lspb marketing your practice escrs - vienna 2011 - low res

Marketing your practice

AgendaTopic Time Duration

Positioning and competition 9:00 30mDeveloping a website 9:30 1hBreakout 1: Healthcare websites that sell 10:30 30mInternet marketing 11:00 1hMeet the experts 12:00 1hConversion optimisation 13:00 30mBreakout 2: The 6 Ways to Grow Your Business 13:30 30mGetting more enquiries 14:00 45mBreakout 3: Optimising for web conversion 14:45 15mGetting more appointments 15:00 45mBreakout 4: Mystery Call Evaluation 15:45 15mGetting more patients and more referrals 16:00 45mBreakout 5: Wrap 16:45

AgendaTopic Time Duration

Positioning and competition 9:00 30mDeveloping a website 9:30 1hBreakout 1: Healthcare websites that sell 10:30 30mInternet marketing 11:00 1hMeet the experts 12:00 1hConversion optimisation 13:00 30mBreakout 2: The 6 Ways to Grow Your Business 13:30 30mGetting more enquiries 14:00 45mBreakout 3: Optimising for web conversion 14:45 15mGetting more appointments 15:00 45mBreakout 4: Mystery Call Evaluation 15:45 15mGetting more patients and more referrals 16:00 45mBreakout 5: Wrap 16:45

More available online

Positioning &

competition

What’s your biggest marketing and sales

challenge today?

Too much time is wasted worrying about problems

‘out there’.

Instead, focus on what you can control.

Market positioning and competition


•What’s everyone else saying?



•What business are you in?




•What’s the message you’re sending?





• Can you prove it?






• Can you deliver?






• Can you deliver?

• Are you willing to do what it takes? Even if it’s uncomfortable?

We’ll do whatever it

takes!

We get you in and out!


takes!

We’re a hospital.



takes!

We’re a hospital.

Our stuff is the best!



takes!

We’re a hospital.

Our stuff is the best!

We take the time to get it

right!



takes!

We’re a hospital.

Our stuff is the best!We’re cheap!


right!



takes!

We’re a hospital.



right!



takes!

We’re close to you!

We’re a hospital.



right!


We’re a one stop shop!


takes!


We’re a hospital.



right!


We’reeverywhere!



takes!


We’re a hospital.



right!


We’reeverywhere!



takes!


Our surgeons arereally good!

We’re a hospital.



right!


We’reeverywhere!



takes!


Our surgeons arereally good!

We’re huge!

Where is your niche?


Focus


The greater the differentiation, the more reasons you are giving someone to choose you over your competition, and the less chance of needing to

compete on price

Asking the right Questions

Asking the right Questions

“If I had an hour to solve a problem and my life depended on the answer, I would spend the first 55 minutes figuring out the proper questions to ask. For if I knew the proper questions, I could solve the problem in less than 5 minutes."

You must ask yourself the tough questions


• Questions about


• Questions about

• The problem that “is” as opposed to the problem that “isn’t”


• Questions about


• Your target customers


• Questions about



• Your competition


• Questions about




• Your value


• Questions about




• Your value

• Your approach to value creation


• Questions about




• Your value

• Your approach to value creation

• Your marketing and communications

(low quality / low price)

Price (high)

Quality (high)

Underpriced Ideal for penetration Premium offering

Real Bargain Average Overpriced

Cheap goods Unhappy Customers Make the sale, and run!!!


Price (high)

Quality (high)





Price (high)

Quality (high)

1





Price (high)

Quality (high)

21





Price (high)

Quality (high)

2

3

1





Price (high)

Quality (high)

2

3

1

4




5


Price (high)

Quality (high)

2

3

1

4




5


Price (high)

YOU

Quality (high)

2

3

1

4




5


Price (high)

YOU

Quality (high)

2

31

4




6

5


Price (high)

YOU

Quality (high)

2

31

4

What do customers really care about?


/ Price


1. Customer service

/ Price


1. Customer service

2. Convenience

/ Price


1. Customer service

2. Convenience

3. Perceived quality / Price


1. Customer service

2. Convenience

3. Perceived quality

4. Perceived surgical skill / Price


1. Customer service

2. Convenience


4. Perceived surgical skill

5. Brand equity/ Price


1. Customer service

2. Convenience


4. Perceived surgical skill

5. Brand equity

6. Scope of service

/ Price

Benefits over Price = Value

• How do you set your prices?



