about eric garcia · 2016. 8. 24. · adwords, social media, implement seo strategies, develop new...
TRANSCRIPT
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ì
© 2016 A ll rights reserved. Eric D . Garcia
Advanced Marketing Workshop – Developing a Profitable Digital Marketing Strategy
About Eric Garcia
Management Team at Large Practice in Tampa, FL
Former VP of Veterinary Exclusive Web Marketing Firm
IT & Digital Marketing Consultant – Founder of Simply Done Tech Solutions
VetPartners Member Consultant
International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, S.E. Asia, Austria [Q4 2016]
Published Authorì Blackwell’s Five Minute Veterinary Practice Management Consultì AAHA Trendsì Veterinary Practice Newsì Veterinary Team Brief ì CareCredit Tips Sheets
© 2016 A ll rights reserved. Eric D . Garcia
Additional Resources Provided
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Several Ideas
You don’t have to do it all right away
Pick one thing
You will have notes
Take your time
Continue to build on your one thing
© 2016 A ll rights reserved. Eric D . Garcia
Survey Results
Primary Role: Owner
Marketing Team: Majority have one
Email Address Collection: Yes. Average: 73%
Time Spent on Marketing: Most 0-2 hours per week
Marketing Budget: Most 1%
© 2016 A ll rights reserved. Eric D . Garcia
Survey Results
Offline Marketing:ì Most with yellow pagesì Some with local magazinesì Most involved with community outreach
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Survey Results
Online Marketing:ì All on social media ì Most SEOì All have a websiteì Most Pet Portalì Some advertise with Google
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Survey Results
Tools to Track Successì Almost all use Google Analytics
Biggest Objective with Workshopì Most effective marketingì Having a planì What’s new? What should I try?
© 2016 A ll rights reserved. Eric D . Garcia
Case Study: Yellow Pages
Practice: Gold Coast Animal Hospital
Location: Chicago, IL
Marketing: Print Yellow Pages, Online Yellow Pages, Yelp Premium Listing, Client Referral Incentive Program
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Case Study: Yellow Pages
Problem Presented: $55,632/yr with Yellow Page Solutions ì $1,488/mo for Search Engine Optimization ($17,856/yr)ì $3,148/mo for YP.com banner, 3 Print Listings ($37,776/yr)
New Client Needed to Obtain ROI: 389/yr (w/$145 ACT)
Actual New Clients from Contract: Unknown
Average from Most Practices: 6-10/yr
© 2016 A ll rights reserved. Eric D . Garcia
Case Study: Yellow Pages
Solution: Cancel Entire Contract, Focus on Local Print Marketing, Google AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals, Targeted Marketing Campaigns…
Logic: 2010 US Census Data & Digital Marketing/Advertising Statisticsì 63.8% of population between 20 – 64 years oldì 10.4% between 65 – 85 & over
Case Study Time Period: May 1, 2013 – June 30, 2014
New Client Numbers:ì Steady increase reported Q3 of 2013 and Q1 & Q2 of 2014ì Q4 of 2013 new clients down but not abnormal compared to 3 year historical trendì March was a record month (5 years)ì June was a record month (3 years)
© 2016 A ll rights reserved. Eric D . Garcia
Determine The Cost of Investment
Simple Break Down Method
Add the total of each contract including web advertisingì Local Contract 1 (The “Big” Book)ì Local Contract 2 (The “Local” Book)ì Web Contract (Premium Listing + SEO)
Add Up Cost of Advertising PER MONTH
x 12 months = TOTAL CONTRACT COST PER YEAR
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Cost of Client Acquisition
Do the math
Total yearly spending from Yellow Pages
Total number of new clients from Yellow Pages
Total Cost per New Client© 2016 A ll rights reserved. Eric D . Garcia
Critical to Track Client Referral Sources
You Must Track Where Your New Clients Are Coming From!
