Why 9 out of 10 Calls to a Dental Clinic Don’t Convert to Paying Patients? Strategies to Boost Conversion Rates
Have you ever wondered why, in a dental clinic bustling with potential patients, a surprising 9 out of 10 phone calls fail to convert to paying clients? What lies behind this perplexing trend, and what can clinics do to reverse it and turn inquiries into appointments?
In a world where first impressions are vital, dental clinics must excel at every touchpoint with potential patients. Yet, despite the dedication and hard work put into dental practices, a surprising statistic looms large: a staggering 9 out of 10 phone calls received by dental clinics fail to convert into paying patients.
In this article, we dive deep into the mystery and explore strategies to boost conversion rates in the dental world.
Table of Contents
The Initial Contact: The Crucial First Impression
The journey from potential patient to loyal client begins with that very first phone call. It’s the first impression, and as the old adage goes, you never get a second chance to make a first impression.
But what are the factors contributing to this high rate of unsuccessful conversions?
1. Phone Etiquette Matters
The person answering the phone plays a pivotal role in shaping the caller’s perception. Friendly, knowledgeable, and empathetic receptionists are more likely to inspire trust and confidence, increasing the chances of conversion.
Conversely, a disinterested or even a neutral voice has led to many potential patients being lost to competitors in the location.
2. Appointment Availability
Limited appointment availability can be a significant deterrent. If callers are met with a long wait time, they may seek alternative dental services with more immediate openings.
Have you waited at a Dental Clinic when in pain? Especially during dental emergencies, longer wait times can seem like an eternity exacerbating the discomfort and patient anxiety. This can negatively impact the overall patient experience and deter future visits.
3. Fear of Pain and Patient reassurance
One of the most prevalent concerns potential patients have is the fear of pain associated with dental procedures. Receptionists should be trained to provide reassurance and explain pain management techniques.
4. Cost and Insurance Questions
Financial concerns are often a significant roadblock to conversion. Dental clinics should have clear pricing structures and be able to assist callers in understanding their insurance coverage.
These questions should be addressed at the beginning of the call with the help of a quick Qualifying Questionnaire (wow! those were 3Qs in a row) to avoid wastage of time and prevent the build up of false hopes.
5. Lack of Information
Callers may hesitate if they feel they don’t have enough information about the clinic or the specific procedure they require. Providing informative brochures or directing them to a user-friendly website can help bridge this gap.
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Follow-Up: A Critical Component
The journey doesn’t end with the initial phone call. Many potential patients may require follow-up to address lingering doubts or to schedule appointments at a more convenient time.
6. Missed Follow-Up Opportunities
Failure to follow up with callers who expressed interest but didn’t book an appointment can result in lost opportunities. Implementing a follow-up system can help convert these leads.
7. Follow-Up of Missed Calls
Even if I would like to succeed to getting one point across to my readers, it would be this: It is a crime not to follow-up missed calls received, irrespective of whether the caller leaves a voicemail or not.
This bold statement belongs to the Marketing Guru, Dan Kennedy.
Missed calls represent potential patients who have shown an interest in your services but were unable to connect during their initial attempt. By promptly returning these missed calls, you demonstrate your commitment to excellent customer service and care, which can leave a positive impression on potential patients.
Here’s why returning missed calls can increase revenue:
Improved Patient Experience: Responding to missed calls promptly shows that you value potential patients’ time and concerns. This positive experience can make them more likely to choose your clinic for their dental needs.
Capture Missed Opportunities: Many potential patients may not leave voicemails or make a second attempt to call if their initial call goes unanswered. By returning missed calls, you have a chance to capture these missed opportunities and convert them into paying patients.
Competitive Advantage: Providing a higher level of customer service by returning missed calls can set your dental clinic apart from competitors who might not prioritize this practice.
This reminds me of Dan Kennedy’s famous words in his renowned book Magnetic Marketing for Dentists, “Not to follow-up is a like flushing money down the drain”.
Enhanced Reputation: Word-of-mouth referrals and online reviews are essential in the healthcare industry. When patients have positive experiences with your clinic by means of regular follow-up, they are more likely to share their experiences and leave positive reviews, attracting new patients.
Increased Appointment Bookings: Returning missed calls promptly allows you to engage with potential patients, answer their questions, and schedule appointments more effectively, resulting in increased revenue from new patients.
To maximize the benefits of returning missed calls, consider implementing efficient call management systems, training staff to handle inquiries effectively, and tracking missed call metrics to continually improve your responsiveness. By doing so, you can not only increase revenue but also foster lasting patient relationships built on trust and excellent service.
