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    How to use price transparency to attract patients

     

    And that's great when someone enters your office or facility ready to book a procedure. That means you caught them at just the right time, toward the bottom of the funnel. But what about everyone else within that sales funnel (as denoted by the '?')? They're still interested in your services. They're still a potential client. So don't dismiss them just because they're not as ready to book at the moment. Eventually, they will be.

     

    It's a marathon, not a sprint

    There's no better feeling than someone responding to your call to action and booking immediately. But not everyone is there. So even though it may take a consumer longer to make a decision to move forward with treatment at your facility, it's still worthwhile capturing them as early as possible in their journey. As I stated, everyone initially enters the funnel toward the top, at the beginning of their research process. Therefore, it would behoove you to ensure they're entering your funnel at the top, not some other provider. A lead is important, no matter where they are in the funnel. Better to capture and nurture as many leads as possible because eventually, statistically, they'll be paying patients.

     

    POPULAR ON OUR SITE: Top 10 challenges facing physicians in 2018

     

    So what's the best call to action to capture everyone from the top to the bottom of your funnel? A call to action that taps into everyone's curiosity: how much the procedure costs! That's right. Price transparency, as embodied by a "Get a Quote Now" button ensures that you'll generate a ton of leads for your practice. With this Price Estimator type of call to action, the consumer submits a "wishlist" containing their procedures-of-interest along with their contact info. The consumer immediately receives a cost estimate and the provider receives the consumer's contact info—the lead.

    Again, they may not all be ready to book at that very moment. But as I said before, they'll eventually get to the bottom of that funnel so best to know who they are early on. If you have a consumer's email address early in their research phase, you can remarket to them via an email marketing campaign.

    Those that need time to decide will eventually move forward. Chances are they'll take the path of least resistance and go to the doctor (you!) whose email newsletter is sitting in their inbox. And even if they still don't come in for treatment, they could forward your email to a family member or friend that's looking for a doctor.

    Next: How long will it take to convert a lead?

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