“Paul, I’ve no idea what a follow up marketing system is, never mind how long it should be – can u enlighten me please?”.
Hmm.
This seemed like an odd question considering how much I’ve talked about this recently.
(Perhaps he’s new to the list).
Anyways, in case you are too, here are a few things about a marketing follow up system that every pt clinic owner would profit from:
1.) It should let you continue a relationship with someone long after they first visited your website, phoned your clinic, or saw your ad – and involve relentless follow up for at least 30 days.
2.) It should be automated when possible (meaning you do non of it).
3.) It should be “scalable” – meaning you can pay for more ads and the same system will continue to do the work for you – no matter how many people enter in it – producing more patients at the other end.
(I sometime call that a “pipeline” of patients).
And it should be made up of these 5 vital parts – cogs, if you like:
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* Adverts that have a reason to respond TODAY.
* Irresistible offers or the offer of free valuable information – like “bait”.
* Data capture (of: name, phone number, email address – ideally, physical address too).
* Follow up UNTIL conversion to paying patient has taken place – using all of the following: phone call, emails, direct mail (postcards etc).
* A way to maximise cash value after conversion (i.e. by using email marketing or postcards).
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And how long should the follow up system go on for?
As long as it takes to get them to say “yes”.
(Something most pt’s are not willing to do).
See, a follow up system, what it does is simply this:
It answers questions.
As well as knocks over any obstacles that patients have about going to see a pt.
And because many people will “accept pain” for weeks, months (and even years) before doing something about it i.e. paying to have it solved, *18 months* isn’t out of the question.
An e.g:
Right now, my “back pain” follow up system (which features emails, phone calls and direct mail pieces) lasts for 6 months.
(To join it for yourself : click here)
My goal by the end of the year is have it to *12 months*.
And then to *18* months.
And then to two years.
And so on.
Because I know that most people’s back pain isn’t going anywhere.
So the longer that I hang in with them, answering questions and providing helpful information, the more chance I have of being the pt they say “yes” too.
More:
With a follow up system like this, it also means I’m not at the mercy of price shoppers too.
See, I want “value” shoppers.
And sometimes people just need a little more information before they see the value of what you do.
It’s your job to create a system that gives it to them.
Then bill ‘em for it when they show up!
All right, that’s it for today.
“Strategy call” application info is here:
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Or, reply with any questions you want answering.
Paul Gough.
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