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- Looking to automatically fill in cancelled slots of time for your Dental Clinic?
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Recording of Calls
I would add Recording of calls as complementary to follow-ups.
There are 2 added benefits (apart from those stated above) when a Dental Clinic records their calls.
Identify Trends and Opportunities: By recording and analyzing all calls, you can identify trends in caller inquiries and concerns. This data can help you tailor your services, marketing, and communication strategies to better meet the needs of your target audience, potentially leading to increased revenue.
Compliance and Documentation: In some regions, healthcare providers are required to maintain records of patient interactions and inquiries for legal and regulatory purposes. Recording and following up with calls ensures compliance with these requirements and provides a clear record of communication.
The Caveat (as always) while Recording and Following-Up:
However, it’s important to use discretion and balance resources when implementing this practice. Not all calls may warrant immediate or frequent follow-ups, and it’s essential to respect callers’ preferences and privacy.
Implementing a well-defined protocol for follow-up calls, such as a courteous and non-intrusive approach, can help ensure that potential patients are not overwhelmed with follow-up attempts.
The following 3 approaches are my favourite ones to prevent being intrusive.
- Lead Scoring: Implementing lead scoring techniques can help prioritize follow-ups. Assigning scores to callers based on their level of interest or likelihood to convert can guide your staff in focusing their efforts on the most promising leads.
- Efficiency and Effectiveness: It’s important to evaluate the effectiveness of follow-up efforts. If a particular group of callers consistently does not convert despite multiple follow-up attempts, it may be more productive to allocate resources elsewhere.
- Regulatory Considerations: Be aware of privacy and regulatory considerations when saving and following up with calls. Ensure compliance with relevant data protection laws and regulations in your region.
Placing Calls on Hold:
A quick note on placing calls on hold unintentionally to attend a second call/another patient at the reception or for looking up information.
In our efforts of maximize efficiency of phone calls for one of our clients, we consciously trained them to reduce the placement of calls on hold. This lead to an average of 12% increase in patient conversion rates in a span of 3 months.
Reduction of Call Holds
Reducing the number of seconds calls are placed on hold can have a substantial impact on increasing conversions to paying patients. When callers are placed on hold for extended periods, it can lead to frustration and impatience. This negative experience can erode the initial trust and interest the caller had in the dental clinic.
By minimizing hold times, clinics demonstrate their commitment to providing prompt and attentive service, which can instill confidence in potential patients. This reduction in hold times not only improves the overall caller experience but also increases the likelihood that callers will remain engaged and follow through with booking appointments, ultimately leading to a higher conversion rate of inquiries into paying patients.
Training the Dental Administrative Staff to Boost Call Conversion Rates
Dental administrative staff play a pivotal role in boosting call conversion rates in a dental clinic. Their impact goes beyond merely answering phones; they are often the first point of contact and are entrusted with the task of creating a positive impression and nurturing potential patients into paying clients.
Firstly, administrative staff set the tone for the caller’s experience. A warm, friendly, and empathetic demeanor instantly puts callers at ease, fostering trust and confidence in the clinic’s services.
Secondly, they are responsible for gathering crucial information from callers, understanding their needs, and addressing concerns effectively. By actively listening and providing informative responses, they can alleviate fears, clarify doubts, and instill a sense of comfort regarding dental procedures.
Furthermore, administrative staff excel in appointment scheduling and management. They ensure that callers find suitable time slots, minimizing wait times, and providing flexibility. Their efficiency in this regard is vital in converting inquiries into actual appointments.
Lastly, their follow-up skills are invaluable. For callers not yet ready to commit, proactive follow-ups demonstrate dedication and commitment to patient care, potentially turning hesitant inquiries into confirmed appointments
Conclusion
Boosting call conversion rates in a dental clinic is not merely a matter of chance; it’s a strategic imperative. From the initial point of contact to follow-up interactions, every aspect of the caller experience plays a crucial role.
By fostering trust, providing clear information, and delivering exceptional customer service, dental clinics can transform inquiries into appointments, ultimately leading to a thriving practice and healthier smiles for their patients. In this dynamic healthcare landscape, prioritizing effective call conversion strategies is the key to long-term success and patient satisfaction.
At PPC Digital Marketer, we primarily focus on PPC Digital Marketing, Social Media Marketing, Search Engine Optimization (SEO), Social Media Management and WordPress Website Designing exclusively for the Dentists.
