Consumers want to connect with practices according to the communication method that works best for them
Consumer connectivity with brands is at an all time high. Not only that, but the number of ways consumers prefer to communicate is also growing. Email, website contact forms, social media, text and phone calls are all relied upon as methods for prospective patients to contact a practice in a way that caters to their need at that exact moment. As such, it’s never been more important for practice to expand and optimize their communication channels to ensure they capture every lead. Here’s why:
Communication Styles Can Vary by Generation
When most Baby Boomers may prefer to reach out via phone or email, Millennials may choose to submit a request online. Centennials, the next upcoming generation who are 21 and under, may rely mostly on social media. Practices need to think about how their various audiences choose to engage – and it’s certainly no one size fits all approach. Providing different options to prospects provides them with a seamless experience that allows them to get in touch with you quickly and easily.
The Trend Toward Any Time, Any Where
Consumers don’t operate in a nine-to-five world. They’re engaging with brands during all hours of the day.
Roughly 50% of patients research
outside of business hours
such as after work or on weekends
A recent Hubspot survey also found consumers of all ages use their phones before they sleep, after they wake up and even (dare we say it) in the bathroom.
With 24/7 access to information, it’s no surprise we’re now seeing more and more practices increase their availability by extending their call center hours. Furthermore, we’re finding practices that are prioritizing content on their site – ensuring it’s always up to date, relevant, easily accessible, and accompanied by a strong call to action to contact the practice. This helps the prospect gather as much information as possible, while encouraging them to action by submitting their information while they’re in the moment.
Ask What They Prefer
Just because a prospect submitted a form on your website, doesn’t necessarily mean they want you to reply via email. The forms on your website should include an area where patients can indicate their preferred method for follow-up – phone call, email, etc. You can also include an area for them to add convenient times they want to be contacted, which can also help to ensure you are able to reach them and avoid playing phone tag.
Make Sure it’s Measurable
Managing multiple communication channels can be a lot. If there isn’t a plan, process or system in place to help field incoming leads, many leads could easily fall through the cracks. Furthermore, time is of the essence. Phone calls should always be answered during business hours, and web, social and email should have an immediate automated response followed by a personalized response as quickly as possible. Each communication method should have process for tracking incoming leads, the follow-up, and outcome.
Let us Help
The core of the OptiCall business is rooted in ensuring every patient lead is effectively managed and converted to a booked consultation. Whether that’s through our flagship program, First Contact that helps ensure you never miss a phone lead, or through Capture, our latest service that personalizes follow up to online web responses, our goal is helping you maximize the relationship you begin with every new patient. Let us help you determine the service that’s right for you and your practice.
