We often talk about the top strategies for converting more inbound leads to patients. However, new data shows several reasons prospects aren\’t turning into patients. And the reasons may surprise you.
1. It’s usually NOT a Price Issue
Practices may typically avoid having a conversation up front around price because they believe it will deter potential clients. But data shows, only about 1.5% of prospects don\’t move forward in the process because of price.* Even though elective medical procedures are expensive and paid out-of-pocket, consumers tend to tie high price with high quality. You may not be the lowest priced practice in the area, and that can be a good thing as it can show credibility and demand for your services. Being transparent about what you charge builds trust with clients.
Bottom line, don\’t be shy about your pricing. Instead, use it to demonstrate the strength, experience, and quality of your services.
2. It Could Be a Patient Issue
We know it takes a consumer quite a bit of research and consideration before they ever take action and contact your practice. But ironically, data shows once they actually do contact you, they are fairly ready to move forward. Only about 20% of prospects don\’t book an appointment because of procrastination.* So while it\’s common to think patients are the bottleneck, another reason is more typical.
3. It\’s Most Often a Practice Issue
Many are surprised to learn the most common reasons a prospect doesn\’t convert isn\’t because of the consumer. It\’s the practice.
Data shows:
- 7% of prospects didn\’t book an appointment because of a dropped call/hang up.
- 14.7% didn\’t book because the practice took a message.
- 10.6% had a scheduling issue.
That\’s over 30% of patients who didn\’t move forward because of their initial experience with the practice.
That can be a tough pill to swallow for some because it means having to radically change how your staff and operations fundamentally handle inbound calls and leads. It boils down to a few key areas that need some re-work:
- Process: you don\’t have a system in place to funnel inbound calls or capture data correctly.
- Resources: you could be understaffed or your employees are wearing too many hats. They\’re unable to give the time and attention to new patients. You may also not have the technology resources that enable them to operate efficiently.
- Training: your staff hasn\’t been trained in patient counseling. Dropped calls and taking messages mean your staff is approaching inbound leads as an administrative role. They \”check the box\” that they answered the call and took the message. Instead, you need people who can counsel prospects, answer all their questions, and provide expert guidance.
- Talent: this is the hardest to come to terms with, but you may not have the right people in the right positions. Managing patients requires hard and soft skills, experience, and a deep desire to help people. Some people may simply not have the skills to be effective at patient management.
If you’re finding your inbound phone or web leads don\’t seem to be resulting in booked appointments, it\’s time to do some evaluating. It\’s hard to manage what you can’t measure, which is why we designed our free practice assessments. Our assessments take a look at several aspects of your practice to understand what\’s performing well and where there may be gaps.
*Source: Liine Specialty Healthcare Marketing Benchmark Report