazy to think that it’s October already. Since the pandemic hit, time seems to have both sped up and slowed down. We’re going into the fourth quarter of 2020 now, and while the last three haven’t exactly been easy, I have some great news to share with you about this one: Google search volumes for elective surgery procedures have officially bounced back! That’s right — as of the time of this writing, patients are seeking you out online at almost the same rate that they were before COVID-19. This is a huge milestone in the recovery of the elective surgery industry and really confirms the positive signs that my team and I have been seeing for months. It’s proof that with spending on things like restaurants, theater tickets, and trips curtailed, people are looking to invest in surgical procedures. It also shows that demand is still there, even if there are fewer surgeons because some went under during the government shutdown — which means more market share for you! It follows that if you’re smart about investing your funds in communicating the benefits of elective medicine to patients right now, you’re going to have no problem getting them to book virtual consultations. As you can tell, I’m really excited about this news, and I have a lot of hope for the future of our industry. This summer, I shared some of it when I was invited by my friend, Randy Baldwin, to join him and Bill Mercier, the president of OptiCall, for a podcast episode in the series “Using Data to Get Back to Normal.” Randy is the VP of Specialty
Client Marketing at CareCredit, which runs CareCredit Podcasts. I had a great time as a guest on the podcast, and we talked about strategies elective surgeons can use to find success in these challenging times. I don’t want to give the whole episode away, but I will say that we covered these three things extensively: • How clinics can increase their lead to consultation conversion rate • Tips for leveraging lead response time data • Crafting a winning reengagement campaign strategy I had a great time chatting virtually with Randy and Bill, both of whom I respect greatly. I’ve worked with Bill for years (you might remember him and OptiCall from a Partner Spotlight in one of our early newsletters), and Randy does great work on health care financing with CreditCare. They both had a lot of great insights during our discussion, and I think we came up with some great strategies, which is why I think you’d enjoy the podcast! The episode is called “Top Three KPIs for Patient Conversions & Practice Recovery and Growth,” and is Episode 3 in the series “Using Data to Get Back to Normal.” If you want to listen, check out the link on our website, www.ClinicMarketingSystem.com. While you’re listening, remember this: It’s all uphill from here. To see some examples of why I think so, turn to Pg. 2 and Pg. 3 of this newsletter!
“Google search volumes for elective surgery procedures have officially bounced back!”
Wishing you the best,
– Michael King
1
206-437-0529
Published by The Newsletter Pro
LEARN AND GROW WITH A PROFESSIONAL ASSOCIATION YOU’RE NOT ALONE
NETWORKING AND MENTORSHIP Why reinvent the wheel when you can adapt it with a mentor? Associations connect you to leaders who have stood where you are standing and succeeded. You can learn a lot from their failures, wisdom, and guidance. You can also connect with peers in your position and bounce ideas off of them. You won’t have to worry about competitors “stealing” your processes, and you have an honest, go-to support team to help you refine them before presenting them to your team. PERSONAL DEVELOPMENT AND GROWTH A business is only as good as the leader managing it, and all business leaders have room for improvement. An association can give you the tools to get there. And as you continue to learn, you’ll discover personal and professional areas that can be further refined. This personal development only makes you and your business stronger. Are you still not convinced you should join an association? Think of it this way: Your competitors could be growing through their involvement in an association while you remain stagnant. Push forward and connect with your peers today.
Business is competitive by nature. If competitors didn’t push our favorite brands to be better, they may not even exist. Our technology options would be limited without Apple’s ingenuity. Shipping options would be limited without UPS or FedEx. And access to our favorite athletic gear would be more limited if no one was pushing the top brands like Nike to innovate. Competition fuels our greatest inventions, but behind every great leader or business is a core network of like-minded people and innovators supporting them. Professional associations connect business leaders to fellow innovators in their industry without competition from local rivals. These organizations offer many benefits and little risk to business leaders looking to grow. If you haven’t yet joined a professional association, these three benefits just might get you to change your mind. EDUCATION AND RESOURCES Google is great for a quick answer, but when you need to learn something more nuanced, a simple internet search won’t cut it. Professional associations offer tailored, more in-depth help and resources like industry-specific training and webinars, how-to guides, and coaching. From peer advice and education to scholarly studies and reviews, associations act as a library of information for your industry.
ARE YOU SPENDING TOO MUCH ON GOOGLE ADS? 2 STRATEGIES WE USE TO BRING DOWN OUR CLIENTS’ COST PER CONVERSION
Last November, our team took on a new client who was spending way too much money on Google Ads. This is a common problem for elective medical practices. As you know firsthand, surgeons are experts in the operating room, but digital marketing is another beast. Unless you’re a professional, it can be difficult to know how much to spend and whether your marketing is effective. Between January and July of 2019, this client had spent a whopping $100,135 on Google Ads and gotten 173 conversions. That’s a cost of $577 per conversion — which is insanely high! We’d be the first to tell you that Google Ads is an important investment. Done property, it’s one of the best advertising mediums out there and can help you grow your practice predictably and consistently. But, you do NOT have to spend that much to get the benefits. Before coming to us, the client was doing two things wrong. First, they weren’t accurately tracking their conversions on their website. They didn’t know exactly where their new patients were coming from, so they kept pouring money into Google Ads, hoping that was the source. Second, they didn’t have good conversion tools in place to take advantage of the clicks their Google Ad spending generated. That meant a lot of leads were falling through the cracks, even as they overspent. In our Clinic Marketing System course, we teach strategies for
overcoming both of those hurdles. Using them, we helped this client put tools in place on their website to accurately measure their conversions, like a self-test, pricing request, and virtual consultation scheduler (read more about that on Pg. 3). We also helped them find a new way to track how their ads were performing. This made it easy for the client to identify which ads were most effective and leave the duds behind. The results were incredible! Between January and July of 2020, this same client spent just $70,699 on Google Ads for a mind-blowing 1,378 conversions. With the help of our strategies, their average cost per conversion dropped to $51, and their cost per click fell almost 50% — even in the middle of a pandemic! Not only did they save $30,000, but they also got almost eight times more business while doing it. That’s the power of the Clinic Marketing System.
