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doctor checks his phone for his clinic's Yelp reviews

By OppGen

Doctor Reviews on Yelp

Yelp is perhaps best known for small business reviews (think restaurants and salons), but the well-known directory listing website is also a place for patients to leave reviews for doctors,  medical practices, and clinics.

If your medical practice does not have a presence on Yelp, it’s time to claim your business page.

 

Why doctors need a Yelp listing

Finding new patients

The top reason why doctors need to have a Yelp listing is simple: it helps bring in more patients.

It is crucial for medical practices to have a strong online presence, and that means you need to have more than just your website up and running. You need to have active social media accounts, a Google My Business listing, and positive reviews

However, Google My Business listings are only one place where new patients can find you.

Other popular medical- and doctor-specific directories include:

Your clinic needs to be as easy for prospective patients to find as possible. That means creating and maintaining multiple listings on relevant directories like Yelp, and those listed above. 

 

Off-page SEO

Although Google My Business listings are growing in popularity because of the unique advantages they offer, it’s still a good idea to have listings in several directories,  especially on popular sites like Yelp.

 Directory listings are critical for off-page search engine optimization (SEO). Off-page SEO looks at your website through the lens of other sites. This means search engines like Google are seeing where your practice’s website is being mentioned on the web through backlinks — links on other sites that link back to your site. Directories are an easy way to acquire backlinks, and Yelp is a valuable one to have.

Getting positive reviews is another key aspect of a winning off-page SEO strategy. Having a lot of five-star reviews on your listings sends a signal to search engines that your business does high-quality work. In turn, the search engine will likely have your site rank higher for searches related to your services.

Off-page SEO, directory management, and positive reviews are proven SEO strategies for gaining visibility in your market, increasing traffic to your website, generating new leads, and signing on more patients.

 

Reputation management

According to a 2020 survey, 90% of patients use online reviews to evaluate doctors. 

Nearly 75% of patients use reviews as the first step to finding a new doctor

But if your clinic has no reviews, that’s a problem.

If someone has a problem or a bad experience in their doctor’s office, they probably won’t make a huge fuss over it in person.  However, they are far more likely to let the world know about it in an online review.

Even if you don’t have a Yelp listing set up, there is a good chance it already exists. Previous patients and Yelp users actually have the ability to establish a listing for you. The good news is that as the owner of your business, you do have the ability to claim your listing. 

By claiming the listing, you will at least be able to respond to dissatisfied patients’ complaints and try to make amends.

 

How to claim a Yelp listing

1. Find your medical practice on Yelp

You can start the process of claiming your practice or clinic’s Yelp listing by.   Go to Yelp for Business at biz.yelp.com/claim. From there, Yelp will guide you through the necessary steps to claim your business listing.

 

2. Create and verify your Yelp account

Next, you’ll need to create an account. Enter your business’s information and email address. Make sure you use an email address you check on a regular basis so you can stay on top of reviews and anything else that happens on your page.

Once you’ve completed creating your account, you’ll need to verify it. With Yelp, you will either receive an email or a phone call with a verification number. Follow the instructions you are given to verify your account.

 

3. Optimize your medical practice’s Yelp listing

Now that you’ve found your practice’s Yelp listing and set up an account, you need to optimize the listing. This means adding more information about your clinic or practice, such as:

  • Clinic or business hours
  • Contact information
  • High-quality photos of your clinic and/or staff members
  • Your practice’s specialties and background (i.e., why did you decide to open this practice or clinic, information about you and your staff)

Once you’ve added this information, double-check it and even triple-check it. It’s important that all of your clinic’s information is 100% accurate and lines up with the information on your website and other directory listings.

 

Healthcare Providers: How to respond to negative Yelp reviews without violating HIPAA

One of the most important aspects of Yelp and similar directory sites is the ability for business owners to respond to reviews. Not all reviews necessarily need a response, but negative reviews most certainly do.

But for doctors and medical practitioners, responding to negative reviews — or any review, — must be done with care. Including too much detail in a response can result in a potential HIPAA violation.

This can be more difficult for specialty clinics that focus on very specific health issues, such as men’s clinics.

