How to Quickly Increase Your Clinical Marketing ROI
Escalating media costs, unpredictable response rates, a harder-to-reach target audience. If your clinical marketing is causing you to pull your hair out — please don’t! Here are some simple ways to increase your marketing ROI, that don’t cost the farm:
- Get a clear idea of WHO your “ideal” patient is and market to that target audience primarily. Don’t try to be all things to all people. For example, if 80% of your patients are all 45 years and older, forget running your ads in fashion magazines or on online media channels where the audience skews a lot younger.
- Track all your marketing. If you can’t scientifically track results, you shouldn’t be running the ads. By the way, asking your patients how they heard about you does not count as scientific measurement, because they can’t remember most of the time and will likely just say whatever pops into their head. (How many of your patients have told you they found you in media you know you haven’t even been advertising in!?)
- Create a 12-month marketing calendar and stick to it. If you have a clear idea of how your marketing budget will be invested each month, you’re far less likely to become an “advertising victim”. (This is when an ad rep calls your office and offers you some “incredibly good deal” which you hurriedly accept because you haven’t really got much happening this month in terms of marketing.) Hope is not a good marketing strategy!
- Ensure that your staff are following up on unconverted leads multiple times, using multiple media). By “unconverted leads” I am talking about 3 categories of people:
- people who have called your office but didn’t set an appointment.
- people who called and set an appointment but didn’t show up.
- people who did show up for their appointment but didn’t buy.
Most physicians believe their unconverted leads are being followed up, but the reality is they really aren’t, usually because there’s no automated process in place and staff are so busy doing other things that they forget! The best ways of automating your follow-up process is scheduling a set time at the end of every day where a staff member gets on the phone and only calls these people, using a well-written auto-responder campaign, using a voice broadcast (that sounds like a personalized message and only plays if it goes to voicemail) and a good old-fashioned postcard. This is especially important for the people who called but didn’t show or who showed but never bought.
You invest so much money on getting your phone to ring. Don’t let these valuable leads slip through your fingers. By simply plugging the holes in your follow up system you can quickly and easily boost your marketing ROI!
- Know your cost-per-lead number for every single medium you advertise in, and then, second, start tracking patient-spend per medium. Some office management systems allow you to do this (like NexTech, for example). This is a hugely valuable metric for your business. Not all media deliver the same “quality” of client — by this I mean that it’s extremely common for certain media (typically many online channels) to attract patients who might have high no-show rates, may be very price-sensitive and/or who don’t commit to treatments. Online media typically does have a very low cost-per-lead but, conversely, these patients may be the greatest headaches, the least affluent, etc. So, while you might feel like you’re getting a “bargain” on the front end, it’s not such a great deal when you compare other lead-generation methods (e.g., TV, magazines, or direct mail) that may have a higher cost-per-lead in the beginning, but deliver much more affluent clients to your practice.
So there you have it. Five simple ways to boost your clinical marketing ROI and make your marketing budget go further.