•What is psychological pricing?




•What are the two main pricing strategies?





• How to increase or decrease your prices without killing your profits?






•What’s the difference between price, cost and value?






•What’s the difference between price, cost and value?

Make sure you request our Pricing White Paper. It’s on

www.liveseysolar.com/escrs2011


Developing a website

Developing a website in 2011


•What you need to know when you commission a website



• 12 things your website should be and do




• 22 tips to hire a good website designer

80% of website design is a waste of time and money. Stop that.

Focus on the 20% that’s really important.

What is the most important factor in the design of a website?

Easy to find what I wantCutting edge interactive experienceBeautiful visual designOther

n=174 (Do not work in marketing or advertising)


76%




10%

76%




9%

10%

76%




5%9%

10%

76%



12 things you want your website to be and do


1. Compete well and generate enquiries



2. Look good



2. Look good

3. Allow you to add, edit, delete pages and posts



2. Look good

3. Allow you to add, edit, delete pages and posts

4. Be multi-media ready


5. Have an analytics package attached



6. Be fully standards-compliant (mobile ready)




7. Not require “rebuilding”




7. Not require “rebuilding”

8. Allow multiple authors and location independent


9. Be blog and social media ready



10.Inexpensively support new functionality




11.Inexpensive and quick to build




11.Inexpensive and quick to build

12.SEO friendly at launch

1.Your website has to sell the goals


•What’s the goal?



• A phone call or



• A phone call or

• a form submission



• A phone call or


• contact me, blog subscription, info download, newsletter subscription



• A phone call or


• contact me, blog subscription, info download, newsletter subscription

• Demo: London Vision Clinic

2. Your website has to look good - and by that we mean “simple”


• Choose an off-the-shelf theme and customise it



• Usability is more important than design




• Stick to standards





• Keep it simple





• Keep it simple

• Demo: A or B - which performed better?

B performed significantly better than A


• +8.83% more visits



• +6.28% more absolute unique visitors




• +15.24% more Pageviews





• +5.88% more Average Pageviews






• -5.45% lower Bounce Rate







• -2.32% lower new visits / +2.32% more repeat visitors

3. Your website has to be easily updatable


•Why?


•Why?

• Fresh and compelling content is the most important thing


•Why?


• Updates have to be cheap, fast and easy (or you won’t do them)


•Why?



• Things change fast you want to be there first


•Why?




• Easy updates make testing much easier and cheaper too


•Why?




• Easy updates make testing much easier and cheaper too

• Demo: LiveseySolar Admin

Cost savings as a result of a CMS

* Based on producing 10 pages per month


Task Unit Cost Monthly Before CMS*

Monthly After CMS

Monthly Difference

Write a page 50 500 500 0

Design a page 85 850 0 850

SEO a page 85 850 0 850

Edit a page 42.50 425 0 425

Total 2625 500 2125


4. Your website should be multimedia ready


• Today, reading text is not enough. Your visitors want



• photos



• photos

• illustrations



• photos

• illustrations

• video



• photos

• illustrations

• video

• audio



• photos

• illustrations

• video

• audio

• animation



• photos

• illustrations

• video

• audio

• animation

• Demo: WordPress Tutorial

5. You have to be able to analyse your website traffic


• You cannot manage what you don’t measure



• It’s an early warning system for your business




• Monitor your conversion rate to improve it




• Monitor your conversion rate to improve it

• Demo: Google Analytics video

6. Your website must be standards compliant


• How does your website look on different



• browsers and versions (IE, Firefox, Chrome, Safari)




• operating systems (PC, Mac)





• screen resolutions





• screen resolutions

• devices (iPhone, iPads, Blackberry, Android)

7. You’re website should not require rebuilding when adding content


• Content and design templates should be separate



• Both can be stored in a database



• Both can be stored in a database

• Themes should be highly customisable in look and function

8. Your website should allow web-based authoring


•Web-based authoring



• enables more than one author - sharing content development load




• enables you to outsource your content development easily





• enables updating from any location





• enables updating from any location

• enables updating at any time


•Why have a blog?


•Why have a blog?

• It’s the easiest way to publish and store new updates


•Why have a blog?


• It enables interaction with your visitors


•Why have a blog?



•Why social media?


•Why have a blog?




• it’s the easiest way to share your content across the web


•Why have a blog?





• it enables your visitors to share your content with friends


•Why have a blog?





• it enables your visitors to share your content with friends

• Both drive more visitors and more conversions

10. Your website should support inexpensive functional add-ons


• An open-source system



• allows you to save money and time by adding free functionality




• sharing, polls, navigation, plug-ins, widgets




• sharing, polls, navigation, plug-ins, widgets

• keeps your functionality up to date because thousands of others are doing it for you

11. Your website should be cheap, fast and easy to build


• Spend less money on design



• Spend more money on web marketing




• Get updates to market faster




• Get updates to market faster

• Reduce maintenance costs

12. Your website should be SEO friendly from launch


• SEO isn’t hard - it just takes time



• Most of SEO is hatched at site design stage




• Designers create obstacles to search engines all the time





• It’s all about letting the search engines find you easier





• It’s all about letting the search engines find you easier

• Then you can do it yourself

The website audit

The website audit

• Get your website audited for

The website audit


• Conversion

The website audit


• Conversion

• SEO

The website audit


• Conversion

• SEO

• Design

The website audit


• Conversion

• SEO

• Design

• Usability

The website audit


• Conversion

• SEO

• Design

• Usability

You have requested a free website audit, right? No?

Well, go here at the break: www.liveseysolar.com/

escrs2011

Breakout: Healthcare websites that sell


• Handout and Exercise Instructions



• Get into partners




• Consider what do your customers want




• Consider what do your customers want

• Consider how can you make this EASIER to find?

Internet marketing

80% of internet marketing is B.S.

It’s easier than you think. Just start and you’ll figure

it out.

Internet marketingWhat you need to know

Internet marketingWhat you need to know

Tactic Attract visitors Nurture leads Get referrals

Search engine optimisation (SEO) Yes No No

Paid search advertising (PPC) Yes No No

Social media Yes Yes Yes

Email marketing No Yes Yes

Putting it all together


No, you don’t have to read this tiny print. This is a handout!!!

The most important aspect of internet marketing is content development.

Develop the following types of content:


• Text (300 word chunks; both static and timely)



• Video (1-3 minutes in length; interesting)




• Presentations (short and useful)





• Photos (excellent quality; interesting)






• Documents (valuable, information-heavy)






• Documents (valuable, information-heavy)

• Audio (up to 20 mins; excellent quality; interesting)

Publish and share the content

Publish and share the contentType Publish to SEO? Twitter Facebook LinkedIn Email

newsletterEmail

follow up

Text articles Blog / Site Yes Yes Yes Yes Yes Yes

Video YouTube / Blog / Site

Tag / describe / transcribe

Yes Yes Yes Yes Yes

Presentations Slideshare / Scribd / Blog


Yes Yes Yes Yes Yes

Photos Flickr / Picasa / Blog / Site

Tag / describe Yes Yes Yes Yes Yes

Documents Issuu / Blog Tag / describe / transcribe

Yes Yes Yes Yes Yes

Audio Soundcloud / Blog


Yes Yes Yes Yes Yes

SEO: what you need to know


• You must understand your customer



• Usually the biggest driver of consistent online traffic




• Long-term effort and results; it’s not free





• Quality content comes first; SEO comes second






• Type of content matters







• You can do it yourself, but choosing focused keywords are difficult








• Must be measured (as “organic” or “non-paid” search traffic)

Paid search: what you need to know


• Immediate results



• Costs more and more all the time; reduce dependency




• Highly targeted; send clicks to landing pages





• Test SEO strategy, balance seasonality, monetise timely PR, and supplement volume needs






• Needs to be constantly tested (high maintenance)







• Must be measured (as “paid” search traffic)








• Short head and long tails

Social media: what you need to know


• Social media is difficult without content



• Use storage social media (YouTube, Flickr, Issuu, Slideshare)




• Use sharing social media (Facebook, Twitter, LinkedIn)





• Publish quality content






• Publish on a schedule







• Interact, don’t just push your services








• Must be measured (as “referral” traffic)

Email marketing: what you need to know


• Must be permission-based



• Must be segmented to the audience




• Can be automated





• Useful for enquiries and customers






• You can really screw it up







•Works very well when you’re doing it consistently

Always be testing

Always be testing

•What would increasing your website conversion from 1% to 2% do for your business?

