It is important to maintain a database of prospective patients to which you can direct marketing efforts. This means keeping contact information well organized and continuing to develop your relationship in order to move them to conversion. Often, it may seem to be an overwhelming or daunting task to nurture a large database, however if you don’t, you truly are missing an opportunity to grow your practice. In an effort to help you get started, below are five simple tips to keep in mind when nurturing your leads.
1. Get Organized A well-organized database is much easier to maintain and makes marketing efforts more effective. For your practice, this may mean investing in quality lead tracking software, or simply using a spreadsheet. Either one is fine, just be sure to be consistent and add all leads that you receive. Initially this may take some time, but once established it will become a part of your daily routine and be less time consuming.
2. Engage As Needed How often you reach out to your database should be determined by the individual amount of activity you see with each lead. Some prospects will naturally engage with you more often, and you should follow up with those leads regularly. A good rule of thumb is to connect at least once a month. This will ensure your practice remains top of mind when they decide a consultation is right for them.
3. Use Multiple Channels Not all people learn or process information in the same way, therefore, you should not rely on any single channel to market your practice. The world we live in today offers many different outlets to build relationships with prospects. Try using some of the following: direct mail, webinars, social media, phone, website, or even a blog. Utilizing a variety of marketing channels will not only reach more leads, but hopefully engage them as well.
4. Provide Value Providing value is probably the most important tip for nurturing your prospects. We can all remember a time when we were sent something and asked ourselves, “How does this pertain to me?” If the answer was, “It doesn’t,” you either deleted the email, or tossed the mail piece in the trash. However, think back to a time when you received something that did interest you, or you found value in what you were reading. I bet you did one of two things: researched more about that product or service, or purchased it. To make sure your efforts are effective, make sure there is value in what you are communicating and encourage recipients to learn more about your practice.
5. Track Results Identifying which channels are working best for your practice will allow you to make informed decisions about upcoming marketing campaigns. Monitor how many prospects open your emails or how many times they visit your website. When a potential patient calls, ask how they heard about your practice. Document the results in one place, and be consistent. Use this information as a guide when planning for future marketing efforts.
Lead nurturing is an effective way to help your patients move forward with booking consultations or converting to procedures. This process doesn’t have to be overwhelming, and by implementing these tips you will find that it can increase the effectiveness of your communications and help grow your practice.
– By Allisha Gosselin, Inside Sales Manager for Sightpath Medical