turning patients into promoters & lookers into … … · social ads facebook, instagram,...

Beth Leach bleach@practiceretriever.com

TURNING PATIENTS INTO PROMOTERS & LOOKERS INTO BOOKERS.

SUPERCHARGING YOUR MARKETING FOR STARTUPS TO ESTABLISHED PRACTICES

DO WE WANT SHOPPERS?

• They are the new reality

• Many more new patients come this way

• They will become great patient who refer

HOW DO WE TURN SHOPPERS INTO PATIENTS?

• Know who your shoppers are• Moms

• Women 25-65 (for themselves)

• Men 25-45 (for themselves)

• Find them before competitors

• Convert shoppers who others can’t/won’t

• Create the best on and offline “sales system.”

WHERE DO SHOPPERS FIND US?

• Google Search

• Google Ads

• Social Media Ads

• Offline Ads

• NO longer the phone

• Now… reviews online are the first place people look

FIRST IMPRESSIONS

HAVE CHANGED

IF YOU ARE ONLINE (WHICH YOU ALL ARE)

YOU MUST HAVE GOOD REVIEWS• No matter how good you are, if you don't have

good reviews people will wonder why• It shows prospects that you have patients who

support you• It helps you get to the top of google maps• 1 bad review in 5 makes a difference, 1 bad

review in 30 doesn’t• Competition is fierce numbers of reviews matter

2 WAYS TO GET LISTED FIRST

• Local Search• 3 pack• Reviews, NAP &

social interaction count

• Paid Search

SOCIAL ADS FACEBOOK, INSTAGRAM, TWITTER

• Really great way to target a specific audience

• Can target moms, millennials, newly divorced, etc

• Relatively inexpensive• Don’t have as many as Google

but a good part of your marketing mix

NOW THAT THEY FOUND YOU … HOW DO YOU CONVERT THOSE PESKY SHOPPERS

CHATTING ON YOUR SITE

• Connect with patients when they are searching• Chat makes it easy to contact you• Use one of the chat companies• Do your own chat with livechatinc.com

• Staff answers the chat during office hours• Team members take the phone home after hours

WHEN IS THE BEST TIME TO BOOK A CHAT PATIENT?

WITHIN 10 MINUTES OF WHEN YOU CHAT. IF YOU DON'T BOOK THEM, THEY MOVE ON

TEXTING FROM YOUR SITE

• textus.com• orthointouch.com

MAKE EVERY CALL COUNT

• Every new patient call is a sales call

• Have one person or a small team handle these

• Never give price on the phone

• Offer free initial exams and range of monthly fees and nothing else

• First job is to get the appointment

• Make scheduling easy… after hours, early etc

SELLING SHOPPERS IN THE PRACTICE

• BE ON TIME

• Practice Tour

• Spend the time to create a bond (people buy people, not products)

• Sell your brand

• why you

• what do you do differently

• Price is less important when they see the benefits

• Offer great payment options

HOW MANY TIMES SHOULD YOU CONTACT A CONSULT NOT

STARTED OR A SHOPPER

FOLLOW UP ON SHOPPERS

•Follow up 7 times… minimum

•Start with calls

•Send offers to them through email and text

•Add them to an automated email list

• Send an email every 4-7 days with some new information/incentive

• Build email components to automatically send them

• Don’t give up until they tell you to stop

TURNING PATIENTS INTO REFERRERS

THERE’S NO MAGIC BULLET FOR PATIENT REFERRALS

Satisfied patients are not motivated enough to share their stories

Unsatisfied patients are 7 times more willing to share their experience.

It all starts with why you and what can you do for me

WHEN ARE THE 3 BEST TIMES TO ASK FOR A REFERRAL

At the start of treatmentWhen you get a compliment

At the end of treatment

OFFER WHAT PATIENTS VALUE MOST

• Affordable Financing and Payment Options

• Great Outcomes

• Less Pain

• Faster Treatment

• A Caring, Fun & Involved Practice

WHAT INFLUENCES PATIENTS TO REFER?

• Your practice vibe (why you/what make you special)

• Excellent results

• Your community/social presence

• Asking for the referral

THE MORE ENGAGED YOU ARE THE MORE ENGAGED YOUR

PATIENTS WILL BE

• In Office

• Social media

• In your community

PRACTICE VIBE

• Also known as your Brand

• Why you

• What makes you special and different

• Why should I come to you over someone else?

• Your reputation

EXCELLENT RESULTS BEATING EXPECTATIONS

• Faster treatment

• Flexible payments past finish

• Post treatment consultation to sell the final product and get the referral

• Demonstrate that you appreciate referrals • Thanking publicly,

• Calling the night after you get the referral,

• Hand written notes to everyone who refers

SOCIAL / COMMUNITY PRESENCE

• Your practice must be involved in the community

• Personal social media connections

• Corporate social media connections

AROUND TOWN

• Become part of your community

• Meet influential people• Participate in runs, races or

community events• Have you own booth• Add a photo booth (DSID)

THE SOCIAL CONNECTION

• A One way conversation• A sales tool• A place to push corporate marketing

Social Media is…

• A place to share and create contagious multi media content that engages prospects and patients

• A place to create community and share experiences.

• A place to build your “tribe”

Social media isn’t…

SOCIAL MEDIA IS PERSONAL

• Living extension of your practice

• More than just debond photos

• Make your content, your content by personalizing links, images

• Connect with patients

• Connect with the community

• Post your practice photos regularly

• Celebrate achievements and connections

TELL YOUR PATIENTS AND COMMUNITY WHO YOU SUPPORT

MAKE YOUR POSTS PERSONAL

CREATE A BUZZ

GET ENGAGED

VIDEO AND IMAGE PROGRAMS MAKE LIFE EASIER

• Animoto video editor

• Canva - develop unique social media images

• Piktograph - great for infographics

• Flipagram

• and many more

Want more referrals?Just Ask

WORD OF MOUTH PATIENT REFERRAL SYSTEM

• Asking For Referrals is Tough• At the initial visit – “if you have friends or family that are as nice as you, we

would love to have them as patients too!”• After their initial visit – Handwrite a card after their initial visit.

Include a “P.S.”• “We hope you’ll tell your friends and family about our

office. We would love to have more patients just like you.”• When patients compliment your practice – “We are glad that you

had such a positive experience in our practice. We would love for your friends, family, and relatives to have the same positive experience and would welcome them as new patients.”

IN SUMMARY

• Sell shoppers from the minute they show interest

• Make “Why You” the most important thing

• If you create an amazing environment patients will refer…if they are asked

Thanks for listening:)

Beth Leach 800-810-0553 bleach@practiceretriever.com

turning patients into promoters & lookers into … … · social ads facebook, instagram,...

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