All responses to negative reviews need to be original. They should not be copied-and-pasted responses with changes only to the patient’s name and maybe a few other details. If you want an unhappy patient to return, you need to be sincere, which means a non-personalized response isn’t going to do you any favors. 

If you can address the patient’s complaints without giving away why they were there for treatment, that’s often the best route. Maybe they were upset about the wait time, the state of the office, or poor bedside manners. Those topics are fairly easy to safely address while maintaining patient privacy. 

But if a patient goes into more detail about their treatment or why they were there, be careful. It may seem natural to respond with the reasons for their treatment, but it’s even easier to breach a patient’s privacy in the process.

Here is a safer option: Give a brief response apologizing for their poor experience and ask them to call or email you. This will help circumvent the risk of a HIPAA violation.

Ask yourself: Does my response give away any information about why this patient came to visit? Anything about treatment? If your answer is no, you’re probably in the clear.

 

Contact OppGen for more information

For more information about setting up a Yelp listing and other medical marketing strategies, contact OppGen today. We’ve worked with hundreds of clinics like yours to generate leads and increase revenue with an improved return on investment.

man undergoes scalp micropigmentation

By OppGen

How to Market Scalp Micropigmentation

Have you ever wondered how to market scalp micropigmentation? Because scalp micropigmentation is an incredibly niche service (with micropigmentation itself being a very niche industry), you need a highly targeted marketing strategy.

Digital marketing is one of the most effective strategies for niche segments like scalp micropigmentation. But there are several different channels within the world of digital marketing, and some are more effective for your business than others.

This effectiveness can differ for a number of reasons, and that’s why at OppGen Marketing, we recommend filling out our free digital audit so we can give you an idea of where your current scalp micropigmentation marketing strategy can become even more effective than it already is.

 

Paid search advertising

One of the best highly targeted digital marketing channels is paid search ads. Paid search ads are advertisements on search engines that look like search results. These ads appear on either the top or the bottom of each search engine results page (SERP). They may also be referred to as PPC ads, which is an acronym for pay-per-click. This describes the payment model PPC ads use: you are only charged when a prospect clicks on the ad.

The amount you are charged per click, or cost per click (CPC), is determined by a bidding system. With PPC ads, you are bidding on keywords prospects search for, which ensures you are getting leads who are actually interested in your scalp micropigmentation service. There are keyword match types that allow you to limit how broad a person’s search can be so you can more effectively ensure the prospects who click on your ad are worth the CPC you’re charged when they click. Not only that, but you can also limit who sees your business’s scalp micropigmentation advertisements based on a prospect’s location at the time of their search.

 

SEO

Search engine optimization (SEO) is an organic (unpaid) marketing strategy with the goal of having a website rank high on SERPs for relevant keywords. Getting to the first or second page of search results takes longer than it would for a paid search ad, but considering the fact it doesn’t require payment to a search engine like Google or Bing makes it a strategy worth trying.

There are 4 components needed for an effective SEO strategy:

 

1. Technical SEO

In order to rank high on SERPs, you need to have a website that loads quickly and runs smoothly on mobile devices. Your website should also be easy for users to navigate. Simple and clean website designs tend to perform better than sites with too much going on. Your website should represent your brand, too; any disconnect between your website and any other aspects of your business will send promising prospects off in the opposite direction.

Your website should build prospective clients’ trust in scalp micropigmentation and other services your business offers; one easy way to do that is to include before and after pictures of clients.

Even if you already have a website, you may want to consider hiring a digital marketing agency like OppGen Marketing to build you a better, faster website that encourages prospects to become clients.

 

2. Local SEO

Local SEO focuses on making your business’s location more visible for prospects who are searching for scalp micropigmentation and other similar services and treatments.

If your location doesn’t rank on the first page for someone who searches “scalp micropigmentation near me,” that’s a problem. Thankfully, there are solutions to that problem. One such solution is claiming your business’s Google My Business listing and making sure the information is accurate and up to date. Additionally, make sure you have listings on other websites like Yelp, White Pages, and other relevant directories.

