More High Value Patients
How Paula increased revenue by 25% to 50% each year.
It’s easy to grow your audiology or hearing aid practice in boom times, but a lot harder when money is tight and growth is essentially flat. What’s the solution to riding these economic ups and downs? How can you keep your practice growing even when money flows less freely, as it has recently?
A few years ago Paula Schwartz, who owns Audiology Concepts in Minnesota, had the same question. After over eight years in business, she wanted to increase sales at her two offices during one of the toughest economies most of us have experienced.
Her first step was to sign up for AT&T’s Small Business web marketing services. The price was low, and the company has a national reputation, at least as a phone service provider.
But several months after signing up, Paula’s search engine rankings started going down, along with her traffic. Her website went from page one to two, then to page four. Paula was concerned that AT&T’s marketing program was destroying her company. Today she says that working with AT&T was “an absolute disaster.”
Fortunately, she took quick action, cancelling her AT&T web marketing contract after six months. Then, having heard our top practice building expert, Kevin St. Clergy, speak at an ADA conference, she asked us to help her.
A year after we agreed to work with Paula, she saw a 12% increase in sales. That would be good in any year, but this was in 2012, when the average increase in hearing aid sales across the industry was 4%. It took some time for us to clean up Paula’s online marketing, but within 12 months, not only had her rankings and her business recovered, but her practice grew at 3 times the rate of the average Audiology practice.
Wouldn’t you like to grow your practice at three times the industry norm, even in a slow economy?
What accounts for Paula’s outstanding growth?
In her words there were three things:
- An Online Presence Is a Must to Survive
“I hear colleagues say that patients are older and they’re not on the Internet and I say you’re absolutely incorrect. And I think that anyone that thinks they can succeed in the future without doing social media marketing is…I don’t know…they will not be around.”
- Work with an Industry Expert
“I needed a company that marketed Audiology practices, where that was their specialty, a company which understood Audiology.”
- Pay Attention to Conversions
“I don’t care how good your marketing is and if the phones are ringing – if we can’t take care of those patients once they call then it’s not worthwhile and that’s where MedPB helped us with booking more appointments.”
“You know, we watched our numbers go up, my practice continues to grow, and when people ask, ‘Well, how are you doing it?’ I say “The only thing I’ve really done differently is working with MedPB.”
So which of the following should you do to grow your practice this year?
(Read this carefully!)
- Ignore the whole World Wide Web thing and stick to yellow page advertising. You know those fat books that go straight into the recycling bin in most households.
- Hire an online marketing firm that tries to market every type of business out there from used cars to donuts to hearing aids. Selling hearing aids is the same as selling t-shirts, right?
- Hire a firm that looks at only one part of the marketing and sales process, ignoring the importance of converting web traffic to calls and calls to appointments. That’s like checking only one of your patient’s ears.- OR –
- Do what Paula Schwartz did. Work with an industry insider and a firm that focuses on the big picture. Work with a firm that partners with you to get results so you can see your sales grow by 12% a year when everyone else is only growing by 4%.
If you picked 1., 2., or 3., good luck! Like Twinkies, you could soon be a part of history.
If you picked 4., Talk to Us.
Stefanie G., Office Manager/Physician Liaison,
Audiology Associates and Hearing Aids Today,
Greta Ratliff, Owner,
Hear In Kentucky Hearing Centers,
Lori Trentacoste, Au.D.,
Island Better Hearing,
Hearing Aid HealthCare,
Palm Desert CA
Ram Nileshwar, Au.D., Owner,
The Hearing Center of Lake Charles, LA
Asheville Audiology Services