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The Whole Experience: 10 Tips for Increasing Surgical Conversion Rates

The Whole Experience: 10 Tips for Increasing Surgical Conversion Rates. Presented By: <<APC Name>> Allergan Practice Consultant. Tips for Increasing Conversions. Communication with Patients. Post-Consultation. Pre-Consultation. Consultation. 1. Have a Dedicated Patient Coordinator.

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The Whole Experience: 10 Tips for Increasing Surgical Conversion Rates

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  1. The Whole Experience: 10 Tips for Increasing Surgical Conversion Rates Presented By: <<APC Name>> Allergan Practice Consultant

  2. Tips for Increasing Conversions Communication with Patients Post-Consultation Pre-Consultation Consultation

  3. 1. Have a Dedicated Patient Coordinator A dedicated and qualified individual who: Partners with patient throughout experience Creates rapport with patient Serves as the practice liaison

  4. Pre-Consultation Post-Consultation Pre-Consultation Consultation

  5. 2. Have a Protocol for Making an Appointment • Scheduling Methodology Capture • Questions that qualify the prospective patient’s understanding of the surgical process, availability, and financial capability, such as “Would this be your first consultation?” Credential • Practice • Provider • Procedure Close • Schedule the appointment based on time frame • Collect demographic information • Provide emotional reassurance

  6. “Wow!” Call (Breast Augmentation) What was good about it?

  7. 3. Send Welcome Materials Welcome Packet/Email: • Warm and friendly welcome letter • Provider bio with photo • Staff members with photo • Menu of services • Information on procedure of interest

  8. 4. Make the Welcome Call It’s a marketing touch point. Goal is to create excitement and set expectations. Patient Coordinators make the call 48 hours in advance of appointment.

  9. Pre-Consultation Case Study • Quality of the initial call (who is taking the call, what information is collected, etc.) • Timeliness of the appointment (higher no show and lower scheduling if delay between time of scheduling and actual appointment) • Send materials to welcome the patient to practice • Welcome call 2 days prior by the patient coordinator to make an introduction, outline expectations, and create excitement Physician explains that he/she has recently experienced a high incidence of no shows. Considerations to Discuss:

  10. The Consultation In the Office Post-Consultation Pre-Consultation Consultation

  11. 5. Meet with the Patient PC approaches the patient, introduces herself, and retrieves the patient from reception area. Walk side by side making small chit chat to put the patient at ease. Patient is escorted to the exam room to confirm the reason for visit, address the areas of additional interest, and set the expectation for the visit.

  12. 6. Debrief the Physician Eliminate redundancies in communicating with the patient by relaying: Primary procedure of interest and any possible additional treatments/procedures Patient’s motivation Patient’s concerns Timeframe/special events

  13. 7. Confirm the Quality • Check point questions: “How was your consultation?” or “Did you get your questions answered?” “Dr. X is just great, isn’t he/she?” • Address any questions that the patient may have. • Re-credential the provider. • Provide any additional education that is warranted.

  14. 8. Explain Fees and Payment Options • Review and discuss itemized quote (OR, anesthesia, and COGS - if applicable). • Discuss all pre- and post-op visits that are included in quote. • Discuss surgical deposit. • Proactively offer payment/financing options.

  15. Post Consultation Follow Up Post-Consultation Pre-Consultation Consultation

  16. 9. Follow Up with Patients All patients need: • A thank you letter from the provider, within two days of the consultation. • A post-consultation survey email from the PC, within a week. Those that don’t schedule: Those that schedule: • Schedule the pre-op visit and possible first post-op visit. • Follow-up phone call within an agreed upon follow-up timeframe. • If unable to reach patient, one more call is made.

  17. 10. Track, Track, Track Conversion Rate • The % of patients who move from one stage to the next (i.e., Inquiry to Appointment) Consult Capture Rate • The % of patients who move from Inquiry to Consultation Net Scheduling Rate • The % of patients who were seen in consult and completed surgery (Consultation-Surgery Completed) Practice Capture Rate • The % of patients who call the practice and ultimately complete surgery

  18. Telephone Inquiry Conversion Tool

  19. Conversion Tracking Tool

  20. 10 Tips for Increasing Conversion Rates Have a dedicated Patient Coordinator Have a protocol for making an appointment Send welcome materials Make the welcome call Meet with the patient Debrief with the physician Confirm the quality Explain fees and payment options Follow up with patients Track, track, track 1 2 3 4 5 6 7 8 9 10

  21. Thank you! APC109995-v2 03/19

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