Lead framework manual:

Transcription

1 Lead framework manual: Protocol & Guidelines for a Successful Campaign PART one: We have put together the absolute must do s and dont s for following up with our marketing campaigns to have patients showing up in your office or seminar event and signing up for care. As we walk you through our process, use this guide as the key to the steps you need to follow and ensure new potential patients schedule and show up for their appointments or seminar events. By following our process, you ll find that directing calls and leading patients to care will become integrated into your daily work routine. What s Included: 1- ivelocity Marketing Campaigns- Lead Generation Overview 2- Handling Incoming & Outgoing Calls 3- Responding to Leads 4- Text Messaging 5- Facebook Comment & Message Etiquette Depending on your campaign, ivelocity Marketing will be advertising for several different conditions or seminar events. We do not market for the treatment or therapy your office offers, instead we focus on the areas of the body that people are experiencing pain. This drives them to fill out a form with their information and capture a lead as a potential patient or attendee.

2 There are two main ways a Potential New Patient will contact you from the campaign: 1. Calling directly into the office. 2. Filling out an informational form on your website. 90% of the leads generated will come in the form of an notification after someone fills out a free consult or a seminar reservation form on the website. In addition, your Marketing Manager will be creating a live google spreadsheet for you to keep track of the leads. This should be bookmarked and can be refreshed throughout the day to see the leads generated through AWeber notifications auto populate into the spreadsheet. This will help you stay organized with who you are reaching and let you make any notes that may help you. The other 10% will come through the call tracking phone line connected directly to the office phone number. When a lead calls in directly, you will know it is coming from our marketing campaign because you will hear a whisper that will say ivelocity- Facebook, after a slight pause, greet the caller and take the basic information right away. Golden Rules For Scheduling New Patients: Schedule them into the office within Hours. The further out from the date of them contacting us they are scheduled, the lower the show up rate is going to be for the appointments Hours 2 days 3+ Days 80% 50% 30% show up rate show up rate show up rate

3 Don t Forget the 2 Most Important Rules While Handling Calls: 1. You must connect with this potential patient and build trust. Most of these potential new patients are extremely nervous when they are contacting your office. Some of them have had horrible past experiences with doctors or dentists, and some of them have severe pain and issues they ve been dealing with for years. 2. Avoid discussing fees and insurance over the phone. One of the most distracting and detrimental things to the campaign s success is going to be having discussions with patients over the phone about fees and insurance. It is the quickest way to distract their mind from scheduling to see the Doctor. Part Two: Handling Incoming & Outgoing Calls: Here are some impressions you want to leave with the potential new patient when you speak with them: -You re A Warm & Friendly Office -You re Confident About The Office & Doctor -You re A Busy Office 3 Step System for Call Handling: 1. Greeting/Basic Information 2. Listening and Answering Questions 3. Scheduling and Double Confirming New Patient Scheduling means if you re at the front desk and need another staff member to handle patients in office, then ask to put the caller on hold (for no longer than 30 sec) and go grab back up.

4 How to Respond to Questions Regarding Fees or Insurance: [How much is the first visit? or How much do you charge for...] Our doctors will always sit down and do a Free One-on-One Consultation to find out what s causing your condition and to see if they can help you. Once they do a consultation, our staff will review fees and insurance coverage before any services are performed. Let me check when our next available appointment is... [Do you accept (ANY INSURANCE LISTED)?] We accept all types of insurance in our office. Because everyone s insurance coverage is different, we do a complimentary insurance verification to find out what your medical benefits are when you arrive at our clinic. [Can you verify my coverage over the phone?] Unfortunately due to state healthcare regulations, we cannot verify insurance coverage until you are in the clinic. Once you arrive at our office, we can do the verification for you and have your benefits ready when you sit down with our doctor. The next available appointment I have is for...

