How do you make $50K in one hour? You don’t do it by charging more or doing surgery faster or letting staff go (in case that’s what you guessed). Instead, you make a quick $50K in one hour by getting online and making a patient webinar presentation to prospective patients, interested in what you have to say.
Now before you completely close your mind to the idea because you are uncomfortable online or don’t know what to say or don’t know how technology works, hear me out….
Think of this online cosmetic patient webinar as a “1-to-many” consultation.
Aren’t you super comfortable consulting with would-be patients on solutions to their problems? You listen to their concerns, make recommendations based on those concerns and you most likely show them social proof of what they can expect, right?
Well, you do the same thing on a patient webinar to a much larger group.
Only it’s easier because they are not interrupting or arguing with you 😉
If you’re looking for a marketing strategy that’s working now to reach new patients to fill your surgery schedule, a patient webinar makes sense.
We’re going to look at what a patient webinar can do for you to grow your practice, as well as a checklist of webinar best practices.
Benefits of a Patient Webinar
Online learning is growing. With so many consumers working at home and meeting online virtually, a patient webinar makes sense to use as a lead generation tool.
Consumers today are used to getting their information in longer webinar format, so this media channel works well when you have important educational content to cover, especially with visual images.
It’s the one-to-many format so think of it as a cosmetic consultation for a group that reaches so many more prospective patients in the least amount of time.
Patient webinars are a revenue-generating event worth many thousands of dollars to you when done right.
You solidify relationships with your current patients and are introduced to new prospective patients through your marketing efforts.
And, the attendees can spread the word about your webinar through their personal social media channels, giving you even more exposure to new patients.
It also solidifies your brand to help the aesthetic patient remember you when they’re ready for cosmetic enhancement….even years later.
Patient Webinar Checklist
Like anything else in life, you get out of it what you put into it. This does take effort. However, once you have it “in the can”, it can be a patient-attraction work horse that keeps on giving.
But first, here’s is a patient webinar checklist to ensure you have a successful and profitable patient webinar:
Choose a Theme
It’s vital you get this right since the title of your webinar will determine the interest level for consumers to attend.
I suggest picking one body part or one procedure vs. presenting a laundry list of your services. That’s too salesy. You want to approach this from an educational point of view.
For example, which would you rather attend:
The A-B-C’s of Cosmetic Rejuvenation or Tummy Tuck Talk?
Tummy Talk wins hands down because its specific, focused and talking to a very particular audience who is interested in tummy tucks.
Now you need a marketing message with very good reasons WHY your patients and the public want to attend your webinar. It’s got to be interesting enough to grab their attention so fill up your message with benefits they care about. For example:
Discover how a tummy tuck gives you back your pre-baby body with:
- Less downtime
- Less scarring
- Lower cost
Let them know before/after photos will be shown, they’ll hear from actual patients who have had a tummy tuck and special pricing will be offered to the attendees. Encourage them to invite their friends and share the webinar details on their social media platforms since all are welcome.
Market Your Patient Webinar
It doesn’t matter how great your patient Webinar is if nobody knows about it. It does take marketing effort and repetition to spread the word so your marketing plan should include:
- Email invites to your current patient list
- In-house signage
- On-hold phone messaging
- Social media posts
- Website banners
- Text messages
- FB & IG ads
And be sure to Invite those prospective patients who came in for a consultation but never booked and even long-lost patients who would be interested in reconnecting with you.
Choose a Webinar Platform
The two most popular online platforms are www.Zoom.us or www.GoToMeeting.com. What I love about both of these platforms is you have consumers register for your webinar by giving you their name, email and cell phone (for text reminders). Then, the platform will automatically send out reminders which I highly recommend, unless you want to send out your own customized reminders through your own email platform .
Technical glitches are common so be sure you pick one platform and get very comfortable with it. Then practice with dry runs to ensure all goes well when you are live.
This needs to be audio and visual so attendees can see you and the results of your great work and you can market it on more platforms when you have audio and visual.
You want to talk in a friendly voice and keep it simple. Show lots of social proof so the attendees can “see” your skills and expertise.
And there must be a compelling reason for the attendees to do something after they watch the webinar. That’s the whole point…to give them the information and social proof they need to move forward with their own surgical consult.
Think of it as a typical surgical consultation you have regularly but it’s tweaked for this format. For example, this webinar agenda works well:
- Welcome the attendees – patient coordinator
- Introduce and credential the surgeon – patient coordinator
- The process of pre/post baby tummy issues – surgeon
- What is a tummy tuck – surgeon
- Myths & Misconceptions about tummy tucks – surgeon
- FAQs for a tummy tuck – surgeon
- Before/After photos – surgeon
- Live patient story testimonials – tummy tuck patient
- Special pricing for attending the webinar – patient coordinator
- Q&A – coordinator and surgeon
- Call to Action – call the office or direct message or email to schedule a consult right now (have staff standing by to respond).
The length of your webinar depends on attendee interaction. It’s much more important you use your time to answer their questions then to go on and on about the technical aspects of the procedure.
It should take 20-30 minutes for the surgeon to present and “show & tell” before/after photos while explaining the patients’ concerns and their results.
Then open it up to questions and have your coordinator read the questions to you.
Regarding the special pricing, if you normally charge a consultation fee, you can offer it complimentary since they attended your webinar. You can also try a $250 Gift Card towards a tummy tuck, again, because they attended your webinar.
Tip: Oftentimes, the attendees are shy so you should have a few starter questions to start with to get the ball rolling.
Design power point slides to strengthen and emphasize the points you intend to make in your script, but it should NOT be the script itself.
Back up your points with as much social proof evidence as possible, and make it entertaining. Think stories. Patients love to hear other patient stories about their own journey, so show great photos while explaining how the patient came to you, what her concerns were, what you did for her, and how fantastic she feels now that she got her pre-baby body back.
Tip: Be sure your logo and website address are on every slide just in case attendees come and go throughout your presentation, they can check out your website to learn more.
Tip: You want this webinar to live on for years so Do NOT refer to anything that dates it. Keep it date neutral and don’t mention anything like Holidays coming up.
Post-Webinar Follow Up
You did the hard part and now you want to go one step further and follow up with the attendees.
Since the attendees registered, you can send them an email thanking them for attending and reminding them of the webinar special pricing that expires within 24 hours or by the end of the week.
Your coordinator should call the attendees to get their feedback and offer to schedule a complimentary consultation.
You can use the same marketing channels you used to invite people, to now send out the webinar replay so they can watch it again, forward it to their friends and comment on it in social media.
And it will now live forever on YouTube, IG, FB, Vimeo and your Website so it becomes a patient-attraction lead magnet automatically.
As you can see, patient webinars take time and effort but can be an excellent way to attract new patients to you as well as current patients who want a tummy tuck!