25 Quick Tips and Statistics to Grow Your Practice

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From phone support to counselor training and the importance of a successful post-op day, take these quick and easy tips and statistics to improve your practice today!

1.  Less that four percent of practices use a caller’s name on the phone. Make it personal.

2.  Thirty-four percent of callers who hang up don’t call back. Don’t risk losing valuable refractive leads by sending callers to voicemail.

3.  Forty-five percent of LASIK consumers don’t book their appointment at the first place they call. Roll out a red carpet experience for your patients at the beginning, to avoid losing potential revenue.

4.  Forty percent of patients that had a procedure couldn’t remember the surgeon or practice. Make memorable experiences.

5.  Sixty percent of refractive calls were rated poorly in the area of qualifying the needs and interests of the caller. Practice active listening!

6.  Seventy-three percent of consumers claim they have spent more with a company because of great customer service. Whether or not you want to believe it, you are in the business of customer service, so make it count.

7.  The repercussions of bad customer service hurt. Fifty-two percent of unhappy customers told friends and family. Thirty-two percent said they will cease doing business with the company altogether.

8.  Thirty-nine percent of employees feel under appreciated at work, with seventy-seven percent reporting that they would work harder if they felt better recognized. Building workplace morale can make a huge difference.

9.  Patient referrals should be a minimum of forty-four percent. Improve patient experience to increase word of mouth referrals.

10.  Secret shop your own practice to ensure a quality experience.

11.  Seventy-six percent of men and women stated that they had more trust in a business and considered the company more professional, when their employees wore name badges. Does your practice use them?

12.  Eighty percent of leads require five follow-ups before converting. Set up a follow-up protocol to maximize results.

13.  Don’t be scared to ask. Ninety-one percent of customers say they’d give referrals. Only eleven percent of salespeople ask for referrals.

14.  Answer the phone with a smile. On the phone, tone is eighty-six percent of our communication. The words we actually use are only fourteen percent of our communication.

15.  Twenty-three percent of patients who don’t receive a reminder call don’t show up. Seventeen percent of patients no show when an automated reminder call is made. That number goes down to thirteen and one-half percent when a live reminder call is made.

16.  Forty-one percent of people said social media would affect their choice of a specific doctor, hospital or medical facility.

17.  Forty-five percent of consumers looking for local services search on mobile first. Is your website optimized for mobile?

18.  Online reputation is important. Respond to all positive and negative reviews with a tailored customer service approach.

19.  The rate of converting an online lead drops by fifty percent if not responded to within an hour. Are you missing out?

20.  Fifty-three percent of local businesses only optimize their search campaigns one time per campaign. Measure and monitor your progress consistently to get the best results.

21.  Get discovered! People who are retargeted with display ads are seventy percent more likely to convert.

22.  Thirty-eight percent of people will stop engaging with a website, if the content or layout is unattractive. How does your website stack up?

23.  Follow the five second rule! Make website navigation easy on your practice website, so all patients can find what they need in five seconds.

24.  The best times to email lead prospects are 8 AM and 3 PM.

25.  Subject lines in emails with more than three words experience a drop in open rate by over sixty percent. Make your message count!

Getting More Out of Your Brainstorming Sessions

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Brainstorming sessions are a great way to solve problems and think up new ideas. If you are preparing for a brainstorming session with your staff, why not implement a few new tactics? Here are a few ways to get the most out of your brainstorming sessions.

Give Your Team Time to Prepare

Great ideas don’t manifest if they are forced. Ideas appear when someone has time to think and when they don’t feel pressured to come up with something on the spot. This is why it’s a good idea to give your team a few days to think before the brainstorming session. It is also helpful to let your team know what you’re NOT looking for. With this information your team can focus on the specifics, instead of being overwhelmed by an open ended question or idea.

Work with a Diverse Group of People

This is strategy is helpful if you ever need to get out of a rut. A great way to come up with new and innovating ideas is by inviting a variety of people with different skill sets and experiences, in on your brainstorming session. Most of the time all you need is a new perspective. It can help you see something in a new light and help generate new ideas. If you always brainstorm with the same people with the same perspective; your ideas will end up being very similar and not original.

Everyone is Equal

No matter if you’re the CEO or the intern, the most important thing during a brainstorming session is to make everyone feel equal. Regardless of who you are, your ideas have the same amount of validity as the person next to you.

During these sessions you should also remember not to judge any “bad” ideas. In fact, if someone is told that their idea is poor or lacking, they will be less likely to speak up the rest of session (and most likely future sessions). The more ideas that are discussed, the more likely it is that you will land on a good one. The object is to let your mind run free and not to judge others. No matter how wild your ideas are, keep them coming. A wild idea can always be simplified or morphed into another idea. It’s crucial to be open to different perspectives.