© 2016 A ll rights reserved. Eric D . Garcia
New Client Referral Sources
Internet (Google/Bing/Yahoo/Yelp/Website)
Yellow Pages
Community Ad
Existing Client/Word of Mouth
Community Event
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Actual Contract Review: Yellow Pages ROI – ABC Animal Hospital – Napa, CA
Local Contract 1 (White Pages Listing): $25
Local Contract 2 (Yellow Pages Ad): $484
Cost of Advertising Per Month: $509
x 12 = Total Cost of Advertising: $6,108
© 2016 A ll rights reserved. Eric D . Garcia
Actual Contract Review: Yellow Pages ROI – ABC Animal Hospital – Napa, CA
The Math:
Total Yearly Spending from YP: $6,108
Average Client Transaction: $133.15Number of New Clients to Reach ROI: ~46/yr
Actual Number of New Clients: 4Acquisition Cost per Client: $1,527
© 2016 A ll rights reserved. Eric D . Garcia
YP Online Was Never Alive
We have an online solutions!
The “bundle” trick or “free” online advertising
Tricked into spending money with their online advertising solutions – don’t be fooled! Read the legal termsì “Hidden” ad management fee is based on up to 35% of your
YP online budget ì On average 80% of the your budget is spent with yp.com
and 20% with outside search engines
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The Study Says…
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Actual Contract Review: Yellow Pages Online – USA Animal Hospital
YP online advertising $500 per month ($6,000 per year):ì 90% YP.comì 5% Google ì 3% Yahoo ì 2% Bingì 25% in Management Fees ($1,500 per year)
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Yellow Pages
What is your experience?
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Take a Team Approach
Don’t force anyone to get involved on your marketing teamFind the employee who feels “stuck”
Administrator and/or Ownerì Associate Veterinarian
ì Technicianì Receptionistì Veterinary Assistant
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Use Your Marketing Team
Website updates
Social media
Reputation management
Email campaigns/promotions
Lapsing client calls/messages/email
Blogging
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Allocate TimeEntire teamì Up to 1 hour a week per person on teamì Schedule timeì Respect time!
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Monthly Marketing Meetings
Meet monthly for 1 hourì Brainstorm on projectsì Plan aheadì Bring perspective from all areas of
the hospitalì Set deadlines
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Provide Job Titles & Descriptions
Sample Titlesì Social Media Coordinatorì Content Marketing Managerì Email Marketing Manager
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Social Media Coordinator:Sample Responsibilities
Write editorial content to educate and engage
Actively participate in activities like blogging, face book and emails
Actively participate in online community participation and demonstrate leadership
Prepare a social media strategy with partners and management that will increase visibility and traffic, converting visits and fans into clients
Monitor social media feedback, tools and trends to measure the impact of the social media efforts, compiling reports to show ROI results
Build online following, portraying and branding the practice(s) as aligned with business strategy
Implement client online reviews and monitor ratings, responding accordingly to comments
Identify threats or negative situations in content, reporting content to management and applying conflict resolution principles to mitigate issues
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Workshop: Create Your Marketing Team?
Spend a few moments outlining your marketing dream team.
© 2016 A ll rights reserved. Eric D . Garcia
Remember
Don’t force anyone to get involved on your marketing team
Find the employee who feels “stuck”
Administrator and/or Ownerì Associate Veterinarian
ì Technicianì Receptionistì Veterinary Assistant
Marketing Cycle
Pick an Educational
Topic
Educate Team
Members
Create Awareness
Engage in Discussion
© 2016 A ll rights reserved. Eric D . Garcia
Sample Monthly Marketing Plan
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Key Elements of a Marketing Strategy
Budget
Branding
Key Marketing Opportunities
Tools to Track Success
Client Retention
© 2016 A ll rights reserved. Eric D . Garcia
Marketing Budget
General: ì .5-3% of gross revenue
Most Common: ì 1% of gross revenue
Newer Practices:ì Varies based on local market
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Workshop: Budgeting
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Workshop: Budgeting
Look at your budget and current marketing programsì What challenges do you have with it?ì What confidence do you have in your marketing?
© 2016 A ll rights reserved. Eric D . Garcia
Key Elements of a Marketing Strategy
Budget
Branding
Key Marketing Opportunities
Tools to Track Success
Client Retention
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The Art of Storytelling
Storytelling is the conveying of events in words, sound and/or images, often by improvisation or embellishment.
