The Sales Funnel Transcends Conversion
There are many best practices associated with selling the products and services of your medical institution, and most of them benefit from professional assistance. Especially when it comes to elective surgeries, your medical institution needs to keep in mind that “up-selling” is possible, and you don’t have to surprise your patients with hidden bills on the back end.
Up-selling is not something that’s going to leave the table any time soon, though it is something you’ll need to consider as you acquire patients and serve them going forward. Traditional businesses use what’s known as a “sales funnel”.
A Closer Look At Sales Funnels
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The sales funnel goes through varying levels of three primary stages: awareness, education, and conversion. Marketing and advertising stimulate awareness, more in-depth information like white papers “educate” prospective clients, and eventually, if all goes as planned, a certain percent of your traffic will reliably convert to provided products or services.
Well, similarly, when you’re up-selling existing patients, there’s a sort of “sales funnel” technique which is best informed by consultation and marketing strategy specifically configured to your business, and increasing revenue from existing satisfied patients who are in a place where they would benefit from such procedures.
Marketing Designed For New And Existing Patients
As you pull in new clients and up-sell those your medical institution already serves, you’ll need to carefully design marketing to match whatever situation you encounter. A good way to do that is to work with a vetted, effective, well-renowned medical SEO company. SEO stands for Search Engine Optimization; part of it involves tiering outreach to match specific patients.
Some of your patients are new to elective surgeries, some of them need necessary procedures and don’t yet realize it, some of them are in a position to get more work done. Cosmetic surgeries are elective, and some patients may benefit from a few different procedures.
Dentistry is very cosmetic, and there are a lot of things dental clients may need that they don’t realize—using CRM (Customer Relationship Management) software can help you notify existing customers when it’s time for them to explore new services.
Different Medical Practices Have Different Patients
That said, there are plenty of medical practices that don’t have elective patients, though they still need online marketing solutions owing to the preponderance of internet usage defining today’s medical markets. Different tactics and practices may be necessary for outreach to produce ROI, or Return On Investment.
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What makes sense is courting solutions through established operations that have made it their core prerogative to provide medical marketing for doctors. In terms of what’s popular, in terms of tact, in terms of appeal, and in terms of visibility, most outsourced solutions do better than whatever on-site resources a medical practice can drum up.
Even if you’ve got a dedicated marketing person, they’ll be handling a lot of things that have a subjective quality to them, and go out of date fast. The efficiency with which they produce marketing options for your institution will depend on their budget, and you’ll get more for your money if you simply go with outsourced options.
Getting The Most For The Least
Medicine is expensive. You’ve got procedural equipment, employees, costly and necessary malpractice insurance, marketing, advertisement, and PR to consider. You’ve got building costs, taxation, and the list goes on. If you’re going to see profit on a continual basis, you need to streamline your budget to its most effective, and marketing is a great way to do that.
With the right marketing professionals, whether you’re up-selling or simply trying to acquire new patients that match the demographic you serve, you’re more likely to see the results you’re seeking than if you were to seek the same solutions internally.
