Marketing is continuously shifting and evolving; and in the past decade, marketing has significantly shifted toward the digital landscape. One of the most important things for a successful marketing experience today is knowing your target audience in digital marketing.
Digital marketing offers businesses more ways to target unique and specific audiences and demographics than traditional media.
While traditional methods focus on reaching broad audiences and large volumes of people, digital marketing is able to be much more refined to target a specific audience that is interested in and searching for your product/service.
Since moving from traditional to digital marketing, brands are able to target consumers on a multitude of levels, from the basics which are: age, location, job and education level. To lifestyle segmentation which are: preferences, hobbies, wants, needs, likes and dislikes.
Overall, digital marketing changed the game and gave businesses an easier and faster way to reach a specific audience on a digital platform.
Why is it important to know who your Target Audience is?
Targeted marketing develops an understanding of a consumer’s behavior. And knowing and understanding your target audience is one of the most important things when it comes to marketing and digital marketing.
Knowing who your target audience is, will guide your campaigns specifically to people who are interested or potentially interested in the products or services offered by your company. And understanding the interests and behavior of customers and potential customers will allow your business to better target them.
The more accurate a target audience is, the better your company can advertise and market to this population which can help you experience more conversions.
That’s why it’s so important to know how to find your target audience, otherwise you’ll just be wasting time, resources and money by targeting everyone.
Defining your Target Audience:
A business must first understand what a target audience is before it can determine its own target audience.
A target audience is a business’s end consumer—whoever is interested in a company’s products or services.
Things like: Demographics, interests, lifecycles and even geolocations define the target audience.
In a nutshell, these are the individuals with the highest chance for conversion.
In order for businesses to improve customer lifetime value and conversion rates, they need to be able to define and target specific audiences so they know where to concentrate their sales and marketing efforts.
This process will involve some guesswork, but for the most part it’s based on the analysis of several specific factors that inform which audience is the best fit. Those factors include:
Characteristics such as gender and age often play a key role in determining the likelihood of a prospect to make a purchase.
Income can be an important qualifier for conversion. If you’re a B2B (Business to Business) marketer, assessing your audience’s average income means determining how much revenue a company generates and whether it aligns with what you are selling.
For B2C (Business to Consumer) marketers, you can use income-based audience targeting which focuses on individual and household income data.
Some prospects may never make a purchase from you simply because you are too far away to serve their area. That’s why it’s important to establish your marketing audience based on geographic location when working with online marketing channels.
Psychographics refer to characteristics of studying consumers based on psychological characteristics (understanding the consumer’s emotions and values) and traits such as: values, desires, goals, interests, and lifestyle choices. By understanding this, you can market more accurately.
What else should you research?
You can also use the following questions to further help you define and research your target audience(s):
–Which social media sites does your target audience use the most?
–What type of audience follows my competitors?
–What posts topics do my competitors follow and react to the most?
–What issues are solved by your products or services that your target audience can rely on?
Knowing Your Target Audience on Different Platforms
Every digital platform has different uses, audiences, and purposes and therefore must receive unique marketing materials and processes.
That’s why understanding a target audience in terms of specific platforms is essential because there are countless platforms to reach consumers in the digital sphere.
SEO (Search engine optimization) can target someone who is actively looking for something specific.
Social media is more apt to develop brand awareness and gather information on how consumers operate to retarget them more accurately.
Email marketing provides several ways to segment your audience to build an even better understanding.
With lots of platforms available, it’s crucial to choose the right ones for your specific audience.
Once you’ve done that, next is developing a marketing plan so you can target and convert each customer better.
Facebook, Instagram, and Other Social Media Sites
Each social site appeals to a different demographic.
Social media sites such as Facebook and Pinterest are all highly unique platforms. Each uses a unique algorithm to adjust and track impressions, engagement, and conversions.
The Facebook umbrella contains popular subsites such as Instagram and Marketplace. These all work together with an algorithm that identifies when, where, and to whom to deliver a company’s ads across all the smaller platforms under the umbrella.
Companies should fully understand how social media campaigns impact their business before selecting which social sites to market in and which to invest ad spend in.
For younger demographics, sites such as TikTok and Snapchat may be the most direct routes. In comparison, older demographics are better accessible on Facebook.
Overall, the Facebook umbrella has the most extensive reach of all ages.
Google and Other Search Engines
Most people use Google or other search engines daily.
Understanding how search engines work is essential to fully utilizing all the features and opportunities available to your business.
There are multiple ways to market your target audience on these search engines. There’s search engine optimization (SEO), which relies on your website, and pay-per-click (PPC) advertising, which is ad spend.
Search engine optimization improves the organic search rankings of a business’s website through keywords, content, and development. It’s also extremely useful in reaching people with high conversion potential.
Pay-per-click advertising on search engines increases the number of people who click into a website. These clicks have high conversion potential.
Knowing how PPC campaigns work and successfully utilizing the many tools involved are key to seeing a great ROI with PPC.
Methods of Identifying the Target Market
As we mentioned above, the target market is the first step to developing an in-depth working knowledge of it. And there’s actually several different methods to help you accurately identify your target market for your business. One method is:
Tracking is essential to understanding who the target market consists of. A business can determine this by sending people surveys and questionnaires. These surveys should be quick and straightforward. People have the tendency to lose interest quickly, so keeping it just a few questions is ideal.
