Listen to the most recent Medical Millionaire Podcast

#129: Speedy Success In Transforming MedSpa Leads Into Clients

Description

In this episode, Cameron discusses how responding to leads promptly is crucial to avoid potential loss in revenue and that lead management systems should be centralized and automated to streamline the process. Understanding what a lead is and how to get them is key, and investing in technology can help streamline the process. Systematizing medical practices and analyzing data on lead flow and conversion rates can also improve efficiency and profitability. Implementing a CRM system correctly, with proper setup and automated tasks, can increase output, efficiency, and profitability.

Transcript:

This is Medical Millionaire, the podcast helping your MEDSPA increase in status, visibility, and profitability. Join your host as he dispels mis shares trends, and gives you actionable steps today that will take your medical practice to the next level. Here’s your host, expert marketer and founder of Growth ninety nine, Cameron Hemphill. It’s up, guys, Cameron Hemphill, here your host for Medical Millionaire.

Hey, guys, thank you so much for taking the time to tune into the podcast. Our goal is to give incredible value and insight for practice owners. So if you want a MEDSPA, you’re in the aesthetic space. This podcast is one hundred percent designed for you and to help you take your practice to the next level.

So I got something really interesting I want to talk about today, and it’s super important. I don’t care if you are a brand new practice or if you have been in business for five plus years, if you have multiple locations. This applies to everybody. Because I’ve seen new practices do this extremely well.

I’ve seen legacy practices that have been in the space for a long period of time and not do this extremely well. And so I want to talk about the importance of speed to lead, and I’m going to give you the playbook. I’m going to give you the exact playbook on what you need to do to make sure you are following up with your leads adequately effectively, what systems to use, ratios around conversion rates, what success looks like. So let’s jump into it.

First off, I think it’s important to peel back the layers a little bit and understand exactly, like what is a lead? Right? A lead is a first name, last name, phone number, and an email address. It is a it’s a contact. It’s somebody that has shown interest. A lead is not a click.

A lead is not it doesn’t have anything to do with impressions, has nothing to do with who visited your website. Right, Those are reviews, right, very very different. Elade is somebody that has actually filled out a form or has booked an appointment and has expressed interest in your service. Okay, So it’s important to understand exactly what a lead is because we actually get asked all the time, how do you guys, you know, justify what elite is.

So I just want to make that extremely clear. And this is also clear if you’re even not in the aesthetic space if you are not a practice owner. A lead is somebody that’s expressed interest and actually giving you their information. Okay.

The other thing is how do you get leads? Well, the only way to get leads is to have people find you, right, And so how do you have people find you? Well, first off, you have to market, You have to be out there, and you have to be on platforms that your target audience will hang out on. Right. So, in this industry, the specialty specifically, your audience loves Instagram, they love TikTok, They go to Google to actually find like the best of class when they’re trying to find treatments and services that you guys provide. And they also love to look at reputation.

Right. So, for example, someone goes to your website, somebody visits your DM, you’re running ads. Somebody clicks on your ads, they fill out a form, they go to a landing page, they fill out a forum, they click on your website, book an appointment. That’s a lead.

Okay, when they become a customer, it’s actually when a transaction takes place. That’s when money is actually exchanged. Right. So you just want to peel back the layers there for a second.

So let’s talk about the importance of speed to lead and I want to get into the meet here. So the importance of it, I mean, it’s extremely critical. It’s crucial. Like I can’t tell you how important it is to act on these leads that come in.

If you are spending AD dollars and you’re spending any amount of time generating leads, whether you are posting on Instagram organically or on TikTok organically, like you’re investing in cap cut, you’re investing in Canva, and you’re just posting this stuff out there there, there’s a time of value associated, so there’s actually a dollar output there. Right. If you’re running AD dollars, you’re actually spending hard costs. These are hard costs to actually put ads in front of eyeballs.

