5 Fast and Cheap Ways to Fix Your Clinic's Marketing

1. May 2014 Webinar
5 Fast and Cheap Ways to
Fix Your Clinic’s Marketing

2. Heidi Jannenga PT, MPT, ATC/L
WebPT COO and Co-Founder
Mike Manheimer
WebPT Marketing Director

3. Problem #1:
Sloppy Front-Office Operations
• Poor phone skills
• Forgetting a caller’s name
• Talking too fast
• Bad follow-up on messages
• Not answering the phone
• Appearing disorganized (clutter, sticky
notes, etc.)
• Failing to pre-book a patient’s next
appointment or reschedule a patient’s
cancelled appointment

4. Fix #1:
Clean Up Front-Office Operations
and Set Expectations
• Hire smart
o Define expectations
• Implement systems and standards
o Go on the offense with patient retention
o Pre-book
o Reschedule
o Use appointment reminders
o Follow up with lost patients

5. Problem #2:
Forgetting to Market to Current Patients
• Treating without explaining the purpose behind everything you’re doing
• Providing explanations that are too clinical for patients to understand
• Failing to point out patient gains
• Missing the opportunity to leverage a current patient’s network

6. Fix #2:
Reinforce the Value of Your Services
• Thoroughly and clearly explain patient conditions and treatments
• Celebrate patient improvement
o Provide objective proof
• Build relationships to naturally generate referrals

7. Problem #3:
Little to No Online Presence
Think online marketing isn’t important? Think again.
• 80% of people research health conditions and services online
• More than 86% say they are influenced by online reviews
• PT practice websites average more than 300 visitors per month
• Facebook users check their accounts an average of 14 times per day on their smartphones

8. • Your clinic's website is outdated, unprofessional, and difficult to
navigate (or worse: non-existent)
• Your clinic has weak pages or profiles on online review sites
(e.g., Yelp and Google Reviews) and social media platforms
Problem #3
Continued: Little to No Presence Online

9. Fix #3:
Set Up a Website and Seek Reviews
• Purchase your domain name (e.g., ABCtherapy.com)
• Build a basic website
• Claim your profiles on social media and review sites
• Ask loyal patients for reviews

10. • Reluctance to promote the value of your services to both current and potential patients
• Squeamish about asking people for money, referrals, or recommendations
• Failure to leverage sales opportunities outside of the clinic
Problem #4:
Missed Opportunities to “Make the Ask”

11. Ask current patients for:
• Online reviews
• Testimonials for your website or
brochures
• Recommendations (e.g., to their
friends and family)
Outside of your clinic:
• Always have your sales hat on
• Carry business cards
Fix #4:
Speak Up

12. • Unable to pinpoint what’s working—and what isn’t
• Cannot validate efforts
• Value of sales and marketing not clear
Problem #5:
Failure to Measure

13. Fix #5:
Track Your Metrics
Lifetime Value (LTV)
Customer Acquisition Cost (CAC)
How much your service costs x how long (on average) you can sell that service to a customer = LTV
Marketing and sales spend ÷ Number of new patients = CAC

14. Fix #5
Continued: Track Your Metrics
Vacancy Rate
Phone Call Conversion
Number of hours not booked ÷ Number of total bookable hours x 100 = Vacancy Rate (as a percentage)
Number of new patients booked over the phone ÷ Number of phone calls from
prospects x 100 = Phone call conversion rate (as a percentage)

15. 5 Fast and Cheap Ways to Fix Your Clinic’s Marketing
Streamline
front-office
operations
and set
expectations
Reinforce
the value of
your
services
Set up a
website and
seek reviews
Make the
“ask”
Track your
metrics

16. Special Offer
New Members
Sign up with WebPT by June 30 and receive $100 off the initial
sign-up cost.
Referral Program
Refer a colleague and receive a free month of WebPT service.

17. 5 Fast and Cheap Ways to
Fix Your Clinic’s Marketing

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19. Thank you for attending.