The Value Chain
When considering marketing automation, it can be helpful to evaluate the value chain. The chain includes staff workload, scale, and profits.
Decrease in Staff Workload
The first benefit on the value chain is that marketing automation will decrease the workload on non-value-producing tasks for your staff. By decreasing your staff’s workload so that they have more time to interact with patients in your office, you will increase the patient experience, which raises conversion rates. Given the fact that marketing automation costs only a few hundred dollars a month, it is a nominal expense in return for huge increases in value.
Thanks to marketing automation, you will be able to do more work with the patient acquisition process, with fewer resources. This will allow you to scale faster, a huge value of marketing automation.
Simply put, if you decrease workload and increase output, you will make more money at your practice.
How to Use Marketing Automation
Now that you understand the value of marketing automation, here are a few tips for making the most of this strategy:
Make sure you have: automated responses to every lead that comes in, automated follow-ups to every lead you can’t get ahold of; and automated phone trees to increase efficiency at the front desk.
In episode 11, we discussed patient retention. In summary, the ability to retarget existing patient leads to bring them back into the practice faster is a huge opportunity with marketing automation.
The overarching value with marketing automation is to create an enhanced patient experience. If you are handling leads more productively, talking to customers at the right time about the right message based on your relationship with them, and creating increased opportunities for your staff to interact with patients, you are creating a better patient experience. By creating a better patient experience, you will support your practice in growing for many years to come.