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The Facts & Data…
A recent study in Science magazine adds more support to the idea that stories can help people understand others, determining that literary fiction “uniquely engages the psychological processes needed to gain access to characters’ subjective experiences.” ì Source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, says that people remember information when it is weaved into narratives “up to 22 times more than facts alone.”ì Source: http://leanin.org/education/harnessing-the-power-of-stories/
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The Theory
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There’s an animal near that tree, so don’t go over there!
My cousin was eaten by a malicious, scary creature that lurks around that tree, so
don’t go over there.
Case Example: Soul Carrier
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Missed Opportunity
Where did she have an
opportunity to tell a story?
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Case Example: Soul Carrier
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Is This Your Brand?
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As you watch this think about your practice:ì Does your
content sound like this?
ì Do you have a similar type video?
ì Do you think this message is unique?
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Case Example: Tipp City Veterinary Hospital
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People Don’t Trust Brands…They Trust People.
About Us: 1st Most Visited Page
The Brand: ì Simply Done Veterinary Clinic is a full service animal hospital. We
offer state of the art care and advanced diagnostics.
The People:ì Dr. Garcia founded Simply Done Veterinary Clinic on the core
belief that by enriching the lives of pets, we enrich the world around us. The staff and veterinarians at our practice take immense pride in this philosophy, bringing this belief to action by implementing compassionate veterinary care.
© 2016 A ll rights reserved. Eric D . Garcia
Our Veterinarians
Our Veterinarians: 2nd Most Visited Page
General:ì Dr. Garcia was born in Tampa, Florida. He graduated from the
University of Florida in 2000. He has 2 dogs by the name of Elvis and Penny. Dr. Garcia is excited to meet both you and your pet!
Enhanced:ì Dr. Garcia knew from a young age that pets were his passion. The
joy and wonder of a happy pet immediately inspired Eric to pursue a career in veterinary medicine after completing his undergraduate degree. Now, as the founder of a successful veterinary practice, Dr. Garcia does what he loves each and everyday. Stop by soon, because Dr. Garcia can’t wait to meet you and your pet!
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Workshop:The “Perfect” Biography
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Branding: Tell Your Story
Use personalized imagery
Create a professional cover photo at fotor.com/features/facebook.html© 2016 A ll rights reserved. Eric D . Garcia
© 2016 A ll rights reserved. Eric D . Garcia
Branding: Tell Your Story
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Practice Driven: Our Veterinarians
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Practice Driven: Our Team
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Practice Driven: Our Clinic
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Copyright Infringement & Stock Images
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Watermark Images via Canva.com
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Key Elements of a Marketing Strategy
Budget
Branding
Key Marketing Opportunities
Tools to Track Success
Client Retention
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What is the Leading Search Engine?
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Prepare Your Website:Top 5 Website Optimization Tips
Mobile compatibility
Update your website
Get involved with your reputation
Claim & optimize your online listing
Refresh your content
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Workshop: #1. Mobile Compatibility
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www.bit.do/googlemobile1
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Responsive Website
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#2. Update Your Website
97% of consumers search for a local business online 1
Review Your Contentì Ensure our content is fresh and up-to-date ì Is your content unique to your website?ì Provide 3-5 bullet points about the Simply Done Vet Clinic
difference
Most visited pages and most time spentì Our Veterinarians/Team/Staffì About Usì Our Services
1 http://www.google.com/business/placesforbusiness/free-features/© 2016 A ll rights reserved. Eric D . Garcia
#3. Get Involved with Your Reputation
“Veterinarian in Seattle”
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Workshop:What Does Your Reputation Look Like?
Go to Google.com
Search for your practice by name
Let’s discuss what you see
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#4. Claim Your Online Listings
Googleì https://www.google.com/business/
Bingì https://www.bingplaces.com/
Yahoo/Yelpì https://biz.yelp.com/
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Optimize Your Listings
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Optimize Your Listings
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Optimize Your Online ListingsBefore Business Listing Optimization
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• Duplicate Pages• Missing Images• Missing Description
After Business Listing Optimization
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• Improved Visualsü Cover Photoü Profile Photoü Content Images
• Detailed Description
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Business Listing Optimization
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#5. Optimize the Content on Your Website
Veterinarian, Veterinary Hospital, Veterinary Clinic, Animal Clinic,
Animal Hospital, Local Communities
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Optimize the Content on Your Website
Since its foundation in 1980, Simply Done Tech Veterinary has grown and expanded to offer a comprehensive menu of veterinary services. As hospital members of the American Animal Hospital Association (AAHA), we are dedicated to providing quality medical care for your pet. We meet the AAHA's high standards for veterinary services, and are routinely evaluated by trained consultants.
