Chain of Ophthalmology hospitals sees conversion rate at consultations increase by 126% after personal sales training

Background

A chain of hospitals situated around the UK wanted to increase the percentage of people booking treatments as a result of first consultations.

Problem

Consultations are often more challenging sales situations than phone calls because they are longer in duration and also involve the active and cooperative participation of every team member. Often, people hired into clinical positions are not commercially aware and resist the idea of selling, even in a private setting. Processes often differ across hospitals, as different managers must cope with different limitations, often imposed by facilities, schedules, or historical preferences. Furthermore, it can be very challenging to get team members to find the time to attend training without shutting down facilities for an entire 2 days.

Solution

After sitting in several consultations across every hospital, we mapped the consultation process and agreed on a process that would represent the ideal way. This approach was approved and accepted by the hospital administrators. We then mapped our training to fit this process and developed a customised approach to deliver across the organisation. Because different roles had to be trained on different skills, we held training days for each role, and always tied it together with what the other roles were doing. Overall, the training took a total of 6 days.

Result

Monitoring progress for 3 months post training, conversion rates climbed from 31% to 70%. Importantly, these results were calculated on the basis of real consultation counts (sales conversations) leading to real deposits taken for surgery. Assuming everything else being equal, the sales team improved by their conversion rates by 126% and the client realised a return on investment of 33. We estimated their incremental gain from training was £807,300 over three months immediately following training.

 

Get your Practice Marketing Score

Take our FREE “Practice Marketing” quiz. Get your score and benchmark yourself to practices around the world.

GET YOUR SCORE

Find articles on:

What our clients say…

“In a matter of weeks, we already saw results with LiveseySolar. Far before we were even finished with our project.”

Erik Chotiner, MD, FACS, Ophthalmologist

“The whole group has been very, very professional. We’re quite early in the stages, but we can see the benefits.”

Dr Nick Mantell , MBChB FRANZCO

“They’re very professional. They know what they’re doing, but they also put us at ease. This helped us to cut through what’s needed to get what we want.”

Mr Praveen Patel, MA (Cantab), MB BChir (Cantab), FRCOphth, MD (Res)

“It’s wonderful to work with an agency that engages on our level and understands our market.”

Dr Anton Van Heerden, MBChB; FRANZCO, Ophthalmologist

Get your Practice Marketing Score

Take our FREE “Practice Marketing” quiz. Get your score and benchmark yourself to practices around the world.

Get your score

Related Posts

Meet our Founders

We’re passionate about helping leaders of high-quality, growth-minded practice owners double their revenue

Rod Solar

Founder & Fractional CMO

Rod co-founded LiveseySolar and acts as a Fractional CMO for our customers. He’s on a mission to help transform the lives of 10,000 people with vision correction surgery by 2024. To achieve that, he inspires his customers to make confident decisions that will help 50,000 people take the first step towards vision correction.

Read more

LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.

— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO

Laura Livesey

Founder & CEO

Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.

Read more

Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.

— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK