At Content First Marketing, we are experts in lead generation tactics for healthcare marketing. Today, we’d like to share a digital marketing success story from one of our clients.
In 2018, we started working with Kristin Davis, the Practice Administrator at Evexias Denver and Denver Vein. Kristin has worked in the healthcare industry for the last 25 years. Since 2005, she has worked with Dr. Norton, helping her build Denver Vein and, more recently, expanding services into Evexias Denver.
Kristin came to us to create a successful online marketing strategy that would bring in new quality leads. We worked closely with Kristin and her team to find more qualified patients to grow their practice.
From Frustrated Patients to Outdated Processes
The processes and systems the practice already had in place weren’t working. Kristin and the team grew increasingly tired of the tedious task of using weekly Excel spreadsheets and manual data entry. There was nothing in place to make this process easier. This led to frustrated patients as constant follow-ups had to be made to make sure nothing fell through the cracks due to human error. Patients were often either given the same information twice, or worst yet didn’t receive enough information at all.
Improving this process and finding a better way to manage and streamline an efficient flow for inbound leads was high-priority for Kristin and the team. She realized that something must change for the practice to move to the “next level of success.”
How to Achieve the Next Level of Success
They needed an automated process to transition leads from a “Contact Form” to a “Consultation.”
At the time, we were on-boarding an exciting new service, RAMP™, patientNOW’s new automated lead capture & nurturing tool. PatientNOW is a leading medical software company offering comprehensive practice management, patient engagement, and EMR solutions to medical centers and aesthetic practices. This makes them the perfect strategic partner for Content First Marketing.
And even though PatientNOW’s RAMP™ service was still under development at the time, Kristin was one of the first to sign up as a beta practice.
Automation is the Key in Any Marketing Success Story
After doing a business consultation and review with Kristin, we agreed that the best course of action was to create a strong digital marketing strategy to elevate their websites’ function as lead magnets and efficient conversion tools. These high-quality leads will then be rooted through RAMP™ for swift and precision handling.
Having an automation tool in place that could efficiently, instantly, and intuitively respond to inbound leads was a game-changer for both Evexias Denver and Denver Vein.
Generating Leads with Content Marketing
With this in mind, we worked with Kristin and her team to develop a four-part strategy that would help processes flow more easily, give a better user experience, and generate quality leads.
Our Four-Part Strategy in this Marketing Success Story:
1) We created two new sites whose primary function was to convert visitors into inquiries—targeting more qualified patients for better quality conversions.
2) We then created nurture funnel campaigns with educative drip emails to further increase online conversion rates.
3) Then, we expanded reach with Facebook retargeting campaigns and Google ads.
4) And finally, every time a form was filled out as a result of these efforts, the inbound lead was flowed directly into the RAMP™ tool and wound up as an inquiry “pop-up” on the screens of well-trained staff members at Evexias Denver and Denver Vein.
“Our goal was to tie the outside world to Evexias’ internal team—with RAMP™ at the very center—making it all work together.” – John Arnott II
Kristin had to build on this strategy for it to be successful and develop a plan of her own. After all, her team plays a crucial part in the process—responding to pop-up notifications and turning those online leads into in-person consultations.
Evexias Denver and Denver Vein Next Steps
Kristin talked us through her next steps to get the business to the next level, in this marketing success story:
“We trained our staff to have empathy in order to create a culture that embraces getting back to people swiftly. We asked, “What are your own expectations?”
“What would you put up with yourself?”
The solution:
“We trained on asking the right profiling questions, on being sales-minded, and asking for appointment scheduling.
We committed to using the full power of pathways in conjunction with RAMP™. Our drop-down contact forms allow us to attach a RAMP™ lead to a specific pathway for all our wheelhouse procedures. Now, the way we respond to a BHRT lead is completely different than how we respond to someone interested in vein therapy. Our education starts before patients even walk through the door, and they love this. We do, too, because once it’s set up, it’s automated!
Through the power of RAMP™ and pathways, we make sure every lead is followed up at least five times.
Everyone on our staff knows how important this initiative is to our business. Because reporting tools allow us to see how people are performing, they are more accountable. They know we keep a very regular pulse on our conversion numbers and improve success.
We have fun reaching our goals. When we do well, we celebrate with things like Voodoo Donuts. It’s the little things that build team spirit and adaptability through change.”
Our four-part strategy, alongside Kristin’s newly added steps, not only maximized the digital presence to care for their patients but generated leads for the practice. The results speak for themselves.
Achieving Measurable Results
In the short time that the sites have been live, nearly 500 quality leads were produced for both Evexias Denver and Denver Vein with a fantastic conversion rate.
“In July alone, out of 68 leads, only seven did not convert to an appointment. That’s a 90% conversion rate, and evidence of sound marketing strategy, commitment and the power of RAMP™ and pathways at work.” – Kristin Davis.
As you can see, building lead generation strategies into your existing practice, systems, and processes produces measurable results.
We Can Help Your Practice Create a Marketing Success Story Too!
Do you need help with lead generation for your healthcare practice? Let us take care of the details! We’re ready to help your practice write its own marketing success story!
Schedule a free business review here to find out how we help businesses grow. We can help promote your practice and gain leads in 2021!
Resources:
https://www.patientnow.com/case-studies/kristin-davis/
https://www.patientnow.com/wp-content/uploads/2020/12/evexias-denver-denver-vein.pdf