Simply Done Tech Veterinary provides each patient with the following services:
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Optimize the Content on Your Website
Veterinarian, Veterinary, Veterinary Hospital, Veterinary Clinic, Animal Clinic, Animal Hospital,
Local Communities
Since our establishment in 1980, Simply Done Tech Veterinary has grown remarkably in both scope and vision. We now offer more veterinary services than ever before in order to give your pet the most comprehensive care possible. As an American Animal Hospital Association (AAHA) accredited animal clinic, we take pride in being Champions for Excellent Care and are dedicated to providing the highest caliber service possible for your pet.
Simply Done Tech Veterinary is proud to provide the following veterinary services at our animal hospital:
We proudly serve the following communities: Aberdeen, Ocean Shores, Westport, Grayland, Montesano, Elma, Cosmopolis, and Grays Harbor communities.
© 2016 A ll rights reserved. Eric D . Garcia
Before ABC Animal HospitalTracked Keywords Compared to Competitors
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Current ABC Animal HospitalTracked Keywords Compared to Competitors
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Before XYZ Pet HospitalTracked Keywords Compared to Competitors
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Current XYZ Pet HospitalTracked Keywords Compared to Competitors
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Before Simply Done Animal HospitalTracked Keywords Compared to Competitors
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Current Simply Done Animal HospitalTracked Keywords Compared to Competitors
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SEO Expectations
SEO takes timeì 2-4 month average
If you have limited visibility online now…ì Now: Google AdWords with Larger Budget & SEOì Later: Reduce Google AdWords Budget
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Google AdWords
Instant
No contract required
You set the budget
You set the target radius
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© 2016 A ll rights reserved. Eric D . Garcia
Google AdWords: Choose Your Target Audience
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Boost Post: Offers
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© 2016 A ll rights reserved. Eric D . Garcia
Offer Examples
Dental promotions
Senior wellness package promotions
Wellness plan enrollment discounts
Microchip offers
Wellness care
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Boost Posts: People who like your Page
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Total Budget
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Audience: People you choose through targeting
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Internet Marketing
YP/Dex/Super Pages
Search Engine Optimizationì Discuss results often
Yelpì Proceed with caution
Veterinarians.comì Must listen to calls
Facebook Offers
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Effective Offline Marketing
Client referral programs
Community events
Community newsletters
Apartment communities
Local print marketing
Sponsorshipsì Promote the sponsorship on website, social media, other print
media, etc.
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Sample Referral Rewards
How do you reward clients?
Credit toward pet account
Gift card to local pet shop (endorsed by the practice)
Gift card to local business
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Reward Dragon
Will send survey post client visitì Does not integrate yet
Positive testimonials will be shared on your website
Clients can share their endorsement via unique link and friends can grab a savings couponì Tell Your Friends About Us & We’ll Reward Youì Clients given unique URL
Friends save on their first visit and you reward the your client how you’d like – very easy to keep track of!
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Community Events
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Community Education/EventsLocal boarding & dog daycare facilities
Condo associations
Local HOA
Schools
Open House
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Key Elements of a Marketing Strategy
Budget
Branding
Key Marketing Opportunities
Tools to Track Success
Client Retention
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Which Is Best to Track?
New Client Numbers vs.
New Client Revenue
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New Client # vs. New Client Revenue
Make sure your management software does not count no show clients as new clients
Consider setting up a temporary record and setup in PIMS after client comes in
Use revenue to compare against investments
PIMS: 7 new clientsActual: 6 new clients
PIMS: 14 new clientsActual: 12 new clients© 2016 A ll rights reserved. Eric D . Garcia
What is Considered Success?
