Lspb marketing your practice escrs - dublin 2011

Building your practice

The 4 hurdles

What’s your biggest marketing and sales

challenge today?

Too much time is wasted worrying about problems

‘out there’.

Instead, focus on what you can control.

The 4 hurdles

1. “We don’t have as many enquiries as we’d like”

2. “We don’t have as many appointments as we’d like”

3. “We don’t have as many patients /clients as we’d like”

4. “We don’t have as many patient / client referrals as we’d like”

More available online

How do I get from HERE to THERE?

6

IS... Ought

What IS the problem?

What needs to be DONE?

The problem is...

You.

Too often, we’re solving the problem that ISN’T, instead of solving the problem that IS.

This is a business. Stop making excuses and

start selling. If you don’t want to do that, shut down your

practice and join a public hospital.

Why you don’t have enough enquiries

• You are failing to

• offer your target market the unique value proposition it wants

• be found online

• convert website visitors into enquiries

• provide informative alternatives to nurture less committed enquiries

• open new healthcare marketing channels to get more referrals


Why you don’t have enough appointments


• generate enough enquiries

• keep accurate and comprehensive records

• convert enquiries on the telephone

• follow-up


Why you don’t have enough patients


• generate enough enquiries and appointments

• convert appointments into patients / clients

• treat your patients / clients as they want to be treated


Why you don’t get enough referrals


• be remarkable in your customer service

• remind your patients / clients that you exist, well after you’ve served them

• ask for referrals from patients who want you to succeed


Are you feeling depressed yet?

• Repeat after me...

I am the problem.

But I can change.

Success begins at the end of your comfort zone.

Here’s how to change...

• Understand that in order to change the output, you’ll need to change the input

• Take massive action (baby steps are for babies)

• Get good models and teachers

• Plan a program and follow it

• More doing, less talking

Identifying the 6 Ways1. How many enquires? (per month)

2. How many convert to appointments? (Percent)

3. How many convert to patients? (Percent)

4. How many things do they buy?

5. What price do they pay?

6. What does it cost you to sell it? (Percent)

• Learn more about how to calculate these numbers here


6 Ways to Grow

No, you don’t have to read this tiny print. This is a handout!!!

Breakout: 6 Ways to Grow Your Business

• Learning goals:

• get a clear picture of what the problem IS versus what it ISN’T

• understand what every lever does

• understand the formulas

• work out the % change and desired outcome

• I’ll do it with you

Telephone handling

3. Closing2. Opening1. Greetings

The 3 Act Call Process

Handling Objections

Handling objections process

• Think: What is the question? Clarify the objection

• Acknowledge and Empathise with their concern

• Overcome the objection (remember their priorities and criteria)

• Check for confirmation (using a tie-down)

• Isolate the objection

• Repeat from acknowledge

36

VIP

Internet marketing

80% of internet marketing is B.S.

It’s easier than you think. Just start and you’ll figure

it out.

Tactic Enquiries Consults Patients Referrals

Social media marketing (SMM) Yes Yes Yes Yes

Email marketing No Yes Yes Yes

Lead generation Yes No No No

Search engine optimisation (SEO) Yes No No No

Conversion Optimisation (CRO) Yes No No No

Analytics Yes No No Yes

Content marketing Yes Yes Yes Yes

Paid search advertising (PPC) Yes No No No

Social media marketing

Social media: what you need to do

• Get your branded profiles now

• Brand your twitter and facebook account pages

• Define your style: creator, curator, or commentator

• Build a following on Twitter

• Connect your blog to Facebook and seed the Page with fans

• Start networking on LinkedIn


Email marketing

Email marketing: what you need to do

• Choose an email provider that is permission-based

• Create a branded email template

• Must be segmented to the audience

• Can be automated drip campaigns

• A/B test your emails


Lead generation

Lead generation: what you need to do

• Set up a Feedburner account to capture and track RSS readers

• Gather emails for a product launch

• Answer questions on LinkedIn

• Give something away in exchange for customer data

Search Engine Optimisation

(SEO)

SEO: what you need to do

• Set up Google Webmaster Tools

• Research and define your core organic search keywords

• Architect your blog for search - choose targeted categories

• Track search progress

• Build links


Conversion optimisation

CRO: what you need to do

• A single purpose and CTA for every page

• Rate your pages with the a conversion scorecard

• A/B test your pages

• Try a 5-second test

• Learn from users using feedback widgets and live chat

• Segment inbound traffic sources


Analytics

Analytics: what you need to do

• Set up a Google Analytics account

• Establish conversion goals and funnels

• Annotate important events in Google Analytics

• Add custom reports to your Google Analytics dasboard and review them

• Discover under-performing areas of your site


Content marketing

Content: what you need to do

• Start a blog now and give your knowledge away for free

• Submit your content to social hubs

• Bookmark your content on delicious

• Set up an editorial calendar

• Enable social sharing mechanisms

• Write an ebook

• Write guest posts for others blogs

• Write about others to build relationships

• Create an infographic

Paid search advertising

Paid search: what you need to do

• Create an Google Adwords account

• Send traffic to landing pages - not your homepage

• One landing page per ad group

• Improve message match for high quality score

• Get some help from a PPC expert


The 6 month plan

Month Social MediaEmail

marketingLead

generation

Search engine

marketing

Conversion optimisation Analytics

Content marketing

Paid search marketing

1 Setting up your online marketing stageSetting up your online marketing stageSetting up your online marketing stageSetting up your online marketing stageSetting up your online marketing stageSetting up your online marketing stageSetting up your online marketing stageSetting up your online marketing stage

2 Architect, build, grow and communicateArchitect, build, grow and communicateArchitect, build, grow and communicateArchitect, build, grow and communicateArchitect, build, grow and communicateArchitect, build, grow and communicateArchitect, build, grow and communicateArchitect, build, grow and communicate

3 An optimised approach to marketingAn optimised approach to marketingAn optimised approach to marketingAn optimised approach to marketingAn optimised approach to marketingAn optimised approach to marketingAn optimised approach to marketingAn optimised approach to marketing

4 Acquire, measure, rate and attractAcquire, measure, rate and attractAcquire, measure, rate and attractAcquire, measure, rate and attractAcquire, measure, rate and attractAcquire, measure, rate and attractAcquire, measure, rate and attractAcquire, measure, rate and attract

5 Network, build inbound links, and start testingNetwork, build inbound links, and start testingNetwork, build inbound links, and start testingNetwork, build inbound links, and start testingNetwork, build inbound links, and start testingNetwork, build inbound links, and start testingNetwork, build inbound links, and start testingNetwork, build inbound links, and start testing

6 Feedback, segmentation, contests, and linkbaitFeedback, segmentation, contests, and linkbaitFeedback, segmentation, contests, and linkbaitFeedback, segmentation, contests, and linkbaitFeedback, segmentation, contests, and linkbaitFeedback, segmentation, contests, and linkbaitFeedback, segmentation, contests, and linkbaitFeedback, segmentation, contests, and linkbait

Discovery Appointments

• See me to book a complimentary call to

• Help you with your 6 Ways

• Determine the “way” forward, if any

• See if there is a fit between what you need, and how we can help

• Book one today

Lspb marketing your practice escrs - dublin 2011

Business

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