If you go to Google right now and do a search for "healthcare marketing," you’ll see about 377,000,000 results (give or take).
97% of what you’ll end up reading is junk.
It’s regurgitated advice with no real actionable content that is put out by marketing companies.
They want to sell you a "bag of goods" just to get your credit card on file so that you can look at your statement at the end of the month and mutter to yourself, “What the heck is this charge for?”
If you're a dentist, surgeon, orthodontist, or a practice manager, you know exactly what I’m talking about.
I work with many different types of offices (single provider, multi-location, multi-million dollar practices), and it’s the same ole’ song and dance…
You’re paying for “marketing services” in some way, shape, or form (probably from multiple vendors), but don’t really know what you’re getting.
When I sat down to write this article and shoot a few videos, I was going to go over some "healthcare internet marketing tips" to help you get more new patients. Sometimes though, you just have to go with your gut and say what needs to be said.
Therefore, I’m flipping the script…going off the cuff so to speak…and revealing three of the biggest opportunities I see in the world of health and practice performance.
Below you’ll find three winning tactics. I encourage you to read them and then take a good hard look in the mirror.
1: Vanity Metrics... STOP Falling for The Biggest Lie in Healthcare Marketing.
"Oh boy, another colorful, automated report from my marketing company with a bunch of stuff I don’t really understand!"
Sound familiar? Or, better yet "My marketing company hasn't EVER sent me a report!"
I’ll let you in on a little secret…
Most of those stats that you don’t understand are called vanity metrics…and they can be deadly. That's why I want you first and foremost to be aware and second I want you to take action and consider this a MASSIVE opportunity for your practice.
When I ask doctors what they really want from their marketing, the answer in some form or another always comes down to the same thing:
“I want to increase my practice revenue.”
That may mean more new patients or it may mean booking more patients for higher value services.
Either way, it comes down to increasing revenue. That’s what marketing is supposed to do.
Not website traffic (or "hits")
Not website rankings
None of that stuff really matters to you as the owner. It does, however, matter to your marketing group to leverage as their "true north" in moving your marketing campaigns forward. Sure, improving all of those things are important to a certain extent, but it doesn’t matter if the new patients aren’t there.
You’ve got to reprogram how you view your marketing. You can’t assume that, because vanity metrics look good, you’re doing all you can to increase your revenues.
Vanity metrics can give you a good pat on the back, but they’re pretty lousy at putting cash in the bank.
There are very few KPIs (Key Performance Indicators) that actually matter for practices:
Web inquiries (although you really want phone calls because you can control the conversation)
New patients (BUTTS IN SEATS)
Takeaway: First, pull up your most recent report. Second, does it tell you how many phone calls & new patients you are getting for your marketing spend? If not, it should! And you have to email your group RIGHT NOW and demand it. Do not settle for "We don't have that information". If you need further assistance with the next step do not hesitate to fill out a form on our website and setup a consultation. You're serious about your practice and you deserve to be working with only the best.
2: Front Desks "leak" $10,000 - $25,000/mo ON AVERAGE! (And I can prove it)
$55,000 in lost revenue in one month — that’s what a recent SharkTalk client reported to us. We’ll talk about that later, but first know this...
I’m not knocking/bashing your front desk team; you probably have some phenomenal employees who have been with you a long time…you love them, patients love them, and they are like family…I get it.
But sometimes complacency sets in when there is a lack of accountability, especially when it comes to booking new patient appointments.
After all, your front desk team gets a check every two weeks anyway, right?
So what incentive do they have to really “push the envelope” and become a “new patient booking” rockstar? I mean an absolute high achiever with an impeccable closing percentage!
Whenever we start working with a new client, they are floored at the amount of missed opportunity and the “missed revenue” that is being dropped at their front desk. We can figure this number out almost instantly by installing our HIPAA- compliant call scoring software into the existing phone system.
The good news is that the solution is easy. You simply need to:
Record your phone calls (which you probably already are)
Actually listen to the calls (you probably aren’t, plus who has the time for this anyway?)
Score each call based on a defined outcome (you probably aren't)
Identify which of your employees is best at closing new patients (you probably aren't)
Simple in theory, but not so simple in application.
Takeaway: Ask your front desk manager to list the last 100 phone calls. Besides the call, identify NP or EP. Of the NP's, how many got scheduled? How many didn't and WHY? When you answer those 2 questions you will know your "missed NP opportunity" and see exactly how much revenue you're leaking. Just simply factor in the lifetime value of a patient and the average revenue in 1 year for a new patient. Scary how fast it adds up! And just like that ... your office is losing thousands every month. This will come to an end when you start working with Killer Shark.
3: STOP Acting Like a Commodity Business (Sorry...It’s True)
If you have a "good enough" website out there that is just floating around in cyberspace, acting as nothing more than an online brochure for your practice, then congratulations:
You’re a commodity.
You’re the most beloved and experienced dentist, doctor, surgeon, or orthodontist in town? Doesn’t matter.
You’ve won awards? Doesn’t matter.
You’ve been featured in magazines or local publications? Doesn’t matter.
None of it matters if your web presence makes you look like a commodity. A potential new client who never stepped foot in your office and never met you has NO IDEA about any of those credentials because your website looks just as bland as the other 30 docs around you. Unfortunately, very few practice websites do anything to actually differentiate themselves from the practice down the street. When you work with Killer Shark all of that "horseplay" comes to an end.
Ask yourself these questions…
What would happen if you made an investment in putting your best foot forward online?
What if your website wasn’t just good enough, but was actually GREAT?
What if you knew your local market like the back of your hand and could market to them in a way that they actually enjoyed?
What if you were a "thought leader" in your respective field and your local market clearly knew that you are the best choice to solve their problems without question?
Think you would increase your practice revenues substantially? I know you would because I’ve seen it happen with doctor after doctor, and in market after market.
Takeaway: Identify the USP (unique selling proposition) for your office. This one factor is what you "put first and foremost" on your website and build your campaigns around. It's not going to be easy, but it's going to be worth it.
So What’s the Verdict?
Can you see enormous upside with one of the three?
Two of them?
All three of them?
If you have an incredible practice, but you don't get the NP numbers you deserve, let's talk. Simply fill out the form below to setup a consultation and determine if we're a good fit to work together.