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Going back to ancient civilizations they understood the importance of managing the customer relationship. My colleagues and I from day one understood that growth without proper infrastructure equals failure, and together we developed the most innovative marketing infrastructure in the healthcare industry. Bringing my years of experience at The Money Store combined with my colleague’s expertise we designed an infrastructure designed to maximize patient pull through and referrals. Before your ever embark on any marketing campaign ask yourself some questions: Who's going to take the calls? who's going to follow-up on the leads no matter the media strategy? how much time is wasted from the time the lead comes in and you start the sails process? what are your follow-up conversion protocols?
Time and time again so many healthcare practices fail miserably in developing an infrastructure designed around pull-through and conversions, and get suckered by media reps in running ads with leads that end up in limbo. Worse there is no investment in having the right (marketing and sales) oriented well trained people handling all inbound marketing leads. You think it's crazy to put an insurance or car salesperson in a position at a healthcare facility for example, well think again when you start driving profitable customer action -- oh yes! profit-profit-profit. Not so crazy now is it, and it has worked at of the most reputable healthcare practices on the East Coast, e.g. the Kremer Eye Centers and Halpern Eye Care.
Here are a few things to keep in mind:
• By developing the proper infrastructure you give the potential customer (patient) the perception that your business is a major factor in their decision making process.
• Improve follow-up CRM protocols for current and potential customers (patients); and making sure your staff is trained to ensure the best customer experience.
• Follow-up on interested potential customers (patients). This is an opportunistic area utilizing lead chase protocols will help make the business more focused on improving conversion rates, generating more revenue, driving profits, and make the potential customer know that WE CARE. - It is crucial to develop a variety of "Customer Flow Charts" addressing different situations, i.e., New customers; No shows consultation; No show appointment; Undecided; etc.
• Maximize the infrastructure for smooth and efficient customer (patient) flow.
• The main goal should be to create an infrastructure for growth that is seamless; that does not disrupt the current business schedule.
• The perception that the business is successful is crucial.
• The proper infrastructure will help to make the business more functional and more profitable with the same number of staff.
• Who and how will inbound phone calls be handled? (Internal T/M department and Sourced out 24/4 T/M roll-over and after hours, e.g. Smart Communications)
• Who will handle inbound web leads and scheduling?
• Who and how will outbound follow-up and outbound cold calls be handled?
• Maintain control and direct the customer (patient) through the process.
• Always appear busy, however be accommodating.
• Establish the tone, tempo and direction of the phone call in the first 15 seconds. Being the one to establish the right direction, in effect guiding the new prospect to the point
of coming in.
• LIVE PERSON - NOT ROBOT: A call automated voice prompt system can in no way achieve that goal, especially in the medical recall process. The negative effect is that the potential customer guides themselves through the process, becomes irritated and worse yet goes somewhere else.
In addition, a voice prompt, unless recorded with a professional voice-over announcer will not sound fluid, professional, gregarious, caring, and not be congruent with your core values, namely the best in customer service.
• Immediate contact with a potential customer gives you the ability to guide the prospect through the process. A - I - D - A.
• Avoidance of 30 second on-hold abandonment.
• Begin the customer relation process on a good not - 1st IMPRESSIONS.
• Lead information is taken immediately.
Develop online web pipeline protocols, i.e. Follow-up emails; online schedule; Response.
• Maintain control and direct the customer (patient) through the process.
• Always appear busy, and that the schedule is full.
• When scheduling never ask what is good for the customer, try and keep control. Give the prospect the time(s) and dates of the first available appointment.
• Develop pipeline flow scripts with introduction and flow.
- The Greeting - Scheduling - When they are ready to schedule - Gathering of Information - Ready to respond to questions - Objection responses - Cross Selling Script.
- Follow-up scripts
- Answering machine script.
- Lead chase scripts (2nds incentive with barrier to entry)
• Develop sales representative flip chart addressing a variety of potential questions. • Develop and implement recall strategy, schedules and materials.
• Customer lead tracking (Date; Time; Name; Area Code: State; City; Lead Source; Disposition; Comments)
• Sales calls with disposition
Advances in technology keep on growing exponentially, but the power of the right people to convert and maximize customer flow goes back to ancient times. Invest in the right infrastructure and the returns will make your business awesome.
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