 

3. On-page SEO

Also known as content marketing, on-page SEO centers around the content on your website. It’s often said that content is king, and this applies to everything on the web, including scalp micropigmentation. Content can be a number of things, from blog posts to videos and podcasts and more.

By creating original content focused around certain keywords and phrases, on-page SEO helps boost your credibility in the field of scalp micropigmentation — and eventually your website’s SERPs position, too. Considering that scalp micropigmentation is a relatively new procedure compared to other types of micropigmentation, creating an FAQ page featuring common questions and in-depth answers is a great way to help build credibility and potentially improve your site’s SERPs position.

 

4. Off-page SEO

Off-page SEO includes social media shares, positive reviews, and link building. When your content is shared around the world wide web by other reputable websites, search engines recognize that and reward your site with more visible ranking positions. The more backlinks that point back to your site, the better.

 

Social media marketing

Social media is a powerful tool and can be highly effective for marketing your scalp micropigmentation business. From sharing clients’ before and after photos to encouraging reviews (and much, much more), the benefits of social media marketing should not be overlooked.

 

Social media pages

Sharing your website’s content to your business’s social media page is one way to build up more backlinks as well as reach out to prospects and current clients. It’s also one more place for clients to leave reviews, too. There’s no reason not to have a Facebook page for your business in this day and age. You can chat with clients and share updates, contests, and more, all on one platform.

 

Paid social advertising

Paid social ads are advertisements on social media websites. Facebook is one of our favorite social media advertising channels thanks to its highly effective targeting tools.

While paid search ads allow you to target prospects using keywords and location, paid social ads go even deeper. You can target prospects based on even more demographic information — age, sex, location — as well as psychographic information — interests, behavior, and groups.

These ads have plenty of variety in terms of ad types and sizes, so you’re sure to find the right type of ad that works best with your skill set — or the skill set of a digital marketing agency like OppGen Marketing.

 

Contact OppGen today about our scalp micropigmentation program

OppGen Marketing is a Columbus, Ohio-based digital marketing company that works with highly specialized businesses — just like your scalp micropigmentation company. For more information, contact us today.

patient is given alternative treatment for plantar fasciitis

By OppGen

How to Market Alternative Treatments for Plantar Fasciitis and Peripheral Neuropathy

Marketing alternative treatments for plantar fasciitis and peripheral neuropathy can be tricky if you don’t know where to start. Perhaps you’ve considered more traditional options, like radio or newspaper ads. While those certainly can be helpful, it might be a good idea to consider adding digital marketing to your current marketing strategy.

Here are a few simple ways you can market alternative treatments for plantar fasciitis and peripheral neuropathy.

 

Paid search ads

Paid search marketing is a digital marketing strategy that involves paying search engines, like Google or Bing, to advertise services to prospects who are searching for alternative plantar fasciitis and peripheral neuropathy treatment options.

Search ads are often called PPC or pay-per-click ads due to this kind of ad’s payment system. You are charged only when someone clicks on your ad. If someone sees it and scrolls past it, then you won’t pay a cent.

These advertisements are text-based and look like a search result listing; however, later this year, you should be able to add images to make your ads stand out from the organic (unpaid) search results. 

What makes PPC ads effective is that your ad won’t be displayed unless a prospect searches specific keywords you’ve selected. This makes it easier to target relevant prospects who are already seeking treatments for plantar fasciitis or peripheral neuropathy.

PPC ads can be found at the top and bottom on search engine results pages (SERPs), though Google has been adding more advertising options, such as Google Maps ads. The location of your ad matters, and ideally, you want it on the first page of search results.

There are multiple factors involved when it comes to determining your ad’s placement, and one of the most important factors is the cost per click (CPC). You can determine the CPC by placing a bid on the keywords through an automated bidding system. The higher the bid, the better the placement will be. Depending on how competitive the keywords are (as well as the industry is), you might find the CPC getting high. That’s why it’s a good idea to work with an experienced marketing company, like OppGen, that is far more than capable of lowering CPC for its clients.

