Most marketing plans do not fail in intent or philosophy of communication, they fail in execution. People simply don’t get it done right.
If your website has a clear message and no sales funnel, your clinic will not grow exponentially.
Your visitors will assume you can’t solve their problem and they will leave in search for someone who can.
Whether you run a small or big marketing campaign, the easiest and the best marketing plan starts with a sales funnel.
A sales funnel is a way to capture and convert patient leads.
It doesn’t matter what you sell, if you use words to sell your products or services, a sales funnel will work.
A sales funnel is the basic foundation of a good digital marketing plan for medical practices. Once you create a sales funnel, your advertising can then support your sales funnel.
But, most importantly, you need a sales funnel—and in this episode, we will show you how to create one.
Welcome to another episode of Online Marketing For Doctors TV and Podcast show – the place to go to grow and scale your practice. I’m Huyen Truong, a Strategic Marketing Consultant for medical clinics. My team and I have been in the game for over a decade, helping hundreds of clinics thrive with our proven patient generation system.
Every entrepreneur, clinic owner, and marketer must know how a sales funnel works. Whether you create a sales funnel yourself or have somebody else create it for you, the framework we are giving you will spell out everything you need to know to build a sales funnel that works.
First of all, I’d like to ask you what is your biggest frustration with your website?
Do you?
- Not have enough leads
- Have Low quality or unqualified leads
- Turning leads into patients
- Competition is killing us
- All of the answers above
If you selected all of the answers above, it indicates that your website is experiencing both traffic and conversion issues, which is quite common based on our observation of thousands of medical websites over the years.
If your website traffic is below 500 visits per month, it suggests a traffic problem. When your website lacks sufficient visitors, the likelihood of attracting an adequate number of prospective patients decreases. Coupled with the low conversion rate of your website, this explains why you’re experiencing a low and inconsistent flow of new patients.
One of the key reasons why the website doesn’t have a high conversion rate is because the website doesn’t have a sales funnel.
Here are the top 2 benefits of the sales funnel;
Sales Funnel Will Help You Stay In Touch With Prospects To Create a Good Relationship
So what’s the correct pace? In my opinion, for most services or products a prospect needs to experience about eight touchpoints before they are ready to make a booking.
A “touch” in this context is an email, a visit to your website, a radio ad, a keynote that they hear, or any other piece of marketing collateral you send their way.
The sad news is, in order for your touchpoints to reach a prospective patient eight times, you need to send out dozens of pieces of communication they may actually ignore. In other words, you may have to reach out to them fifty times just to get your prospective patient to notice.
The less expensive the product, the more likely they are to impulse buy, which means fewer touches. But the more expensive the product, the more they will need to hear from you before they will take a risk.
A Sales Funnel Controls the Pace of the Relationship With Prospects
In a relationship, you talk about things on a fourth or fifth date you might never talk about on a first date. Intimacy and trust take time.
The rest of this video will walk you through the creation of a sales funnel that will build trust with your customers in a way that is natural and safe.
As you create your sales funnel, you will be piquing your customers’ curiosity, enlightening them, and then asking them to commit. Different pieces of your sales funnel will accomplish these tasks and to some degree they overlap, but in the end your customer will enjoy interacting with your brand because you’ve respected their autonomy and space.
5 Components of a Sales Funnel
A sales funnel is a way to capture and convert leads. The sales funnel typically includes the following 5 components;
BrandScript:
It’s all about clarifying the clinic branding message by creating a memorable tagline that the clinic wants their prospective patients to know about their brand. This will typically appear in the headline section of the home page and landing pages.
Example: Minimally invasive hair transplant to achieve refined, long-lasting, natural results from $59/Week (Zero Interest)
One-liner:
A one-liner is a concise statement you can use to clearly explain what you offer.
It is the most powerful tool you can use to make customers curious about your brand.
A one-liner makes people lean in rather than tune out at a cocktail party.
The idea of a one-liner comes from Hollywood.
When a screenwriter writes a film, she must also write a one-sentence description of the screenplay that makes investors want to take a risk on the story. After that story is turned into a full-length feature, that same one-liner is used to get you to go see the film.
One-liner is a concise statement we use to clearly explain what the clinic offers. It is the most powerful tool you can use to make customers curious about your brand. We distil that message into a single sentence. The one-liner is composed of three parts—the problem, the solution, and the result.
