Clinic Marketing System - December 2020

Take a look at this month's edition of the Elective Medical Spectator!

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3. UNDERSTAND THE DIFFERENCE BETWEEN STRATEGYAND IMPLEMENTATION. If you have a strategy, that means you know what to do, but implementation is actually doing it. This might seem obvious, but I’ve seen a lot of clinics nail one thing and not the other, when you really need to figure out both to make progress. There’s no point in having someone on your team in charge of implementing social media if you don’t have a social media strategy and vice versa. You need to know the difference and prioritize both things. As the business owner, strategy will often (but not always) fall to you, while it’s smart to hire niche experts for implementation. 4. SEEK OUT PEOPLE WHO HAVE ALREADY ACHIEVED THE RESULTS YOU WANT. Tony Robbins once said, “If you want to be successful, find someone who has achieved the results you want, copy what they do, and you’ll achieve the same results.” I think those are words to live by. When you find a mentor or a coach who excels in your field, they can guide you down the road to success and help you steer clear of its potholes. Here at Clinic Marketing System, we specialize in matching our members with mentors at successful agencies. If you want to give your clinic a leg up in 2021, join our mastermind group and we’ll introduce you to your own personal Yoda. 5. CULTIVATE A GROWTH MINDSET. In order to succeed, you need to focus on abundance, not scarcity. If you constantly play defense and view the business world as a dangerous place, it will become one! But if you have a growth mindset, look at your expenses as investments, and align yourself with others to move toward shared goals, you’ll get results. To learn more about how to do this, check out the book “Mindset: The New Psychology of Success” by Carol Dweck. It just might reshape your year!

If 2020 were a roller coaster, it would be packed with loops and stomach-churning freefalls. This year has been wild, unpredictable, and anxiety- inducing, but even through the vertigo, many elective medical clinics I work with have managed to not just survive, but thrive. On Pg. 3, I’ll go into more detail on how they did it, but right now, I want to share a few tips that will help you find that positive momentum or keep it going through the new year. 2021 is coming, and with it, 365 chances to do better than ever. If you make these five things priorities, your practice will be able to pull in new patients no matter what the year brings! 1. OPTIMIZE THE ASSETS YOU ALREADY HAVE. Before you spend more money on your marketing, take a look at your existing assets and systems. Is there anything in your current business structure that you can leverage to get better results with little effort? Start by asking yourself how your clinic is showing up online. Figure out your online reputation and your website’s conversion rate, and then try new strategies to improve them. Can you update your landing pages? Move your call to actions “above the fold”? Focus more on the patient journey? These things are all easy and often free to do but can have big results. Even if you think your website is perfect, I guarantee there’s room to improve and level up — I haven’t seen perfection yet! 2. KNOWYOUR NUMBERS. I know, I know — I talk about this all the time. But statistics really do matter in marketing! Specifically, it’s vital that you know how effective your practice is at converting leads to scheduled consultations within seven days. If you’re not already tracking this metric, start now! It’s the best way to see whether new marketing efforts are working. Other important numbers to know are your lead totals (broken out by lead source), your conversation- to-consultation rate (again, by lead source), your overall online reputation score, your no-show rate, and your lead response time. With these statistics at your fingertips, you’ll be able to see areas to improve and stay ahead of the competition.

3620 40th Street Court NW Gig Harbor, WA 98335 206-437-0529 www.clinicmarketingsystem.com THE SPECTATOR Elective Medical

“If you make these five things priorities, your practice will be able to pull in new patients no matter what the year brings!”

Here’s to a brighter, stronger, and smarter 2021.

– Michael King

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TACTICS FOR MAKING THE BEST BUSINESS CHOICES DECISIONS, DECISIONS

As a business leader, you’re likely well-versed in making decisions, but in the midst of a global health crisis, a political minefield, and environmental disasters, planning for the upcoming year is different territory for even the most seasoned business professionals. So, how do you make the right decisions for your 2021 plans? Start with these three steps. NO. 1: LOOK AT THE DATA. Data has never steered you wrong before, so don’t stop using it now. However, you have to use the right data and contextualize it with today’s lenses. For example, when choosing a new marketing campaign or direction, continue looking at the cost, revenue, potential errors, and risk factors. Use those to make an informed decision about which step to take. For example, is the campaign empathetic to the needs of your clients, or will it come off as tone- deaf? ( Hint : Try split testing in 2020 before fully deploying a new campaign in 2021!) NO. 2: DON’T GO WITH THE STATUS QUO. “This is how we’ve always done it” will kill your business. Nothing is the same as it was just one year ago. The entire world has

transformed, and attempting to continue with what’s “normal” will only cause you to miss what could be . As you plan for 2021, consider the abnormal. Look at options you would have never considered doing and test their efficacy. If one fails, move on. But there’s a big chance that you may stumble into something that is totally unique and completely worth your time. NO. 3: EMBRACE CHANGE. You’ve set your course. You have your team in place. You’re excited to begin. Now, get ready to change everything. Sounds exhausting, right? But it can happen. Rather than being resistant to what isn’t working, admit defeat and move on. If there’s one benefit of the COVID-19 pandemic, it’s that we were all given a crash course on how to adapt quickly. Take those lessons and apply them to your 2021 plan. Be prepared to admit when your original plan isn’t working because staying on an ineffective course can do more harm than good.

Don’t avoid it. Planning for 2021 is necessary — even if you need to change course quickly.