Spending on Google Ads
Spending per Conversion
$577
$100,135
$70,699
$51
2
www.clinicmarketingsystem.com
Dealing with no-shows is one of the most frustrating aspects of working in elective surgery. It’s heartbreaking when your marketing guides a client all the way through finding your website and booking a consultation only to have them flake out at the last minute. It can feel like an impossible hurdle to overcome, but during this pandemic, our team has found a way to minimize no-shows and increase our clients’ conversion rates: giving patients the option to schedule a virtual consultation. In order to make this possible, all you need to do is optimize your existing online scheduler. Here’s a quick example. Not long ago, we started working with a client who was having trouble with no-shows. They had an online scheduler on their website where potential patients could request an in-office appointment for free, but that was the only option. With this schedule request form model, they were booking 19–23 in-office consults per week. That wasn’t bad, but they knew it could be better — which is where we came in. We completely revamped the client’s scheduling page for our new COVID-19 world. Instead of offering one scheduling option, it now offers two: an in- person consult or a virtual one. We highlighted the virtual consultation option with a “Most Popular” banner and explained its presence with a quick message about high patient demand and limited in-office capacity. We also required a $100 deposit for in-office consultations in order to weed out no-shows, subtly steering patients toward the virtual option. With these changes in place, our client’s consultation bookings soared! For three straight weeks now, their conversion rate has been up 30%. Many of the new consultations have been virtual, which is a win-win for our client and their patients. Virtual consultations are perfect right now because they enable social distancing, let you meet the patient without the barrier of face masks, and prepare the patient to be a better candidate when they do come into the office. Plus, patients are less likely to be a no-show because the process is so convenient. So, not only is our client getting more consultations, but they’re also getting better ones, all because of a simple switch. TO MINIMIZE NO‑SHOWS, TAKE YOUR ONLINE SCHEDULING TO THE NEXT LEVEL THIS SIMPLE SWITCH INCREASED OUR CLIENT’S CONVERSION RATE BY 30%!
TAKE A BREAK
“You can, you should, and if you’re brave enough to start, you will.” – Stephen King
If you’re interested in learning more about virtual consultations and how to optimize your scheduler, reach out to our team today.
3
206-437-0529
3620 40th Street Court NW Gig Harbor, WA 98335
PRST STD US POSTAGE PAID BOISE, ID PERMIT 411
206-437-0529
www.clinicmarketingsystem.com
ISSUE INSIDE THIS
1 2
Michael’s 15 Minutes of Podcast Fame
Join a Professional Association and See Your Business Grow 2 Ways to Bring Down Your Cost Per Conversion
3 4
Take Your Online Scheduling to the Next Level
2 College Recruitment Tactics You Can Use in Your Business
HOW UNIVERSITY RECRUITMENT TACTICS CAN GET YOU MORE CUSTOMERS THE OL’ COLLEGE TRY
The COVID-19 pandemic has changed how we do a lot of things, but few institutions have been as shaken by this global event as education. When it comes to college recruitment, universities have had to become creative with their sales techniques for prospective students — and it’s paying off. Here are two pivots universities have made and how you can cash in on the action, according to the American Marketing Association (AMA). COLLEGE TOURS Students typically lead tours throughout the hallowed halls of the university and end with presentations, Q&A sessions, and conversations with experts. Since having to convert to online tours, universities have been able to target a wider demographic. More students can tune into a live tour without having to travel, and administrators and professors who may not have had time for previous tours can offer their expertise with prerecorded presentations. You Try It: Part of landing a sale is connecting with your prospective clients. What better way to do that than introducing what you have to offer in a virtual tour? Create a video of your team walking clients through your process step by step and introduce the prospective clients to your team. People do business with people they like, and
when you showcase your culture on video, clients will feel that connection, even if they can’t be there in person. DIRECT MAIL CAMPAIGNS With more people at home and school platforms converting to the digital sphere, universities have a greater opportunity to directly target students. In the past, mailers would typically hit the junk pile at parents’ homes. However, universities are using this opportunity to improve the design of their materials and mail out more appealing brochures and other packets they’d typically hand out on campus. You Try It: Mail has become more important than ever, but you need to stand out in a direct mail campaign. Play with the design of your typical mailers and consider adapting your e-newsletter to a print one. As Texas A&M’s director of social media Krista Berend explained in a June 2020 AMA article, “Our world is dominated by screens.” Engaging with your clients through the mail that goes directly to their homes — without targeted ads drowning out your message — is a much more intimate way to grab their attention. You can learn other recruitment tactics at AMA.org.
4
www.clinicmarketingsystem.com
Published by The Newsletter Pro
Page 1 Page 2 Page 3 Page 4Made with FlippingBook - Online catalogs