When you have a lead, it’s important to have a team that can convert it. A prospect is converted when the first contact made with them translates into an appointment booked at the clinic, as well as the purchase of services or products.
Where do leads come from on the web?
Website: an effective website lets you get leads from visitors. To do this, you need to use calls to action (CTAs) to collect information from visitors who are looking for a service. Appointment request forms are particularly useful for this. They let you obtain clients’ information so the receptionists can then contact them.
Social media: social networks like Facebook let you run different types of ad campaigns. These include campaigns designed to generate prospects. People interested in a specific dental treatment or promotion can then send you their contact information directly. All that remains is for your customer service team to convert these prospects into actual clients. A well-managed Google My Business profile can also generate leads, since it lets visitors ask questions about your services. By answering quickly and appropriately, you can keep in touch with this potential client, who could then book an appointment at your clinic.
Google AdWords: AdWords is Google’s marketing tool that lets you bid on keywords relevant to your business so you appear among the top paid results for consumers’ searches. An effective AdWords strategy directs these consumers to your website or a landing page. These must be designed to convert visitors into leads by letting you collect their information, for example through a form.
How do you turn a lead into a client?
You already have the information of someone who has made first contact with your clinic, but the job is only partly done… This person still has to make a real commitment to your business!
Your team therefore needs to put a few strategies in place. In private clinics and dental clinics, the receptionists are responsible for calling prospects back to convert them into appointments. This part of the team must therefore be trained to achieve this goal and ensure a good conversion rate.
Also, in general, a prospect who has provided their information expects to be called back fairly quickly, within 24 hours. So make sure you’re responsive in following up on requests received through your various web marketing tools.
The importance of good customer service
As we mentioned, once your clinic gets a lead, the rest of the work is in the hands of the receptionists responsible for customer service.
Since you’ve collected information about the client and the service they’re interested in, make sure you’re well prepared when you call back. Here are a few tips:
- Call the prospect back as soon as possible, ideally the same day you received the request.
- Be ready to offer the client an appointment by having a few available time slots on hand.
- Have all the information about the requested service on hand: price, treatment steps, etc.
- Talk about your expertise related to the requested service (the dentist’s qualifications, technologies, etc.)
- Offer personalized service: address the prospect by name and make them feel important.
- Be proactive with the leads you receive. Fast, personalized service will help you convert them into booked appointments!
The Virus Santé Communication team can help you set up a strategy to collect leads and convert them effectively. Our web marketing experts work closely with your clinic’s team to develop and implement a conversion strategy perfectly tailored to your clinic’s needs.
