Today I want to tell you a story about a recent patient we had at Quincy Hearing (we will just call him John for the purposes of this exercise).
John originally came to know of our practice 22 days ago over the holiday break. This was actually via a Facebook Ad that we ran for a complimentary consultation while our offices were closed for family time.
He scheduled an appointment using our online scheduler for the first week of January. During which he shared that he worked in an environment with many years history of excessive noise exposure.
He had never had a comprehensive test but reported intermittent, bilateral “buzzing” tinnitus.
After his appointment, John said he wanted to think about moving forward. But also shared he was very impressed with our process.
But that he was initially influenced to schedule by our many positive reviews on Google, Facebook, and Yelp.
We were also offering special pricing for anyone that scheduled online over the holidays. So John was interested in learning more about this.
We were pleased to hear from John a few days after his consult, where he shared that he would like to move forward with pursuing hearing treatment in our office. The only catch?
John asked if we would be open to further “negotiations” on pricing AND financing terms. Given we had already extended special pricing for the holidays. And our personal philosophy on pricing, we declined to entertain this as an option.
John then shared he was not going to move forward, and instead was going to “shop around” for someone who would offer better pricing.
We respectfully told John that should he change his mind, the doors were always open and we would love to support him if it was ever deemed a good fit.
NOW – here’s where the story becomes interesting and relevant to YOU.
For most practices, this is where the “tested-not-helped” conversation ends. The sale is most likely lost, as TNH patient sales aren’t typically that great once the patient make the initial decision to not move forward.
Some practices are better than others at managing this. But the typical scenario is some mechanism in place to call these patients in 90 days to six months. Or maybe send a direct mail piece to try bring them back in.
This is all well and good, but let me share another possibility. This is what practices using the success accelerator system do 🙂
Not only do they send high value-add content (not hard sales emails) by email leading up to the initial consult. They CONTINUE the conversation after the patient leaves the office, on a WEEKLY cadence.
They continue to invest in building connection and trust. All while taking an educational stance with the patient. So there’s absolutely no question that their practice is THE BEST OPTION in their local market for the patient who is truly committed to their own success.
And the best part?
This can all be automated so that you are only spending a few hours a month creating the content that will support your practice’s growth.
Now back to our patient John.
After John declined our services via phone follow-up, it was only two days later that we received the email shown below in response to one our emails:
There was almost a perfect timing to it. In the sense that John had reported during his consult that he knew he was putting off something that he really needed to make a commitment to for the overall quality of his life.
John responded to that email, and guess what?
This turned into a sale and we are confident John is going to get the help he needs!
Prior to having this type of follow-up and content nurture system in place, this sale would have likely gone into the “lost” category.
This is just one demonstration of the power of automated email marketing.
I could share stories like this all day long from practice owners all throughout the US and Canada. As this has been a significant driver of practice growth over the past few years when coupled with a Facebook ad strategy to acquire new patient appointments.
This strategy has also been a significant driver in retention, reviews and referrals and the potential impact on your existing list should never been discounted:
It doesn’t have to be a “salesy” approach. And it doesn’t have to take a ton of time and effort once you have the right foundational system in place.
If you are looking to learn how to create an asset that will accelerate the growth of your practice. And yield compounding results over time, I’d love to see if we are a good fit to work together this year.
Simply reply to this email and we’ll find a quick time to chat.
Philip R. Powis