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Effective Patient Retention Patients For Life!
- 1. Effective Patient RetentionSponsored by Chase Health Advance Speakers Christine Lapointe & Laura Jackson Founders Susan Richardson Marketing Director Chase Health Advance 10/13/2009 1 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 2. Welcome Welcome to joining us for an hour to talk about patient retention and patients for life! 10/13/2009 2 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 3. The Key To Success The key to a successful business is a steady and loyal customer base. Often business people forget this loyal base in pursuit of new customers. However the cost needed to bring in new business is significantly more than the cost of keeping the current patients coming back. From “All Business a D& B Company” 10/13/2009 3 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 4. Customer Loyalty Customer loyalty comes from well managed retention programs Creates brand advocates Customers who are targeted by retention programs demonstrate higher loyalty to business Return visits with multiple services Customer loyalty programs reduce your cost per lead 10/13/2009 4 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 5. Reducing Cost Per Lead Winning over a customer is twice as costly as retaining the loyalty of a current customer The right program will keep you from having to rebuild your base of customers Let’s pull out a polling question right now What is your current cost per lead? 10/13/2009 5 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 6. Appropriate Cost Per Lead It’s all relative to your budget and your goals Will decrease as you focus on capturing leads and internal conversions You will need to think about the value of one customer and what you are willing to pay to obtain and keep that customer 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 6
- 7. Potential Value Of A Patient 10/13/2009 7 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 8. Then Why Isn’t My Business Growing? Potential value is the key Additional factors will contribute Let’s take a look at some contributing factors! 10/13/2009 8 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 9. Poor Closing Rates? Do you know your closing rates? Is your best closer where they are needed most? http://www.thedijuliusgroup.com/display/files/eservice%20article%2006-03-09.pdf 10/13/2009 9 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 10. Decreasing Customer Loyalty Take a look at your most loyal customers and see how they buy or visit every 30 days Once you begin tracking, you will notice a certain % will skip their 30 day visit Let’s make that number 20% 90% of that 20% will never return www.Jimnovo.com 10/13/2009 10 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 11. Decreasing Customer Loyalty You have just witnessed the erosion of your customer loyalty before your eyes At this point, it’s too late to get those patients back Too much money, time and energy will be lost trying to get them back Ex: practice X 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 11
- 12. Erosion Gradual breaking down: the gradual destruction or reduction and weakening of something Wearing away 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 12
- 13. What Else Factors In to My Business? CRM programs or lack there of 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 13
- 14. CRM Programs Lack of a good CRM program will contribute to the erosion of customer loyalty Develop a system which identifies high loyalty patients, and patient needs before they leave Utilize a system which can create a complete circle of touch points 10/13/2009 14 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 15. CRM programs Polling Question What program do you currently use to manage your patient retention? 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 15
- 16. Develop A Communication Process Use your CRM to develop a communication process on a regular basis “Customers will abandon you, or spend less money with you, and go to competitors who are communicating with them on a regular basis” Use multiple response mechanisms Develop formal systems 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 16
- 17. Multiple Response Mechanisms Determine the way your customer best wants to be communicated with Communication mechanisms and messages need to be relevant to each person Home or cell phone Fax E mail Mail Text 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 17
- 18. Develop Formal Systems Follow up letters Letters and phone roadmaps relevant to specific procedures Newsletters (monthly, quarterly) Birthday cards, holiday cards Thank you letters Loyalty programs 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 18
- 19. Increase Word of Mouth These programs will increase your word of mouth referrals You may think that 80% of your customers come form word of mouth referrals, but what % of your patients are actually DOING the referring Increase this number and you will see results Increase this number and your cost per lead decreases 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 19
- 20. There’s MoreSales Prevention, How May I Not Help You? Less than acceptable customer service People want a value for the money People want “the experience” People want you to take the word “no” out of your vocabulary Refer to the article by Shep Hyken http://www.thedijuliusgroup.com/display/files/eservice%20article%208-26-09.pdf 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 20
- 21. What Else Challenges Retention and Close Rates? Proper payment plan options Delivery of payment plan options Use of payment plan options Make price irrelevant and keep people coming back Susan Richardson, Marketing Director, Chase Health Advance, guest speaker 10/13/2009 21 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
- 22. Susan Richardson Susan Richardson is a marketing director for ChaseHealthAdvance, a division of ChaseCard Services of JPMorgan Chase. Susan’s background includes 9 years of working for Ethicon, a division of Johnson and Johnson followed by 12 years in 3rd party patient financing. She will share with us some of the latest tools to communicate affordability and retain patients for life! 10/13/2009 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com 22
- 23. Thank You! 10/13/2009 23 Christine@aesthetics360.com laura@aesthetics360.com www.aesthetics360.com
Notas del editor
- Aesthetics 360 was founded by myself and my partner Laura Jackson. Combined we have 40 years plus experience in the elective surgery industry. We work with technology leaders, private practices, med spas and Academic Institutions. We approach each practice as a “unique” entity. While many people face the same challenges, we find unique solutions that work within the structure of your offices. Today we will hit on some key topics regarding patient retention and we are available with our aesthetics 360 team to help guide you further on a path to success. Let’s get started.
- I found this quote on the internet and thought it was quite compelling. (read slide) I want to emphasize “the cost of keeping current patients coming back” is so crucial.
