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BEST PRACTICES FOR CONVERTING
LEADS TO ATTENDED APPOINTMENTS
• 5 year Case Study - 2012-2016
• Over 100,000 Scheduled Appointments
• 200 Aesthetic Practices
Jason Tuschman
CEO & Co-Founder of Red Spot Interactive
[email protected], 561.277.8465
AGENDA
• The Study & Results
• Define the Patient Acquisition Process
Define Lead to Appointment Process
• Practice Issues Facing Lead Conversion
• Solutions & Best Practices
THE STUDY & RESULTS
THE STUDY
• 200 U.S. Based Practices
Over 100,000 New Patient Consultations
Scheduled
Plastic Surgeons, Dermatologists, Med Spas,
Orthodontists, Ophthalmologists (Lasik)
• Years 2012-2016
• System Set-Up
Connected marketing, phone, email data
Practice Return On Investment (ROI) Tracking
Consistent Follow-Up Process
• Online & Offline Marketing Channels
THE RESULTS
Marketing Channel
New Patient
Lead Value
Weighted Avg. Lead Value 469$
Website 625$
Re-Marketing Email 248$
Paid Placement 180$
Realself 536$
Facebook 515$
*Assumes proper targeting, search optimization, etc.
Marketing Channel Lead to
Schedule RateSchedule Rate
Website 53%
Re-Marketing Email 80%
Paid Placement 65%
Realself 67%
Facebook 60%
THE RESULTS
THE PATIENT ACQUISITION PROCESS
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LEAD CONVERSION WITHIN PATIENT
ACQUISITION
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KEY PERFORMANCE INDICATORS
LEAD MANAGEMENT
METRICS
1. EMAIL CONTACT & PHONE
ABANDONMENT RATES
2. NEW PATIENT EMAIL &
PHONE SCHEDULE RATE
3. NEW PATIENT
ATTENDANCE RATE
BENCHMARK CONVERSION
RATES
80% EMAIL CONTACT RATE
5% PHONE ABANDONMENT RATE
EMAIL – 45% LEAD TO SCHEDULE
PHONE – 70% LEAD TO SCHEDULE
70% ATTENDANCE RATE
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ATTENDANCE RATE
PRACTICE ISSUES FACING
LEAD CONVERSION
LACK OF MEASUREMENT
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FRONT DESK COMPETING
NUMBER 1 PRIORITIES
TECHNOLOGY, DATA, AND PROCESS
FRAGMENTATION
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SOLUTIONS & BEST PRACTICES
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• Integration of Data and Process
– Marketing, phone, email, scheduling, and patient data
• Consistent, Immediate, & Repetitive
– Lead management follow-up process
HOW TO DO IT?
MEASURE – COMMUNICATE –
OPTIMIZE – REPEAT
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BEST PRACTICES FOR CONVERTING
LEADS TO ATTENDED APPOINTMENTS
• 5 year Case Study - 2012-2016
• Over 100,000 Scheduled Appointments
• 200 Aesthetic Practices
Jason Tuschman
CEO & Co-Founder of Red Spot Interactive
[email protected], 561.277.8465
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Best Practices for Converting Leads to Attended Appointments
• 5 year Case Study of, 2011-2016• 100,000, Scheduled Appointments• 200 Aesthetic Practices
Jason Tuschman CEO & Co-Founder of Red Spot [email protected], 561.277.8465
