On average 20% of your leads are not ready to make an appointment with your medical or dental practice when they contact you. What is your process to nurture those leads until they are ready to schedule an appointment? Do you know which advertising strategies are yielding the most new leads for your practice?
Enter marketing automation. In 2015, the thought of running your practice with a paper appointment book is unthinkable. Running your medical or dental practice without marketing automation should be just as unthinkable.
The right marketing automation solution helps you focus on your patients, retain your patients, understand which marketing programs are working (or not) and accelerate leads through your sales funnel to become new patients. With the right tools and use, marketing automation can lead to results such as a 50% increase in new patients from simply nurturing the leads you are already getting.
Among B2B marketers, the number one benefit of marketing automationis generating more and better leads. This same statistic can also hold true for B2C marketers like medical and dental practice marketers. In a survey conducted by Pardot, 80% of B2B marketers rate generating quality leads as the technique with the highest profit potential with improving sales conversion as second at 71%. With the right marketing automation tools, you can learn which sources generate not only the most leads for your practice but the highest quality leads. This type of information will enable you to make intelligent decisions regarding your marketing and ways to refine it to generate a higher volume of high quality leads.
Impact on Revenue
Pardot users said that marketing automation has boosted sales revenues by 34% on average. Additionally, 53% of marketers say continued communication and nurturing of their existing customers results in a moderate to significant impact on their revenue. Don’t let B2B marketers be the only ones boosting their revenue through marketing automation.
By nurturing non-sales ready leads you’ll be able to transform more of “information gathering” prospects into new patients. By increasing communication and making that communication highly targeted, you’ll be able to retain more patients and increase the revenue from those patients whether it be from product sales, increased visits to your office, or scheduling appointments for additional services.
Based on data from Pardot’s study, triggered email messages averaged 70.5% higher open rates and 152% higher click-throughs than ‘business as usual’ marketing messages. For example, instead of sending a generic teeth whitening or new skin rejuvenating product email blast to all of your patients, try a more targeted approach. If you are a dentist, send a reminder email to patients every 6 months for a dental cleaning. Or send informational or promotional emails for related services to boost revenue from existing patients.
If you are looking for a great way to get an edge over your competition then invest in marketing automation. Most local business owners have yet to make this investment despite it’s ability to make a significant impact on revenue.
About Alan Moore: Alan started his career in 1999 as an Marketing Consultant and is the owner of www.ExtraPatients.com. Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $3,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.
To read more of the article that inspired this blog, please visit:http://www.pardot.com/blog/10-must-know-marketing-automation-stats-infographic/