And so if you are if you are investing your time, your energy, your efforts, and then compounding that with AD dollars, and you have leads that are requesting information from you, right, like let’s say they’re interested interros Epetite were talking about some of the hot treatments of services right now, semi glue, tide, of course, botox, all the fillers, the neurotoks and is the co two lasers like whatever they’re interested in. And however, you guys are spinning up that ad copy you’re sharing on social or generating these interest inquiries, if you are not taking action on them, you’re just throwing money in the garbage, right, And I hate to be so blunt, but that’s just the nature of the beast. Is if you’re going to take the time and energy to actually do this, do it correctly so you can convert at the highest rate. So I see practice owners all the time that are posting on social and they have great followers, they have great engagement, They are running ads and they actually have leads coming in.

They have people dming them, they have people that are clicking on their ads, they have people that are emailing them, text messaging them. They have no centralized area to actually have efficiency to follow up with these leads. And so what happens is, especially if it’s like a solo provider and they don’t have a tremendous amount of resources to help follow up with leads, what happens is when these individuals these particular inquiries reach out, they’re expressing intro and in this world, we need that information immediately we expect it, Right, Like the phone that we carry around in our pocket, the supercomputer, that’s what I call it. It’s put us in a position to where we can get information so fast that if you’re not responding quickly, we have options as buyers.

We’re going to go to other places. And I’m telling you right now, if you don’t get back to us in under sixty seconds, we are going to start thinking about going other places. And we also might get sidetracked and just move on and not be interested anymore and move on to like our next meeting for the day, or I have to go get the kids from whatever event they’re at or whatever’s going to take place, and I just get sidetracked. Right, You got to put your mind in the footsteps of yourself and the consumer.

Like think about when you reached out to a vendor that you’re interested in getting something done and they never got back to you. Right, think about all the experiences you go through of an ease of use and the people that get back to you, you actually tend to purchase at a much more high caliber. Right. So that’s why Amazon’s here, right, Like, we can go to Amazon and we can purchase something, all of a sudden, the product shows up at the door.

It’s all about convenience. We’re not really like we’re purching a product, of course, right, like we were trying to solve whatever issue we’re having, but at the same time, like the only reason we’re actually using that platform is for convenience. I don’t think a whole lot of us even care about the brand. It’s all about convenience, right, So, really like the importance.

And there’s data output that shows if you don’t get to leads within the first sixty seconds, even in the first two minutes, your conversion drops by eighty percent. So if you’re spending AD dollars and you’re putting time and effort and energy into pushing out good quality content, and you’re spending reoccurring payments on these subscriptions for these cool softwares to create really cool video and add copy, and you’re not like falling up with your leads, you know. And I see this so much, guys, and so I’m just I’m just here to express like the importance of to lead. So really the benchmark should be get to these leads within under a minute.

And you may be asking me like, well, okay, cool, maybe I’m doing a service or a treatment. I don’t have the resources. How in the hell am I supposed to get to these leads fast enough so I can could remember in a highest rate, right, And so a lot of that comes down to investing in technology, great CRM, great marketing automation systems. I can actually send out text messages for you, make phone calls for you, send out emails for you, and push them in a position to actually take to action.

So there needs to be a touch, right, Like I would love for you to make a phone calls. The phone calls are much more effective. But if you don’t have the ability to make a phone call because you just don’t have the resources, make sure you have systems that are sending them a text message or a lead. That’s the most critical part.

So I want to get into a couple components here, and one of the things is increased conversion rates. So I’ve broken this down to a couple of different categories for you. But a quick response equals interest, right, So responding to these quickly can significantly increase conversion rates. Potential clients are most likely to book an appointment if they receive prompt attention as it shows that a met spot is a tentative and values their inquiry.

Okay, be the first mover and so you know, as these people are looking for a specific quality service and you’re a candidate for that like you are the provider, potentially, make sure you are the first mover to take advantage of the demand that’s out there, because there is options, as you guys know, there is practices opening up. You know, the demand still outweighs the supply in terms of what people are looking for based upon providers that are available. So good news to practice owners there. But at the same time, if they go to your competition and they have a tremendous patient experience, like the amount of patient lifetime value that you are missioning out on just because you didn’t get to that lead fast enough is astonishing, right.