Min. double your investmentì Spent $500/mo on Google?ì Min. success = $1,000
Use your judgment – will you be happy with this?ì Investment: $500ì Return: $750
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Critical to Track Client Referral Sources
You Must Track Where Your New Clients Are Coming From!
© 2016 A ll rights reserved. Eric D . Garcia
New Client Referral Sources
Search Engine
Website
Yellow Pages
Social Media
Community Based Print Advertising
Existing Client/Word of Mouth
Community Event © 2016 A ll rights reserved. Eric D . Garcia
Difficulty in Tracking Return: Print Ads
Publication Website Social Media
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Difficulty in Tracking Return: SEO
Google Website Yelp
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Difficulty in Tracking Return: Community Event
Event Google Website
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Track Success with CallRail
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CallRail
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CallRail
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CallRail
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Track Success with CallRail:Offline Call Tracking
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Port tracking numbers to CallRail that you own
CallRail will help track callsì Legally recordedì Eliminate duplicate callersì Track calls over specific time periodì The number will indefinitely ring to you even if you cancel
the service (remember you own the #)
The “Tracking Coupon”
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The “Tracking Coupon”
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Find the Right “Tracking Coupon” for You
Free nail trim with visit over $x
Free “Gift”
$X off of your overall visit
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Google Analytics: Sessions
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Google Analytics: Acquisition
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Google Analytics: Referral
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Google Analytics: Behavior
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Facebook Insights
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The Basics to Facebook Insights
Reach – The number of people who have seen your postPost Clicks – The total number of users who have clicked on your post
Likes, Comments, Shares– When someone likes, comments, or shares your post© 2016 A ll rights reserved. Eric D . Garcia
Key Elements of a Marketing Strategy
Budget
Branding
Key Marketing Opportunities
Tools to Track Success
Client Retention
© 2016 A ll rights reserved. Eric D . Garcia
Determine Your Bonding Rate
Print a list of all new clients from 18 - 24 months
Go through each new client account file and determine if they have come back for a follow up visit, medication, food, sick care, wellness, etc.
Write Y for Yes and N for N
Add up your Yes and No
Determine your rate ì Example: Say in April 2012 you received 30 new clients and only 15
come back in between April and October 2013 your bonding rate is 50%
ì Call clients or send surveys to look for trends (i.e. are you priced to high or lack of value, switched to another practice, stopped obtaining care, etc.)
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Determine Your Bonding Rate
Track bonding rates on a monthly basis to determine your trends and to set goals
Goal: 70+% is best practiceì Exception: Military or College towns
If your bonding rate is less than 70% ì Surveying is a MUSTì Do you have a new client acquisition program to fill the gap
of the non-returning clients
© 2016 A ll rights reserved. Eric D . Garcia
VetSuccess
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© 2016 A ll rights reserved. Eric D . Garcia
Invest in Your Clients withRetention Marketing
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Retention Marketing
Providing superior customer service
Reminder programs
Survey programs
Organic social media (i.e. employee time)
Practice app
© 2016 A ll rights reserved. Eric D . Garcia
.5-1% of Gross Income
The Client Experience
Beforeì Patient/Client reminders, Prepare medical records, Review
schedule
Duringì Provide excellent medicine and superior service
Afterì Call backs (maybe?), continue discussions on social media,
pet portalì How did the visit go? How did the client feel?
© 2016 All rights reserved. Eric D . Garcia
We Often Find Out This Way
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Measure Client Satisfaction Online
Vetstreet
IDEXX Pet Health Network Pro Petly
ePetHealth
Rapport
Survey Monkey
Animal Care Technologies - Vsmart
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Post Visit:To The Point Survey
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The “To The Point” Survey
Were you put on hold when you called for more than 1 minute?
Were you seen in a timely manner?
Did we address all of your questions & concerns?
Do you feel the team was knowledgeable, friendly, and efficient?
Would you refer us to your friends?
On a scale of 1-4, with 4 being very satisfied and 1 displeased. How satisfied were you with your care and service today?
Comments?