5 Step 1. The Greeting & Gathering Basic Information: The Greeting When answering the phone, or calling a lead that has come in through our website, we need to always have a warm and inviting tone. If we sound upset or irritated while on these phone calls, the scheduling & show up rates are greatly affected. We have to build enough trust on these calls that a person will want to show up to our office and start care with us. If you don t sound excited to be there then how can you expect the patient to get excited about coming in for an appointment? *Sing the Greeting - Be Friendly and Inviting* Basic Information on Incoming call If they call into our office we ALWAYS get their basic information FIRST before answering ANY questions. If you answer the question, before getting their basic information, then you are allowing them to direct the call rather than you being in charge. Script Example 1: Thank you so much for calling the doctor s office, this is Mary. How can I help you? [I am interested in making an appointment, I saw your ad online] I can absolutely help you with that. Let me grab some information from you first. Just in case we get cut off so I ll be able to call you back, can I get your first and last name, and telephone number? How did you hear about us?

6 Script Example 2: Thank you so much for calling the doctor s office, this is Mary. How can I help you? [I saw your ad online. How much does it cost? There weren t prices online] I would love to help you with your question. Let me grab some information from you first incase we get disconnected. STEP 2. Build a Connection and Establish Trust: After you have gathered the potential patient s basic information, or have reached an lead, it s time to find out what s going on with the person. This is the area of the call where we recommend sympathizing with their condition, answering one of their questions, and then direct the person to an appointment (in Step 3). So tell me what s going on Sue. Now it is all about finding out a little bit about that patient to make them feel relaxed, as if they are talking to a good friend. While the patient is talking, try to find a connection with them. The next piece to getting a patient to choose your office and walk through your doors is to show your confidence in the doctor. The patient needs to feel that they will be able to trust the doctor, and that the doctor is going to treat them like a patient and not a dollar sign. Key: Answer one question confidently or sympathize with their condition and move confidently into scheduling. *Do not get stuck in this area of answering multiple questions. The longer the call the higher the potential is of you steering them in the wrong direction.

7 For Seminars: Create some positive energy around the event. Remind them that this is a free event for the community to teach people suffering from a particular ailment that there are new advanced therapies available to them and that you re making yourself available to teach them about it. Step 3. Scheduling & Double Confirmation: After step 1 and step 2, you will need to move confidently into the scheduling the appointment. During the phone call, after you move from the introduction and getting their basic information, you should move towards closing the appointment time or details surrounding the event. These are keys to scheduling the appointment: 1. Schedule within Hours: A reminder that you want to schedule these leads into the office as quickly as possible. Schedules change and things come up in a person s life (ex. kids get sick, things get busy at work, etc). The further out the appointment, the more opportunity there is to have our appointment replaced with something different. 2. Stay Away from Yes or No Questions: Do not ask the patient Would you like to schedule an appointment? instead direct them into an appointment time. I see you prefer afternoons, looks like we have an opening tomorrow afternoon at 2pm Scripting Example: Sue, let me check the schedule and see when we can get you in... (Pause) the next available time we have is either... This afternoon, or tomorrow morning. Okay, this afternoon, I have either a 3 PM or a 4:30 PM, which would work best for you? Okay, I ll put you in for 4:30 PM today.

8 3. Go over Directions/Other Details & Double Confirm: Make sure they know how to get to the office or event and that they have the correct address. You will increase your show rate by closing out the conversation with the double confirmation at the end of the call. Scripting Example: Mary, before we finish, I just want to make sure that you have the correct address and directions for our office? You do, that s great. So I have you confirmed to see the doctor tomorrow at 4 PM, I look forward to meeting you then. Goodbye! I have you confirmed to see the doctor tomorrow at 4 PM, I look forward to meeting you then. Goodbye! Responding to Leads: Expected Response Time for Following Up Leads When a potential patient leaves their information on our website, we need to try to contact them as soon as possible. The more time that passes between them leaving their information and us reaching out, the less likely they will be able to respond. Just a reminder that we want to strive for a 15 minute turn around but it absolutely needs to be done within the hour for leads that come in during regular business hours. People are forming opinions of the office every step of the way and every piece of contact shapes their likelihood to make an appointment or show up for an event.. Your goal is to focus on the reach and show up rate, these numbers are used to guide our efforts in providing additional support to have leads showing up for their appointments/events and signing up for care. REACH RATE: For every 10 forms of those you should be able to get in touch with either by phone, text, or .