The next method to help accurately identify the target market for a business is by using:
Using the different tools available on a marketing platform is another recommended way to identify a target audience. A great platform is Google Analytics.
Google Analytics provides website owners with real-time data on keyword rankings, results, site speeds, retargeting data, and more. That’s why investing in a platform such as Google Ads or other search engine ads comes with the benefit of highly customized analytical data. This investment helps a business better analyze who they’re reaching and those customers’ lifetime values.
Challenges in Target Audience Identification
There’s plenty of challenges when it comes to identifying target audiences, regardless of the platform used. A business owner can field and manage these challenges, but it may be difficult and time-consuming to stay on top of that’s why hiring a professional digital marketing agency can be very cost effective and useful.
Some analytical tools simply aren’t as advanced at data collection as others. Avoid using unknown metrics or relying on just one platform for all your data. This can lead to campaigns that are based on inaccurate or outdated data.
Shared devices are another challenge when it comes to tracking and identifying target markets.
When people share devices, it can throw off tracking. A good example of this is a family that is sharing one tablet. The data only knows this tablet as one user, but a parent and a few kids of differing ages could be using it at different times as well.
This can get interests crossed and develop an inaccurate view of who this audience truly is. A young child may spend a lot of tablet time watching children’s videos and playing games, but a parent may be using it for work and research, thus creating a view of a tablet user that confuses most established algorithms.
A business can avoid this issue by not relying entirely on data. A well-versed professional in digital marketing knows how important it is to understand that as accurate as data can be, common sense and human scope are essential to interpreting it.
Marketing decisions should be made by experienced people and informed by data rather than informed by data alone.
How a Digital Marketing Agency Helps with Target Audience Identification
A well-rounded digital marketing agency that takes a full-funnel approach can be invaluable to target audience identification.
Agencies like ModFXMedia, can dedicate ample time and resources to fully understanding the needs, wants, and patterns of the real target audience for specific products and services of a particular company.
Below are just a few of the advantages of working with professionals for target audience identification and campaign planning.
One of the major setbacks of trying to understand a target audience is a lack of accurate testing. Testing should be nearly constant, and adjustments should regularly happen to ensure the information is as precise and well-developed as possible.
For example, our professional digital marketing agency, ModFXMedia, can do more research, studies, and searches on more key terms. We can look at your company’s customer analytics, such as account-based demographics, interests, platforms, and devices.
Other benefits to working with a digital marketing agency:
–You can gain access to industry-leading data and tools. With this, you can discover audiences for your brand and where those audiences are consuming media.
–You gain a whole team who has experience with navigating new digital marketing methods. Experts in social media marketing and digital retargeting, can help your team utilize unfamiliar channels successfully.
–You can work with an unbiased perspective when optimizing campaigns. A digital marketing agency can examine your efforts for what’s working, and what’s not. Then, they’ll guide you through the needed improvements to exceed expectations.
–You can access assistance with creative endeavors as well. In addition to optimizing your channels and targeting strategy, a digital marketing agency can work with your team to create effective marketing assets.
As you can see, there are many advantages to knowing your target audience in digital marketing. The main benefit is accurately targeting the group that is most likely to convert.
Just keep in mind that researching your right target audience(s) isn’t about just finding stats and numbers, it’s about finding people and what drives them. Just remember to focus on WHAT they want to do better, WHAT motivates them, WHAT they need, and WHO they are.
A digital marketing campaign’s success will depend on the platform, the method, the proper identification of the target market, and how you market to them to build loyalty.
With a professional, dedicated digital marketing team behind you, your business can achieve its full potential.
At ModFXMedia, we increase impressions, conversions, and help companies reach their goals. Our team works together to ensure your company reaches its full potential through our variety of digital marketing options.
With state-of-the-art reporting, site analytics, & build-a-brand testing, we can track where every penny is best spent along with where your campaign is succeeding & where it needs a lift. Click Here to learn more about what ModFXMedia can do for you & then schedule your FREE Strategy call with us today!
How many times you have signed up to receive an email notification and special offers from different brands and services. I know the answer, “Yes, many times.” When I open my email, I can see tons of notifications and promotions about products from Etsy and Amazon, etc.
Since I am a member of Bealls, a local departmental store, they text me on my mobile device whenever there is a special offer. This is known as permission-based marketing.
What Exactly Is Permission Marketing?
Permission Marketing is when you give the recipient of the email/message an option, whether the audience should receive the promotional message or not, it would be their choice.
Subscription emails, application updates and emails/messages- these are all very good examples of permission marketing.
Permission marketing is where the users have chosen to receive the emails and other promotional messages of a specific company-i.e your company.
They do this by subscribing to your website or they install your company’s applications on their device.
How Did Permission Marketing Come About?
In 1999, Seth Godin first floated the term ‘‘permission marketing’’ in his book, Permission Marketing: turning strangers into friends, and friends into customers. He discussed the concept of permission marketing as something personal, relevant, and expected. Permission Marketing is contrary to the traditional type of direct and promotional marketing where you send one email to all the customers in the database without their permission.