Compile Your Ideas

During your session, make sure someone is comprising a list of ALL the ideas that are being discussed. Even the worst idea may include an element you can use. Later you can use your list to connect the dots. Once you have your master list, separate your ideas into three categories: lacking, good and awesome. Once you have your final list go through and come up with variations of your ideas, by incorporating random or unrelated factors. Look for alternative ways to think about a subject even if the old ways are working well.

Switch up the Environment

It’s always a good idea to change up your physical environment. It can be fun and actually effect the way the brain works. By having a brainstorming session in a new place, you can help your team come up with new and better ideas. Neurobiologists believe an enriched environment can speed up the rate at which the human brain creates new neurons and neural connections. If you can’t change the location, at least change the room that the meeting will be held in. You can rearrange furniture, hang up pictures, or even have people stand and walk around during the meeting to stimulate the brain.

Create a Mood Board

Combining imagery, color and visual-spatial arrangements can help spark new, fresh ideas. While there are many ways to use visual prompts in brainstorming, creating a mood board is one of the most common — especially in coming up with new branding and design concepts. A mood board is simply a random collection of images, words and textures focused on one topic, theme or idea. Like with mind mapping, the visual components of the mood board can be anything branching off that central topic.

Play Games

Whether it be word games or improv games, both are great ways to get people to start thinking outside the box and produce original ideas. Playing games also helps people relax and get out of their work shell. When people feel more comfortable in an environment, they will start sharing more creative and innovate ideas. So, try to have some fun during your brainstorming sessions.

Make Some Doodles

While many brainstorming sessions are based on talking and reading, doodling helps people break out of the traditional mindset. They will begin to think about familiar things in a different way, perhaps leading to unexpected connections. Doodling can actually help spur creative insight, increase attention span and free up short and long-term memory.

There are a few different approaches to doodling. Have your team take an object and visually break it down into its tiniest parts. For example, if your object was coffee you could draw the mug, the lid, the bean, etc. Thinking about all the elements of an object and the environment it is found in, will allow you to view an object in a new way. Another approach to doodling is by taking two unrelated things, such as ice cream and a basketball and first draw them separate. Then, create sketches of the two objects morphed together. Such as a melting basketball or basketball ice cream. This helps people to come up with unique ideas and have a different view point on the problem.

6 Reasons You Should Blog for your Business

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Why Blog? Blogging can be a crucial tool in your overall marketing plan. Why not take advantage of this low-risk content marketing strategy? If you’re not sure what a blog can do for you, here are 6 reasons you should blog for your business.

Create Brand Awareness

If you are working toward building your brand recognition, a blog can reinforce your brand message. This gives you the opportunity to show your unique voice, what makes your brand special. A blog is the perfect platform to inform your audience of who you are and what your company has to offer. Show your personality, skills, values and passions. A blog offers insights into your company, philosophy, employees and ideas. These branding techniques, in addition to your logo, will help jump start your brand awareness.

Gain Credibility

Blogging is a great way to gain credibility in your market. By authoring and controlling your own content, you can begin to gain the trust of your audience. You are in charge of your own reputation management and can show the value of your business. Give your product or service a voice and use that voice to show your authority in your field. Develop content that answers your audience’s questions, before they ask them.

Blogging can also help your website’s credibility. Every blog is one more indexed page on your website. Your blog contributes to your website’s SEO, which can also help raise your Google ranking. This means that you will show up higher in search engines, potentially increasing traffic to your website.

Showcase Your Expertise

Blogging can help you position yourself as a subject matter expert in your field. Show off your knowledge of your industry and what resources you have available to you. Comment on up-to-the-minute news topics, market trends and groundbreaking technologies. Show that you are a leader in your industry, not simply a follower. This information will benefit your audience, as well as help consumers gain confidence in your business. After realizing your expertise, consumers are more likely to choose you for the service they need.

Build Up Valuable Content

The effort you put into writing now, can benefit you in the future. You will be building up valuable content that is out there forever! Your blogs are resources of information for your products or services. This is media that YOU own, that is stored in an easy to access, streamlined CMS.

Having this all in one place will help you stay focused on your content marketing strategy. Check your blog analytics to track your most popular topics and build on those subjects. Use the blog analytics to shape your overall strategy.

Use your content to create E-books, webinars, infographics and other downloadable material. Give freebies to readers & use this as a way to capture information like email addresses.