Example for a dental clinic: Most parents get stressed when they think about taking their child to the dentist. At Kid’s Teeth, our fun and welcoming office puts kids at ease so they aren’t afraid and their parents actually enjoy their dentist visit.
Landing Page and Website That Convert:
Once a customer gets curious about how you can solve their problem, they may come looking for more information. This is where your website comes in.
A great website can be worth hundreds of thousands or even millions of dollars. The problem is too many brands are getting their websites wrong, and they don’t know why.
No more wasting money on beautiful websites that don’t impact sales.
We elaborated on the brandscript and one-liner and brought it to life on a clear and compelling website and landing pages for the Pay Per Click ads campaign to improve the conversion rate of the website visitors.
There are nine sections of a website that we’ve seen increase sales time and time again. Each of these sections are like hooks in the pond: the more of them you include, the more fish you will catch.
The sections of a website I will help you create are:
The Header. The very top of your website, in which you use very few words to let people know what you offer. You do not get two chances to make a first impression, so getting it right is important. This is the area where you feature the brandscript and call to action.
- What do you offer?
- How will it make this customer life better?
- What does he need to do to buy it?
The Stakes. The section of the website in which you explain what you are saving patients from.
The Value Proposition. The section of a website in which you add value to your product or service by listing its benefits.
The Guide. The section of the website in which you introduce yourself as the brand or person who can solve your prospects’ problem.
The Plan. The part where you reveal the path a prospect must take to do business with you and solve their problem.
The Explanatory Paragraph. A long-form BrandScript in which you invite your prospects into a story. This is also where you will improve your SEO.
The Video (optional). A video in which you reiterate much of what was on the website in more dynamic form.
Price Choices (optional): The divisions of your company or your list of products.
Junk Drawer. The most important part of your website, because it’s where you’re going to list everything you previously thought was
Important, such as FAQs, Locations, Contact Information…
Lead Magnet/Generator:
Now I have a question for you…Is your website using lead magnet?
- Yes, multiple leads magnets for different main services
- Yes, just 1
- No
- What’s a “lead magnet”?
Now you need to give prospects a reason to give you their email address or they won’t.
Imagine meeting somebody you find interesting but not exchanging contact information. Unless you happen to meet again somewhere, you’re likely to forget about that person in a short period of time.
But sometimes those first encounters are awkward. It doesn’t feel quite right to ask for contact information or to give it out uninvited.
In business relationships, lead generators are a great excuse to exchange contact information without being awkward. Think of the exchange going something like this: “Hey, let me send you that information I was talking about.
What’s your email address?” Lead generators that capture emails make sure that when someone finds you interesting you are getting their contact info. Stop missing out on the opportunity to get those digits!
As part of OMD’ 5 steps sales funnel for medical and healthcare practices, we create lead generators, such as ebooks, videos, quizzes, calculators such as baldness calculator, pregnancy calculator…to capture prospects’ emails and phone numbers. Given that more than 95% of website visitors typically leave without making any enquiries, our focus is on capturing and nurturing this significant pool of potential leads.
Follow Up Email Sequence:
The whole point of a lead generator is to get an email address. Remember, when potential patients/clients give you their email addresses you should consider them a hot lead.
Sending them regular, valuable emails is your best opportunity to continue building a relationship and selling them a product that will solve their problem.
While a few people will buy a product or make a booking immediately, most will need to continue to learn more about your company before feeling a sense of trust.
Not following up with your prospects after they download your lead magnet is like getting somebody’s phone number after asking them out and then never calling them back.
For your clinic, we will set up nurturing and sales email campaigns to follow up prospects who sign up for the lead magnet offers such as free consultation, baldness calculator, ebooks.
While there is more to marketing than a digital plan, your digital strategy, including your website, lead generator, and email campaign will serve as the foundation for all your other collateral.
I hope this episode will help you gain insights into the effectiveness of your website. If you’d like a comprehensive audit and a 360-degree overview of your website, please reach out for a discovery call. We’ll schedule a website audit and strategy session for you.
Ok that wraps up another episode of the OMD TV & podcast show.
If this was helpful to you, please subscribe to the OMD TV and Podcast Show so you don’t miss any future episodes. And please share this episode with your staff and colleagues.
If you want to learn more about Online Marketing For Doctors offers and how our team can help you generate more new patients and referring doctors via creating a high converting website for medical and healthcare practices, please reach out to us and book a 15-minute discovery call with us as I mentioned above. I’ll leave a link to it in the show notes below.
Thank you so much and hope to talk to you on a discovery call soon. 🥳
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