For even more in-depth information about the effectiveness of paid search for peripheral neuropathy treatments, we recommend reading this blog

 

Display ads

Display ads, a type of visual ads that use images or video, can be found on various websites prospects visit. These ads often appear on websites hosting relevant content or take prospects’ search and browsing history into account.

The browsing history aspect makes display ads most effective for a remarketing (or retargeting) strategy. This strategy will target people who have visited your website but didn’t take a certain action (i.e., not finishing purchasing an item/leaving an item in the shopping cart or leaving the “schedule appointment” page without scheduling an appointment) by displaying ads for your clinic and/or its services on other websites. Display ads work as effective reminders for prospects to return to your website, where they will hopefully take that desired action.

One of the best examples of display ads in action is when you leave a product in a digital shopping cart without checking out. Many times, you’ll start seeing ads about those products on different websites. If you end up leaving that website (even if you don’t click on the ad) and going back to check those items out, you are considered a success for that company’s remarketing strategy.

 

Content marketing

Content marketing is a key part of a strategy known as SEO (search engine optimization), which revolves around creating well-written (or well-produced) relevant, informative content for anyone who visits your website so that search engines rank your website in a higher, more visible position. This content should be centered around specific and relevant keywords that people are searching for when looking for 

The content itself is a rather large concept and can be made in several different mediums, including but not limited to:

 

Blogs

Blogs are one of the simplest forms of content, but blogging takes more skill than you may believe it does. Your content needs to be well-written and researched. You can’t just repeat the same keyword over and over and over again. That may have been an effective strategy for SEO a few years ago, but this is no longer the case. Google’s bots, in particular, can “read” pages similarly to how we can read, and if it’s hard for a human to parse, it’s going to be hard for search engine bots to do that, too.

However, many people seem to think writing is easy and anyone can do it. This is not the case, which is why it’s common for companies to defer to freelance content writers who are skilled at blogging; and yet not all content writers are trained to help your site rank high with SEO. OppGen hires in-house content writers and trains them to optimize every blog post for SEO, and as a result, our clients see an increase in traffic and conversions.

 

Video

Videos are becoming more popular as a form of content, and it’s easier than ever to make them, edit them, and upload them to a website or app. YouTube channels can be great resources for helping people better understand the alternative treatments you’re offering and how they work. Many YouTubers in the medical community film videos of the treatments themselves on their patients (while taking care to ensure they are not violating HIPAA, usually by not showing a patient’s face or anything that would make them identifiable and by using a fake name or nickname for the patient) and explain what they’re doing and why they’re doing it. 

Longer Youtube videos can be cut into clips and uploaded to Instagram, too.

TikTok is another good video option, and just because it’s filled with Gen Z and millennials doesn’t mean you should overlook it. It’s easy for anyone to use, and editing video in the app is a breeze. Videos can be up to a minute long, and it’s possible that 3-minute-long videos are coming up on the horizon. TikTok’s social elements, such as its comment sections, can make it easy to respond to questions viewers may have about your alternative treatments.

Last but not least, video also gives you the option to include them in blog posts, adding an extra element that can make your blog more informative and appealing to readers and viewers alike.

 

Podcasts

Podcasts are yet another way to reach more people who may be seeking treatment options for plantar fasciitis and peripheral neuropathy. Creating a podcast about these treatment options or discussing them in more detail as a guest on a local podcaster’s podcast is both good options. (Another option may be advertising on a relevant podcast — according to Nielsen’s 2021 Podcast Today report, their podcast effectiveness studies have found that ads, when read by the host, drive a brand recall rate of 71%). With growing interest in podcasts, it certainly doesn’t hurt to give it a try. Plus, podcasts can be uploaded to websites as widgets, making them a promising addition to blog posts along with videos.

 

Social media marketing

Now that you’ve created some content, you need to share it, and social media — especially Facebook, one of the best social media platforms to do so — is a great place to share your content. Sharing content is also an important part of a good SEO strategy.

But social media marketing offers more than a way to bolster your content and SEO strategy; it’s another place to market alternative treatments for plantar fasciitis and peripheral neuropathy to prospective patients.

