Understanding and improving your sales pipeline is a vital piece of the marketing strategy. While the concept may sound complicated, breaking the sales funnel into smaller steps makes the process easier to navigate. A sales funnel is made up of individual segments, each representing the various stages a prospective patient will cycle through as they make their decision to commit to a procedure or treatment with your practice. While the exact stages can vary widely according to the procedure, the hierarchy is always the same: the top is awareness, the middle is evaluation, and the bottom is conversion. Take a moment to evaluate your plastic surgery sales funnel with MD Internet Marking and increase your conversion rate with potential patients by maximizing each step below.
1. Marketing Strategy Awareness:
Each potential sale begins with interest and awareness. Marketing and advertising campaigns sit at the top of the inverted pyramid, drawing leads into your funnel. A multi-channel marketing strategy that consists of reviews, SEO, social media etc. will maximize successful lead generation and grow your patient base. Every step of your marketing funnel should be designed to ensure these high-quality leads make their purchase. Remember, today’s patients are already aware of procedures like Botox, you must focus on the steps between awareness and sales conversion to seal the deal. This process is a marathon, not a sprint.
Marketing Strategy Can Include:
- Social media
- Online directories
- Paid ads
- Live Chat
- In-person events
- Email marketing
2. Response Time:
Well laid out content can look similar from one plastic surgery website to the next. So it’s very important that once you have grabbed the attention of a potential patient, you quickly open up lines of direct communication. Provide easy channels for clients to provide their contact information. Reach out to these individuals, focusing on their specific area of interest, and show them that your practice is the best in the field.
Open Up Communication with Patients by Offering:
- Phone number in upper right corner and footer
- An online ‘Contact Us’ form
- The chance to sign-up up for your newsletter or e-book
- Easy to locate email address/contact info
3. First Contact:
Once you are in touch with an interested patient, you must immediately convince them that your plastic surgery practice is their best choice. Personalizing quick and meaningful communication is key; automated responses are not ok. Keep up the conversation through email messages containing well-researched information, details on upcoming events in your office, and procedure specials. These will help your potential patients make their final buying decision.
4. Lead Nurturing:
Continue to nurture each lead. They have come this far in the process, so they are interested in what you have to say. This is a great time for your office to shine. Show the interested party the warmth and friendly demeanor of your staff. Offer price transparency, using this moment to share your experience, showing them that you are an expert in this field and the safest, most reliable choice. These patients already know which procedure they want and have probably narrowed down their top 2-3 providers. All they need is information that confirms their first impressions, making them feel comfortable scheduling an in-person consultation.
Once you have the potential patient in the office, it’s time to drive home the fact that your practice offers personalized attention, excellent customer service and a high skill level. Provide the time and care necessary to make the patient feel relaxed, well-informed and well-taken care of. Explain not only their upcoming procedure but also the recovery process and how they can achieve long-term results with your practice by their side. Help guide their decision to take action and schedule their treatment or surgery by accommodating their needs.
If the potential patient does not schedule a procedure during the consultation, stay on top of them through follow-up. They should know how important their needs are and how you are the one to meet them. If you remain present through their decision process, a patient is more likely to choose your practice.
While many practices put the most effort at the top of the funnel, more thought should go toward the bottom. Those clients who have already been to your practice, had a procedure, and are happy with the results are of utmost importance. Create a plan to make sure they come back 3-4 times a year. After a procedure, keep communication open. Send appointment reminder emails, let them know about specials or new offerings, and invite them to practice events.
A happy patient can quickly become one of your greatest selling tools. Use these raving fans as brand ambassadors and encourage them to share their experiences through online reviews. The best patients will show off their results on social media and refer their family and friends to your practice.
Ensure that your online marketing funnel is working properly
Maximum patient conversion can only be achieved by optimizing each step of your marketing strategy. MD Internet Marketing works specifically with plastic surgery and aesthetic practices, offering a deep understanding of how to reach potential patients, covert leads to patients, and retain clients. To keep your practice ahead of your competition, MD Internet Marketing provides routine reports, analyses, and bench-marking from other similar practices around the country. Call Logan Pence at MD Internet Marketing at (954) 993-5154 or reach out online for more information.