The golden telephone: Why telephone sales still matters in healthcare marketing

It’s no secret that many, and in some cases most, new patients come from referrals from either other patients or from referring health care professionals.

However, to supplement their volume and encourage growth, many professional medical businesses will invest thousands in website design, advertising in traditional broadcast media (like newspapers, radio or television media), PR and patient events.

Many of the more aggressive medical businesses will also invest thousands more in Internet marketing, like SEO or PPC or other online advertising.

And more recently, there’s been a considerable interest amongst the more advanced health marketers to invest in social media, inbound marketing and email marketing.

Finis Coronat Opus (The end crowns the work)

Sometimes, in our excitement over new approaches and technology, we sometimes overlook that these are simply new means to a consistent end. Like a massive funnel, nearly every one of the prospects generated from all of these sources will need to find their way through one extremely tight bottleneck… your telephone salesperson.

In spite of the emergence and ubiquitousness of Internet sites, email, SMS and social media technology, all but a tiny minority of your patients will still call your phone number before they book an appointment. And this last mile of marketing can either make or break all of your efforts up to that point.

Is your telephone a clogged bottleneck?

In spite of the emergence and ubiquitousness of the Internet, email, SMS and social media technology, all but a tiny minority of your patients will still dial your telephone number before they book an appointment.

Assuming you offer something that is elective and subject to competition, you need to treat the phone as a vital lifeline that your business depends on to succeed. You need to treat it like a golden telephone.

Every time a prospective patient calls your professional practice, it represents a significant investment that you have made in marketing expense and an even greater potential for income. In many practices your cost per enquiry is £100 or more, and when you calculate the income you might receive from treatment, you can see how each call is worth potentially thousands of pounds of income.

In spite of its importance, most clinics are still getting it wrong

And when it comes to converting this investment into paying clients, professional service businesses fall hopelessly short. I’ll share the data in my next post.

 

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

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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.

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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