Always be testing


• You can test everything

Always be testing


• You can test everything

• Homepage, Contact Us page, Landing pages, calls to action, headlines, header images, alignment, background colours, videos and images, common page elements in sidebars, navigation labels and organisation, buttons, offers...

Website testing process (repeat)

Website testing process (repeat)1. Create a hypothesis


2. Choose elements to test (A/B or multivariate)



3. Choose the goal



3. Choose the goal

4. Design the variations



3. Choose the goal


5. Set up the test



3. Choose the goal


5. Set up the test

6. Run the test



3. Choose the goal


5. Set up the test

6. Run the test

7. Decide the winner



3. Choose the goal


5. Set up the test

6. Run the test



Example for Contact Us Page

Using analytics to evaluate marketing


• Does this particular investment pay?



• You can use the internet to monitor ROI on nearly everything

The big picture:The content

development process

Meet the experts

Conversion optimisation

Understanding conversion optimisation


• There are 4 hurdles to growth



• There are 6 ways to grow your business




• 4 of them involve selling (overcoming the hurdles)





• 2 of them involve are the very basics of business (maximising the multiplyers)





• 2 of them involve are the very basics of business (maximising the multiplyers)

•What I know for sure...

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.

The 4 hurdles

The 4 hurdles

1. “We don’t have as many enquiries as we’d like”

The 4 hurdles


2. “We don’t have as many appointments as we’d like”

The 4 hurdles



3. “We don’t have as many patients /clients as we’d like”

The 4 hurdles




4. “We don’t have as many patient / client referrals as we’d like”

How do I get from HERE to THERE?

6

IS... Ought

What IS the problem?

What needs to be DONE?

The problem is...

You.

Too often, we’re solving the problem that ISN’T, instead of solving the problem that IS.

Why you don’t have enough enquiries


• You are failing to



• offer your target market the unique value proposition it wants




• be found online




• be found online

• convert website visitors into enquiries




• be found online


• provide informative alternatives to nurture less committed enquiries




• be found online



• open new healthcare marketing channels to get more referrals

Why you don’t have enough appointments



• generate enough enquiries




• keep accurate and comprehensive records





• convert enquiries on the telephone






• follow-up

Why you don’t have enough patients



• generate enough enquiries and appointments




• convert appointments into patients / clients





• treat your patients / clients as they want to be treated

Why you don’t get enough referrals



• 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

Are you feeling depressed yet?

Are you feeling depressed yet?

• Repeat after me...

I am the problem.

But I can change.

Success begins at the end of your comfort zone.

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





• Plan a program and follow it

• More doing, less talking

Identifying the 6 Ways

Identifying the 6 Ways1. How many enquires? (per month)


2. How many convert to appointments? (Percent)



3. How many convert to consultations? (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

6 Ways to Grow

Breakout: 6 Ways to Grow Your Business


• Learning goals:


• Learning goals:

• get a clear picture of what the problem IS versus what it ISN’T


• Learning goals:


• understand what every lever does


• Learning goals:



• understand the formulas


• Learning goals:




• work out the % change and desired outcome


• Learning goals:




• work out the % change and desired outcome

• I’ll do it with you

The big picture:The conversion process

Getting more

enquiries

The internet is the most reliable and cost-effective method of enquiries over

time.

Maximise it.

How to generate more enquiries

How to generate more enquiries1. Set your enquiry goals


2. Improve your SEO


2. Improve your SEO

3. Invest in paid search marketing


2. Improve your SEO


4. Redesign your website


2. Improve your SEO



5. Run web conversion tests


2. Improve your SEO




6. Provide information products


2. Improve your SEO





7. Engage in social media marketing

Website testing process (REVIEW)

Website testing process (REVIEW)1. Create a hypothesis



3. Choose the goal



3. Choose the goal


5. Set up the test



3. Choose the goal


5. Set up the test

6. Run the test

Example for Contact Us Page

Breakout: Optimising for web conversion


• Instructions...