Permission-based Marketing Vs Traditional Marketing
Permission marketing is when you do a little research about your target customers. For example: Better Homes and Gardens uses permission marketing when doing their giveaways.
These giveaways are usually sponsored by other businesses, such as Honda, Lumber Liquidators, etc. which is clearly explained while you the individuals are signing up to enter the contest.
Another page is brought up which offers free subscriptions and permissions from the sponsors. I think most people believe they’ll have a better chance of winning if these permissions are clicked yes, and way at the bottom of this list is the enter button.
This clever type of permission marketing got the individual to sign up for other businesses newsletters and promotions- they got their permission! But, this is only one way that Permission Marketing is used in a marketing strategy- we’ll go over more strategies in a minute.
First, let’s move onto what traditional marketing is.
Traditional marketing is a type of marketing where marketers use traditional platforms such as: print, broadcast, direct mail, email and telephone/texts.
Before the popularity of digital marketing and social media marketing, traditional marketing was the choice of companies to promote their products to their customers. With the boom of digital marketing and everyone glued to their phones traditional marketing has been expanded into sub-categories in which business use to better market their products and services.
Traditional marketing falls under the type of marketing category called blind marketing. To give you a better understanding we’ll use our Better Home & Gardens example above. Better Homes and Gardens would send one (or a 4 week) blast email to all their signed up customers without mentioning their previous history with them.
Customers receive such promotional emails all the time, and they usually avoid looking at the emails.
Benefits of Permission Marketing
Some of the benefits and advantages of the permission marketing strategy are as follows:
Sending emails and messages is much cheaper than any other kind of marketing technique. All you have to do is to research and send precise and relevant information to the customers. If the information is relevant, they won’t ignore your message and hopefully your business converts a new customer at a low cost.
Higher Conversion Rate
The conversion rate is higher in permission marketing than the traditional type of marketing because you follow the personalized approach with your target audience and develop a relationship with your targets.
When you provide the relevant information, it makes the bond much stronger and increases the conversion rate.
One of the most interesting features of permission marketing is the personalized approach. It means that you invoke the previous history and start things where you have left them. It makes the customers feel that you haven’t forgotten about them. By mentioning their name and the previous records/appointments/products it makes your business connect with them immediately.
Long Term Customer Relations
When you provide relevant information, you’re following the personal approach which makes them feel comfortable and valued. These types of relationships with your target customers usually last longer because they have a shared common history with your business.
When you follow the personal approach and ask their permission, then it makes the consumer feel under control. Because of this, when you send out an email or text blast they are less likely to ignore them and click through to your desired goal -i.e a new landing page, sale, new product, service etc.
When people don’t avoid your messages, it means that you have maintained a good reputation in the community.
Levels of Permission in Permission Marketing
There are different levels of permission in the permission marketing strategy, which are:
Intravenous permission is the highest level of permission a consumer can give to the consumer. The permission is in the form of a subscription.
Buying the subscription of Netflix or Hulu is a very good example of intravenous permission. When you buy the monthly package, whether you watch it or not, the channel would charge money for the whole month because it has the right.
Points Level Permission
Point- level-permission is a type of game. We mean this literally, you see this a lot in game apps. You also see this alot with credit cards and any clothing store points subscriptions. (Walgreens is another common one that uses this).
Points Level Permission is the second highest level in permission marketing.
Points are a good way to keep a consumer’s attention, and are a good way to solve the problem. Spend more, get more points.
Points are also a good way to reward consumers for paying attention or for buying something.
The object is- Your business would reward customers with different points if they remain attentive. In the end, customers can cash out those points. If the consumer remains more attentive, then they would earn more points, and more points means more money.
You’ll notice this with a lot of game apps. They’ll reward you with daily points or coins to get you to play. If you spend more money when you’ve used all their free points, they’ll give you a better deal and rewards.
The Personal relationship level is usually used in business relations, where you leverage the personal relation and ask something in return. It’s like word of mouth marketing.
It’s a business strategy that builds and nurtures long-term personal connections between your brand and your existing customers, increasing engagement, satisfaction, and loyalty.
For example, T-Mobile captured the elusive millennial market. They began offering consumers mobile service without contracts. This approach proved wildly successful, improving customer satisfaction, engagement, and referral business.
On top of this to build relationships they provided weekly thank-you gifts and customer rewards to participants.
In addition, they focused on their mobile app, offering reward redemption opportunities and targeted offers that captured customers’ attention and enhanced engagement.
Brand trust is often the desired level of permission marketing. However, brand trust can be lost with one misstep. For example, Coke nearly lost all of its brand trust overnight when it introduced its new formula.
But don’t let this deter your business from looking into this strategy. Brand trust is a bit lower level strategy when it comes to permission marketing- you may pay a heavier price to certain brands, but the company would provide you with a high-quality product. Starbucks coffee and Campbell’s soup are a very good example of brand trust.
Situational permission is the lowest level of permission where you ask for a certain thing depending on the situation.
It requires that the contact is first initiated by the customer. Once the customer makes first contact, situational marketing can occur.