I’ve seen practices to where they didn’t get to a lead fast enough happened to be a five thousand dollars service treatment. They went to the group down the street. That person happened to be an influencer. That influencer gave them a five star review, shared their experience in social all their friends and family came down stayed with them for two or three years.

I mean, this is literally six figures worth of revenue just because efficiency and accountability wasn’t put into place at the practice. Right. It also enhances the customer experience, So, like I talk a lot about this on our podcast and episodes, customer experience, like you have to lead with that first, and a lot of that has to do with making sure you’re getting back to your inquiries as fast as you possibly can, right, So it’s super important and I can’t express it enough on how you know, getting back to these leads is like one of the most critical things you could do as a practice owner because people are always looking and they have options. And so I want to make sure too that we talk about the systems that you need to have in place.

So there’s a lot of technology out there that’s coming to the market, which is great. We want to make sure that practice owners have functioning software applications that can help them run their practice like a business in a very effective way. Right, And if you look back at history, you know, five six years ago, a lot of this technology wasn’t available, and I like scratched my head. I’m like, I don’t know how they’re doing it before, you know.

But now there’s great technology out there that actually, you know, centralize all of your leads and your lead whether they’re spending you know, you’re spending money on ad dollars and they’re clicking ads to landing pages or form fills or booking events, dming you, texting you like they’re come from every angle. You can actually centralize this in some specific technology that’s available in the market, and then you can implement automation. Right So, the first thing you’re going to want to do obviously solve the speed to lead issue. That’s the number one thing.

If you don’t have anything right now in terms of tech, you know, just take the time like that lead comes in, you know, make sure to reach out. If you’re running your practice like a business, make sure to follow up. Make sure to reach out, make the phone call, send the tech, send the email, send the DM back to them. Don’t leave them hanging, give them the information.

And one cool tip that you could do is if you don’t have any technology like you could actually spin up like a landing page that kind of shows exactly like all your services and treatments and just send them a quick link back to hey, to learn everything about the service and treatment. Here’s what you need to know. And maybe on that landing page it has like testimonials, it has before and after is it shows what services are available, what your price points are, you know, so they at least have some information to go off and then obviously a great call to action to book an appointment, you know, that would be one thing. So you know, but if you’re more advanced and you’re looking to systemize things, which I would highly suggest and recommend, I’d really suggest you get ahead of that.

As your practice starts to scale and grow and you don’t solve this issue, now, you’re just going to create more of a more of an issue, and eventually if you never solve it, it’s going to hurt your reputation and as a practice owner, especially in a medical aesthetic space. Man, it’s so important to have such a solid reputation. Like you have to think that people are coming to you to enhance self confidence, appearance, innerconfidence, to really boost whatever they’re trying to get out of life. Right, so they’re looking to you, is that resource and guide to help them achieve beauty results confidence, Like that’s what they’re buying.

So reputation is huge. Thank you. If you’re listening to Medical Millionaire, I wanted to take just a few short moments and tell you all about Growth ninety nine University. Naturally, if you’re listening to Medical Millionaire, the success of your medspa is extremely important to you and as it should be.

And if you’re listening to Medical Millionaire, you are obviously looking for the best most effective ways to take your medspot to the next level in both profit and customer success. Enter Growth ninety nine University. Ranging from online education courses all the way to the full suite of marketing and web services. Growth ninety nine has your MEDSPA covered.

No matter the challenges that you’re facing, we are ready and able to help you achieve your next level in business, profit and freedom. To inquire about all of our support services and products, please visit Growth ninety nine dot com and while you’re there, click the university link and check out the companion course to this very podcast. Back to the show. What I would do if I was a practice owner, as I would The first thing is I would analyze the data, how many leads are coming in, what is our conversion rates? And a conversion rate would be the lead to actual customer ratio.

