A presentation delivered at the ESCRS practice development weekend in Dublin, November 2011

1. Building your practice

2. The 4
hurdles

3. What’s your biggest
marketing and sales
challenge today?

4. Too much time is wasted
worrying about problems
‘out there’.
Instead, focus on what
you can control.

5. More
available
The 4 hurdles online
1. “We don’t have as many enquiries as we’d like”
2. “We don’t have as many appointments as we’d like”
3. “We don’t have as many patients /clients as we’d like”
4. “We don’t have as many patient / client referrals as we’d like”

6. 6
How do I get from
HERE to THERE?

7. IS... Ought

8. What IS the problem?
What needs to be
DONE?

9. The
problem is...
Y ou.

10. Too often, we’re solving the
problem that ISN’T, instead of
solving the problem that IS.

11. This is a business.
Stop making excuses and
start selling.
If you don’t want to do
that, shut down your
practice and join a public
hospital.

12. More
available
Why you don’t have enough enquiries online
• You are failing to
• offer your target market the unique value proposition it wants
• be found online
• convert website visitors into enquiries
• provide informative alternatives to nurture less committed
enquiries
• open new healthcare marketing channels to get more referrals

13. More
Why you don’t have enough available
online
appointments
• You are failing to
• generate enough enquiries
• keep accurate and comprehensive records
• convert enquiries on the telephone
• follow-up

14. More
available
Why you don’t have enough patients online
• You are failing to
• generate enough enquiries and appointments
• convert appointments into patients / clients
• treat your patients / clients as they want to be treated

15. More
available
Why you don’t get enough referrals online
• You are failing to
• be remarkable in your customer service
• remind your patients / clients that you exist, well after you’ve
served them
• ask for referrals from patients who want you to succeed

16. Are you feeling depressed yet?
• Repeat after me...

17. I am the
problem.

18. But I can
change.

19. Success begins at the end of
your comfort zone.

20. Here’s how to change...
• Understand that in order to change the output, you’ll need to change
the input
• Take massive action (baby steps are for babies)
• Get good models and teachers
• Plan a program and follow it
• More doing, less talking

21. More
available
Identifying the 6Ways online
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to patients? (Percent)
4. How many things do they buy?
5. What price do they pay?
6. What does it cost you to sell it? (Percent)
• Learn more about how to calculate these numbers here

22. 6Ways to Grow
No, you don’t have to
read this tiny print.
This is a handout!!!

23. Breakout: 6Ways to GrowYour Business
• Learning goals:
• get a clear picture of what the problem IS versus what it ISN’T
• understand what every lever does
• understand the formulas
• work out the % change and desired outcome
• I’ll do it with you

24. Telephone
handling

25. The 3 Act Call Process
1. Greetings 2. Opening 3. Closing

32. Handling Objections

33. 36
Handling objections process
VIP
• Think: What is the question? Clarify the objection
• Acknowledge and Empathise with their concern
• Overcome the objection (remember their priorities and criteria)
• Check for confirmation (using a tie-down)
• Isolate the objection
• Repeat from acknowledge

34. Internet
marketing

35. 80% of internet
marketing is B.S.
It’s easier than you think.
Just start and you’ll figure
it out.

36. Tactic Enquiries Consults Patients Referrals
Social media marketing (SMM) Yes Yes Yes Yes
Email marketing No Yes Yes Yes
Lead generation Yes No No No
Search engine optimisation (SEO) Yes No No No
Conversion Optimisation (CRO) Yes No No No
Analytics Yes No No Yes
Content marketing Yes Yes Yes Yes
Paid search advertising (PPC) Yes No No No

37. Social media marketing

38. More
available
Social media: what you need to do online
• Get your branded profiles now
• Brand your twitter and facebook account pages
• Define your style: creator, curator, or commentator
• Build a following on Twitter
• Connect your blog to Facebook and seed the Page with fans
• Start networking on LinkedIn

39. Email marketing

40. More
available
Email marketing: what you need to do online
• Choose an email provider that is permission-based
• Create a branded email template
• Must be segmented to the audience
• Can be automated drip campaigns
• A/B test your emails

41. Lead generation

42. Lead generation: what you need to do
• Set up a Feedburner account to capture and track RSS readers
• Gather emails for a product launch
• Answer questions on LinkedIn
• Give something away in exchange for customer data

43. Search Engine
Optimisation
(SEO)

44. More
available
SEO: what you need to do online
• Set up Google Webmaster Tools
• Research and define your core organic search keywords
• Architect your blog for search - choose targeted categories
• Track search progress
• Build links

45. Conversion optimisation

46. More
available
CRO: what you need to do online
• A single purpose and CTA for every page
• Rate your pages with the a conversion scorecard
• A/B test your pages
• Try a 5-second test
• Learn from users using feedback widgets and live chat
• Segment inbound traffic sources

47. Analytics

48. More
available
Analytics: what you need to do online
• Set up a Google Analytics account
• Establish conversion goals and funnels
• Annotate important events in Google Analytics
• Add custom reports to your Google Analytics dasboard and review
them
• Discover under-performing areas of your site

49. Content marketing

50. Content: what you need to do
• Enable social sharing
• Start a blog now and give your mechanisms
knowledge away for free
• Write an ebook
• Submit your content to social
hubs • Write guest posts for others
blogs
• Bookmark your content on
delicious • Write about others to build
relationships
• Set up an editorial calendar
• Create an infographic

51. Paid search advertising

52. More
available
Paid search: what you need to do online
• Create an Google Adwords account
• Send traffic to landing pages - not your homepage
• One landing page per ad group
• Improve message match for high quality score
• Get some help from a PPC expert

53. The 6
month plan

54. Search
Email Lead Conversion Content Paid search
Month Social Media engine Analytics
marketing generation optimisation marketing marketing
marketing
1 Setting up your online marketing stage
2 Architect, build, grow and communicate
3 An optimised approach to marketing
4 Acquire, measure, rate and attract
5 Network, build inbound links, and start testing
6 Feedback, segmentation, contests, and linkbait

55. Discovery Appointments
• See me to book a complimentary call to
• Help you with your 6 Ways
• Determine the “way” forward, if any
• See if there is a fit between what you need, and how we can help
• Book one today