A good example is when you go to a fast food restaurant like McDonald’s. You put in your order and they would ask “would you like to supersize your order?”. Or if you’re at a restaurant and you order a margarita and they ask you if you would like top shelf tequila. These are good examples of situational permission- upselling to the customer.
Spam (No Permission)
Spam is the level where you don’t have permission.
Permission Marketing Examples
Some of the examples of permission marketing are as follows:
Opt-in-email is a very good example of permission marketing. It means that the customer has chosen to receive the promotion of certain products. The company only sends emails to those clients who have chosen the opt-in email.
An RSS feed is when a company sends a notification to all of its subscribers about the latest promotion.
Loyalty cards are when companies encourage their customers to keep shopping for their products, and the brand provides gifts to their most loyal customers.
YouTube is a product of Google and it’s where content creators share videos. When a channel uploads something new then all the channel’s subscribers would receive the notification.
Facebook is a social media platform where people share and post written, pictorial, and visual content. However, marketers would like to connect with those people who are influential and many people follow them. When they endorse your product, hundreds of people then try your product because of their referral.
Is your business interested in using the different types, levels, and benefits of permission marketing in your marketing strategy, but still aren’t sure how to effectively implement it?
At ModFXMedia, our team is an amazing mix of analytical and creative-minded people, each of us capitalizing on our own strengths to prop up the team as a whole. We use our strengths to scale and boost your business on all platforms. If you’re interested in incorporating permission marketing into your marketing strategy, click here to schedule your FREE strategy call with our award winning marketing team
Running a practice is Hard, and running a successful practice is even harder! With each passing year more practices just like yours pop up all around you, making you feel that no matter what you do, you’ll always be fighting the losing battle.
This is why we decided to share with you our 10 important Key Factors that we have personally used to help practices bring in $30k in only 30 days!
Why these Key Factors work:
The reasons why these 10 Key Factors work so well is because of the process we have laid out for you to learn from and follow.
Like we mentioned above, patients have endless options when it comes to finding a practitioner to choose from. Every practice out there makes the promise of healing an individual’s pain; and with the opportunity of using FB and Google Ads to extend their reach, their odds are just as good or even better than yours. So how do you get ahead of the game?
You must develop a Process that allows you to enroll new patients using a very systemized patient journey.
Whenever we first sit down with a new practice we are always asked what’s the best advice we can give them moving forward. Which is: Your patient is Always looking for a reason to Not Buy!
Every business can offer services and products so your key focus should be to make them comfortable and feel like they do not have to buy. Yes we said Not buy..but we don’t actually mean that literally. Keep reading on and you’ll understand.
Your number one priority should always be to focus on how to make your patient comfortable through every step of their journey with your practice. As obvious and cliche as that sounds it’s true, and the process of doing so is overlooked more times than it’s focused on.
A patient from the moment they walk through your practice door will be looking for a reason to leave and go to another practice; and as we mentioned before, those practices are always more than happy to quickly scoop up your unhappy patients.
If you’re constantly focusing on having your patients buy, (and are obvious about it) then you’re Not focusing on making them feel comfortable.
That’s the KEY, flood your practice with new patients and Grow your business by focusing on their comfort level.
Every patient automatically feels that the only thing a business cares about is making money off their patients.
Of course your practice needs to make money (and a lot of it) but the key is to make your client feel like they’re not just another dollar sign.
What you’re going to learn
As we go through our 10 Key Factors we’re going to lay out:
▪️ How you can bring in high ticket clients.
▪️ How to make new and returning clients feel comfortable so that they WILL buy- and keep buying.
▪️ How you can use our strategy to help scale and grow your practice significantly.
Let’s Get Started!
KEY FACTOR #1: High Ticket Value Services & Patients
The first key factor that we want to go over is the concept of why selling high-value, high ticket patients is so important- because this it’s how you can scale and grow your practice significantly.
So, when we talk about selling high-value, high ticket patients, what do we mean? Just think about it. It’s much easier to sell services to 10 patients for $2,500 each than it is to sell a $250 service to a hundred patients. When you do the latter you’re bringing on high ticket patients that can afford and are willing to pay the high-value services.
So what’s the first step?
The very first step to bringing in more high ticket patients is identifying conditions, treatments and modalities where you create high value services to scale and grow your practice.
You can do this by utilizing certain treatment methods that you can charge as high ticket value services. Or, you can create long-term care packages that will continuously provide your clinic with a constant cash flow without having to “push” your patients to BUY.
These high ticket value services and long-term care packages are created so the patient will buy and then continue to buy in the future. So while you’re bringing in more clients and money, you can focus on their care and comfort.
High Ticket Value Services
High-ticket items are a high-value and high-priced product or service. They cost a bit of money but they offer clients a high value.
There’s many treatment methods that you can utilize as your high ticket value services. You can create a high ticket program around anything like- pain management, medspa aesthetics, neuropathy and more- the potential is endless! For example:
Injections are a great example of what you can charge as a high ticket value treatment.
36 treatments for neuropathy is also a good example of a long-term high ticket care package
as well as
36 chiropractic adjustments over a 6 month period.