9 Responding to Leads: SCHEDULE RATE: By following our process, you should be able to get most of the leads scheduled once you have them on the phone. We do not usually see issues in this section. However, it is important to be aware that if you have trouble scheduling them once on the phone to give us a call so we can provide you with some assistance depending on what issues you have run into. SHOW UP RATE: You can expect 50-60% of those confirmed patients to show up into the office for their appointment/event. Two Follow Up Scenarios: PART Three: 1- During Office Hours: The follow up window for leads that come in during office hours is ideally 15 minutes but at the most should be within the hour. The quicker you can contact the lead, the fresher it is on their mind and they may still be free to confirm their appointment with you over the phone. 2- Overnight Leads: Every morning, between 8-9am, someone in the office needs to check to see if any leads came in the previous evening and call them back. It has been found that 8-9 am is the time in the morning that people are the most available, before getting into the office or starting their workday. In addition, studies have shown that people think receiving a call that early in the morning must be important so there is a greater likelihood that they will answer.

10 Less Than - = 7x the conversion rate Follow Up Schedule: Day 1-8-9am: Call leads, leave a voic + Send a text and One hour before office closes: Call lead again, leave a voic Day 2: Repeat Day 1 Day 3: Repeat Day 1 *Suggest at this time switching up the time, try around lunch time also. Day 4: (Until Day of Requested Appointment) *Following the first week: Put the lead into a nurturing campaign to call and send s 1x/week.*

11 *Appointment/Seminar Event Reminders* We have found that offices that include and text message reminders of appointments/events have a higher show up rate. This is particularly important for seminars. The afternoon before a seminar or scheduled appointment, it is imperative that you call all previously confirmed leads and remind them of the seminar details and ask them if they are still planning on coming. On the Phone Tips: Please remember, attitude and energy is everything with this confirmation. We have seen a lot of show up rates affected when people do not call the night before. It s simply not enough to follow up after they fill out their information, the reminder call and firm confirmation the night before (in addition to a text/ in the morning) will be sure to help with people showing up. Guilt Script: I just wanted to confirm your spot for our seminar tomorrow. We re so excited to share with you our presentation about Stem Cell Therapy. If anything changes and you won t be able to make it, could you please reach out and let us know? It s really crucial for us to know how much food we need to have prepared for everyone! Looking forward to seeing you there. Please research the area in which the seminar is being held. Landmarks, highways and other informative information will help people get acclimated with the area beforehand, plan their transportation and make sure they can get there on time. The more confident you are about the location, the more confident the potential patient will be in coming, knowing they won t get lost, and trusting your directions.

12 For our Seminar Best Practices, click here: FYMSj7pqi7vDATMoQro/edit Conversion Stat Tracking: During the required Bi-Monthly, call your Marketing Manager will be asking you for a series of stats that are vital to the success of future campaigns. Those numbers will be shared with the Doctor/Practice Owner during the monthly Results Expander call to access direct ROI from the campaigns. Numbers Required 2x Month: Reach Rate= How many were you able to make contact with. Schedule Rate= How many scheduled for a consult or reserved a spot at a seminar. Show Up Rate= How many showed up. ROI= How many started care after their free in office consult or signed up for a consult at the seminar. 70% reach rate 60% schedule rate 50% Show-up rate 85%+superstars 80%+superstars 75%+superstars Types of Correspondence: Follow Up Emai,l as we have outlined previously, is vital. An should be sent when initially trying to contact the lead to schedule their appointment. The goal of these s are to let them know that the request was received and to get their attention in confirming their appointment request.

