Dental Marketing High Value Services: PART 5 – Create Connections

This is Video 5 in a 5 part series. And if you want to start at the beginning go to Video 1. What happens once a potential patient enquires via your website? In this video, I’ll talk you through the five steps to making every lead count, including making it easy for potential patients to contact you, acknowledging them immediately, dealing with communications outside of office hours, and efficiently managing your leads. By following these steps, you can convert more leads into bookings and patients, and show a solid return on investment for your marketing efforts.

Transcript

So you’ve set up your ads and you’ve got some traffic to your website, and we talked about having a high converting landing page. So the last thing I talked about in the previous video was getting your potential patients to take action. So I just want to go over again, because that’s the first point here is we need them to take action.

Give them multiple ways to get in contact with you. So on this landing page, you can see there’s a phone call here.  They can trigger a web chat here, which uses SMS or they can complete the form. Make it easy and give alternative ways for your potential patients to get in contact.

 The second thing you want to do is to be in immediate personal contact with the lead. What you don’t want them to do is to feel like they’ve submitted a form or a web chat and that it’s just gone into a black hole, because that gives them the freedom to go off and do another search and find one of your competitors.

So what you want to do is create some emotional lock-in with them, and you do that by immediately acknowledging them. Now if they’ve called you, that’s easy. They’re on the phone and you’re talking with them. But if they’ve contacted you by a web form or via a web chat, what you want to do is immediately send them an SMS that acknowledges them.

In this example here, this SMS came in during office hours. And so it created an automated SMS to them that said, we’ll be with you shortly. This actually created some genuine engagement, talking about what’s the next availability. So that’s a good example of how you can use automations to create that immediate contact. 

Now, here’s another example. This is where someone’s contacted us outside of office hours, and so we immediately acknowledge them with: Hey thank you, you’ve reached us outside of hours and  we’ll call you back soon.

The third point I want to make is about how you manage your leads, depending on the time of day. So there’s three different ways that  a potential patient can get in contact with you. 

In the first example here, we have an inbound call. Now of course, if the call goes thru. They’re in contact with you. They’re having a personal conversation. No problem. So if the call doesn’t go through,  what we would do is  send them an SMS and say, Hey, sorry we missed your call. We’ll call you back soon. 

And at the same time, you want that call to be returned  quickly. So you don’t want to rely on an email going to your practice manager and them seeing that an hour later or two hours later and then calling back. So you can use a system that would immediately SMS your staff member to say, Hey, you’ve missed this call. Call them back. 

So in the second example is where they’ve completed a form. So in this example, what we want to do is we want to send them an SMS straight away. And that SMS is, thank you for submitting your form. We’ll give you a call really soon and save this number. 

So you can create a personalized message that makes them feel that  they don’t have to move on and go to a competitor. What would happen is an SMS goes to the lead, but it also goes to your staff member as well, and they call them immediately. 

 In the third example is if you’re using web chat, then you need to be answering the web chat. We recommend probably not using a standard web chat tool, because the practice manager is too busy to be monitoring their computer. They’re dealing with a patient who’s checking in or checking out. 

Use a web chat that uses SMS so that you capture the mobile phone number of the lead and you’re sending them an SMS that says, Hey, we’ll SMS you as soon as we are free. And then as soon as your practice managers finished at the desk, they can create an SMS within the system. So that’s how we would do it for contact during office hours and create that immediate connection. 

What about when someone tries to contact you outside of our hours?  In all of those cases, you want to immediately respond back to them. So as soon as the phone call comes in, it’s been missed, there’s an SMS saying, Hey, we’re going to call you back  as soon as the clinic’s open.

The same with the form.  

What happens then is you need to make sure those leads get followed up as soon as the clinic’s open again.

Use a system that in the morning it’s going to email the staff and say, Hey, you got these leads in, this is how they came in. You need to call them back. 

The next thing you should be doing is efficiently managing the leads that come in. So if you have a pipeline where a lead comes in and you can move the lead between the stages: we were able to call, we were able to contact them, we booked them in the system. They’re not ready yet. They’re not interested anymore.  What you can then do is you can move those leads through your pipeline and make sure that everyone gets followed up.

These people who go into “Not ready yet” are actual  patients for the future, and you can use nurturing sequences to stay in contact with them or create a task to follow them up in a month’s time.

 So Let’s just go through those steps of how you make every lead count. First of all, make it really easy for you to be contacted. That’s multiple ways to get in contact with you on your landing page. Second, is immediately acknowledge the potential patient with an SMS or a phone call. The third is you want to deal with your in-office hours communications. Fourth, what happens outside of your clinic hours and make sure that the potential patients are still feeling the love.

And fifth, you really do need to follow up. You need to have a system to make sure that you follow up each lead, that you are moving them between stages, and so that the people that aren’t ready right now do get followed up in a few weeks time.  You’re not wasting any of those potential patients and you maximize what you can do with the leads that came in. This  part of the marketing process is really, really important in terms of showing a return on investment. Because if you call those leads and you call them quickly, you are the first person to have a genuine conversation  with that potential patient, you are so much more likely to convert them into a booking and into a patient.

Thank you for sticking with me through this five video series. Just to recap. This is the One Page Action Plan.

Firstly, have a single-minded focus. So identify the service and focus really hard on promotions and marketing for that service. 

Two, tempt your patients with an Irresistible Offer. 

Three, Sell The Smile with a perfect landing page. 

Four, find your patients. Advertise in Facebook, Instagram, and Google ads. 

And five, create connections with your leads. And make every lead count. 

Now, If you follow these five steps, you’re guaranteed to create a steady stream of new implants, veneers, and Invisalign patients.