ESCRS 2013 Practice Development Weekend
131
Build aThriving Practice in OneYear How to
description
Presentation delivered at ESCRS 2013 Practice Development Weekend in Frankfurt
Transcript of ESCRS 2013 Practice Development Weekend
Build a Thriving Practice in One Year
How to
London
bbrrrr......
Vancouver
I think he is salivating...
Number of Slides0 25 50 75 112
Pain
OKSevere
Chance of Trauma
Months Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Tactic
Why do I have to know this stuff?
The internet has
changed everything.
I’m a doctor, not a marketer!!
Fear Not!
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
So how does Google work anyways???
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
Organic Search vs. Paid Search
• Organic
• product of a search engine
• not influenced by financial payment
• Paid
• Pay-Per-Click (PPC) to the search engine
• bid for placement system
How Organic Search Works
Questions on that...?
!
(let’s take a few)
How Paid Search Works
can raise your number of inquiries by
Organic Search Marketing
63%
has a Return on Investment of
Organic Search Marketing
42:1
raises your number of inquiries by
Paid Search Marketing
35%
has a Return on Investment of
Paid Search Marketing
5:1
Questions on that...?
!
(let’s take a few)
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
raised the number of inquiries by
Website Redesign*
28%* One web form in one month
had a Return on Investment of
Website Redesign*
89:1* One web form in one month
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
Months Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Tactic Focus on Enquiries
Focus on Consults
Focus on Patients
Focus on Referrals
Search Engine Marketing Start
Website Design Start
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
raises conversion rates by
TelephoneTraining
74%
has a Return on Investment of
TelephoneTraining
48:1
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
Months Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Tactic Focus on Enquiries
Focus on Consults
Focus on Patients
Focus on Referrals
Search Engine Marketing Start Continue
Website Design Start Continue
Telephone Sales Training Start
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
raises conversion rates byConsultation Training
54%
has a Return on Investment of
Consultation Training
19:1
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
Months Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Tactic Focus on Enquiries
Focus on Consults
Focus on Patients
Focus on Referrals
Search Engine Marketing Start Continue Continue
Website Design Start Continue Continue
Telephone Sales Training Start Continue
Consultation Skills Training Start
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
500 page views!
28.8%
174,694 views!
158,777 friends of
fans!
Months Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Tactic Focus on Enquiries
Focus on Consults
Focus on Patients
Focus on Referrals
Search Engine Marketing Start Continue Continue Continue
Website Design Start Continue Continue Continue
Telephone Sales Training Start Continue Continue
Consultation Skills Training Start Continue
Social Media Referral Stimulation
Start
Let’s try a social media
project!
A social media project (experiment)
• The best content answers typical questions:
• “Could my corneal flap become loose after my laser eye surgery?”
• Now, brainstorm 10 questions your audience wants answers to!
How did we do
it?
How did we do it?
• Brainstormed 186 questions
• Filmed 3 hours of video
• Split into 186 videos
• Posted all on YouTube
• Transcribed every video into a blog post
• Shared every blog post on Facebook and Twitter
• 1 per day x 186 = 37 weeks or 9 months of content
That sounds like a lot of work!!!
1 week!
Should you bother with social media?
Advantages
• Syndicate
• Re-share
• More visitors to website
• SEO benefits
Getting started
1. Determine purpose
2. Speak with target audience
3. Generate consistent valuable content
4. Engage your community
5. Keep accounts active
6. Measure your outcomes
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
Months Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Tactic Focus on Enquiries
Focus on Consults
Focus on Patients
Focus on Referrals
Search Engine Marketing Start Continue Continue Continue
Website Design Start Continue Continue Continue
Telephone Sales Training Start Continue Continue
Consultation Skills Training Start Continue
Social Media Referral Stimulation
Start
Thank you!
liveseysolar.com
