Converting new plastic surgery leads IS getting more difficult for all sorts of reasons.
You most likely are paying hefty monthly fees to your SEO/hosting company, your digital marketing agency, your directories and others to help you get found on the Internet using content creation strategies.
They, in turn, send you leads of prospective plastic surgery patients wanting your services. And that’s where the trouble starts…
- Your staff complains these leads are awful.
- They are not serious about moving forward.
- They’re just price shoppers.
- These leads are wasting their time. Ever hear that?
Sometimes it’s true. Some of the leads are a waste of time. When you put your message out there into the Universe to millions of people, it’s a crap shoot what comes back to you.
You have to take the good with the bad. If you aren’t happy with the leads coming your way though, take a look at what you are doing to attract them. The quality of the leads is dependent on your branding, marketing message and media used to attract new patient leads since the goal of marketing is to attract serious plastic surgery candidates to you and repel those who are not serious.
But let’s say you know you’re doing a good job marketing YOU. You make videos explaining procedures, post on Instagram, answer questions online, and you pay to advertise.
Why aren’t these leads you’ve spent a fortune to get NOT converting?
One huge reason is because of the sheer volume of marketing messages coming at prospective cosmetic patients. It can be overwhelming to research cosmetic procedures. There is so much confusing and conflicting information about the downtime, results, pricing, etc.
And once prospective patients determine which procedure they want, they now have to select a surgeon and that opens up another huge amount of choice.
This puts fickle consumer patients in the driver’s seat and that’s what is leading to a waste of your valuable time and holes in your surgery schedule. But there’s more to it than that.
When it comes to lead conversion, there are two deadly sins that you have full control over but oftentimes neglect…bad phones and weak consultations.
I’m sorry to point the finger at your staff but the good news is, it’s easy to fix so let’s break it down:
Deadly Sin #1: Bad Phones
A big mistake that’s ruining your marketing efforts is having front desk staff not able to convert callers to consultations.
Here’s the scenario… You have spent a fortune re-designing your website (again) to ensure Google and their rules don’t ban you from the Internet. And, you work with a company to get your SEO in shape so prospective patients can find you online. You are most likely spending advertising dollars on Google Adwords, directories, and banner ads which isn’t cheap.
Next, you may have spent a small fortune redesigning your office to cater to cosmetic patients who have the disposable income for your services so you give them a nice atmosphere when they visit…
Then, you conquered the world of social media. You’ve hired a team to blog for you, write content, and update your FB page regularly. You even assigned an internal staff person to be your “social media ambassador”.
This is costing you time and money but you’re sure it’s helping. So, the stage is set, and you are ready for new cosmetic patients. And all your efforts are working!!
Prospective cosmetic patients found you online, they learned enough about you, and they are confident you are a great choice to help them with their needs.
They eagerly call your office with anticipation knowing you are a first-class practice ONLY TO HEAR….
- Doctor’s office. Please hold….
- A disinterested receptionist with no enthusiasm.
- A friendly receptionist who doesn’t know anything.
This WAS NOT the image or experience your callers expected. That “incongruence” between your image portrayed to the prospective cosmetic patient is lost when that image is not carried through to your receptionist and how they handle new callers on the phone.
What a waste of money when you lose cash-paying patients before you even got to meet them.
Here’s something to help…
Print out and have your front desk staff use these 5 Phone Fixes to book more callers to appointments:
By the way, do you monitor your calls for consistency to be sure what you think is being said is actually being said?
Working with practices and call centers for years, I learned you can’t take anything for granted.
Just when you think you have trained your staff, you find they went right back to their old ways. So, it takes constant never-ending improvement and accountability to ensure they stay professional and on script.
Deadly Sin #2: Weak Consultations
Let’s say you have great front desk staff, and they are excellent at booking callers to consultations.
The patient comes in and is greeted by that same friendly front desk person. The visiting patient now goes through your consultation process of completing paperwork, having photos taken and meeting with you, the surgeon, to discuss your recommendations. So far, so good.
Now your patient coordinator takes over. Her job is to present the numbers, answer additional questions and book surgery. But is that what actually happens?
How often do you hear from your coordinator the would-be patients walked out the door without booking, never to be heard from again?
When asked, your coordinator tells you things like:
- They were just price shopping
- They can’t afford it
- We (you) oversold them and on and on
But is that really true? I guarantee at least 15% of those consults were lost due to your coordinator NOT being skilled and/or experienced enough to convert them.
Your patient coordinator can be a game-changer for your bottom line so please choose carefully who is representing you.
The art of converting consultations is a big topic, so, here are 3 tips to get your coordinator converting more than ever:
- Bond early with a pre-consult call to pre-bond and pre-qualify so they are more likely to say YES than “I have to think about it.”
- Answer objections with other patient stories so rather than get defensive, let your other patients answer the objections for you. Show off their before/after photos and tell their stories so the prospective patient is more comfortable knowing others were just like her and had a great experience so she will too.
- Transition from presenting to closing. This is subtle but vital to your coordinator’s success. There comes a point in the process where you need to stop presenting and ask for a decision. Most coordinator’s say, “Do you have any other questions?” and leave it up to the patient to wrap things up.
A professional coordinator has planned out bridges she uses to transition from presenting to closing to make it a smooth transition and easier for the patient to say yes.
This makes it more comfortable for the coordinator to ask for the decision and for the patient to say yes.
Once she conquers this one closing skill, executed professionally, it makes the difference between a 25% conversion rate and a 75% conversion rate.
But like anything else in life, it’s a learned and practiced skill.
If your receptionist and/or coordinator could use professional converting training, scripts, and accountability, let’s talk about how quickly I can turn them into revenue-generating assets.