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Act on ResultsShare results with your entire team
When possible contact specific clients to review negative survey results
What did you learn about the client experience…ì Is there a problem with your customer service (front-end
team)?ì Focus on CSR training via webinars, conferences, and/or
consultantsì Is your team lacking efficiency?
ì Look at your practice workflow from check-in to check-outì Do clients see the value for the fees they pay you?
ì Are your fees comparable to your regionì Do clients receive a high level of service to justify your fees
© 2016 A ll rights reserved. Eric D . Garcia
Do You Have 100% Client Satisfaction?
“Unless you have 100% customer satisfaction…you must improve” Horst Schulz, Former Ritz Carlton President
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Learn About The Client Experience
About Our Practice
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Learn About The Client Experience
About Our Veterinarians
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Survey Inactive Clients
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Target lapsed clients 18 - 24 months
VetSuccess
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2014 Pilot Response Rates
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Call & Track Response
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How Flow Sheets Saved the Day
The overall checkout process was quick and efficient.Your wait time after you and your pet have seen the vet is entirely too long. I realize you are busy but I have seen my folder sit on the check out desk way too long.
It makes it so much easier to pay the bill from the exam room. If you have two dogs it's a pure blessing and much less stressful.
Waiting is to long when appointment is made and waiting is to long after seeing veterinarian before able to leave.
Wait time to checkout after visit is always longer than the time spent seeing the vet!!
© 2016 A ll rights reserved. Eric D . Garcia
Abrupt Decisions: We’re closed Saturdays
Pre-Decision: 68% bonding rate
Post-Decision: 39% bonding rate
What changed?
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Text: Healthcare & Appointment Reminders
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Service Providers
Vetstreet
ePetHealth
PHN Pro/Petly
Rapport
2 Way Textingì Vetstreet – Coming Soon
ì PHN Proì Rapport
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Say “Thank You”
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The Studies…
Studies find that thanking new & existing acquaintances make them more likely to see ongoing relationships
People who are thanked are more willing to provide better assistance
Couples who say thank you to one another more than 5 times weekly are less likely to be divorced
© 2016 A ll rights reserved. Eric D . Garcia
3 Elements of The “Perfect” Thank You
Be Specific: ì Thank the employee/client for something specifically they
did
Effort: ì Thank the employee for the effort they put into what they did
Personal: ì What does the action mean to you? How did it make you
feel?
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Example of The “Perfect” Thank You
Be Specific: ì Thank you for staying late this evening with me.
Effort: ì You really took time with each client to make them not feel
so rushed.
Personal: ì It made me happy to see how dedicated you are. I could not
have done this myself.
© 2016 A ll rights reserved. Eric D . Garcia
Example of The “Perfect” Thank You
Be Specific: ì Thank you for cleaning around the hospital.
Effort: ì There was a big mess everywhere and I know it wasn’t
easy.
Personal: ì I really appreciate how great you make our practice look.
You are a big part of our team.
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Thanking Clients
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Thank You
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Thank YouSurprised clients
Complaintsì Even clients with negative
experiences are thankedì 90% of clients saved
Creates good feeling for clients – Taps into emotion
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WhyPride
Staying true to his missionì “…meeting and exceeding expectations”
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Call New ClientsKickin’ it old school….ì Picking up the telephone…ì Saying THANK YOU FOR SUPPORTING MY BUSINESS
Print a new client report at the end of each day
Have an owner and/or administrator call the new client
Sample Script:ì Hello Eric, My name is Eric Garcia and I’m the medical director for Simply Done Veterinary
Clinic. I wanted to take the opportunity to thank you for trusting us with your pets health care needs. If you have any questions regarding your pets health care please feel free to call us at (813) 545-3044. Should you ever experience any problems with your service at our practice please do not hesitate to reach out to me directly. You can learn more about our practice and our caring team by visiting our website at www.simplydonetechsolutions.com. Thank you once again and we look forward to seeing you in the future.
ì New Puppy/Kitten: If you ever have any questions about your new puppy please feel free to contact me and we can discuss your concerns and answer any questions you might have.
ì Senior Pet: If you ever have any questions about your senior pet please feel free to contact me and we can discuss your concerns and answer any questions you might have.