MERRY CHRISTMAS FROM THE KINGS! THIS HOLIDAY SEASON, DON’T FORGET YOUR ‘WHY’

For the last few months, I’ve had to remind myself over and over about the importance of balance. I have days when I feel overwhelmed by work and holiday stress, and that can really take over my mindset. Unfortunately, I’m sure you can relate. When I feel that way, I always take a minute to remind myself of my “why” — the reason I’m working so hard on Clinic Marketing System. For me, that “why” is my family: my lovely wife, Carolyn, and our two beautiful daughters, Avery and Alyssa. My work helps me provide a better life for them. There’s nothing I love more than reading a bedtime story to my girls, and not a day goes by that I don’t tell them how grateful I am that they’re here and how much I love them.

Your “why” might be different than mine, but I hope you’ll remember to turn to it when you need it. As an elective medical professional, the little things you do make a big difference, and I’m proud to help you do it. Maybe your “why” is the warm, fuzzy feeling that comes from providing a service to your patients and offering them happiness. I know that motivates me! Personally, I plan to end this year with gratitude, humility, and empathy. I’m also really excited for what’s to come in 2021. If you’re not feeling that charge yet, remember this: You can accomplish your wildest dreams when you work with the right people and have the right strategies in place. What’s most important is that you come to this world — and your business in particular — from a place of service. It could be service to your family, your patients, strangers, or even your pets! But if you work hard and keep your “why” in mind, ultimately, you’ll be rewarded with a profound amount of opportunity. I know I have been.

From my family to yours, happy holidays!

– Michael King

www.clinicmarketingsystem.com

To wrap 2020 up right, our team sat down to look over our clients’ pandemic marketing campaigns with one simple question in mind: What worked? Here are the four golden tickets we found. 1. WIN-BACK CAMPAIGNS There will always be a certain number of people who, after going through a consultation with you, aren’t ready to move forward. This year, successful clinics used win-back campaigns (aka client reengagement campaigns) to target those tough sells and convert them to patients. One clinic that took this route booked 151 new surgeries as a result, bringing in over $600,000! Why It Works: Going out to eat, traveling, and seeing movies in theaters are all off the table right now for many people. As a result, they have spare funds and can afford services they couldn’t before! 2. TEXT MESSAGING Clinics that succeeded this year took advantage of two-way text messaging. They used it in their win-back campaigns to share useful tools like self-tests, pricing guides, and information kits and to prompt patients to book appointments, resulting in a 25%–30% increase in weekly consultation bookings. Why It Works: Texting is fast, simple, and low stress for patients. It’s also easy to automate and generates big returns for clinics without much effort. 3. VIRTUAL CONSULTATIONS Giving patients the option to book a virtual consultation is game-changing. One of our clients that did this saw its revenue leap by more than $1 million in 2020, and another dramatically increased its conversion rate, converting more than 100 leads to consults in six out of seven weeks in a row. Why It Works: Virtual consultations are safer, less stressful, and more convenient for patients, which makes them appealing. On the clinic side, they save time and money by weeding out clients who are bad fits and opening up the capacity bottleneck for more surgeries. 4. SPLIT TESTING Clinics willing to experiment and innovate won big returns this year. One of our clients, for example, made a simple change to their online scheduler that boosted their average weekly consultation bookings from 23 to 29. 4 MARKETING STRATEGIES THAT WORKED FOR CLINICS IN 2020 IT’S NOT TOO LATE TO TRY THEM!

TAKE A BREAK

“Be persevering at the bottom, humble at the top.” –Maxime Lagacé

Why It Works: When you “set it and forget it,” you overlook opportunities for growth. You’ll never know if a new marketing tactic works until you try it!

Have you implemented these strategies yet? If not, it’s not too late! Reach out to our team at ClinicMarketingSystem.com to schedule a discovery call and put the wheels in motion.

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3620 40th Street Court NW Gig Harbor, WA 98335 206-437-0529 www.clinicmarketingsystem.com

5 Things Do in 2021 to Take Your Clinic to the Next Level INSIDE THIS ISSUE

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Tactics for Making the Best Business Choices A Christmas Note from Michael

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4 Marketing Strategies That Worked for Clinics in 2020

Want to Make Your Holidays a Little Easier?

4 TIPS FOR A LESS EXHAUSTING HOLIDAY SEASON HOLIDAY HACKS FOR THE BUSY PROFESSIONAL

The holidays are an incredibly busy time of year. Between work and home, it can feel like there isn’t enough daylight to get everything done. We have projects to complete, emails to answer, dinners to plan, gifts to buy — and family is coming in from out of town. Is it possible to take care of everything and not be completely exhausted by the end of it? While we can’t answer that definitively, we can share a few “holiday hacks” to help you get more out of your time. Put work aside. Give yourself blocks of time to focus on one thing at a time. You may be tempted to multitask, but for your mental health, don’t do it. Focusing on one thing at a time produces better results (this applies equally to cooking as it does to client work) and you’ll feel better through the process. Delegate — at home! You delegate assignments at work, so why not do the same at home? Start with your immediate family and work your way out. Give everyone a task: Someone does the grocery shopping. Someone is in charge of a main course dish. Another is on side-dish duty. Others get dessert. Don’t forget to assign a clean-up crew. Save yourself for the tasks you REALLY want to do. Take frequent breaks. When you have a lot going on, frequent 5–10 minute minibreaks can go a long way in easing the mental pressure.

Don’t hesitate to take brain breaks throughout the day. Go for a quick walk around the building or neighborhood. Read a chapter of your book. Play a quick game on your phone. Say no to the kitchen. When your time is precious, why spend a lot of time in the kitchen? While some find cooking a joy, others find it burdensome. If you’re in the latter group, it’s okay to go the

boxed or prepared meal route when time is short. Boxed meals can still be prepared with love, and you can get high-quality frozen dishes or freshly prepared meals from your favorite grocery store. The time and energy you save is worth the investment. In 2020, we have more options than ever to make life easier. So, enjoy the holidays a little more by doing the things you love and using these tips to make the most of your time and energy this season.