To help you out even more, we compiled a more comprehensive list of conditions that can be used as a high ticket program for your practice. Highlight the services you already have or can add:
Like we mentioned above, the possibilities are endless! The key is to create these high ticket value treatment methods so your clinic can have an upfront cash-flow so you’re able to scale and grow.
Typically, these higher ticket value products or services are also the most profitable ones because they pay for themselves. This is one reason why medical practices start selling high-ticket items in the first place. They know they need fewer sales in order to meet their financial goals.
And having the cash flow from your high ticket products and services will then allow your clinic to acquire new patients PROFITABLY by using the cash you’ve already earned with your high ticket value treatments.
Now let’s talk about advertising. We all know that advertising plays a big role when growing your business, so the cash flow that comes in from your high ticket patients can help pay for those essential expenses as you grow. Because let’s face it, it would be very hard for you to run ads and grow your business if you were only charging $250 a patient.
That’s why Key Factor #1 is so critical!
KEY FACTOR #2- Engaging Ad/Landing Pages
Now that we know the type of patient we want to target and the type of services to offer in order to scale and grow, it’s time to build up Engaging Ads and Landing Pages.
Depending on whether your practice is a cash medicine proactive or if you accept insurance, there’s a couple different strategies that we can recommend you.
Prepaid ads are the bread and butter of a cash-only practice!
A well-crafted ad campaign can:
▪️Help attract more patients – especially newer practices whose brand recognition isn’t well-established.
▪️Grow brand awareness for existing practices among unreached demographics.
▪️Provide a quick boost in patient volume. Seeing a slump in revenue? Advertising is an easy way to give your revenue a boost.
▪️Help doctors get more referrals from other medical professionals.
▪️Help practices keep up with the local competition.
If your practice advertises and your competitors don’t, who do you think will get more patients?
So, in order for your medical practice to grow, you need to put together a persuasive offer in your ad using one or more of your services.
Here’s an example of a great offer that we used for a Men’s Health clinic: For only $37 you will receive a consultation, an exam and a personalized ED treatment plan.
For a pain management clinic, it could be a consultation, exam, x-ray and an adjustment for $37.
You get the picture!
There’s so many different types of ways we can ‘butter the bread’ to make your clinic enticing to new patients. The Key Factor is to always make sure that you’re offering something that is attractive and worthwhile to the new patient and that it makes you stand out from your competitors.
After the patient clicks on your ad and your amazing offer, the next step is to make sure that you have a great landing page that has the ability to capture the credit card information.
How to Create Effective Medical Practice Landing Pages:
The job of a medical landing page is to communicate lots of important information in regards to your health and wellness marketing.
The best course of action is to develop a unique landing page for each individual campaign, ensuring that the message that initially captured a patient’s attention is aligned with their experience when they arrive on your website.
Moreover, each landing page should feature highly-digestible content that is relevant to the condition or treatment being highlighted in the ads that got them there.
Here’s a simple checklist to ensure that your landing page is clearly relevant to its corresponding campaign:
Headline: Make sure that the headline of your page and the headline of your campaign are aligned with one another — while they shouldn’t match word for word, it’s best that they convey the exact same message so that the patient knows they’re in the right place
Copy: Beyond being well-written and keyword-rich, the copy on your landing page should make quick work of explaining the chief benefits of your services, along with the main differentiators between you and your competitors.
Credibility Indicators: 75% of consumers report that displaying awards or certificates on landing pages bolsters a brand’s credibility.
Call to Action: Each landing page should make booking an appointment as simple as possible — patients should be able to quickly and easily locate your online appointment booking tool, contact details, or any other relevant information.
How effective Ads & Landing Pages have helped other practices:
Running effective ads and creating eye catching landing pages is what has REALLY helped our medical practice clients scale and grow fast! So much so that they were seeing 30% to 50% of people immediately sign up and pay the fee advertised!
That percentage is important because that means we can immediately tell which patients are serious about showing up and we can concentrate on them. By doing that we can raise your show rates of people who prepaid to over 95%! That’s Huge!
That also means that you don’t have to waste your time with people who aren’t showing up or who aren’t serious about your care.
Insurance-based practices MUST use the FREE Consultations offer.
And when we say FREE we mean FREE! That means there can’t be any hidden fees or your new patient will just go to your competitors.
We understand that if your practice takes Medicare that you can’t legally run discounted services- which is totally fine. The FREE Consultation offer will still work but there’s a kicker…. You can’t run a social media ad advertising a free consult and then expect high ticket patients to just come rolling in.
That’s why it’s so important to create specific, highly engaging and very attractive ads! (Which we explained how to do above).
As we stressed above, make sure that you focus on a single condition and the pain points those types of patients may feel- just make sure not to add the treatment methodology. All the patient cares about is their pain and how Your Clinic Can Solve It!
Here’s a great example of what your ad should look like:
Wondering what offers typically perform best on ads? Click hereto schedule a FREE strategy call with our team at ModFXMedia. Our team will help flood your business with patients using our guaranteed advertising methods.
KEY FACTOR #3- THE SCHEDULING PROCESS
Now that we know what kind of patients we want, and how to capture their interest and their contact info. Now it’s time to go over how to schedule them onto your calendar (or confirm their consultation time if your online form gives them this option).