So let’s say, for example, you have one hundred leads coming in one month and you only convert ten of those. You know, it’s like a ten percent conversion rate based upon lead flow. I say that as a pretty poor conversion I could quickly look at the data points there and say, Okay, I know there’s no systems in place, or something is happening. Maybe your staff is not, you know, actually acting on the leads, or maybe you have no technology.

It’s either it’s definitely a process thing or a people thing, right, and so zoom out, have a peak at what your conversion rates are, and then you know, I would strongly suggest implementing systems and the earlier you invest in technology and automation and adapt your mindset to this is a practice that needs to be around like a business with efficiency and actually get me metrics and KPIs and data points to where you know exactly what decisions to make going forward. I see a lot of emotional decisions that are that are taking place in this industry, but they’re not backed up by facts, and so I think, like really analyzing this information from a data standpoint, factual standpoint is going to be critical to a successful practice for long term, right, So that brings me I want to talk about, you know, some systems that you can implement. And you know, there’s the word CRM. I’ve talked about it on previous episodes.

I’ve been in the CRM world since the early two thousands. I’m recording this podcast in twenty twenty four. It was actually one of the early adopters and shareholders at salesforce dot com, which is an enterprise CRM company. So, like, I really do consider myself an expert on this topic.

I have built CRMs in different verticals. I’ve built a CRM in this industry, and I use CRMs. It’s like the first tool set I get if I’m going to start a company or if I’m looking to get involved in a company, what type of tools do we have? Right, So the first thing I want to do is obviously like get a CRM system. Shout out growth ininty nine plus.

It’s a great CRM system. It’s it’s specific for the aesthetics market, right, and so you know, make sure to implement one. You know, let’s back up, acquire one, do your diligence. There’s options in the in the vertical.

Now do your diligence and learn about CRM because it’s going to really create efficiency and help with your conversion rates. A big fan of tools, so acquire the CRM. The next thing that I’m going to want you to do is make sure to implement it correctly. And so I see time and time again where practice owners whether go to a show, or they’ll listen to a podcast, or they’ll see something on social or someone got on stage and talked about something and the practice owner got super excited, or the office manager got super excited, and they went and acquired this piece of technology.

And what happens is they just sign up for it. Right, So like if you actually take the time to invest dollars into technology, the technology has been built for a reason. It’s been built to solve problems. But where I see a lot of practice owners fall sure is they don’t implement it at all, and some don’t implement it correctly, and so you’re not getting the most use out of the actual technology.

So what happens is you acquire a piece of software and technology, you don’t implement it for whatever reason, you don’t like it, and then you forget about it. You’re paying a month to fee for something and you cancel it, but really it was meant to make your life easier at an increase. You know the output and the efficiency and profitability the practice. So if you’re going to take action and actually acquire one, implement it and then implement it correctly.

Right. So a lot of these tool sets, you can set it up to where when lead hits and I don’t care where the lead comes from. Leads are coming from all different angles, but you can build it in such a way to where when that lead hits an automated text can go out today, an automated text and go out tomorrow, So you can create those campaigns. The text messages go out day three, day four, day five, day six.

An email can go out simultaneously, or you can switch them right where you can have a text go out today, email tomorrow, text the third day, email the fourth day right, which is also very effective. You could have it trigger tasks to assign team members or yourself to take action to follow up with a lead. You can create notifications so when texts come in or sorry, when emails or when leads come in, the system can automatically not fire that Hey, a new lead has come in and you’ve got to take action and push a pop upification or a text notification to your mobile and then of course you can take action there, which is obviously going to help with conversion rates. That’s the whole purpose of this episode is speed to lead.

And then you can log notes, right like what happened on that phone call, and maybe that person’s out of town, maybe they’re maybe they’re gone, they’re interested for a second, they’re going to get back with you when they get back into town. You can log a note and you can create a task follow up with them next week. And so a lot of times like the speed to lead is important, but also I see a lot of leads getting slipped through the cracks with just very poor follow up systems. And so if you implement it correctly, you’re also going to you know, convert more people down the road because you’re marketing to them, you’re staying in touch with them.

