using the web to manage and market your complementary healthcare practice
DESCRIPTION
Glenn Shoosmith, CEO, BookingBug presents at London's COPA show, discussing ways and means complementary healthcare professionals and practices can use the web to market their business, attract new patients, and retain existing ones.TRANSCRIPT
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Glenn Shoosmith, CEO, @GlennBookingBug
Using the Web to Manage and Market Your Practice
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The End of the Pen & Paper Practice…
…The Rise of the Digital Consumer
&
The Evolving Practice
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The way your patients want to engage with service providers is changing… • 88% of consumers research services before making a
decision • 4/5 of internet users research choices online before
making a purchase decision • 50% of your patients use social media
The Connected Consumer
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Web Designers? Web Developers?
Social Media? Local Directories?
Service Directories?
Blog?
Online Bookings?
Recommenda<ons?
Offers?
Daily Deals? Facebook?
TwiBer?
FourSquare?
Website Building toolkit?
CRM? Email?
Marke<ng? SEO?
Adver<sing? Word of Mouth?
Navigating the Digital Landscape
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• Gain new patients ✔ • Retain existing ones ✔ • Manage your business ✔ • Reduce admin✔
The Holy Grail of getting digital…
• Expensive ✗ • Confusing ✗ • Time consuming ✗ • Or worse… ✗
But in reality it can be…
The Expectation Void
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• Simple ✔ • Low Cost ✔ • Big Impact ✔
• Non Time Intensive ✔
What complementary healthcare professionals really need are…
…digital tools in their armoury.
Choosing the Right Tools
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It all comes down to meeting your patients’ preferred ways
of engaging*…
(*And it doesn’t have to cost the earth.)
The Secret?
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Need Established
Consideration
Decision
Satisfaction
Loyalty
Advocacy
Attract
Engage
Convert
Build Rapport
Nurture
Reward
Your Pa<
ents Your Prac<ce
1
2
3
4
5
6
Online-to-Offline Engagement Journey
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Need Established Attract
1
Ensure your practice gets noticed: o Listings & Directories o Google Places o Social Media o Easy to find Website
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Need Established Attract
1
Ensure your practice gets noticed: o Listings & Directories o Google Places o Social Media o Easy to find Website
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Consideration Engage 2
Put your website to work: o Content o Ease of Use o Reachability o Flexibility o Payment Options
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Consideration Engage 2
Put your website to work: o Content o Ease of Use o Reachability o Flexibility o Payment Options
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Decision Convert 3
Make key information available online: o Services o Staff o Experience / Specialities o Availability o Pricing o Payments
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Satisfaction Rapport 4
Build meaningful relationships: o Personalised Communications o Appointment Confirmations o Appointment Reminders o Regular contact & updates
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Loyalty Nurture 5
Think beyond the appointment: o Personalised Engagement o Appointment Follow-Up o Social Media o Add value where you can!
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Advocacy Reward 5
Let your satisfied patients promote your practice: o Encourage Recommendations o Offer Rewards o Discounts o Special Promotions
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Need Established
Consideration
Decision
Satisfaction
Loyalty
Advocacy
Attract
Engage
Convert
Build Rapport
Nurture
Reward
Your Pa<
ents Your Prac<ce
1
2
3
4
5
6
Online-to-Offline Engagement Journey
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• Operate more efficiently ✔ • Reduce admin ✔ • Free-up your time to focus on what
you do best ✔ o Appointment booking & scheduling o Online/mobile payments o Emails / SMS o Notifications & reminders o Accounting o Marketing o Offers & deals o Everything is connected!
The Beauty of Automation
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Patient views services & availability, submits enquiry
Happy patient Lovely recommendations!
Appointment
A Digital Customer Journey
Pays balance on mobile
Business accounts reconciled
Patient researches online
Patient with a need L
Practitioner receives enquiry
Practitioner confirms appointment
Patient pays deposit online
Patient receives appointment reminder
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• It’s all about relationships • Use digital tools that fit your patients,
not just you • Embrace the basics, the rest will follow • Don’t spend a fortune!
In Summary…
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GOOD LUCK! (Any Questions?)
Glenn Shoosmith, CEO, [email protected] @GlennBookingBug
COPA stand CH42