When I see a practice that’s failing to attract new patients with advertising, lost opportunities are usually to blame. Either the team isn’t answering calls from prospective patients in a timely manner, or when they do answer the phone, they’re not converting the callers into new patient appointments. Throughout the English-speaking world, only about 1/3 of the calls generated from advertising get converted into appointments. The other 2/3 are lost opportunities.
What happens when potential new patients encounter one of your ads? At first, they probably do nothing. But after a few more advertising “touches,” they’re convinced your office has something to offer them. They’re finally ready to make that call and make an appointment. That’s where your current technology lets them down.
Most of us feel like our team does a pretty good job answering calls. When we see our desk staff, they’re often on the phone. Returning patients don’t complain that we’re difficult to reach. Voicemails receive prompt responses. If there was a problem, someone would tell us, right? Wrong. A large percentage of callers aren’t getting through to your team and aren’t leaving voicemails. They’re not complaining to you about it because they gave up on your office before they ever spoke to a real person.
Your team can’t tell you about this. They can only tell you about the calls they know about. But patients calling from ad sources won’t leave voicemails or call back later. You have one shot, and without using some sort of call tracking technology, you won’t be able to tell when you’re missing them.