You can import those lead databases to Facebook look like audiences and zero in on your targeting. You can import them to campaigns like maybe we send out a monthly newsletter, right, you can you can start hitting them in that regard. You can send on text message campaigns to them, right, So you you know, it’s important to also acquire the data. You know, even if the lead you know doesn’t convert it, it’s at least you got the data to actually do something with and hopefully they come in at some point.

The other thing too, is is you can actually have with certain applications, you can have different messaging go out based upon how the lead came in. So let’s say you’re running a campaign for Morphia’s eight and you’re also running a campaign for Botox and you’re running a campaign for true Zepphetide. Right is, you’re completely different offerings. But hey, as a Mets ball owner, obviously you guys have these offerings.

Right. So let’s just take the Facebook in Instagram approach. You’re going to have ad copy, so you have the ad for each specific campaign. When they click on that ad, are they going to go to a landing page, what’s going to happen? Are they going to go to a form fill? What’s going to happen? All of those need to come into a centralized area, and then your system needs to know what lead came in from what lead source.

So like in this use case that your Zeppetide one, the Botox one, the Morpheus eight one. If those leads come in and they’re just getting hit with a generic response, your conversion rates are going to go down, right. So imagine if the Botox campaign one came in and the system is sophisticated enough that knows that the attribution came in from that campaign. You can have a fire out a text message.

You can have a fire out an email that actually correlates with the ad copy they saw. So they saw Botox, the landing page to describe Botox, and now the text message and the booking link and the email is all related to the app they saw and it’s not generic. You can actually build it in such a way to where the campaigns will follow up with the messaging. That’s what really helps with the conversion ratio.

And then taking a step further, when you convert them, have a system and a process in place where when you convert them, you can easily push that data to an EMR system, and that EMR system can help you guys obviously, like make sure your patients are taken care of right, and then from there you know your true customer acquisition cost is how much did you spend on the lead versus the time the output. What was the cost per lead? Right, how much was that lead to actually acquire to bring to the CRM system and then push them into the EMR so you can actually track true dollars and true attribution based upon what they saw or what they searched or how they found. You bring that data directly to the CRM and then have mechanical solutions in place to when you click button, certain activities happen and the data is pushed to the EMR system. So that’s like a wonderful workflow.

I’m getting pretty deep at this point, but like you know, just to kind of roll it back, I can’t express how important it is to get to your leads fast enough like that that is the most critical thing I want you guys to get out of this episode. And you know, just to just to build on that a little bit, investment tools, invest in technology, and then you know, for practice owners that have been out there for a long period of time and they’re looking to really optimize, you know, really look at getting into baking out the CRM systems, the martech, the marketing automation systems. You guys have make sure they’re communicating with your EHRs and EMR systems to really get true attribution because right now we’re actually crossing this line to where we’re now at a point and I’m like, I’m loving this because I can now finally see attribution data based upon query searches. So people are searching specific keywords or the landing on landing pages, whether it’s Google ads or Facebook ads, and they book an appointment maybe that’s inside a like boulevard or aesthetic record or a zanoda or whatever.

You can actually now get the attribution. And what I mean by attribution is you could actually see what they booked and how much they paid for it. So the industry is going that way, which is so amazing. It’s never been that way before.

The hrs are definitely working better with the digital marketing companies in terms of attribution because that’s what the practice owner wants. Right I spent X amount of AD dollars, We got to our leisurely fast. What was the return on investment? Which is nice for still a long way to go there, but that’s what’s coming. So anyway, I appreciate you guys’ time.

Hopefully you got some tremendous value out of this particular episode. Actually haven’t done a solo episode in some time, and I thank you guys for so much for listening. If you found this content viable, if you know anybody in the industry or network that could get value from it or on your team, please share it. That’s my biggest ask.

We’d create this content for you and you only. It’s one hundred percent free, and our biggest ass is to share it. So thank you so much for your time. I appreciate it.

My name is Cameron Heppill and until next time, Happy injecting.

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