You may recall that conversion rates are among the most important indicators related to the health of your digital marketing strategy. You track the total number of visitors to your site. Now, this indicator measures the percentage of those visitors who “convert” or take the next desirable action step – whether that be requesting more information about a service or product online or calling your office to request a consultation. Basically, these “converts” respond favourably to the “Call to Action” that every good post, article, or item feature at the end of the content on your website. This tells you how well your given marketing collateral or content may be working or resonating with your “target” patient base. However, efforts to boost foundering conversions may extend beyond refining the design of your site and its content to better personalize and improve the user experience. Retargeting can also be a helpful way to engage with patients in your office and to bring more engaged users through the actual doors of your practice.
What is retargeting?
Retargeting largely refers to dedicating resources to attract existing patients or those who have previously expressed an interest in your practice. It is often discussed in terms of advertising campaigns, some of which may be better aligned with businesses that produce widgets or other services beyond health care and dentistry. However, you can think more broadly in terms of retargeting, too. The concepts of retargeting may be applied to both online and “offline” content and experiences. This approach is well worth the investment because:
- 80% of an organization’s revenues will come from just 20% of its customers/patients (the “Pareto Principle”)
- A 5% increase in customer/patient retention has an outsized effect of boosting profits by more than 25%
- Repeat patients pay more than for themselves, resulting in up to 10 times the profit than their initial investment (a nod to CLV or “Customer Lifetime Value”)
- The loss of a single customer/patient is costly; organizations would have to acquire three new consumers to make up for the loss of that one valuable patron
Note:
When considering ways to boost loyalty, conversion, or retention within the broad context of both the digital and offline world, we are also including those members of your community who may have had a previous history of engagement with you. For instance, as indicated above, they may have called to inquire about a service or appeared to explore a treatment or offering spotlighted on your website or socials at greater length. They may have signed up for a newsletter or attended an event and interacted with a member of your staff out in the community. These individuals are also high value, as it requires comparatively minimal investment of time and money to eventually get them through the door because they are already familiar with you and your practice. So, it is helpful to target strategies toward those individuals who have been previous converts by completing an “action” that they were called upon to take on your website, but they may not officially be patients of yours … yet. Of course, the more interactions the individual has (especially as an existing patient) with your office, the more “history” and previous data you can lean into to further personalize content and other efforts to their unique needs, preferences, and goals.
Specific strategies in action
Here are just a few of the ways that you can breathe new life into how high-value patients and members of your community are targeted:
- Take advantage of the “wait time.” Look, we know that you are an exceptionally efficient practice. You keep your patients’ waiting times to a minimum. However, make the most of the time that they spend in your lobby! You have a captive audience, after all. In this case, it can be helpful to use any current and slick manufacturer marketing collateral to get these captive audience members interested in additional treatments and talking to your staff about them. For example, “refresh” your waiting area with the latest brochures on Invisalign® or attractive posters that advertise the latest and greatest whitening treatment that you offer. Better yet, set up a display at the check-in desk that features the likes of your custom nightguards or other oral appliances. That way, patients can vividly see and touch these 3-dimensional items. They can speak volumes about the benefits of additional treatments or services that cannot be conveyed with a simple one-dimensional poster or pamphlet alone. And, when possible and as appropriate, personalizing pamphlets or posters with your real Invisalign® patients or your previous smile makeover patients also speaks volumes in a way that marketing featuring models or stock images does not.
- Get “intel.” The best insights come from the patients that you are targeting. Seize upon the opportunity presented when these patients visit you for regular recall appointments or while waiting for a child or other family member to get their teeth cleaned and examined. There are several approaches you can take to surveys. One, you could do a broader survey that asks about their personal preferences for new services or improvements to existing ones. View this as a sort of patient “wish list.” When you see patterns in responses, that is a good sign the recommended change or addition will be well worth the investment. Another approach might be to conduct a fun “Smile Survey.” Solicit responses about what patients like about their smiles, their “most admired smiles,” and, of course, anything they do not like so much about their smiles. You can imagine what a good impression it would make for the patient to receive a follow-up email or text message with a complimentary assessment of their responses, including ways to address their smile imperfections.
- Do not assume patients will refer you to their friends and family. If patients return, there is a good reason why they return. You and your team must be providing good, honest care, right? While that is true, repeat business does not necessarily guarantee the patient will recommend you to a friend, colleague, or other family members. Everyone is busy. When a family member may be searching for a new dentist, it can be easy to forget or not even bother to make a recommendation. It is too easy to be pulled in 1,000 other directions. By earnestly asking for a referral, the patient is more likely to remember the request and to actively mention you to their “circle,” even if a new dentist is not actively being “solicited” by their friend or family group. The patient may even be flattered that you asked. The same goes for asking for their feedback or opinion. People like to feel that their thoughts and opinions matter. This sends the message that they are valued. When soliciting referrals, do not be afraid to integrate promotions to further “sweeten the pot” (as needed).
And, yes, while technically referrals would represent new patients, this approach builds upon the existing patient base and only reinforces that notion of “Customer Lifetime Value.” So, you really can put a price on loyalty. It is the gift that keeps on giving.
About the author
Naren Arulrajah, President and CEO of Ekwa Marketing, has been a leader in medical marketing for over a decade. Ekwa provides comprehensive marketing solutions for busy dentists, with a team of more than 180 full time professionals, providing web design, hosting, content creation, social media, reputation management, SEO, and more. If you’re looking for ways to boost your marketing results, call 855-598-3320 for a free strategy session with Naren. You may also schedule a session at your convenience with the Senior Director of Marketing – Lila, by clicking https://www.ekwa.com/msm/.