 

Facebook business page

Setting up a Facebook business page for your clinic is the first step to marketing, and thankfully it’s easy to do. Start by going to business.facebook.com/overview, click create an account, enter your business’s name, your name, and work email address, and click next. From there, you’ll be asked to fill in a few more details and click submit. That’s all there is to it!

There are several perks to having a Facebook business page. It’s a simple way to share content from your website or YouTube channel and connect with prospective patients. The chat option can allow you to answer questions from current and prospective patients, and in some cases, schedule future appointments. Patients can also leave reviews, and good reviews are something that can bring your clinic’s website higher up on relevant search results or on Google Maps if it’s a local prospect searching for your services.

 

Facebook Ads

You can’t run advertisements on Facebook without setting up a Facebook business page, so follow the above instructions if you haven’t set up your Facebook business page yet.

Facebook Ads come in more variations than search ads allow. There are many different placements, ad sizes, and ad types to choose from. But what is perhaps the best thing about Facebook Ads is its targeting options. Search engines don’t necessarily have access to as much information on prospects as Facebook does. Not everyone using Google has a Google account they use while searching; as a result, you don’t have demographic information or even information about a prospect’s interests.

Because when people create a Facebook account, they are encouraged to include information about their location, workplace, relationship status, among other useful data, you can use that data to a certain extent when targeting prospects. Certain medical issues, such as plantar fasciitis and peripheral neuropathy, tend to occur more often in certain populations. You can use that information to target audiences who fit within those populations based on their age and sex. Their interests (typically inferred by their liked pages) and groups also can be useful. For example, people who are part of a diabetic cooking group could be targeted using Facebook’s targeting tools.

Facebook Ads is particular about the language used in ads as well as what can be shown in the images and videos used in ads. If you fail to follow Facebook Ads’ advertising guidelines, Facebook will reject the ad, so be sure to pay close attention to those guidelines and that your ad follows those rules. If you continue to experience advertisement rejections from Facebook, it may be a good idea to reach out to a marketing agency. OppGen has worked in some of the most difficult advertising industries on Facebook, like weight loss, but has been successful in getting ads accepted, which helps our clients’ marketing campaigns succeed.

 

Facebook Live webinars

Though Facebook Live video events aren’t the only option for doing webinars, they’re a pretty good place to start. Webinars can make for powerful educational tools, and thanks to Facebook Live and other live video streaming services (such as YouTube, Twitch, and even TikTok), it’s easier than ever to set one up and answer prospects’ questions directly.

These live webinars can be done from any place at any time. At the very least, all you need is a phone, a Facebook business account, and a good internet connection. We suggest making sure that your Facebook business page advertises and actively promotes a webinar event ahead of time so people will show up.

 

Contact OppGen for more ways to market alternative treatments for plantar fasciitis and peripheral neuropathy

OppGen has helped hundreds of clinics across the nation generate more leads with an improvement on their return on investment (ROI) through our holistic marketing program. We can help you market alternative treatments for plantar fasciitis and peripheral neuropathy and bring more patients into your clinic. Contact us today for more information.

doctor treats women's peripheral neuropathy pain in her foot

By OppGen

The Power of Paid Search for Peripheral Neuropathy

Start with paid search marketing to get more peripheral neuropathy patients

Here are some reasons why you should use paid search marketing to get more peripheral neuropathy patients:

 

Paid search is keyword-specific

Paid search is a highly effective bottom of funnel marketing strategy because it relies on prospects who are seeking out specific services using keywords you select. You can control the precision of these keywords and phrases to make sure you’re reaching the right audience.

Peripheral neuropathy is already a highly specific term that people who either have it or think they may have it will search for. Chances are more likely that you won’t end up chasing (as many) poor quality leads due to the narrower pool found at the bottom of the funnel.