This section is literally one of the most important parts of the new patient scale! Why is that you ask?
Because the moment that patient talks to you on the phone is when they first decide whether they feel comfortable with your clinic or not.
If for any reason they aren’t comfortable- you’ll lose a new patient before they even get the chance to walk through your door.
So, to prevent this from happening you MUST: 1. Call the patient quickly after they’ve expressed any interest in your services, and 2. You MUST build rapport with the patient right away.
Having a welcoming and outgoing individual as your call person will make all the difference when trying to bring on new patients- and we can’t stress this enough to you!
This key factor was the biggest differentiator between whether our medical practice clients did seven or eight figures compared to medical practices that struggled to get by.
So to help you out we included a sample of a new patient scheduling script that you can use as a basis below.
Just by following this script you will see a HUGE increase in your show rates which in turn will provide you with more return patients.
New Patient Scheduling Script Example:
OFFICE: Good afternoon, thank you for calling (clinic name)! This is (your name) how may I help you today?
PATIENT: Hi! I was calling because I saw an ad on Facebook about a Free consultation and I wanted to learn more about how I can get help with my back pain.
OFFICE: Wonderful! Thank you so much for reaching out to us today. Again, my name is (your name). May I please have your first name?
PATIENT: Yes, it’s Sarah.
OFFICE: Thank you Sarah. We’re so glad you called! I would like to take just a quick moment to ask you a few questions, if that’s okay with you, so that we can better understand what you have been dealing with. Then, I can explain how we can help you. Would that be okay?
PATIENT: Yes, sure!
OFFICE: If you would, can you please describe some of your symptoms to me that you’ve been dealing with and how it’s been affecting your quality of life. And what I mean by quality of life, I would like to better understand what is difficult for you to do and not do on a daily basis because of your pain.
PATIENT: (This is where the patient will describe their symptoms)
OFFICE: I’m so sorry that you’ve been dealing with this? How long have you been having these issues?
PATIENT: (This is where the patient will give you a time frame that could be months to years)
OFFICE: Wow, that’s terrible that you have had to live with this pain for so long. I will share with you that the issues and symptoms you’ve just described are somewhat common, but they are certainly not normal.
You’ll be very happy to know that I can schedule you for that FREE consultation in our office so we can identify exactly what is causing your back pain symptoms. The most important things we’re doing to discover together are the solutions to get you back to a life without pain!
I see that I have a few appointments available to you for this free consultation. (Tell the patient which days and times are available.
PATIENT: (The patient says which day and time works best) I do have a question though. How much does this program cost?
OFFICE: That’s a great question Sarah, I get asked that question frequently. What I want to share with you is that there’s not just one program that fits everyone because individuals have different conditions and symptoms that they’re dealing with.
The reason we offer the consultation with you is so that our amazing doctors can identify exactly what is going on with your situation, and design a treatment plan specific to you and your . Our goal is to get you out of pain as soon as we can!
PATIENT: That sounds great! I’m glad someone understands what I’ve been going through. I look forward to coming in on (their date)
OFFICE: Of course, and we look forward to meeting you in person. Typically the consultation will last about 30 minutes- sometimes it can be longer depending on the questions you may have. Do you know where we are located…….(AND SO ON)
As you see, using this script outline will show that your office cares and that your call person is making a point to make the individual feel comfortable.
The patient called to take advantage of your amazing offer that you advertised, and you made sure to make that individual feel special.
So, now that you got the script down, you still need to convince them to stay when they walk into the office. You’ll want to follow the same type of script and layout we just did but this time it needs to be applied when the individual comes in for their consultation.
Next Step in the scheduling process:
Your next step would be to focus on how each patient feels when they’re at your office so you can close and enroll more patients.
So here’s a couple other factors we also want to make sure that you focus on, and yes they do make a difference.
How does your office feel when the patient enters the room? Having a comfortable temperature, well lit room, a welcoming feel and relaxing decor will all play a critical role.
Are they greeted by the front desk?
What type of clothes is your staff wearing?
All these little things may seem small and insignificant but they all play a tremendous role when you’re seeking to get your new patient enrolled into long term care with you.
Are you interested in having us create an in-depth consultation script for you? We’ve helped build scripts for 7 and 8 figure practices and we can help you do the same. Our scripts are meant to help build rapport with patients during a consultation. Just Click Here to schedule your FREE strategy call with our team at ModFXMedia.
KEY FACTOR #5- ROF/ EXAM/ FINANCING
This key factor varies across practices- Paid Exams, Report of findings and the financing process.
As we’ve stressed so far, making your client feel as comfortable as possible is the main goal- especially through the paid exam.
This is absolutely critical because you want to build that doctor/patient trust as soon as possible.
The paid exam is where the patient will get a really good idea of what it will be like to see you on a regular basis. If you rush the exam, or you come off standoffish, the patient will be inclined to go elsewhere
The report of findings is important for your clinic to understand how to continue to build VALUE in your practice- which will help make the patient more willing to pay the money for your high ticket treatments.
The way to accomplish this is by doing an offer stack.
