More New and Repeat Patients
How Brian got more new patients calling.
Here’s what one savvy audiology practice owner did.
Last summer we got a call from Brian, who runs an audiology practice in Evanston, Illinois, outside Chicago. We weren’t sure if he’d just spent too much time at Chicago’s annual blues festival or what, but Brian was bummed about his practice.
Brian was frustrated with his marketing, and he was worried that the recession was killing his business. He knew that prospective patients were searching online so he’d had a website built. The site looked good and had decent content but having a site up hadn’t made a difference. The website hadn’t increased his sales. He definitely wasn’t getting the results he’d hoped for. Bruce’s family liked his site, but new patients weren’t finding it.
Still frustrated, Brian did what he thought was prudent. He waited for an uptick in calls and an increase in business from the website. After two years, though, he’d had enough and he asked MedPB for help.
When Brian called, he told us that he’d been trained in audiology and knew how to fit hearing aids, but that he wasn’t expert at attracting patients online.
We assessed Brian’s practice and his hearing aid sales and saw that although the economy had had some impact, his biggest problem was that you couldn’t find his practice online. His good-looking website was almost invisible to patients looking online for hearing aids or hearing testing. But Brian was convinced — as we are — that a lot of his potential customers were searching online.
Brian’s website made a good first impression, but it didn’t meet our criteria for a direct response website. It wasn’t designed or written to demonstrate Brian’s expertise or to move visitors along a path to contact the practice. Lacking that, people who did find the site were clicking away to competitor’s sites instead of calling Brian.
Our first fix was to redesign Brian’s site so that visitors would be motivated to call. Brian immediately noticed an uptick in inquiries and sales. Then we asked Brian to provide us with some videos we could use to market his site.
After a few months, Brian got the hang of recording these and started sharing a steady stream of video content, which we loaded into our marketing engine. At that point, he experienced an almost instant bump in web traffic, in the number of patients calling and in new patients who were already pre-sold when they came in to the office.
Here’s how the success of our online marketing for Brian increased over the first 7 months:
New patient calls in month 1: zero. (Hold your breath – Rome wasn’t built in a day.)
We started writing articles, blog posts, and Facebook updates; submitting videos; and pushing customized, relevant content out to the 100 channels we use to build an online presence for our clients.
New patient calls for month 2: one. (Well, at least someone noticed.)
We stuck to our plan, continuing to write and distribute content for Brian.
New patient calls for month 3: three. (Online marketing takes patience.)
We know our system works. We stuck with it.
New patient calls for month 4: 38 (Now we’re hitting our stride.)
We started to see the momentum build. It takes a few months to get the word out online, but once all the different communication channels we use (articles, blog posts, social media, video and other elements) were activated for Brian, patients found him and started calling. And calling.
New patient calls for month 5: 56
New patient calls for month 6: 102
New patient calls for month 7: 256
You read that right; 256 new patients calling after six months in our online marketing program.
Did we achieve these results for Brian overnight? Of course not. But imagine if 6 or 7 months from now you had 102 – or even 256 – new patients who want to buy hearing aids from you calling every month. How much more money could your practice make?
Let us make you our next success story. Get started…
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