Have you ever wondered what it was that finally made a prospect call your office and become a new patient? We can talk about how newspaper ads might or might not have convinced people to call, how effective radio spots were or even the numbers of clicks we got on our websites. We might even be able to point to a particular “hot button” procedure we discussed on a blog or in a video and claim it pulled in calls really well.
All too often when we try to duplicate the success of a previous ad or the video, and we find the potential new patients have suddenly disappeared. The response rates drop way off and the calls cease. So what is it — What is the magic wand that makes people call?
The National Sales Executive Association would say it isn’t any one thing. Yes, some ads pull better than others. Some mediums are more in touch with the public, such as videos and websites. But to see the big picture of marketing your practice you have to understand the buying public. These statistics tell it all:
That last statistic tells the story
You always should know the rate of return for every ad or promotion, and thanks to our Zetetics™ now you can. You always should be testing your ads to constantly improve their performance so your advertising budget continually works harder for you. But the number one way to increase your conversions (get those calls to your office) is through multiple contacts with potential patients. Eighty percent of conversions happen on the 5th to 12th contact you have with the individual… 80%!
That means that if you think you are going to get someone to call your office by inviting them to your website with a newspaper ad (two contacts), and that’s all you have to do, you are missing 90%-95% of your potentially new patients. If you are sending out a direct mail piece with brochures and fliers and expect John or Jane Public to call, forget it. On average the person will only respond after they have heard, seen or viewed you 5-10 times.
Your marketing has to be more interactive and progressive than ever before
Thanks in large part to the internet, the public is more prone to “shop and compare” than ever before. They cannot be swayed with one contact; a newspaper ad or a radio spot. They shop, they dig deep finding information and to some degree they are distrustful of “one hit wonders” – those that are seen or viewed once and then go away. But when you figure out a way to keep dripping information to prospects in a multitude of ways, your phone will start to ring.
That may seem like a lot of work – contacting someone 12 times – but SmartBox can automate the process for you. The “drip marketing” we offer will continually put your chosen message in front of potential patients.
And what will be the return on your investment when you get in front of the public that many times? How much could you expect to increase your closing rate if you sent out four emails, for instance? About 173%, or if you increased those contacts to eight you’d enjoy a 400% greater response rate, according to E-Marketing Today. That’s not a bad return for a little more effort that can be automated. Contact us to learn about how we can automate your follow-up for you.