An offer stack is when you combine deals or rewards. By doing this you’re offering more value to your patient by stacking everything together. But the catch would be, you only offer this kind of value if the patient agrees that they will start Today.
So, after you’ve made your client feel comfortable, established their trust and demonstrated the value they would get if they chose you as their doctor..your next step would be actually asking for their money.
As the doctor this is something that you wouldn’t do personally and this isn’t necessarily the role for the front desk person to do either.
This job should be done by someone who preferably has a sales background.
As the doctor, you are the one selling the patients on your treatment but, an experienced salesperson should always be the one to close the deal.
This should be someone who is comfortable talking to clients and asking for their money; but when doing this:
Don’t prejudge the patient. You don’t know what they are willing to pay or what they CAN pay for until your office runs their credit.
For all this to work you MUST have financing options available at your practice.
Lastly, when it comes to selling and receiving payment from a patient it’s important to properly train your employees on how to determine whether someone is unable to pay the amount or they just don’t want to put up the money.
You now have a process in place to get high ticket patients in your door.
You now know how to close those patients
You know the process to use on your high value treatment programs.
Now, since we have that out of the way. It’s time we hand over to you our very strategic strategy that will flood your practice with IMMEDIATE patients!
You’ve learned how to sell your high value treatment programs to new patients but what about your older patients?
When was the last time you looked at your old patient list? Have you kept up on sharing all your brand new offers to them? If you answered No that’s okay, cause we’re going to help you fix that!
How to sell your high value treatment programs to your old patients:
All you have to do is load all your old patients into a software and it automatically shoots them over text and email blasts. It’s as easy as that!
By doing this we have seen a HUGE increase in sales with 100% of the medical practices we have worked with.
This strategy works extremely well because it keeps the patients updated and in the loop. Months may have gone by without seeing an older patient and by doing text and email blasts you can bring those patients back into the office sooner.
By using the Database Reactivation Strategy you’re able to significantly boost sales by advertising to your older patients while you’re also building trust and rapport with your new patients! (Just make sure to use the new patient strategy we have outlined in the beginning of this article).
Here’s an example of a text campaign we did for another medical client of ours:
Imagine your Life without Pain! We offer a unique and holistic approach to treating the burning, tingling, throbbing pain that may be associated with Peripheral Neuropathy. We’ve helped 100’s of patients, just like you, reduce their pain fast and get back to living their lives!
This Month ONLY, we’re offering a special ‘3 for Free’ offer when you schedule a consultation with one of our Neuropathy specialists. You’ll get your consultation, a Sudoscan and your results all-included, 100% FREE! But hurry, this offer expires in only 30 days!!
To take advantage and improve your health, just text “No More Pain” now to ( )
Are you living with Neuropathy? Common symptoms include numbness, tingling, burning or throbbing pain along with muscle weakness in the affected area.
If you’re suffering from any of these symptoms, get the treatment option you deserve! Don’t forget that this Month ONLY, we’re doing our ‘3 for FREE’ offer! When you schedule your Free consultation with one of our Neuropathy specialists, we’re also including a Sudoscan and your results all-included, 100% FREE! But hurry, this offer is only available for 3 more weeks!!
Just text “No More Pain” to ( ) to take advantage now!
Did you know that the (clinic name) provides natural, non-invasive holistic healing therapies like: physical rehabilitation, laser pain relief and chiropractic care as a way to successfully treat neuropathy?
Our Doctors believe our patients deserve the best care possible and will exhaust every option to get them the help they need. That’s why this month ONLY we’re giving away our ‘3 For Free’ offer! You get a Sudoscan, your results and your consultation all 100% FREE! But hurry, because this offer expires in only 2 more weeks! Find relief and set up your appointment today!
Just text “No More Pain” to ( )
Last chance!! Only 7 days left to get our unbelievable ‘3 for FREE’ offer! You’ll get your consultation, a Sudoscan and your results all included and 100% FREE!
Just check out what others had to say about (clinic name )! “The staff and doctors at (clinic name) are highly professional and very personable! It is so wonderful to have so many caring people seriously concerned about my pain and relieving it. Another nice benefit is being able to receive 5 or 6 different Neuropathy treatments all in the same location. Way to go!!” ~ Angela
Now, it’s Your Turn to find pain relief! To set up your 3 for Free consultation just text “No More Pain” to ( ) today to be on your way!
If your clinic needs help with your text and email blast campaigns, set up your FREE strategy call with the ModFXMedia marketing & copywriting team.
KEY FACTOR #7- GOOGLE MY BUSINESS OPTIMIZATION
I know we keep saying- this is really important- and every key factor has been, but you definitely want to pay close attention to this Key Factor.
We all know that patients read reviews; 90% in fact! And some patients will even check out your online presence beforehand and decide whether or not to go to your practice just based on good or bad reviews alone. Why, you ask? Because, people trust reviews!
This is why you want to make sure to have your Google My Business page completely optimized! You need to understand what your GMB analytics look like and how many new patients you’re getting from it.
If this is something you’re not familiar with then we highly recommend that you put a tracking line on your GMB account- make sure you optimize it with photos, posts and set up review campaigns.
We guarantee that if you do this you’ll see a huge boost in the amount of show-up patients that are expressing interest in your clinic.
