WHY DON’T YOUR CONSULTATIONS CONVERT?
From a clinic owner perspective there are three key crunch points in the patient journey:
- Receiving an enquiry
- The conversion from enquiry to consultation (which we outline in our post about the 30/7 rule)
- The conversion from consultation to treatment
Today we’re going to talk about the third stage in the journey and in many respects the most important. For most of our clients, the average consultation to treatment conversion rate is between 40% to 70% so, if you’re below this number, then you might be asking why you’re not converting.
Perhaps the most important thing to remember is that in private medicine your patient is a customer and you are a supplier. They have a choice to go elsewhere and many prospective patients will talk to several treatment providers.
Here are 5 reasons why your conversion rate might not be where you want it to be:
ARE YOU SEEING MOTIVATED PATIENTS?
Charging the right amount for a consultation is great way to filter patients.
Consult fees work in two ways. It’s widely known that having a paid consult creates a perceived ‘contractual agreement’ to turn up which cuts down on the no shows but, more importantly, filters out those with intent.
Finding that sweet spot between a non-committed enquiry and a motivated patient requires some testing, but if your conversion rate is on the slide then you may want to look at the price of your consultation.
IS YOUR CONSULTATION PROCESS PROFESSIONAL?
Is the consultation experience confidence inspiring?
Does the patient feel confident in your service right from the outset? You might well be a leading practitioner with formidable experience but does the service delivered by your team reflect your standards?
Do you ensure they have all the necessary information they need at this stage in their journey?
Does the reception team know they are coming?
Is the consultation on time?
In short, is the experience excellent?
DO YOU NEED TO OFFER FINANCE?
Are you aware of the financial considerations that might play a role in a patient converting?
Many clinics now offer finance and, in uncertain times, a prudent patient might want to pay over a few years rather than use savings.
Most hospitals offer finance and it might be possible to run the transaction through them if it means the difference between doing the treatment or not.
It might be the case that you don’t want to offer finance but its important to be prepared for the question if it’s asked. It may be worth helpfully pointing out that many of the specialist healthcare finance packages on offer are not competitive when compared to a standard personal loan made via a high street bank and this might be an alternative source of funding they should consider.
ARE YOU FOLLOWING UP PROMPTLY?
Are you leaving them hanging?
The patient should receive a letter, within a working day of seeing you, confirming what was discussed and, if you are recommending treatment, an outline of costs and any necessary information on the procedure.
One of your team should follow up with a phone call a day later. A prompt follow-up isn’t a sign of desperation, it’s a highly professional way of saying you are keen to be of service.
If the patient isn’t ready at this time, agree a time when it’s good to follow-up again. Don’t hassle them endlessly or you risk turning them off.
ARE THEY READY?
Have you factored in your sales cycle?
Sometimes it’s not your fault! There are circumstances outside of your control and there are many reasons why a patient who appears motivated in a consultation doesn’t proceed straight away with a treatment.
The ‘sales cycle’ is the time that it takes for a customer to want something to the point they act and make the sale. This cycle is at play in any commercial situation where someone is buying something and even though this is healthcare it is still a factor.
There are going to be many reasons why a person doesn’t proceed. It could be fitting in a holiday, having someone look after the kids, time off work, financial planning, a house move. Be patient, we’ve seen patients take a year to confirm they wish to proceed with a treatment.
A program of gentle follow-ups can deliver results, such as a newsletter or an agreement to call in three months to see how they are doing. What’s important is not to hassle the patient, let them know you’re there and when they’re ready they will come.
NEXT STEPS
We can help
You can’t increase your conversion rate until you identify the issue. We have over 15 years’ experience in helping practices grow. If you want to know where you stand then we’ll do an analysis of your enquiry process as follows:
- Secret shopper report
- Review your consultation process
- Call 30 of your most recent consultations that DIDN’T convert and find out why