You can even tailor the level of specificity by setting up the following keyword match types:

  • Exact match: Exact matches are pretty much what they sound like. They will only show your ad if the exact keyword(s) you’ve selected are used in a search. Your ad tied to the keywords “peripheral neuropathy” will only be seen by those who search those exact words (though plural versions of words and misspelled versions can result in your ad being displayed, too). Exact match is the least flexible match type.
  • Phrase match: phrase matches work closely to exact matches except it includes searches with words and phrases before and/or after the keywords you’ve selected. For example, if your keywords for an ad are “peripheral neuropathy,” your ad could be triggered when a prospect searches “peripheral neuropathy treatment” or “symptoms of peripheral neuropathy.” As long as your keywords are included in a search under this match type, they’ll likely be shown to prospects.
  • Broad match: Broad matches are basically the opposite of an exact match; they will trigger your ads as long as the keywords you’ve selected are included. This match type will also include related topics and other variations of the keywords. Searches that include keywords like “nerve damage” or “diabetic health problems” could potentially bring up your ads that are attached to the keywords “peripheral neuropathy.” 
  • Negative keywords: Negative keywords aren’t a match type, but they are important and still relevant to keyword match types. Negative keywords allow you to remove certain words from searches. If you wanted to have “peripheral neuropathy” but do not want your ad to show up for “peripheral neuropathy clinic,” you can make “clinic” a negative keyword, so any 

 

Paid search can be tailored to certain locations

If you want to find local prospects, paid search can be set up so ads are only displayed to prospects who are in a certain location. It can be as narrow as a zip code or as broad as states, countries, or continents. That way, prospects who are in that location are the only ones who can see the paid search ad and can click on it. In some cases, broader location settings can negatively affect your campaign because you’ll get poor quality leads who aren’t nearby and therefore won’t be able to go to an appointment they’ve scheduled.

 

Paid search makes creating a budget and sticking to it easy

Paid search is generally charged on a cost per click (CPC) basis, which means whenever a prospect clicks on your ad, you will be charged. How much the CPC is can vary based on several factors, such as:

  • Your industry and level of competition
  • Targeted locations
  • Device types (i.e., desktop, phone, tablet)
  • How much you bid on a keyword or keyword phrase (this determines your CPC)
  • Keyword match type

When you run a high-quality paid search campaign, Google may reward you with a lower CPC. It comes down to the Google Ads Quality Score of your campaign, which involves making your ads more relevant, using different landing pages for different ads, creating closely related ad groups, and adjusting your bids based on other criteria, such as location, devices, and the days you get more traffic, leads, and conversions.

If you’re ever worried about going over your budget, don’t be — you set your marketing budget and enter the amount you want to be the maximum you can spend in a set amount of time. If the next click would deplete your budget or go over your budget, your ads will not be shown until that set amount of time is up.

Google will not allow you to go over your allotted budget and will turn advertisements back on only if you adjust the settings or when the timeframe is over.

 

With a good strategy, your peripheral neuropathy treatment can get higher visibility through paid search 

When compared to search engine optimization (SEO), an organic (that is, non-paid) search strategy, paid search ads can get you results in a relatively quick amount of time.

With a good marketing strategy, you can easily rank in highly visible locations on a search engine results page. It already helps that these ads are placed either at the top or very bottom of the page, which makes prospects more likely to click them. It’s just a matter of optimizing your campaign effectively and bidding well.

 

Harness the power of paid search with OppGen

It can be difficult for clinicians to focus on managing a paid search campaign for peripheral neuropathy while treating patients. After all, their expertise is centered on treating peripheral neuropathy and other ailments, not on running a digital marketing campaign. 

Thankfully, we are here to help. OppGen is a highly specialized digital marketing firm that has helped hundreds of clinics throughout the nation generate high-quality leads using paid search and other medical marketing solutions.

If you are interested in learning more about what we can do to market your clinic’s peripheral neuropathy treatment program, contact us today for more information.

 

Further reading: What is paid search?

Paid search is a form of digital advertising where search engines like Google or Bing allow people to advertise businesses, products, services, and more on search engine results pages (SERPs).

Paid search options for marketing peripheral neuropathy treatments and clinics include:

 

PPC ads

Pay-per-click, or PPC, ads are placed directly on the SERPs and are listed at the top and bottom of the page. They look similar to individual search results, which makes it more likely for prospective peripheral neuropathy patients to click on the ad and convert. PPC ads are called pay per click because you will only pay whenever a prospect clicks on the ad.

