The Internet is a marvelous place. It’s the ultimate resource for finding things like power boat shaped like sharks or aquarium coffee tables to buy, or — on a more useful note — self-diagnosing the common cold.
In fact, as long as we’re talking medical, there’s something you should know: Over half of the existing cosmetic surgery patients say they found their surgeon on the Internet and did research about the offers of that practice before going in for a consultation. In other words, it’s not enough to just be an amazing plastic surgeon (and we’re totally sure you are, obviously) — you’ve also got to rule the Internet if you want to get leads on your practice’s website, and if you want those leads to set up a consultation, and if you want those people to become your patients.
Enter inbound marketing. When you’re using an inbound marketing strategy, you’re targeting a specific audience with valuable content. Helpful content, like blogs and e-books, will engage individuals who are interested in cosmetic surgery procedures — and you’ll look like an authoritative figure in your field. But getting leads to your website is just the first step in the conversion process.
Let’s look at how you can make sure your leads turn into patients for your practice:
Getting your website leads to schedule a consultation
On every website page, and at the end of every blog post, you should have a call-to-action (CTA). This is usually a button or image that calls the website visitor to do something — download an e-book, watch patient testimonials, or schedule a consultation.
When you’re employing an inbound marketing strategy, you’re tracking the conversion rate of website visitors who click on those CTAs and take the action called for. For example, if you’ve got a blog post touting the benefits of mommy makeover (like the one we wrote here), and you notice that the “schedule a consultation” CTA attached to that blog post gets clicked on more than other blog posts, take the hint. It’s probably a good idea to create a few more blog posts with the “mommy makeovers” as the topic, since that’s something that is driving website visitors to schedule a consultation with your practice.
Keeping track of that booked consultation and continuing the conversion process
A booked consultation is not a new patient — it’s a potential new patient. There are a couple of things you can do leading up to the consultation that will set you up for success in converting leads to potential patients.
The contact information for the booked consultation needs to added to a list (in HubSpot, we use Smart Lists). This ensures that at any point, you’ll be able to communicate with this lead about their experience. After your lead has booked a consultation, a confirmation e-mail should be sent — along with reminder e-mails leading up to the appointment date.
You’ll also want to track the rate of booked consultations versus those who actually show up. If you have a no-show for a consultation, this step will be helpful in terms of analyzing where along the conversion process you lost your lead. Was there a follow-up e-mail sent to the lead after booking their consultation? Was there a phone call to the lead confirming the appointment? Monthly reporting will go deeper into the details of how successful you retain the potential patients in the course of the conversion process.
After the consultation, turn the lead into a patient
Completion of a consultation still doesn’t always get you a new patient. To ensure that you’ve got the business, automated CRM workflows will be integral. When the potential patient leaves that office, you’ll want to send them another e-mail thanking them for coming in and giving them a next step of action.
Tailor your e-mail to fit the lead. Consider sending a follow-up e-mail that includes patient testimonials and before-and-after photos, or even a financial planning checklist, so that they can budget for the procedure. However you can expedite the process of scheduling a procedure, think about including that information in your follow-up materials. Make it easy for your lead to book with you and become a patient. Convenience is key, and by continuing to nurture your lead, you’re giving them more opportunities to become a patient.
If you would like to learn more about how you can improve your lead follow-up procedure and convert more leads into patients, we can help. Contact AGENCY H Inbound today to talk to experienced professionals about how to get started with inbound marketing to grow and nurture more leads for your practice!