5 Fast and Cheap Ways to Fix Your Clinic's Marketing

May 2014 Webinar

5 Fast and Cheap Ways to Fix Your Clinic’s Marketing

Heidi Jannenga PT, MPT, ATC/L

WebPT COO and Co-Founder

Mike Manheimer

WebPT Marketing Director

Problem #1: Sloppy Front-Office Operations

•  Poor phone skills

•  Forgetting a caller’s name

•  Talking too fast

•  Bad follow-up on messages

•  Not answering the phone

•  Appearing disorganized (clutter, sticky

notes, etc.)

•  Failing to pre-book a patient’s next

appointment or reschedule a patient’s

cancelled appointment

Fix #1: Clean Up Front-Office Operations and Set Expectations

•  Hire smart

o  Define expectations

•  Implement systems and standards

o  Go on the offense with patient retention

o  Pre-book

o  Reschedule

o  Use appointment reminders

o  Follow up with lost patients

Problem #2: Forgetting to Market to Current Patients

•  Treating without explaining the purpose behind everything you’re doing

•  Providing explanations that are too clinical for patients to understand

•  Failing to point out patient gains

•  Missing the opportunity to leverage a current patient’s network

Fix #2: Reinforce the Value of Your Services

•  Thoroughly and clearly explain patient conditions and treatments

•  Celebrate patient improvement

o  Provide objective proof

•  Build relationships to naturally generate referrals

Problem #3: Little to No Online Presence

Think online marketing isn’t important? Think again.

•  80% of people research health conditions and services online

•  More than 86% say they are influenced by online reviews

•  PT practice websites average more than 300 visitors per month

•  Facebook users check their accounts an average of 14 times per day on their smartphones

•  Your clinic's website is outdated, unprofessional, and difficult to

navigate (or worse: non-existent)

•  Your clinic has weak pages or profiles on online review sites

(e.g., Yelp and Google Reviews) and social media platforms

Problem #3 Continued: Little to No Presence Online

Fix #3: Set Up a Website and Seek Reviews

•  Purchase your domain name (e.g., ABCtherapy.com)

•  Build a basic website

•  Claim your profiles on social media and review sites

•  Ask loyal patients for reviews

•  Reluctance to promote the value of your services to both current and potential patients

•  Squeamish about asking people for money, referrals, or recommendations

•  Failure to leverage sales opportunities outside of the clinic

Problem #4: Missed Opportunities to “Make the Ask”

Ask current patients for:

•  Online reviews

•  Testimonials for your website or brochures

•  Recommendations (e.g., to their friends and family)

Outside of your clinic:

•  Always have your sales hat on

•  Carry business cards

Fix #4: Speak Up

•  Unable to pinpoint what’s working—and what isn’t

•  Cannot validate efforts

•  Value of sales and marketing not clear

Problem #5: Failure to Measure

Fix #5: Track Your Metrics

Lifetime Value (LTV)

Customer Acquisition Cost (CAC)

How much your service costs x how long (on average) you can sell that service to a customer = LTV

Marketing and sales spend ÷ Number of new patients = CAC

Fix #5 Continued: Track Your Metrics

Vacancy Rate

Phone Call Conversion

Number of hours not booked ÷ Number of total bookable hours x 100 = Vacancy Rate (as a percentage)

Number of new patients booked over the phone ÷ Number of phone calls from

prospects x 100 = Phone call conversion rate (as a percentage)


Streamline

front-office

operations

and set

expectations

Reinforce

the value of

your

services

Set up a

website and

seek reviews

Make the

“ask”

Track your

metrics

Special Offer

New Members Sign up with WebPT by June 30 and receive $100 off the initial sign-up cost.

Referral Program Refer a colleague and receive a free month of WebPT service.


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