lspb marketing your practice escrs - dublin 2011
DESCRIPTION
A presentation delivered at the ESCRS practice development weekend in Dublin, November 2011TRANSCRIPT
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Building your practice
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The 4 hurdles
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What’s your biggest marketing and sales
challenge today?
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Too much time is wasted worrying about problems
‘out there’.
Instead, focus on what you can control.
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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
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How do I get from HERE to THERE?
6
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IS... Ought
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What IS the problem?
What needs to be DONE?
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The problem is...
You.
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Too often, we’re solving the problem that ISN’T, instead of solving the problem that IS.
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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.
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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
More available online
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Why you don’t have enough appointments
• You are failing to
• generate enough enquiries
• keep accurate and comprehensive records
• convert enquiries on the telephone
• follow-up
More available online
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Why you don’t have enough patients
• You are failing to
• generate enough enquiries and appointments
• convert appointments into patients / clients
• treat your patients / clients as they want to be treated
More available online
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Why you don’t get enough referrals
• You are failing to
• 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
More available online
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Are you feeling depressed yet?
• Repeat after me...
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I am the problem.
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But I can change.
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Success begins at the end of your comfort zone.
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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
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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
More available online
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6 Ways to Grow
No, you don’t have to read this tiny print. This is a handout!!!
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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
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Telephone handling
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3. Closing2. Opening1. Greetings
The 3 Act Call Process
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Handling Objections
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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
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Internet marketing
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80% of internet marketing is B.S.
It’s easier than you think. Just start and you’ll figure
it out.
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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
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Social media marketing
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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
More available online
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Email marketing
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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
More available online
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Lead generation
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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
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Search Engine Optimisation
(SEO)
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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
More available online
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Conversion optimisation
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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
More available online
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Analytics
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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
More available online
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Content marketing
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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
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Paid search advertising
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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
More available online
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The 6 month plan
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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
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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