25 ways to_get_more_patients_reachlocal_web

1 healthcare.reachlocal.com | #RLDLL

How To Identify Lead Leaks

25 Ways to Get More Patients

#RLDLL #RLDLL


Golda Hartman, MD Director, Healthcare

ReachLocal

Mike Merrill Director of Marketing

ReachLocal @MikeDMerrill

Speakers



YOUR OBJECT IVE :

PATIENTS START AS CONSUMERS

YOU WANT PATIENTS


HOW DO CONSUMERS BECOME

PATIENTS?

1

3

2

THERE ARE 3 STEPS:


Where Are You Leaking Leads?

Prospects Discover You when they search, surf and socialize online and then click to visit

Leads Contact You when they are impressed with your website

Patients Choose You when you stand out with good, timely follow-up


Identify Your Leaks

In reality leads leak out at each stage

Ideally all visitors become leads and all leads become patients


Don’t Leak Leads

Saving Customers One Leak At A Time

12 healthcare.reachlocal.com | #RLDLL healthcare.reachlocal.com | #RLDLL

Understanding Marketing Math

Small changes make a BIG impact on increasing your revenue

20% of contacts are active leads interested in your practice

25% of leads convert into patients

75 Contacts

15 Leads

4 Clients

1,500 Visitors 5% of visitors contact you [phone, form, email]

Disc

ove

r C

on

tac

t C

ho

ose


Almost 50% Increase in Profits

20% of contacts are active leads interested in your practice

25% of leads convert into patients

120 Contacts

24 Leads

6 Clients

1,500 Visitors 8% of visitors contact you [phone, form, email]

Disc

ove

r C

on

tac

t C

ho

ose

3% increase in conversion on your website results in a 50% increase in patients and profits


Calculate Your Own Marketing Math www.dontleakleads.com/marketing-math/


$ WHAT’S IT WORTH TO YOUR PRACTICE

TO FIX LEAKS?


What’s Your Lifetime Patient Value?

Knowing this value helps you: •! Determine how much to spend to acquire a new patient

•! Focus your marketing budget on the most cost-effective tactics

•! Develop plans to increase referrals and patient retention

•! Understand the value of a lead nurturing system

Average patient value

Average referral (.333)

Lifetime Client Value

$10,000

$3,333

$13,333

Lifetime Patient Value Example


To Get More Patients

25 WAYS


DON’T LEAK VISITORS


Claim & Optimize Google+ Local 1 Google+ Local Pages

Accounts for 33% of visits to local business websites

59% of consumers use Google every month to locate a good local business (31% every week)1

Google Listings + Organic Search account for 58% of visits to local business websites


Claim & Optimize Business Listings & Review Sites

50% of business owners have found wrong information on their business listings, which causes consumer frustration.2

Generic Sites

Healthcare Specific Sites

2


Include Tracking Phone Numbers & Website in Offline ads

Half the money I spend on advertising is wasted; the trouble is I don’t know which half. Half the money I spend on advertising is wasted; the trouble is I don’t know which half. Half the money I spend on advertising is wasted; the trouble is I don’t know which half. John Wanamaker, Department Store Innovator

3

25 healthcare.reachlocal.com | #RLDLL healthcare.reachlocal.com | #RLDLL healthcare.reachlocal.com | #RLDLL

Advertise on All Major Search Engines

35% of Internet users use Bing or Yahoo! to search online.3

of Internet

4


Always Bid on Your Practice Name 5

PAID ADVERTISING


Optimize Search Campaigns

IDENTIFY Local Search Terms

WRITE Better Paid Search Ads

LINK to Highly Relevant Landing Pages

REALLOCATE BUDGET daily based on which keywords get clicks and calls

CONSIDER Enhanced Campaigns •! Extensions for Location, Phone #, Website, Sitelinks, and Offers

!!

!!

!!

!!

!!

6


Set up & Actively Manage Social Media Profiles & Respond to Questions

of consumers who contact a brand on social media expect a response within an hour.4 42%

7


Create Relevant Content That Gets You to the Top of Search Results

PAGE 1

8


Create Relevant Content That Gets You to the Top of Search Results

PAGE 1 PAGE 2

8

PAGE 2 PAGE 2 of searchers don’t scroll past page one of the search results.5 75%


Example: Blog Post


Example: Blog Post


Example: Facebook


Example: Twitter


Actively Request Positive Reviews From Happy Clients

Follow-up Survey

Do’s

Don’ts Pay for reviews

Follow-up email within 24 hours

Encourage reviews from your location

!

9 90% of consumers reported that a positive review online influenced their decision to purchase.6


Use Site Retargeting to Remind Past Website Visitors About Your Practice

RETARGETING is an effective way to keep your practice top of mind after they leave your website without converting.

10


DON’T LEAK CONTACTS


Harness Leads With a Beautiful Website

Optimized for organic and paid search

Calls-to-action and conversion paths on every page [phone, form, email]

Designed to engage and convert visitors into contacts

conversion paths on every

85%

of consumers will leave a website if it is poorly designed.7

11


List Call to Action, Clear Value Prop & Practice Areas & Services 12

555-555-5555_ 555-555-5555_

of potential sales are lost because consumers can’t find information they are looking for on a business’ website.8

50% of potential sales are lost because


Place Phone Number in Upper Right Corner

555-555-5555

13


Example: Before

No Clear Call to action

No Phone # at the top right

Too much copy

No Clear Value Prop

healthcare.reachlocal.com | #RLDLL


Example: After

Clear Call to action


Example: After


Phone # at the top right

555-555-5555


555-555-5555


555-555-5555

Example: After



Value Proposition


Example: After



Access to details about practice areas & services

Value Proposition


Use Landing Pages to Boost ad Conversions 14


Make Site Mobile Friendly Make it easy for contacts to call you from your mobile site 15


Make Site Mobile Friendly Make it easy for contacts to call you from your mobile site 15

Mobile Searchers Say Click-to-Call is the most important feature.9 61% !


