Welcome, welcome, welcome everybody to Top Line Live at Five! My name is Brian Devine here with Top Line. Today, we’re going to be talking about “Is your practice ready for good marketing?”
That might sound like a strange question to ask. Because, good marketing, obviously, the whole point is to get your phone to ring. Now, the point of good marketing. Getting your phone to ring, believe it or not, that is a conversation that we can have another day. Because, a lot of times when we ask, “What is the goal? What are we trying to achieve?” We’re hoping that the goal is to get the phone to rain and get new patients to the door. Sometimes the goals are a little more abstract. It gets hard to build a pinpoint and make sure that we’re giving our clients what they need. So, for me today, the goal for good marketing is to get your phone to ring. So, that new patients come to the door on a nice and regular steady basis. That’s the ultimate! That’s what we’re trying to achieve for all of our clients.
Now, the reason that I’m bringing up the question of “Are you ready for that?”, is because through conversations that we’ve been having lately with current clients, with new clients, clients we’ve been talking about coming back onboard with us, the question that we are finding is more important than ever is “Are you ready to handle the new patient phone calls? To handle that new patient flow?” When we run these types of campaigns and we start getting the phone to ring, we’d like to record every one of those phone calls. We don’t do it because we want to point the finger and say “Gotcha! You didn’t do that right!” No! We do that because we want to be able to say, “Hey, I think we need to do a little more training on this side, when the phone rings, how are we answering it.” You’d be surprised at how little training tends to go into the simple act of answering the phone. That has got to be one of the most important things that you do in your practice. It gets overlooked all the time.
Simply saying the name of the practice and “Can I help you?” is not enough anymore. We live in a world where there is so much competition and people are working so much harder than ever before to create an experience for that new patient. That if you are doing that, you’re in trouble. Because, somebody is going to come along and they’re going to start taking those patients from you. I’m not trying to rain on your parade. What I want you thinking about is what are your systems and processes in your practice right now and are they solid enough that if you started to see an increase in new patient phone calls that you’d be able to turn those into new patients.They wouldn’t just be calls that kind of got left to do nothing.
As we go through these calls and we say, “Hey, I think let’s do more training.” We have all of this training available to our clients and to the staff. So, that they can learn all these things and get better at answering the phones and get better at how to turn a new patient call into a patient. The reason that this is so important is when you are typically working with referrals, which are the best, we want you to get those referrals. We don’t want those to ever go away because those are the best. But, referrals – they call and they say, “Hey, someone says I’m just going to tell you’re great and I’d like to make an appointment.” So, that’s all you have to do. Just don’t screw that up, right? But, when you have somebody that is fishing around, they don’t have a home yet. They don’t know where they’re going to be going. They need to know that this is going to be a good place for them to land.
That means when you answer the phone, you answer the phone with some energy. You answer the phone consistently. You say your name and then, pretty much no matter what the person on the other end starts to ask or question or talk about, you ask what their name is. So, that you can now address them by name. That you could have a real conversation using their name. Then, also say, “And before I get too far along here, can I get your phone number? Just in case, we get disconnected or if a patient comes up and I need to call you back.” Now, you have their name and their phone number and you can call them back any time.
Now, most people nowadays are calling cell phones and calls get dropped. They’re busy and maybe they’re not going to call you right back. Well, if you didn’t ask for their name and their phone number, you don’t have any way to get back to them. I know you’re probably going to, “Oh no. We do that. We absolutely do that.”
Most offices that I work with have some kind of sheet in front of them, where that’s what they’re supposed to do. But, as we go through these calls, we realize it’s not being done. It’s not that the front desk is bad or wrong or doing something inappropriate, they just haven’t been trained on how to do it or it has been so long since they’ve been trained. That they’ve kind of forgotten about some of these basic institutions. They are vital okay and I know that I’m talking about this one piece of your practice and how if it is ready to take on those new calls. Because, we hear enough of these calls, that we know when we get the phone to ring, it doesn’t always go up. So, we are getting you 5, 8, 10 new patient calls and you’re not turning any of them into either appointments or new patients. We’ve got a real problem. It’s not because the leads are bad. It’s because you don’t have a system in place in order to make sure that those calls get turned into patients. That’s what I mean by “Are you ready for good marketing?”
If you start to see that new patient flow, you start to increase. Those phone calls are coming in, do you have a system to not only handle that first call? But to make sure that you can get back in touch with them? Maybe you even have what we call a “Shock and All Package” that immediately sent out to them. So, that they know you’re serious about taking good care of them, in their health. All of those things should be in place. So, that whenever a new lead comes in, you’ve got a good maybe 70-80% chance of turning them into a patient.
Now, on referral, 80% off the bat without you doing anything is very likely and probably 100%, right? We’re just calling to say, “Hey, I’m glad somebody said you’re great. I’m coming now.” These are a little bit different and I want you to think about that process. If you need some help, you have some questions, you’d like to hear more about the process, I’m happy to go through it and walk you through all the different ways that we help clients get better at that process. Even do a little bit of training, so, if you’d like to see more of that please, let me know. I’d be happy to do it. It’s a lot of fun and it really have a huge impact on the growth of your practice.
Alright! That’s it for me! Let me know what questions you have, how we can be of support and look forward to seeing you next time on Top Line Live at Five! That’s it for me. Bye for now!