25 ways to_get_more_patients_reachlocal_web
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1 healthcare.reachlocal.com | #RLDLL
How To Identify Lead Leaks
25 Ways to Get More Patients
#RLDLL #RLDLL
2 healthcare.reachlocal.com | #RLDLL
Golda Hartman, MD Director, Healthcare
ReachLocal
Mike Merrill Director of Marketing
ReachLocal @MikeDMerrill
Speakers
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YOUR OBJECT IVE :
PATIENTS START AS CONSUMERS
YOU WANT PATIENTS
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HOW DO CONSUMERS BECOME
PATIENTS?
1
3
2
THERE ARE 3 STEPS:
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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
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Identify Your Leaks
In reality leads leak out at each stage
Ideally all visitors become leads and all leads become patients
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Don’t Leak Leads
Saving Customers One Leak At A Time
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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
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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
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Calculate Your Own Marketing Math www.dontleakleads.com/marketing-math/
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$ WHAT’S IT WORTH TO YOUR PRACTICE
TO FIX LEAKS?
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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
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To Get More Patients
25 WAYS
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DON’T LEAK VISITORS
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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
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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
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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
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Advertise on All Major Search Engines
35% of Internet users use Bing or Yahoo! to search online.3
of Internet
4
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Always Bid on Your Practice Name 5
PAID ADVERTISING
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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
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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%
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Create Relevant Content That Gets You to the Top of Search Results
PAGE 1
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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%
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Example: Blog Post
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Example: Blog Post
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Example: Facebook
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Example: Twitter
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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
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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.
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DON’T LEAK CONTACTS
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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
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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
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Place Phone Number in Upper Right Corner
555-555-5555
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Example: Before
No Clear Call to action
No Phone # at the top right
Too much copy
No Clear Value Prop
healthcare.reachlocal.com | #RLDLL
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Example: After
Clear Call to action
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Example: After
Clear Call to action
Phone # at the top right
555-555-5555
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555-555-5555
healthcare.reachlocal.com | #RLDLL
555-555-5555
Example: After
Clear Call to action
Phone # at the top right
Value Proposition
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Example: After
Clear Call to action
Phone # at the top right
Access to details about practice areas & services
Value Proposition
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Use Landing Pages to Boost ad Conversions 14
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Make Site Mobile Friendly Make it easy for contacts to call you from your mobile site 15
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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% !
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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
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Marion: Hi Sarah, how may I help you?
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Example: Live Chat
Make sure the chat solution is HIPAA-compliant
NOTE:
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Answer Your Phone 17
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Call Back new Contacts or Leads Within an Hour
healthcare.reachlocal.com | #RLDLL
Within an Hour
50%
of consumers will choose to do business with the company that calls them back first.11
Even better within
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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
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Check All Phone Numbers, Web Forms & Email Addresses Are Active
Delivery to the following recipient failed permanently: not-active@email.com
We’re Sorry, something went wrong with request. Please try again later.
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DON’T LEAK PATIENTS
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Collect Contact Information & Create Lead List
healthcare.reachlocal.com | #RLDLL
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Listen to Calls to Coach & Improve Sales Skills 22
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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%
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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
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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
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Track Purchasing Paths & ROI 25
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How Do I Get This Done
In-house staff
Freelance consultant
Local agency
National agency or service provider
#1 #2 #3 #4
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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.
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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
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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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Follow Us reachlocal.com/social
Subscribe: http://goo.gl/Xxtec Download: http://reachlocal.com/DLLebook
Local Marketing Minute Ebooks
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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
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