13 Key s to Structure: It is critical that the office is presented in a professional and trustworthy manner. A. The address needs to be representative of the office name. It is appropriate to have a staff members name in the address as long as the office name is included as well. Example: sally@officename.com or officename@gmail.com B. Please be aware that spelling, punctuation, capitalization, etc is extremely important as potential patient s trust in the office can be impacted with common mistakes. C. signature is the place to put all of the office s contact information: Yours in Health, Dr. Sally Smith INSERT LOGO Business Name Office: Number Address. Address Website

14 Scripting Examples: These are some examples of wording we recommend using for outgoing s to potential patients: 1. This is Sally from Best Healthcare & Physical Medicine letting you know that we received your appointment request for Thursday, March 1st, at 2pm. Give us a call at the office at your earliest convenience so that we can confirm your appointment. We look forward to helping you with the pain you are experiencing and getting you back to the activities you enjoy. 2. We have received your consultation request from our website and would like to confirm your appointment. It looks like we may be able to squeeze you into an earlier appointment time, so if you would give me a call back or respond to this , I would greatly appreciate it! 3. Seminar - We have received your request for a spot at our upcoming seminar and we would like to confirm your appointment. Please give us a call at your earliest convenience so that we may be able to reserve your spot as the event is filling up quickly!

15 PART four: Text Messaging: As previously outlined in the follow up process, text messages should be sent to leads on Day 1-Day 3. Offices that use text messages to capture a lead s attention in the initial follow up schedule have higher reach and schedule rates. Text messages have a 98% open rate and 45% response rate. In addition, most text messages are opened within 5 minutes. We have found that leads are more likely to respond either directly back to your text initiating a conversation to confirm their appointment or pick up the phone the next time you call. People do not often check their voic s directly after they come in, so sending them a text message let s them know you are trying to reach them and grabs their attention. We recommend also using texts as an appointment reminder as they improve the show up rate. Keys: 1. Include the office phone number directly in the text message so they can click it to call you directly. 2. Be short and direct to the point. Texts need to be brief.

16 Script example: Hi we have your appointment request for, please give us a call to confirm your appointment. -Business Name (555) Address *Reply Stop to unsubscribe from text message reminders. Hi we have received reservation request for our upcoming seminar, please give us a call to confirm your spot -Business Name (555) Address *Reply Stop to unsubscribe from text message reminders. PART five: Facebook Comments & Etiquette: We have a team that responds to Facebook comments and messages for each ad once a day, Monday-Friday. If you would like to respond, we recommend that the front desk follow these rules when replying to potential leads on social media. It is important to respond to questions and comments if you are able to answer them. Acknowledging the comment greatly supports the campaign s success, as it gives your office more credibility AND makes the people viewing the ad feel more comfortable if questions are being answered instead of being ignored.

17 Much like with ing and texting, you want to represent your office as professionally as possible, meaning grammar and appropriate written etiquette is of the utmost importance. Don t use slang or abbreviations. Always encourage those with questions to call the office directly. As far as how to answer certain questions, you want to be extremely careful on responding with medical information due to HIPPA laws. You don t want it to look like you are giving medical advice on Facebook. *Never discuss fees, insurance or therapy specifics. *Be sure you are commenting as the company page and not yourself. If you need access to the Facebook page or need help navigating on how to respond as the company, please reach out to your marketing manager. *Keep it simple! Our goal is to get them to sign up for an appointment or register for a spot at an upcoming seminar.*

18 Facebook Scripts: So sorry to hear about the pain you are experiencing, we would love to have you in for a complimentary consultation to discuss your individual situation and the therapies we have to help you. Call the office at to set up an appointment or simply fill out the form attached. We look forward to helping you get back to the activities you enjoy!. Pricing or insurance questions: Due to privacy concerns, we cannot handle any insurance inquires on Facebook but we would be happy to do an insurance verification for you when you come into the office. To schedule an appointment, please call us at. Everyone s condition and pain they are experiencing is different. We have a variety of therapies available that we can use to customize a care plan for you. Call the office to schedule an appointment so we can sit down with you and discuss your needs and solutions. (include office #) Hey (name)! We have great success with people experiencing (their type of condition). We would love to have you in to discuss this with our Doctor and determine a care plan for you. Call the office to schedule an appointment: (office #)