What is a marketing funnel? Perhaps more importantly, how can a marketing funnel help a Doctor increase his revenue?
Many Doctors are getting traffic from Google ads, organic rankings, and social media but they just aren’t getting enough return on the investment they’ve made in generating that traffic. Why does this happen?
The first thing you should know is that a really well built and marketed website will convert 5% of visitors to patients on their first visit. An average website will convert around 2 to 3% and a poorly performing site will convert less than 1%.
So how can you convert more website visitors to patients?
This is where the marketing funnel comes into play. I’m not talking about how your website content should funnel a visitor through the stages of the customer journey.
The Website Customer Journey
- Acquire raw traffic
- Educate the website visitor so that he/she decides you are the right Doctor for him/her
- Convert that person to a new patient
This process works to raise your conversion rate from low single digits to 5%
If you have 500 visitors to your site monthly, you should be seeing 25 new patients as a result. And if you’re practicing regenerative medicine, and your average revenue per patient is $8000, you should see around $200,000 in revenue from that traffic.
So, how do you maximize the remaining visitors so that you double your patient flow for cash services like stem cell treatments?
The marketing funnel is sometimes called an email drip program because it automatically emails people on a regular basis that have opted to view a particular piece of content on your website.
What does an email drip mean exactly?
Let’s assume that you have a prospective patient opt to view a video on your site. In order to view this video, she must provide her email address. Let’s say that the video she watched was about stem cells and how they work.
Now we know that we have someone at least mildly interested in stem cell treatments and we have her email. We may immediately send her an email verification that she must click in order to view the video. This gives us a very valuable “double opt-in.”
Soon after she watches the video she receives an email from the Doctor - this is an automated email and happens without the Doc even thinking about it. At precisely calculated intervals over the next several weeks she receives more emails from the Doctor that offer relevant information about the value of having stem cell treatments.
Her behavior surrounding these emails “triggers” more targeted emails. If she clicks on an email about knee pain, the drip automatically adjusts to sending her emails about helping knee pain with stem cell treatments. If she clicks on an email about hip pain, the drip automatically adjusts to hip pain information and so on.
These drip campaigns often contain several hundred well-crafted emails - no one person gets them all. These are well branded and created with the perfect amount of marketing to nudge this potential patient into your office... but not so much as to put her off. They may include case studies, video’s, Q&As, important info or more. You can even send her a gift from this drip. This is a great time to send a copy of a book you’ve written on the subject. This will naturally adjust the drip in a new, targeted direction.
There are several good programs on the market that enable you to structure your drip campaigns, create the marketing emails, set up reporting so you know how well it’s working and more. Infusionsoft is probably the most well known and Clickfunnels is another pretty well-respected brand.
Setting up campaigns is very complex in either program and rather time-consuming. The time frame to set this up properly so that it produces well is about 2 months. Developing the perfect email content requires a tremendous investment in time for the most talented digital marketers.
What Doctor has the time to set up a successful email drip?
No successful Doctor has the time to do this. You don’t have to have the time to do this. We work with Doctors in the regenerative medicine and stem cell fields. We work very closely with a Doctor that has, over the last several years, developed content that converts tremendously well in her own funnel. She has made this content available to all Doctors that work with us to build and manage their campaigns. It's like we have a regenerative medicine marketing funnel template that is highly successful so your risk is minimized!
So, are you ready to increase your revenue with a good marketing funnel? Remember that this email drip program is already proven in the stem cell and regenerative medicine area of practice.
Call us for more information.