And on the 13th day of Christmas my website gave to me….
Let’s just skip December shall we? We all know what’s going to happen. The regular patients will come in, the winter whitening will do well and then as we get towards the big day it’ll all go quiet. But that’s fine, it happens every year and we prepare for it. What we don’t always prepare for is what happens next, which is pretty strange because we know what’s going to happen next. The new year is always very busy.
Sometimes, practices are guilty of letting things slip when the going is good. My practice is busy, great, guess I can sit back and enjoy things. Is the practice always busy though? Do we wish that we could keep the new year boom throughout the year? The answer is undoubtedly yes, but it’s not possible is it? Well, potentially it is.
When things are busy we can easily lose track of a lot of what we have coming in. The leads that digital marketing generates, from organic SEO, pay-per-click and social media can often take a bit of time to come to fruition. Someone enquiring about an implant in January may not be ready to go ahead until June. The question to ask yourself is ‘how am I making sure I’m not missing any opportunities?’. This is where lead management comes in.
If you don’t have a robust, clear and easily accessible lead management system then I guarantee that you are missing opportunities. If you do one thing and nothing else in 2024, invest in a proper system to catalogue every lead coming into the practice. It’s so vital in fact that we’ve made it a core part of our Premier service and invested a lot of money into making lead boards that are interactive and intuitive for our clients to use. It’s simple economics to say that the more you keep track of your treatment enquiries, the more actual treatments you’ll undertake.
There are a couple of things you’ll need to do in order to make this work. Firstly, the lead management system itself needs to be simple enough for everyone in the practice to use it, but also have enough depth so that you can ensure you aren’t missing a single opportunity. Secondly, everyone in the practice needs to get on board with it. Just because a patient isn’t ready to go ahead now, doesn’t mean they never will. And thirdly, you must be consistent. Don’t make it a new year’s resolution that you’ve broken by Valentine’s Day. Make it a habit and you’ll never regret doing so.
You spend hundreds if not thousands of pounds a month on marketing, so make certain you aren’t missing out on a single patient that comes about as a result of it. Merry Christmas and a Happy New Year.
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