PPC ads are incredibly powerful for lead conversion because they rely on specific keyword searches. This means that prospects are in the process of searching for peripheral neuropathy treatment options. These are high-quality leads that are more likely to convert as they are considered to be at the bottom of the marketing funnel. The farther down the marketing funnel a prospect is, the more likely it is that they will take action, such as scheduling an appointment with your clinic.

 

Display ads

Display ads, unlike PPC ads, are not placed on SERPs; they also do not look like search results. Instead, you can find display ads on just about any website. One example of a display ad is a banner ad. These ads are placed on websites using context from a prospect’s searches and their browsing history.

Display ads are perhaps best used for remarketing (which is also referred to as retargeting), a strategy using clients’ browsing history and websites they’ve “bounced” from. A bounce occurs when a prospect goes to a website but doesn’t take any action. Within a remarketing strategy, display ads serve as reminders to the prospect to go back to that website and take an action. In the case of a prospective peripheral neuropathy patient, this may be filling out a contact form to request more information or to schedule an appointment.

medical staff follows up with leads

By OppGen

Medical Lead Follow Up Guide: How to Close 9x More Patients

Why your clinic needs a medical lead follow up system

You can’t do it all by yourself

There’s a reason why the majority of clinics, regardless of size, have staff: it’s impossible for one person to do everything. And not only is it impossible but impractical as well. There’s no reason why doctors and nurses should be taking phone calls when they are needed by their patients. Likewise, a medical office staff shouldn’t be diagnosing patients. They don’t have the education and training that doctors, nurses, and other medical experts have.

So why leave the job of following up with leads in the hands of those who aren’t trained to do so?

 

Digital marketing can only do so much on its own

Digital marketing is like an iceberg: there are parts of it that are more visible at times than others. Your clinic’s ads will be the first thing prospects see — the tip of the iceberg. They’re what piques prospects’ interests.

But an ad cannot do all the work on its own; leads rarely convert on the first touchpoint they have with your clinic. That’s why you need a lead generation program (which is located below the tip of the iceberg) that progressively nudges prospects to fill out your clinic’s contact form. This also requires a lead follow up system, and an excellent one at that.

 

Following up with leads works

Most importantly of all, following up with leads works, and the statistics definitely support this:

Case in point: if you want an influx of new patients, you need a medical follow up system.

 

What medical lead follow up systems need to succeed

A designated employee or sales team

Everyone on your staff has a specific role (or at the very least, they should) that has specific tasks and functions. Make sure you have an employee or team of employees in charge of returning calls and emails to follow up with leads. Ideally, that should be that employee’s main role. Though responding to emails or phone calls might not seem like a lot of work to some, it is still work that needs to be done. And in the case of lead generation, failure to respond within a certain time frame can easily end up with your clinic losing great patients.

If you haven’t designated an employee (or for larger clinics, a team) to be in charge of following up with leads, that’s a huge problem. When no one is tasked with following up with leads, it’s very likely you are missing out on highly interested leads. Why? Because if no one is supposed to be checking up on leads, then it’s not going to become a priority. There will be other things that become more important, leaving lead follow ups to gather dust.

Not having a designated employee creates an accountability issue as well. With one or two (or a few) employees whose job(s) it is to follow up with leads, it’s much easier to track where they’ve fallen short.

We highly recommend hiring a full-time salesperson or at least someone who is properly trained and highly experienced in sales. This leaves your medical office staff to focus on the paperwork, billing, and scheduling — areas they already excel in.

In summary: designate an employee or two and make sure that their lead follow up tasks are clear, which brings us to the next point…

 

Good communication across the board

Medical lead follow up systems are communication-based in just about every aspect, and if there is a failure to properly communicate in any part of the system, prospects and other things will fall by the wayside. That is not an option.

Good communication requires everyone working on this medical lead follow up system to be on the same page. They need to understand definitions (what do you define as a cold lead versus a warm lead?) and terms and make sure those definitions and terms are the same. Otherwise you’ll run the risk of a lead being left behind and not even bothering to convert.