- So let’s talk about the loyal customer base and customer loyalty.Read slide. What’s a brand advocate? “A consumer who preaches the merits of a given brand when prompted.” We could even hope for brand enthusiasts “An individual who preaches the merits of a given brand without encouragement. It is important to recognize that this individual may or may not be a buyer, user, or beneficiary of the brand. “Read slide.When we talk a bout return services we want to think also of more word of mouth referrals in addition to return visits. And we always want to find ways to reduce our lead costs.Winning over a customer is twice as costly as retaining the loyalty of a current customerThe right program will keep you from having to rebuild your base of customers
- Let’s talk a little bit about “cost per lead.”
- Discuss polling results. This slide is a great example of why it is so important to look at your cost per lead and also the Value of each patient. Here we have illustrated this with a botox patient. Again, the potential value is limitless.
- So I am sure you are thinking, if this is the case, why is my business not growing at the rate I would like to see?Well there are some factors that can contribute to this. And there are very inexpensive ways to fix these areas.
- Well one of the areas which most affects the growth of your business is conversion and closing rates. More importantly putting your best foot forward with your best closers. If you are not familiar with the dijulius group or john roberts spa, I would recommend signing up for their e news letters. IN this particular article link he talks about how important it is to monitor their close rates. He says they have more reports then they know what to do with, but they not only use the close rates to improve their business, they look to reward the “best” converter with more customers. The message: Is your best closer on the phone or also involved in the consultation? Usually we see the least paid and the least experienced person put on the phones-the front line-almost like an entry level position. It’s not. We also see the more ”technical people” involved in the consultation-often these are not always our “best closers.” onetime they are, but it’s important to monitor the close rates-from this you can determine where the hiccups are in the system and make corrections.
- Another factor is “decreasing customer loyalty.” Don’t be fooled with the “our patients love us” mentality. This take you down a path you will be unable to recover from. Once you leave this webinar, focus on your “most loyal customers.” Start reviewing their return pattern. Now don’t assume. Look at their visits on the schedule. You will be surprised. So take a particular type of patient. See how they visit you say every 30 days. Once you begin tracking this you will notice a certain % will skip their 30 day visit. Let’s make that number 20% skip their visit. Now most likely of the 20% who skip their visit, 90% will never return. Again, don’t be fooled by what you think. Get “real data.”
- Read slide
- What’s another factor? Customer Detainment /Resource Programs, or lack there of one.
- Lack of a good CRM program will contribute to the erosion of customer loyalty. Read slide.What do I mean by this? Develop a system which target the Ex: 6 week post op” before it happensOutlook, constant contact, act, there are other web based programs which allow you to “categorize individuals” and send messages to them that are relevant to their needs. You can create reminders to send confirmation of appointments and follow up communications according to your customers’ most desired means of communication.”One practice we know dedicates someone specifically to Botox patients: give example
- Read slide. Next slide has details
- Make sure you ask this question and confirm at different points of contact. Confirm the contact information is correct. Communication mechanisms need to be relevant to the customer” “just because YOU would not want emails, does not mean your customer feels the same way.” More importantly, send the proper “message.” For example: say you us constant contact and you want to send out a message that says you are offering 20% on all laser procedures. Well not everyone is interested in laser procedures. Send this message to your laser patients only OR provide a reason to send it to everyone “for example, Now that the summer is over, I am sure you are still experience some of the effects of sun damage. Now is a great time to look into some of laser packages and skin care products to help…….”
- Let’s talk about follow up letters confirmation of appointment, thank you, sorry we missed you, a follow up to your first procedure. Letters can be template and used in email or regular mail. Letters should be “road mapped” specifically to the procedure. A Lipo patient say may need weekly communications via phone and letter-perhaps nutrition tips, reminders about wearing their garment, success stories and testimonials..to keep them engaged until their next visit. An Evolence patient, technically does not need to come back right away-the result are so instantaneous, some doctors say to me ”it’s great. They don’t need to come back!” Wrong, you need to keep in communications to keep people talking about you and LOYAL. Perhaps this patient needs a one month follow up with a comparison photo to show them how well the product is still working. Perhaps you also keep them on a quarterly newsletter. Newsletters: not only can you send newsletters, you can target something each month to talk about, you can add health tips, nutrition tips, etc. Be seen as an expert resource. Testimonials in the newsletters, success stories. Updates on advances in technology and new products. If you are in an office building, get all the offices on you “health and wellness” newsletter. The more you are in front of the potential and loyal customer, the more “top of mind” you are to them. Where do I get newsletter templates?-they are all over the internet and many crm programs offer templates. Constant contact, Evite, etc.Birthday cards-there is no reason to “not do this.” and on landmark birthdays it gives you an opportunity to offer a “Special gift.” I can assure you, taking the time to send a birthday card and holiday card goes a long way. It’s called getting back to basics.Thank you letters. I cannot believe the number of practices who do not say “thank you” to their patients. I just spent $2500 with you and you are asking me for more business but never said thank you?Loyalty programs. Reward you patients by giving them extra or special discounts for being a frequent customer. Everyone loves a reward program: Almost every coffee drinker has a coffee reward card, we live for that free latte. And it makes us feel good about spending our money. If you think about it, it’s a small price to pay…one free $3.50 coffee for someone who buys say three of these per week X 52 weeks…do the math. There’s more, patient appreciation parties, raffles, administer surveys and offer something in return for the completion of the survey (monkey survey, etc.). A be all you can be package-partner with other non competitive vendors.
- This slide is very important because this is the number we NEVER remember to track. You maybe getting about 80% of your business from word of mouth referrals, but how many customers are doing the referring? Utilize a program that will increase this number and then you will see true benefits to the practice.
- Read slide
- Lead into Chase