Lastly, you’ll want to make sure that the chat widget in your GMB account is Turned On so you’re able to communicate with your new and established patients.
Are you still scratching your head on how to take advantage of Google My Business for your practice? Schedule your Free Strategy session with ModFXMedia. Our SEO team specializes in getting businesses new leads and can help boost your business online!
KEY FACTOR #8- OPTIMIZE YOUR WEBSITE!
It’s a no brainer that if people are searching for you on google and looking at your reviews, then they’re also looking through your website too.
If you think having a website that’s a little out of date isn’t a big deal-THINK AGAIN! We’ve seen it time and time again- a poorly optimized website costing a medical practice new patients.
So, the first thing you’ll need to do is make sure that your website is fully optimized and up to date on all your services for 2022.
Your website is what represents your brand, so you need to make sure it’s updated, eye-catching, easy to navigate through and also easy for an individual to fill out a contact form.
When it comes to website optimization you’re going to want to make sure that your website is optimized for high conversions- meaning that you need to know exactly how many people are filling out submissions every single day. That way your practice can properly follow through on reaching out to potential new clients.
If you’re not sure exactly how much your website is bringing in every month then how can you properly report how successful your individual leads are.
By not properly optimizing your website you can potentially be losing out on a lot of cash!
The next step after properly optimizing your website is to have a chat option on your website.
This gives you the opportunity to text your patients through your website and follow through on leads quickly. If you don’t move quickly you may lose out on the chance of gaining a new patient– because they can just as easily go to one of your competitors if your website does not have this feature.
Here’s a good example of what a chat box would look like:
We’ve found that the average clinic can see up to an average of 300 or more new patients a month just by having a properly optimized website and a website chat tool installed.
If you aren’t sure whether your website is properly updated and optimized with the right formats and tools for 2022, then schedule your FREE strategy call with us and our website and SEO team can help get you on your way.
KEY FACTOR #9- REVIEW CAMPAIGNS
As we stated before, 90% of new patients will read your reviews. So we cannot stress this enough- You Need to make a big effort to get great reviews and build on them across all of your different platforms.
We’ve learned that practices that have 100 or more 5 Star Reviews almost always destroy the competition- meaning they get ALL the business!
This is what you’ll need to do:
Set up a review campaign where you email and text your previous patients in your database and ask them for their reviews. If they are returning patients then they should be happy to do so.
Next, set up an in-office SOP to continually ask patients for reviews- and continue to grow your database.
Ask away on social media! Take advantage of asking your followers to take a second to review your practice- they’re already online anyways.
We promise that this added effort will eventually pay off because the practices that we’ve helped with this strategy have always seen a growth in the new patients that come in just because of reviews alone. Just make sure you ask all those new patients for reviews too!!
Is your business struggling to get positive reviews? That’s okay because we have developed a brand new strategy that entices a patient to post a review. Get in touch with us today so we can help set up your whole online marketing strategy.
KEY FACTOR #10- UPSELL/CROSS-SELL CAMPAIGNS
The final key factor we want to share with you is the concept of having upsell and cross-sell campaigns for your patients when they come into your practice.
What we mean is, you should have additional services or products always in place to offer your clients.
Upsells are focused on exactly what it sounds like: Selling more to a customer.
You could upsell a customer to buy a more premium version of a product or to buy a bigger volume. You can even offer a subscription for long-term recurring revenue generation.
The bottom line is- upsells equal more money spent on a specific product or service.
One of the best times to upsell to patients is when they’re at your practice waiting for a treatment or while they’re scheduling another one.
Here are four proven upsell strategies you can use.
Use waiting room videos. Patients will be in your waiting room for at least a minute or two before their appointment. Why not use that time to promote your services to patients? Videos are a great way to showcase before and after photos of treatment results and inform patients about the services you provide as well as special offers, packages, or pricing.
In addition to videos, consider producing products that patients can read and take home with them. Your website no doubt already lists and describes the services you provide, how they work, and their benefits for patients. Still, having brochures and flyers available for your patients to page through in the waiting/treatment room
is another way to keep patients up to date on what you offer. You might have one brochure that details all of your services, or have pamphlets dedicated to various needs, such as those targeted at improving the look and feel of skin.
Offer free samples.
Your patient has already booked an appointment and is willing to invest in your practice. Why not offer this individual a free sample, or let him or her try a procedure you offer, as part of the appointment? Another benefit to this kind of upselling is that patients who may be apprehensive about the potential discomfort of a treatment know what it feels like and what to expect, which can make them more likely to opt for it. If you have a med spa practice for example and it sells skin care or body products, try offering small samples- the odds are they’ll come back and purchase them.
Sell gift certificates.
Offering gift certificates is one of the easiest ways to upsell current clients, so make sure you’re promoting them. In addition to specific dollar amounts, consider offering themed gift certificates or packages (such as “Here Comes Summer” or “Treat Yourself on Mother’s Day”) that patients can buy for their loved ones. If your practice offers massages or chiropractic services, gift certificates can help bring in new clients which can turn into returning clients.
Well, there you have it! 10 of our top Key Factors that can help grow your practice and give you 30k in Days!