Tag Archives: multi-media

Lead Generation: What is it and where do I start?

5 Feb

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Generating a steady supply of patients and maintaining a full schedule is a critical part in developing a profitable practice. However, we all know it can be a challenging process. Now is the time to reevaluate your business to determine what initiatives are effectively driving traffic to your office and what things you can be doing differently to generate more leads. This methodology is what marketers call “lead generation”.

In order to diversify your pipeline, you’ll want to attract, nurture and retain a combination of new acquisitions, prospects and customers. To accomplish this, create a plan that communicates messaging to each segment of your target audience via a multi-channel approach; aka your lead generation strategy.

Here are some tips to consider when you’re developing a lead generation strategy:

–  Identify your target audience

Begin by focusing on two major target segments. One type includes the residents within our community who you’ve never met; people won’t visit your location if they don’t know the practice exists. Consider targeting areas within a close proximity to your office, possibly where the majority of your patients are already travelling from.

The other audience segment includes the people already in your database. These leads are uniquely qualified because you have established a connection with them; now all it takes is nurturing that existing relationship. Consider not only your current patients, but also contacts in your database who haven’t physically visited your office. These leads could have been connections from a lunch and learn or health fair; however, these contacts never took the next step to schedule an appointment with your practice. This group tends to get overlooked, yet they are one of the strongest prospect segments.

–  Identify your messaging

Your practice’s selling point is a key message that needs to be communicated to all audience segments. Consider which of your products or services are different or better than what your competitors are marketing in the community. Put yourself in your patient’s shoes and think about what motivates their behavior and buying decisions.  Try to uncover the real reasons why your patients came to your practice and purchased, instead of patronizing one of your competitors.

If you are having trouble identifying your differentiator, ask your patients directly why they chose your practice.  Encourage patients to rate your practice on things like atmosphere, staff, and services; it will not only help you identify your unique selling point, but it will also determine how you can improve your customer service as well.

The other option is to think about your “why” statement. Why did you become a hearing health provider and/or start your business? Integrating this personal statement about your practice helps you stand out among your competitors.

–  Identify goals and objectives

It’s essential to have goals and objectives established when developing a successful strategy. Identifying these benchmarks and milestones allow you to evaluate the success of your outcomes. Make sure your practice’s goals are aspirational, yet attainable, and ultimately support the purpose of your current business strategy. When you are developing your goals, determine if you want to measure by quantity, quality, or both. Examples include growing overall profitably by a certain dollar amount or percentage, achieving or increasing measurable ROI, obtaining more qualified leads, or gaining additional insight into what makes your target audience tick.

–  Determine what to offer

Think about what you can offer your audience that will entice them to convert into a lead. While price is important, it’s not the only reason why people will express interest. If your competition is beating you on price, you have to present the target audience with a relevant benefit that addresses their needs. Then, build your sales and promotional material around that “pain point.” You can create an offering with less perceived obligation and more perceived value (for your leads) and provide it free of charge. This could be a booklet, gift, demonstration or anything else related to your product or service. Think of it like a door opener; something to discover interested individuals and get the conversation started.

Once you have determined what offer(s) you want to promote, you should include a call-to-action (CTA) to support it. This CTA is an instruction to the audience to provoke an immediate response. Something as simple as a “call today” or “call to schedule an appointment” will suffice – and remember to include contact information. Creating this type of urgency will entice consumers to reach out to the practice.

–  Determine the best multi-media approach 

The lead generation techniques of the past look quite different then the modern version. The methods for generating leads in today’s marketplace need to feed your sales pipeline from various channels. This year at AHAA’s Convention, our team will be presenting a multi-faceted lead generation strategy that introduces you to new products and strategies you can employ right away to reach beyond traditional efforts.  Decide which approach offers your practice the most promise after hearing from the business owners who have already boldly embraced today’s lead generation strategies.

Lead generation is the backbone of an effective marketing campaign for your practice. Without a continuous flow of fresh leads, your practice could have difficulties thriving in today’s competitive arena.  If you can’t make it to Convention this year, reach out to your Associate Manager; he or she will help you develop your lead generation strategy and diversify your approach to customer acquisition and retention!

 

 

 

 

Plan to Measure & Measure the Plan

18 Nov

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As 2014 is coming to a close (we can tell by the plethora of holiday décor in every retail store), we want you to seriously consider your marketing strategy for 2015.  If you don’t already have your plan in place – and some do – you may not be sure where to begin.  Our number one recommendation is to look backward before looking forward, meaning assess your marketing efforts from 2014 and how each one contributed to the bottom line before embarking on a plan for the next 12-months.

Two AHAA colleagues recently co-authored an article in Hearing Review that sums up this idea perfectly: Know Your Marketing; Know Your ROI.  By having a defined marketing plan and tracking its efficacy (plus course correcting along the way), you’ll be able to capture beneficial trends from your data and eliminate wasteful spending.

But first, you have to actually develop the plan.  After allocating 10-12% of your overall budget towards marketing, we recommend:

  • Using a targeted multi-media approach with frequency and consistency (including direct mail, print and digital media)
  • Ensuring you are communicating with both your current customers and prospects via mail, telemarketing, etc.
  • Creating messaging that resonates with your target audiences; i.e. speak to individuals about what matters to them via their preferred communication channels – email, print, text, etc.

Once your plan is up and running, track the results.  As recommended in Know Your Marketing; Know Your ROI, many computer programs are available to facilitate and simplify tracking (AHAA has one), but typically a person(s) in your office must physically input the response data.  It’s important to consistently gather this data because you will use it to calculate your return on investment, or ROI.

Once you gather the data, then what?  AHAA recommends a quarterly assessment of all marketing initiatives to analyze trends, assess the performance of the plan, and ensure marketing dollars are being spent wisely.  Some key metrics to pay attention to: number of calls (how many times did the phone ring from each initiative), number of appointments set and number of hearing devices sold.  The aggregate of these metrics will contribute to your ROI calculation.  To discover how to properly calculate ROI, click here.

Remember, marketing 101 tells us that developing a plan and working that plan frequently and consistently yields success; couple that with tracking your results, calculating ROI and analyzing those results in order to tweak your plan will put you on a successful marketing trajectory.

 

For questions or a free 30 minute marketing consultation, contact Keara M. Piekanski, AHAA Marketing Manager at kpiekanski@AHAAnet.com.