• Instructions...

• Name one thing on your website that could be improved


• Instructions...


•What would you change?


• Instructions...


•What would you change?

• How would you know it worked?

Getting more appointments

Give your staff the tools and training to sell on

the phone and follow up by email, and they’ll

amaze you.

How to get more appointments from your enquiries


• Understand the baseline



• Understand why your telephone sales is worse than it could be




• Get a CRM system to track your enquiries





• Hire right





• Hire right

• Train your telephone sales people





• Hire right


• Follow up with enquiries by phone, post and email marketing

Breakout 4: Mystery Call Evaluation


• Handout and exercise instructions...



• Review the sheet together




• Listen to a sample mystery call




• Listen to a sample mystery call

• Evaluate the call as we go

Getting more

patients

Consultation training for doctors and healthcare

professionals helps convert more

appointments into patients.

How to generate more patients from your appointments


• Use the same CRM system to monitor your appointments



• Define and implement a consultation sales system




• Invest in a customer service process and training





• Follow up with appointments by phone, post and email marketing

Getting more

referrals

Customer service training and referral

programs generate more patient referrals

How to generate more referrals from your patients / clients


• Use the same CRM system to monitor your patients



• Define and implement a referral sales system




• Invest in customer service training





• Engage in social media






• Survey your patients and close the loop







• Follow up with patients by phone, post and email marketing

Breakout 5: Wrap

Breakout 5: Wrap

• Instructions...

Breakout 5: Wrap

• Instructions...

• List the 3 MOST important things you learned today

Breakout 5: Wrap

• Instructions...


• How you will APPLY it to your practice

Breakout 5: Wrap

• Instructions...



•WHEN you will implement

Breakout 5: Wrap

• Instructions...




• Share these 3 things with 3 different people in the room

Breakout 5: Wrap

• Instructions...




• Share these 3 things with 3 different people in the room

• (Exchange a business card)

Who are we?

LiveseySolar

LiveseySolar

You have subscribed to our free blog, right? No?

www.liveseysolar.com/escrs2011

What’s your biggest marketing and sales

challenge today?

If you ask me... it’s how you answer the phone.

Top 10 reasons why your telephone selling sucks


1. Ethical debates


1. Ethical debates

2. Leftovers do it


1. Ethical debates

2. Leftovers do it

3. It’s part of another job


1. Ethical debates

2. Leftovers do it


4. You hired the wrong people


1. Ethical debates

2. Leftovers do it



5. Lack of infrastructure


1. Ethical debates

2. Leftovers do it




6. Lack of sales process


1. Ethical debates

2. Leftovers do it





7. Lack of training


1. Ethical debates

2. Leftovers do it





7. Lack of training

8. Lack of goals and accountability


1. Ethical debates

2. Leftovers do it





7. Lack of training


9. Poor pay, incentives and rewards


1. Ethical debates

2. Leftovers do it





7. Lack of training


9. Poor pay, incentives and rewards

10.Too much knowledge, not enough interpersonal skills

Who wants to fix that?

Increasing Telephone Conversion Rates

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• Everything your telephone sales person needs to improve their conversion rates on the phone

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Satisfaction Guaranteed.

Questions?

Questions?

•What if I can’t make the date?

Questions?


• No problem, your credit is transferable

Questions?



•What if I can’t afford it?

Questions?




• If you can’t afford it, then you probably really need it!!! Think: ROI

Questions?





•What if they don’t like it?

Questions?





•What if they don’t like it?

• No worries, if you’re not satisfied you’ll be refunded

Questions?

Questions?

• I’m not sure if this is the right time...

Questions?


• Can you predict exactly when you’ll need these skills?

Questions?



•What if I have more than one person?

Questions?




• If you book at least 1 today, then we’ll hold the rate

Questions?





• I’ll get back to you, honest...

Questions?





• I’ll get back to you, honest...

•Why would you do this for nearly double the price later?

Thank you.

Thank you.You have subscribed to our free blog, right? No?www.liveseysolar.com/escrs2011

lspb marketing your practice escrs - vienna 2011 - low res

Business

tough questions questions

right questions

competition whats

toughquestions questions

theproper questions

aour stuff

market positioning

thewere cheap