25 ways to_get_more_patients_reachlocal_web

How To Identify
Lead Leaks
25 Ways to Get More Patients
#RLDLL
healthcare.reachlocal.com | #RLDLL 1

Speakers
Golda Hartman, MD
Director, Healthcare
ReachLocal
Mike Merrill
Director of Marketing
ReachLocal
@MikeDMerrill

YOUR OBJECTIVE:
YOU WANT PATIENTS
PATIENTS
START AS CONSUMERS

HOW DO CONSUMERS BECOME
PATIENTS?
THERE ARE 3 STEPS:
1
2
3

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
Ideally all visitors become leads
and all leads become patients
In reality leads leak out
at each stage

Don’t Leak Leads
Saving Customers One Leak At A Time

Understanding Marketing Math
Small changes
make a BIG
impact on
increasing
your revenue
1,500 Visitors 5%
of visitors contact you
[phone, form, email]
20%
of contacts are active leads
interested in your practice
25%
of leads convert
into patients
75 Contacts
15 Leads
4 Clients
Choose Contact Discover

Almost 50% Increase in Profits
1,500 Visitors 8%
of visitors contact you
[phone, form, email]
20%
of contacts are active leads
interested in your practice
25%
of leads convert
into patients
120 Contacts
24 Leads
6 Clients
Choose Contact Discover
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
Lifetime Patient Value Example
Average patient value
Average referral (.333)
Lifetime Client Value
$10,000
$3,333
$13,333

25 WAYS
To Get More Patients

DON’T LEAK VISITORS

1 Claim & Optimize Google+ Local
Google+ Local Pages
Accounts for 33% of visits to local business websites
Google Listings + Organic Search account for
58% of visits to local business websites
59% of consumers use Google every month
to locate a good local business (31% every week)1

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.
John Wanamaker, Department Store Innovator
3

Advertise on All Major Search Engines
35%
of Internet
users use
Bing or Yahoo!
to search online.3
4

5 Always Bid on Your Practice Name
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
8
75% page one of the search results.5
PAGE 2
of searchers don’t scroll past

Example: Blog Post

Example: Facebook

Example: Twitter

Actively Request Positive Reviews
From Happy Clients
Follow-up Survey
9
Do’s
Don’ts
!
Follow-up email
within 24 hours
Pay for reviews
Encourage reviews
from your location
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
Designed to engage
and convert visitors into
contacts
Calls-to-action and
conversion paths on every
page [phone, form, email]
Optimized for organic
and paid search
85%
of consumers
will leave a
website if it
is poorly
designed.7
11

12 Practice Areas & Services
List Call to Action, Clear Value Prop &
555-555-5555_
of potential sales are lost because
consumers can’t find information they are
looking for on a business’ website.8 50% healthcare.reachlocal.com | #RLDLL 44

Place Phone Number in Upper
Right Corner
555-555-5555
13

Example: Before
No Clear Call to action
No Phone # at the top right
No Clear Value Prop
Too much copy
healthcare.reachlocal.com | #RLDLL
46

Example: After
Clear Call to action

Example: After
Phone # at the top right
555-555-5555

555-555-5555
Example: After
Value Proposition
49

Example: After
Value Proposition
Access to details about
practice areas & services

14 Conversions
Use Landing Pages to Boost ad

15 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
Mobile Searchers Say
Click-to-Call is the most
important feature.9 61% !

16 Offer Additional Contact Methods
Email Forms Live Chat Social Channels
Free Consultation
Chat with: Visitor, Nicole
Marion: Hello, thanks for contacting
Premiere Laser Centre. My name is
Marion, may I have your name?
Visitor: Sarah
Marion: Hi Sarah, how may I help you?
Visitor: What areas do you service?
Marion: Okay. We service the Greater
Sacramento Area and Beyond
10

Example: Live Chat
Make sure the
chat solution is
HIPAA-compliant
NOTE:

17 Answer Your Phone

Call Back new Contacts or Leads
Within an Hour
50%
of consumers will
choose to do
business with the
company that calls
them back first.11
Even better within
18
59

Reply to Web Forms & Emails
Within an Hour
Prospective
patients
contact you
Generate more
revenue
$$$
Follow up and send
emails to new leads
!
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:
not-active@email.com
We’re Sorry, something went
wrong with request. Please try
again later.
20

DON’T LEAK PATIENTS

Collect Contact Information & Create
Lead List
21
64

22 Sales Skills
Listen to Calls to Coach & Improve

23 Lead Follow-up
Make a Good Impression on
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
Increase conversions
by 30%
when using
follow-up emails.13

Nurture Leads That Aren’t Yet Ready
to Book an Appointment
Businesses that
nurture their
leads see up to
45%
more in ROI than
Send a few follow-up emails:
•! Why your practice / how different
•! Service lines and products
•! Patient testimonials
•! Educational topics
Special offers to take next step those that don’t.14
24

Example: Lead Nurturing
555-555-5555
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

25 Track Purchasing Paths & ROI

How Do I Get This Done
#1 #2 #3 #4
In-house
staff
Freelance
consultant
Local
agency
National agency
or service
provider

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
Lead Management M a n agement Software
Turn contacts into patients
Mobile App
Never miss an opportunity

Mobile App & Reports
More Results
•! 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

Local Marketing Minute Ebooks
Subscribe: http://goo.gl/Xxtec Download: http://reachlocal.com/DLLebook
Follow Us reachlocal.com/social

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

25 ways to_get_more_patients_reachlocal_web

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