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PROFIT DRIVEN PATIENT

ACQUISITION

• 5 year Case Study - 2012-2016

• Over $100,000,000 in New Patient Fees

• Over 100,000 Scheduled Appointments

• 200 Aesthetic Practices

Jason Tuschman

CEO & Co-Founder of Red Spot Interactive

jtuschman@redspotinteractive.com, 561.277.8465

AGENDA

• The Study, Results, & Key Learnings

• Define the Patient Acquisition Process

• The Market

• Practice Issues Facing Lead Conversion

• Solutions & Best Practices

Marketing Channels

Practice Administration

THE STUDY

THE STUDY

• 200 U.S. Based Practices

–Over 100,000 New Patient Consultations

Scheduled

–Plastic Surgeons, Dermatologists, Med Spas,

Orthodontists, Ophthalmologists (Lasik)

• Years 2012-2016

• System Set-Up

–Connected marketing, phone, email data

–Practice Return On Investment (ROI) Tracking

–Consistent Follow-Up Process

• Online & Offline Marketing Channels

The Results

Marketing Channel

New Patient

Lead Value

Weighted Avg. Lead Value 469$

Website 625$

Re-Marketing Email 248$

Paid Placement 180$

Realself 536$

Facebook 515$

*Assumes proper targeting, search optimization, etc.

KEY LEARNING 1: MARKETING IS A “PART”

OF PATIENT ACQUISITION”

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KEY LEARNING 2: ROI MEASUREMENT AND

INTEGRATION OF PROCESS AND DATA WINS

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THE MARKET

CONSUMER ATTENTION CHALLENGE

CONSUMER TIME CHALLENGE

CONSUMER BEHAVIOR CHALLENGE

PRACTICE ISSUES PREVENTING

PROFIT DRIVEN PATIENT ACQUISITION

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CHANNELS & BEST PRACTICES

Social Media

Website

Patient Retention

•Conversation

•Give, Give, Give

•Modern Branding

•About You

• Lead Generation

•Personalized

•Consistent

MARKETING CHANNELS

• Gross profit per channel/cost

= Return On Investment (ROI)

• Patients & Gross Profit

• Appointments & Attendance

• Leads & Scheduled

• Emails & response time

• Phone calls & answered

• Marketing Metrics

TRACK KEY PERFORMANCE

INDICATORS (KPIs)

SOCIAL MEDIA

• SocialGive, give, give

Talk, listen, talk, listen

Self Awareness match to

channel

Video/No Video

Content

Images

• AnalyticsConversations

Followers

Conversations

Like kind

Google Analytics

SOCIAL MEDIA CHECK LIST AND

TRACKING

FACEBOOK LIVE EXAMPLE

Website Basics

PAGE TITLE

URL NAVIGATION

CALL TO ACTION

SECONDARY NAVIGATION

• SEO ChecklistThink “speech”

recognition not technology

1-2 locations, 1 procedure

per page

450+ words per page

Before & After Images70% of consumer time

Avg. visit is only 2 minutes and

30 seconds

• AnalyticsFREE, Google analytics &

Google webmaster tools

Leads generated

New organic website

visits

Visitor to lead %

(should be over 2%

minimum)

WEBSITE CHECK LIST & ANALYTICS

PATIENT RETENTION

PATIENT LIFETIME VALUE

• Patient Retention Define your patient

lifecycle

1:1 Marketing

Timely to the consumer

Automate

Events

• Process

Survey

Consult & Procedure

Reputation Management

1:1 Messaging

• Analytics

# of repeat patients

2nd

3rd

4th

# of referrals

% of revenue

PATIENT RETENTION AND

ANALYTICS

Patient Scheduling

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• Integration of Data and Process

– Marketing, phone, email, scheduling, and patient data

• Consistent, Immediate, & Repetitive

– Lead management follow-up process

LEAD MANAGEMENT & PATIENT

SCHEDULING

Practice Administration

DATA INTEGRATION

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• Annual plan by Qtr.

• Define responsibilities

• Layer/connect channels

– Website

– Office

– Social Media

– In-office/events

• Simple

– Seasonal

– Approvals 90 days ahead

• 1 page document

PLAN

• Practice Manager

• Plan

• Solutions or vendor

management

• Front Desk

• Phone

• Email

• Appointments

• Patient coordinator/doctor

• Patient Conversion Rate

• Weekly data review &

optimization

• Review upcoming events

DEFINE RESPONSIBILITIES & OPTIMIZE

MEASURE & OPTIMIZE & MEASURE & OPTIMIZE

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CONCLUSION

Jason Tuschmanjtuschman@redspotinteractive.com561.277.8465