• Stewart Read

Do You Have A Champion?

One of the things I’ve learned about healthcare businesses is that all of your marketing efforts can quickly unravel if the front of house staff do not have systems and processes to follow up and nurture all of those high-value new leads flowing down the pipe.

But first, let’s take this back a step because without motivation and team ‘buy-in’, systems and processes in themselves are useless.

Here are the two simple equations to show how this works:

  1. Outstanding Leadership + Great Communication = A Highly Motivated Team (With ‘Buy-In’)

  2. A Highly Motivated Team (With ‘Buy-In’) + effective systems and processes = Massively Higher Conversions

That means higher returns on your marketing investment - (not just more likes, comments and shares).

More real money 💶 in the real bank. 🏢

If you aim to grow your healthcare business, then that means more to re-invest, which, when executed correctly, will lead to even more growth - the classic Flywheel Effect.

It All Comes Down To Leadership.

If the front of the house team doesn’t know that campaigns are running or the offers and the calls to action, how can they know how to respond when an enquiry or lead flows in from those campaigns?

Let’s be honest - front of house team members can often feel overwhelmed in their roles already - dealing with switchboard calls, walk-ins, patient requests, supporting clinicians, taking card payments, answering emails and admin tasks etc...

I get it.

But I also know that the leaders in the practice need to communicate the aims of the practice and their marketing campaigns to get buy-in from those team members.

Staff need to be kept informed about the upcoming campaigns, messaging and offers. They also need to consistently respond to new leads and queries generated from those campaigns in a meaningful (not just a box-ticking) way.

To achieve this, they must have the support and tools required to manage these new tasks efficiently.

Using A Leveraged Model.

Now, this is where you dial in the systems and processes - the tools and automation that make the lead nurturing repeatable, predictable and scalable.

Once the systems and processes are built, you now have a truly leveraged part of the business that’s scalable.

To give you a glimpse of how this can look at scale, one very successful dental practice know has:

🚀 A whole team of receptionists.

🚀 A separate office just to answer calls from new inquiries, isolated from the main reception to keep their reception flowing.

🚀 A dedicated TCO who only deals with successfully nurtured leads and turns them into new patient bookings for the practice using automation and AI.

🚀 I know these are luxuries that may not be available for your practice (yet!), but the point is you can take inspiration from the thinking.

To Recap

📈 Practices can’t launch paid ad campaigns without team ‘buy in’ and a clear strategy for dealing with the new lead flow.

📈 Only then can the team take ownership of the nurturing and conversion of leads.

📈 But they will only do this if they feel invested and empowered.

📈 To be invested, they’ll need guidance and support from within the practice to feel genuinely included.

📈 To feel empowered, they need the necessary education, tools and automation to do the heavy lifting for them.

📈 Then you can start to use the tremendous power of leverage in your business.

📈 But you can’t even get to the leveraged stage if you don’t inspire, educate and empower your team.

So that’s why if you have a stake in your healthcare business and you want to grow then you need a champion - a cheerleader for the marketing campaigns who can rally the troops and act as a single point of communication with your marketing agency partner.

If that champion can’t be you - then you need to create one! ✨

So hop to it!