How to DOUBLE your conversion rate

With over 15 years experience as a specialist in healthcare sales & marketing, Clinic Connect CEO, Gavin Griffiths, explains some simple steps you can implement to ensure your new enquiries convert to patients.

These core fundamentals should be at the heart of every ambitious practice that wants to grow.

You should streamline your conversion process before you even think about spending a penny on promoting your practice.

ONE THING WE MUST NEVER FORGET

There are dozens of plastic surgery consultants and clinics in your area right now that are targeting the same clients. You have to remember at all times that you’re in a market.

If you implement these measures in your practice you’re GUARANTEED to maximise your conversions.

REPLY TO YOUR CLIENTS STRAIGHT AWAY

Implement a rapid reply system to respond to enquiries (by phone)

You’re getting back quickly to prospective patients for two reasons. 

Firstly, you’re showing you’re a pro. You’re setting the scene for the rest of the patient experience. Going back quickly to enquiries proves you’re keen to do business with that person, and consumers really like keen companies.

In 2023, consumers expect immediacy. One of the reasons Amazon is one of the most successful companies in the world is that they can deliver a new ironing board to you by tomorrow morning or even later the same day. If you’re getting in touch with enquiries a week after they come in, you may as well pack up now.

The second reason you’re going back quickly, is that in a self pay environment it’s highly likely that a potential client is going to talk to a few clinics before selecting one. In this super competitive market, the first to respond to their enquiry is almost always the clinic they choose.

You must reply by phone. Emails are convenient but they are too easy to ignore and by phoning you’ll be able to identify quickly if the client is motivated. If they’re a time waster get them off your books and move onto more productive things.

Use This Exact proven system of follow up

Hour 1 – Call

If no response :
Hour 4 – Call

Next Day – Call

Next Day – Call

Following Day – Text announcing call

2-3 days – Final call

Final email

Add to database

CREATE A SIMPLE CLIENT MANAGEMENT SYSTEM (CRM)

Don’t Give Up on Your Leads

When we start in business, we tend to be only interested in clients who want to book now because we need the revenue. New companies are under pressure to pay the bills and get profitable. This rational, albeit short-term, outlook can persist and become part of your culture. 

Not every enquiry is ready to go right now. The sales cycle to have a cosmetic procedure can be measured in years. There’s lots to get lined up. The funds, time off work, childcare, courage. There are a hundred reasons why a client won’t say yes today … but they might tomorrow.

Log every single lead on a shared system (Google sheets are free, secure, web based and are perfect for the job). Write in some comments as to when they should be contacted again. You will then be able to keep a close eye, in real time, on all your enquiries and your treatment pipeline.

Once you have more than 200 un converted leads then you can start a newsletter to keep you in the mind of those clients.

CLOSE THE DEAL

Concentrate on Getting Clients in Front of You

I recently had a new client explain how she’d get enquiries, spend half an hour on the phone building what she thought was a great connection, only for them to go cold. What she was doing was actually consulting by phone. But the consultation MUST take place in your clinic. A client in a chair sitting opposite you is where the magic happens; it’s where the rubber hits the road. Everything up to this point is noise.

NEVER FORGET THE MARKET

Remind yourself that there are lots of other practices out there trying to steal your lunch.

You may notice that I’ve called our customers clients, not patients, through this article. Its intentional. This is because we are in a market, and the people who use our services can go elsewhere. It’s always worth reminding ourselves that we are not the only ones that do what we do. There are always other suppliers and other options. So remind yourself that in all your consumer-facing endeavours (website, reception, replying to enquiries, treatments, aftercare etc.), you need to be continuously operating at an optimal service level because your competitors are – and if your customers service experience isn’t great, they’ll go elsewhere.

YOU’RE A SMALL BUSINESS, ACT LIKE ONE

Measure Yourself

Put that tape measure down. When I say measure yourself, be critical of your own consultations and business. Break down your commercial process. 

How many enquiries do you get? 

How many convert to consultations? 

Of those, how many consultations do you convert to clients?  

Is it less than 50%?  

If you’re struggling to convert, then ask yourself why. Get a friend or someone a step removed from your business to go through your booking process as if they are a client. How easy is it to book an appointment? 

Learning to understand your client acquisition metrics will transform how you think about your practice. It’ll enable you to work towards creating a dependable flow of new customers and how much to spend to maintain it. A lively, dependable pipeline is the the beating heart of every successful practice.

EMBRACE REVIEWS

Follow Up

You follow up to ensure your client is happy because we all know that a delighted client will tell their friends and this sort of marketing, word of mouth, is the best marketing there is. But you should bake the follow up into your process. It’s also the opportunity to ask them for a review. I hate asking for reviews, you’re saying. I often hear this and remind my clients that TripAdvisor started 22 years ago. We’re all reviewing everything these days, and they are part of consumer culture. Your happy patients won’t mind be asked for a review.

Often practitioners think that the treatments alone will put them in front, but winners understand that putting the client at the heart of the practice will reward them repeatedly.

BRING IN HELP

If you don’t have the time or resources to set up your practice properly then bring in help. Clinic Connect has a range of services that you can bolt onto your practice to make it run at the optimal level. Contact us today to see how we can help.