© 2016 All rights reserved. Eric D . Garcia
Workshop: Say Thanks to Someone
Be Specific: ì Thank the employee/client for something specifically they
did
Effort: ì Thank the employee for the effort they put into what they did
Personal: ì What does the action mean to you? How did it make you
feel?
© 2016 A ll rights reserved. Eric D . Garcia
Celebrate Healthy Pets!
Give a heartfelt Thank You ì Look client in the eyesì You’re such a great pet owner, Mr. Garcia. I would like to
thank you for trusting us with your pet’s health needs. You should know we’re always here for you and Elvis.
Celebrate healthy lab results
Celebrate healthy pets
Attribute success with what you do as a team
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Facebook? Twitter? Instagram? Ah!?
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Facebook Demands Marketers Pay for Ads
© 2016 A ll rights reserved. Eric D . Garcia
“And on Friday, the company told marketers that if they (businesses) wanted to reach customers on Facebook, they needed to buy an ad.”
http://nytimes.com/2014/11/15/technology/facebook-to-cut-unpaid-posts-by-marketers-on-news-feeds.html
“Facebook says that it’s all for the good of the users and that creative, engaging
posts will still attract attention and bubble up into the feed.”
How Much Do We See?
The average users has about 1,500 new items they could see when they log on
Some people have as many as 15,000 according to Facebook
Facebook’s algorithm is set to show the top 300ì Avg. user sees top 100
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Always Keep This In Mind
FOCUS ON QUALITY NOT FREQUENCY
© 2016 A ll rights reserved. Eric D . Garcia
Facebook Posting Guideline
3-5 postings a weekì One or Two Case Examplesì One Shared Educational Article or Videoì Two or Three Clinic Specific Postings
Try not to post more than twice in one dayì If you do space apart by 5+ hours
© 2016 A ll rights reserved. Eric D . Garcia
Making a Case:Facts vs. Real Life Examples
Heartworm Prevention
ì According to the CDC, 1 in 74 American dogs test positive for heartworm.
vs.ì Can you recall of a recent case where you treated a
heartworm positive dog? ì How did the owners react? ì What type of emotions were involved (from pet owner and
pet)?
© 2016 A ll rights reserved. Eric D . Garcia
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The 3 Elements of a “Perfect” Narrative
Set the Scene: ì Where were you? ì Who were you with?ì What was the struggle and hope?
What Happened? ì Challenges? ì What is the outcome?ì Include details!
The Tie Back: ì How does this relate to the owners concern?
© 2016 A ll rights reserved. Eric D . Garcia
Making Recommendations Stick
Routine Blood Test Recommendationsì Can you recall of a case recently where you would have
been able to prevent a sick pet if you established baseline blood test results?
Heartworm & Flea Recommendationsì Can you recall of a recent case of a heartworm positive dog
you treated? How did the owners react? What was the dogs demeanor?
© 2016 A ll rights reserved. Eric D . Garcia
The Rules of Storytelling
Don’t tell a story with every recommendation
It must be a true story
Go into it with strategyì Always have your tie back
Don’t include personal details ì (i.e. pet name, owner name, etc.)
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3 Elements of an Effective Case Study
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Educational Topic – Include Fact/Statistic
Short Case Study
– How Did You Help?
Socialize/CTA
Sample Case Study
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Fact
Case Study
Socialize/CTA
Sample Case Study
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Sample Case Study
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Clinic Specific Postings
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Clinic Specific Postings
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Featured Feline Friday!
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An App for Your Practice
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Custom Branding
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Request An Appointment
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Order Food and Medications
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Selfie Shots
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Online Pharmacy
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Loyalty Card
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Push Notifications
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Notifications
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Target Marketing
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Pet Sync
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Upcoming Appointments
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Automated Reminders
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App Stats: Age Distribution
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App Stats: Sessions
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App Stats: New Sessions
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“Success is the biggest deterrent
to getting better.”- Someone who heard it from someone else who read it somewhere
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THANK YOU!
Resources: simplydonetechsolutions.com/WorkshopWithNora
© 2016 A ll rights reserved. Eric D . Garcia
Follow me on Facebook: facebook.com/EricGarciaFLCheck me out on Twitter: @EricGarciaFL