As healthcare professionals, we know your top priority is helping people find a path to optimal wellness. Sometimes it’s hard to think of your practice as a business. But the truth is, it’s essential to understand more about your potential patients and their behaviors and habits especially when you are trying to market to them online. At Sapele Healthcare Marketing, it’s our job to stay on top of these ever-changing shifts to help you reach more people. Here are a few things we think every provider should know to create a profitable end to 2020.
There Are 3 Types of Potential Patients
Simply put, there are generally 3 types of potential patients we like to focus on to get our clients the most for their advertising dollars. The first group is the “Ready To Book“. They represent a small yet essential group of people who are ready to take action TODAY! We represent this group in green above because they are the ones who are ready to GO! Every practice should have a green path direct from advertisement to call-to-action for these valuable potentials. Surveys show around 8% of people are ready to take action on an advertisement immediately. We capitalize on this group mainly through Google Ads so we can maximize form fill outs and phone calls for the best return on ROI for our clients.
Secondly, we define the next group of potential patients as the “Need To Know You” group. National marketing statistics show that an estimated 15% of people will take between 0-91 days to make a decision. These people are not in our green light group but that doesn’t mean they won’t convert. It means they need to hear from you and stay connected. You need to have practices in place (content, regular postings, and email campaigns) to help them along their decision-making process. Remember that anytime you are capturing contact information, you are building valuable assets for your practice in addition to conversions and patients.
Lastly, there are many people out there who are interested in your services but aren’t ready to book an appointment today. They are like the “Need To Know” group but a litter further away from making a decision. They need to continuously hear from you and be nurtured along the way. At Sapele, we have detailed nurturing campaigns that strategically work to convert the “Qualified Nurturing” group.
Did you know that national statistics show that people need to hear from a company/business 3-13 times before making a purchase or booking an appointment?!
This is why the “flash in pan” techniques of other marketing companies don’t work.
Running an ad that screams BOOK NOW is only capitalizing on 8% of potential patients at best!
We strive for MUCH more than 8% and know you do, too!
Give our team a call today to learn more about our many pricing structures that can fit everyone’s budget.