Would You Hire The Person You Just Spoke To?

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Would You Hire The Person You Just Spoke To?

call trackingRecently my beautiful wife – whom I somehow convinced to marry me years ago – and I took an anniversary trip to New York City, the place where we first met each other. I booked the plane tickets through Delta Airlines months in advance. Unfortunately when booking, I completely forgot to complete our seat assignments. About four days before the flight I called Delta in a panic to do just that. The call went smoothly, I got the seats I wanted, and at the end of the call the representative asked me if I would complete a one question survey. What happened next surprised me.
 


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The one question was:

“Would you hire the customer service representative you just spoke to for a customer service position in your business?”

I was blown away! I had never heard that one before. I was completely expecting the most popular one-question survey that there is (which is also referred to as “NetPromoter”): “How likely would you be to recommend us to a colleague, friend or family member?” But the airline has a found a new way to measure true customer satisfaction with their servicing team.

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Top 5 Most Popular Objections to Using Call Tracking in Medical / Dental Practices

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Welcome to Practice Treatment Plan’s Bi-weekly New Patient Marketing Tips!

Today’s Topic: Top 5 Most Popular Objections to Using Call Tracking in Medical / Dental Practices

Tracking your practice’s incoming, new patient phone calls is a vital piece of your marketing plan. This is accomplished very easily by placing a unique call tracking number on all of your marketing channels (website, direct mail, billboards, etc.) so that you can track how many new patient calls each of them is bringing to your practice. If you are not tracking where these calls are coming from it is like throwing your marketing dollars into the wind.

call trackingCall tracking serves a number of important purposes such as:

  • Identifies which marketing channels are giving you the best return on your investment.
  • Provides you with call recordings and detailed reports on how well your front office team is converting new patient calls into new patients in the dental chair.
  • Gives actionable feedback to your front desk so they can improve their conversion rates and bring more new patients into your practice.
  • Lets you know how many calls are being missed and the peak call times in your practice so you can make sure there is enough phone coverage at those times (reducing missed calls).

100% of the time call tracking has helped our clients get more new patients. 100% of the time!

That statement should be enough to convince any doctor that it would be worth implementing a call tracking system for at least a few months. But we still hear objections from doctors. Below are the Top 5 Most Popular Objections to Call Tracking:

My front office team won’t like having their calls recorded. Most customer service departments record their phone calls for quality assurance (and that is exactly the line of work your front office team is in…customer service!). The receptionist is on the “front lines” of your practice. He or she is vital to the success of your business. It is imperative that you know how successfully they are converting new patient calls into actual new patients. Our clients wisely use our daily or monthly call tracking reports as a very effective training tool to teach the front office team how to more effectively convert prospects into patients. The best way to get your team on board with call tracking is to make them excited about being such an integral part of the success of your practice. Give them incentives for converting a certain percentage of new patient calls into new patients in your practice every month!

It’s too expensive. Can your practice afford to miss 40 patient calls every month? That is the average number of calls practices like yours are missing! If you had a way to get those potential new patients back on the phone within minutes so that you could appoint them, how much could your production dollars increase annually? Or, if you could determine your peak calling times allowing you to make some minor scheduling changes to ensure that there was always enough phone coverage at those times, would that information benefit your bottom line? You bet it would! I already know what you are thinking, “We don’t miss that many calls every month.” Are you sure? I bet you would be shocked to learn the truth. Call tracking pays for itself many times over with the number of new patients it helps bring in.

We don’t need call tracking, we have caller ID. Great! If you have caller ID can I assume you are always calling potential new patients back promptly? Probably not. Usually only the callers that leave voicemails get callbacks. Less than 30% of potential new patients leave a voicemail. They will just go to the next doctor on the list, so by the time you do call them back, they may have already appointed with another dentist. Call tracking gives you a systematic approach, through immediate text & email alerts, to ensure missed calls are called back promptly. Most importantly, it provides data to develop a strategy to reduce missed calls overall.

Won’t having a tracking number on my website hurt my SEO? You can use a call tracking system that utilizes dynamic number insertion. What that means is that when a search engine (like Google or Bing) “crawls” your website they will see your real practice number. But when a human (potential new patient) arrives at your website, they will see the call tracking number.

The only people that we aren’t appointing have an insurance we are not in-network with or they have Medicare, which we don’t accept. I bet you would be surprised to find out that a big percentage of potential new patients are qualified and motivated to make an appointment at your practice but for some reason, they don’t. When this happens it is often because your front office team does not know how to “lead” the caller on the path to an appointment. Through call tracking your team will learn better ways of interacting on the phone with new prospects and converting them into loyal patients of your practice.

Call tracking ensures that your marketing dollars are put their their highest and best use. If you would like to learn more about our call tracking service contact us at 888-412-8820 or visit www.opportunitytrack.com.

Practice Success,

Benjamin Suggs
New Patient Marketing Strategist
Practice Treatment Plan, Inc.

How Many New Patient Opportunities Are You Missing Each Month?

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Today I have a few questions for you…
How many new patient phone calls does your practice get each month?
How many of these calls come into your practice during times when nobody is answering the phone?
For those calls that are answered, how many are successfully converted into new patient appointments? 
If you are spending money to drive potential new patients to your practice, the truth is that every time that phone rings, you have paid for that ring to occur. And each time the phone rings with a prospective patient on the other end, there are only 4 things that can happen:
  1. Call goes unanswered, new patient leaves a message requesting a return phone call.
  2. Call goes unanswered, new patient chooses NOT to leave a message requesting a call back. (Missed Opportunity)
  3. Your front desk team fields the call and appoints the new patient.
  4. Your front desk team fields the call but is UNABLE to appoint the patient. (Missed Opportunity)
For the past few years, we have tracked our clients marketing efforts using call tracking. Over that time, we have learned some things that may shock you.
  • On average, practices are missing 40 patient calls per month, with most of those occuring during business hours. Less than 30% of those missed calls leave voicemails.
  • In the initial month of call tracking, we find that offices are converting new patient callers into new patients less than 50% of the time!
Think about how those missed opportunities can add up. Let’s assume that your practice gets 40 new patient calls a month, and 20 end up appointing as new patients. Your practice is converting at 50%. If you could increase your conversion to 60%, that would equal an additional 4 new patients per month (48 per year!). 70%? that would be an additional 8 new patients per month (96 per year!). How much would those incremental patients be worth to your practice?
Would you would like to know how many opportunities you might be missing? 
Ask us about our call tracking service, Opportunity Track. We will track, record and summarize your new patient calls, and quantify for you how many potential opportunities are being missed. The report will help you (or your practice management consultant) identify ways to improve your call handling to ensure that you are capturing all of the opportinities you are already paying for! Call (888) 412-8820 or visit www.opportunitytrack.com.

Practice Success,

Benjamin Suggs

New Patient Marketing Strategist

Practice Treatment Plan, Inc.