Create a Social Media Buzz

Use your blog to strengthen your social reach. Premiere your blog with a crossover social media campaign. This will increase the visibility of your brand, showcase your blog and drive traffic to your website. Share on all your personal social media pages, business pages and ask others to share. Get your blog out there: LinkedIn, Facebook, Twitter, Instagram, Pinterest. This helps expose your business to a new audience that may not even know they need your services yet. Include social sharing buttons with each blog post and encourage readers to share your content.

Free Marketing

If your marketing budget is tight, blogging can be a very cost-effective tool. If you already have a website, add a blog page. If you do not have an active website for your business, you can start with a free blog from a website like WordPress.

A blog can offer you free marketing and free PR. Your blog is a long-term asset that creates a clear brand voice, brand awareness, showcases your expertise and promotes products or services. Use your blog to send readers to your other social media accounts or link to your current promotional campaigns. A simple call to action in your post, could convert readers into new leads.

Networking

Use your blog as a platform to connect with influencers and reputable brands in your industry. Share and publish your blogs on your personal LinkedIn page, in LinkedIn groups and on your LinkedIn business page to widen your reach. Build positive relationships that could result in more exposure for your brand. Networking can lead to potential partnerships, guest blog opportunities, podcasts or even invitations to speak at lectures. The possibilities are endless, once you start to build valuable connections.

When you use a blog as a content marketing strategy, you will see results over time. Now that you know what blogging can do for your business, are you willing to take the plunge?

Design Plays a Part in Marketing Efforts

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It is easy to observe that graphic design plays a large role in a practice’s marketing efforts. Strong design is pivotal in gaining traction with any campaign, and should not be overlooked. A strong marketing campaign can easily fall flat with poor or confusing design, so it is important to understand how design contributes to your marketing efforts.

Marketing campaigns are about raising awareness of a brand, product, or service. Campaigns are set up to move consumers to purchase. Consumers buy based on the trust they have with a business, and if a business demonstrates poor design it can compromise that trust. Every piece of creative material a practice releases contributes to its overall brand. A strongly designed campaign can alter a practice’s market position, and help them move beyond competitors.

Great design leads to recognition; it increases visibility and stands apart from the rest. A campaign will only get traction if it is unique, inspired and centered to appeal to it’s target market. It is important to align your campaign with its intended audience; and design is the main vehicle to do so. Don’t fall into the idea that campaigns should be designed to resemble what other practices are doing. The most successful design work creates trends rather then following them.

Design plays an important part in messaging. Great design reinforces a central message for a campaign. A message can be portrayed with carefully selected photography or visual representations. Visual representations can play a major part in emotional reaction. Design elements read much faster to instill a message than reading ever will.

Strong design delivers conversions. A strong marketing campaign should never overlook the call to action technique. Call to actions are simple ways to convert strangers to leads, and can work wonders in measuring a practice’s ROI, while collecting useful consumer information.

There are many ways that design contributes to your marketing efforts. The main point a practice should remember is, all marketing efforts should set their business apart and instill trust in a potential patient.

Minutes to Make an Impact: How to Maximize Patient Interaction with a Surgeon to See Improved Conversions

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It goes without saying that our surgeon’s time is valuable. Use this time wisely and a brief, meaningful interaction between the patient and your M.D. will help your conversion rates grow. A streamlined consultation process, combined with collaborative communication, will allow these precious minutes to be used prudently for a real and lasting impact.

Minimize chair time, maximize impact– A surgeon’s time with a patient should be brief but engaging. That means minimizing the education process of a procedure during this meeting, and accentuating it before the exam and during the work-up. Instead, focus on hearing the individual needs of the patient, reaffirming these needs, and then moving on to a recommendation.

Instill confidence, reconfirm candidacy, provide psychological reassurance
–  A firm handshake and a few sentences can make all the difference for a patient, and remove any doubt or uneasiness about moving forward.

During a LASIK consult that might mean congratulating them on being a candidate, and the excitement of moving forward. For a cataract patient, this might mean clearly defining the recommendation of a lens or surgery option that will yield them their best visual outcomes. Patients are uncomfortable making such big medical decisions without the advisement of a surgeon. This is the time to make a surgeon’s recommendation clear, concise and powerful.

Create lasting personal bond in seconds with the help of collaborative efforts and communication with the Team– Gathering crucial pieces of information like lifestyle choices, hobbies, activities, motivations and fears, can shape the outcome of a visit. Make sure your team is gathering this information throughout the appointment, so that a surgeon can highlight on these points during the exam. This acknowledgement lets your patient know your practice was listening, which may mean it’s worth listening to you.