Live Chat Social Channels Email Forms

Free Consultation Chat with: Visitor, Nicole

Offer Additional Contact Methods 16

Marion: Hello, thanks for contacting Premiere Laser Centre. My name is Marion, may I have your name?

Visitor: Sarah

Visitor: What areas do you service?

Marion: Okay. We service the Greater Sacramento Area and Beyond

Marion: Hi Sarah, how may I help you?

Visitor: What areas do you service?

Marion: Okay. We service the Greater Sacramento Area and Beyond Marion: Okay. We service the Greater Sacramento Area and Beyond Marion: Okay. We service the Greater Sacramento Area and Beyond

10

Marion: Hi Sarah, how may I help you?


Example: Live Chat

Make sure the chat solution is HIPAA-compliant

NOTE:


Answer Your Phone 17


Call Back new Contacts or Leads Within an Hour


Within an Hour

50%

of consumers will choose to do business with the company that calls them back first.11

Even better within

18


Prospective patients contact you

$$$

Follow up and send emails to new leads

Generate more revenue

!

Reply to Web Forms & Emails Within an Hour

$$$

Emailing a new contact within 20 minutes boosts conversion rates by

49%. 12

19


Check All Phone Numbers, Web Forms & Email Addresses Are Active

Delivery to the following recipient failed permanently: [email protected]

We’re Sorry, something went wrong with request. Please try again later.

20


DON’T LEAK PATIENTS


Collect Contact Information & Create Lead List


21


Listen to Calls to Coach & Improve Sales Skills 22


Make a Good Impression on Lead Follow-up 23

Hello Susan, Thank you for contacting us! Someone will respond to you shortly about your inquiry. We appreciate your interest and look forward to speaking with you! Best regards, Scher, Basset & Hames (855) 438-3094

555-555-5555

Driving Directions

(855) 438-3094

look forward to speaking with you!

Best regards, Scher, Basset & Hames

Driving Directions

(855) 438-3094 (855) 438-3094

Increase conversions by when using follow-up emails.13

30%


Nurture Leads That Aren’t Yet Ready to Book an Appointment to Book an Appointment

Businesses that nurture their leads see up to

45% more in ROI than those that don’t.14 Special offers to take next step

Send a few follow-up emails: •! Why your practice / how different

•! Service lines and products •! Patient testimonials

•! Educational topics

24


Example: Lead Nurturing

Dear Jane, Why bother shaving when you can have unwanted body hair removed gently and safely? Most women and men of any race, color, or hair type can benefit from laser hair removal. ! We use a state-of-the-art light therapy method designed to eliminate unwanted body hair. It is a non-invasive technique that uses highly intensive beams of light to kill hair roots without damaging the surrounding skin tissue. It is quick, effective, gentle, and a completely safe hair removal method. ! Give up painful shaving, tweezing and waxing! Contact us today at (555) 555-5555 for your complimentary consultation. Sincerely, Premiere Laser Centre

555-555-5555


Track Purchasing Paths & ROI 25


How Do I Get This Done

In-house staff

Freelance consultant

Local agency

National agency or service provider

#1 #2 #3 #4


ReachEdge A integrated marketing system made up of a smart website, lead management software, and a mobile app that gets you more contacts and helps you turn them into patients.


ReachEdge Components

Smart Website Get more contacts

Mobile App Never miss an opportunity

Lead Management Software Turn contacts into patients Lead Management Software Turn contacts into patients

Smart Website Smart Website Get more contacts Get more contacts


Mobile App & Reports

•! Access your contacts and leads 24/7

•! View performance metrics on visitors, contacts, leads, and patients

•! Listen to calls and read each form and email – and reply directly from the app

•! View prioritized lead list

•! See results by marketing source so you know what works best

•! See how well you are converting contacts into patients and revenue

More Results


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Resources 1.! BrightLocal http://www.brightlocal.com/2011/04/12/local-search-marketing-survey-results/

2.! Search Engine Land http://searchengineland.com/survey-half-of-small-businesses-never-update-their-listings-online-147459

3.! comScore http://www.comscore.com/Insights/Press_Releases/2013/5/comScore_Releases_April_2013_US_ Search_Engine_Rankings

4.! The Social Habit http://socialhabit.com/uncategorized/customer-service-expectations/attachment/slide1/

5.! Search Engine Journal http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/

6.! Zendesk http://www.zendesk.com/resources/customer-service-and-lifetime-customer-value

7.! Online Marketing institute http://www.onlinemarketinginstitute.org/blog/2013/05/importance-website-usability/

8.! Online Marketing institute http://www.onlinemarketinginstitute.org/blog/2013/05/importance-website-usability/

9.! Google http://adwords.blogspot.com/2013/09/new-research-shows-that-70-of-mobile.html

10.! ReachLocal Internal Data

11.! Inside Sales http://www.insidesales.com/insider/lead-management/lead-response-management-infographic/

12.! MarketingCharts http://www.marketingcharts.com/wp/direct/calling-new-leads-in-under-a-minute-boosts-conversion-rates-by-391-24755/

13.! ReachLocal Internal Data

14.! MarketingSherpa http://www.marketingsherpa.com/data/public/reports/special-reports/SR-A-Tactical-Approach-to- Content-Marketing.pdf