This also means there needs to be a clearly defined message that salespeople need to have when they are trying to get leads to schedule an appointment. Elements of this message should include:

  • Establishing the clinic’s credibility (i.e., awards won, the clinic’s specialties, number of successful procedures, etc.)
  • The clinic’s physical location(s)
  • The clinic’s medical process and procedures offered (and being able to answer any question about these things)
  • The benefits of the procedures offered, especially if they are unique and/or proprietary
  • Service prices and promotional offers (i.e., free consultations and financing options)

Failing to share any of the above information with leads, as well as giving generic/canned email replies and not answering an incoming lead as soon as possible, can result in leads falling through the cracks. Don’t let that happen!

You can prevent this (or at least, discover this) by calling your office from an unknown number and acting as though you are a patient. (You can easily do this via email as well by setting up a burner email account.) From there, you should notice immediately if there are any red flags, such as:

  • Initiating an appointment without establishing credibility
  • Immediately talking about pricing before sharing the benefits of the clinic’s services or doing so within a few minutes
  • Failing to answer medical questions
  • Not knowing the clinic’s offerings or misrepresenting its services
  • Replying to an incoming lead with a canned or generic email
  • Not answering an incoming lead’s call or email as quickly as possible

Good communication isn’t something that exists only between the designated employee(s) and leads — it needs to happen from the top down, starting by defining terms and creating a clear-cut message that needs to be delivered to leads.

 

Expectations and goals

Time is everything when it comes to getting leads to convert. Case in point: When you follow up with leads in less than 5 minutes, leads are 9 times more likely to convert. After those 5 minutes have passed, the odds of qualifying a lead decrease by 80%

That’s a huge difference in a relatively short amount of time.

The point is, you need to make sure your medical lead follow up system has clear expectations and standards. You want to make sure your salesperson can respond within those 5 minutes (if not, look into automated response options for when they are not on the clock or unavailable). Not to mention they often need to follow up with leads on more than one occasion — 80% of sales need at least 5 follow up calls while 44% of salespeople give up after a single call. Think of it this way: if you’re paying a certain amount per lead, you need to at least get a yes or no answer from a lead. So don’t be afraid to be persistent.

Your employees need to know that it isn’t enough to call once or to call a lead back much later than 5 minutes — set the expectations and make sure your staff is meeting those expectations.

But don’t forget to be realistic. Five minutes is a very relatively short period of time, so if a salesperson doesn’t call back immediately, that does not mean they have failed at their job. Remember they have lives outside the office, so it’s on you to make sure you have a back-up system like automated responses and your clinic’s hours correct and updated on your clinic’s website and Google My Business listing.

 

A feedback system

Lead generation programs should always have room for improvement, but you cannot improve your medical lead follow up system if you don’t have a means to measure improvement. That’s why you should create a second system within your medical lead follow up system: a feedback system.

A good feedback system needs the following items:

  • Campaign tracking
  • Records of every interaction your salesperson or sales team has had with prospects
  • The ability to determine lead quality
  • A salesperson or sales team that can provide feedback on a weekly basis

If you’re already working with a digital marketing agency that hasn’t set up tracking for digital marketing campaigns, it’s time to find a new agency. The ability to track where your leads are coming from is incredibly important, and we cannot express that importance enough. This ability allows you to better determine what areas of your campaign that might be better spent on other marketing channels you’ve had more success with and/or better leads. This can also result in getting more good leads with better quality. Remember: more leads are not always good leads. Stop investing in leads that fall through and focus on investing in places where you’re having more success.

Without a good feedback system, you won’t know what works and what doesn’t, and without that knowledge, you might as well not even bother with creating a medical lead follow up system.

 

Create your medical lead follow up system now

We’ve given you a head start on how to create a successful medical lead follow up system, but there’s even more OppGen can do for you. We design websites and landing pages that are built to convert leads, manage paid search and paid social advertising campaigns, and optimize your website for SEO. Having worked with hundreds of clinics across the U.S. and Canada, our team has the experience in marketing in the medical industry like no other agency.

Contact OppGen today to learn more about what we offer or fill our free digital audit.

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