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Patient Attraction Episode 285
Hey everyone, it’s Colin again with the second day of our look at systems-based patient attraction. We’ll look at the four steps necessary for attract more and better patients when we return.
– Yesterday we talked about why you must have a patient attraction system to get the attention of prospects in an era where we are all bombarded with so many advertising messages that we become distrustful them all.
– Today I want to tell you the four steps of a systems-based approach to patient attraction.
– Understanding the concepts is very straightforward.
– But putting these concepts into action in your practice is far more complicated.
– Before we review the four steps of this process, it’s important to understand that the goal of systems-based patient attraction is getting bigger results over time putting in less effort over the same time.
– The four steps of a systems-based approach to patient attraction are: attraction, conversion, follow-up and tracking.
– STEP 1: ATTRACTION
– Most dentists are well aware that “attracting” patients is a far smarter objective than “chasing” patients.
– Attraction means the patient chooses your practice above every other option.
– “Chasing” means the patient is not yet “sold” on the idea that they should choose you.
– Attraction is about creating a system that leads patients to you without you invest any effort.
– STEP 2: CONVERSION
– To achieve the status of trusted advisor, your attraction systems need to put you in front of prospects in a way that presents you not as AN expert, but as THE expert.
– Most dental patient attraction is event-based, meaning it’s a series of events, done on demand, focused on attracting patients.
– Systems-based patient attraction means the system is functioning 24 hours a day, 7 days a week.
– You are attracting all the time.
– One of the purposes of such a system is to build trust and credibility with prospects in a way that makes your practice the only logical choice.
– When you achieve this status, the patients is less concerned about fees and appointment availability than ensuring it is YOUR practice that provides their care.
– STEP 3: FOLLOW-UP
– 90%-95% of your prospective patients, especially those who find you online, are not ready to schedule an appointment.
– Without a system that can “nurture” those prospective patients until they ARE ready, you will lose them.
– Most dental practices have no idea how much money they waste getting the attention of a prospective patient who is simply not ready to schedule an appointment.
– Instead of sending that patient welcomed, valuable and automatic follow-up contact, the dental practice forgets about the patient and wastes marketing investment that initially got his or her attention.
– STEP 4: TRACKING
– A systems-based approach to patient attraction allows you to see the return for every dollar invested.
– Each step of your system is measurable and, as a result, is improvable.
– The ability to track the source of every incoming phone call straight through to the revenue it generates gives you a clear picture of which marketing efforts are working and which are not.
– Most dental practices simply don’t have access to this kind of a system.
– That’s why they do the dental equivalent of “flying blind.”
– But it gets even worse.
– A dental practice that doesn’t see a return on its investment in acquiring new patients pays for those efforts at the expense of the bottom line.
– So you see why dentists need a patient attraction system, and you see the components to the system.
– In our next podcast in the series, I’m going to tell you how a systems-based approach actually makes it EASIER for you to decide how to invest your marketing dollars.
– Until tomorrow, keep moving forward.