Who’s the best surgeon in your city? Hoping your answer is you / your practice.
But are there other practices that…
- Aren’t as good as you?
- Don’t offer the same breadth and quality of technology?
- Either unwittingly or through purposeful deceit – will recommend a procedure even if it’s not the best solution for a patient?
- You wouldn’t send your mother to?
The answer to at least one of those is probably yes.
Now, when a prospect gets in touch with you… you can guess they’re calling some of those other practices too.
Of course we don’t want to lose their business to a lower quality practice. But the bigger concern is for the patient and their potentially bad decision…
Who’s gonna protect your prospects from making the wrong choice?
I ask because they need help. They need guidance. They need to be empowered with the knowledge and confidence to make the right decision.
You must give them that support. Don’t leave them to their own devices and set them up for potential failure.
Some may think, “Well, our results and reputation speak for themselves. People can figure out we’re the best.” Those qualities are important and certainly help, but we give people too much credit.
So many prospects don’t know how to choose a surgeon. Which makes perfect sense since they’ve never done it before.
This is why you get daily calls from people asking how much you charge, AS IF that should even be in the Top 5 criteria for choosing a surgeon. They’re ignorant.
Am I saying you should trash your competitor? No. That’s a horrible idea.
What I AM saying (make sure your team knows this):
You cannot take a passive role in the decision-making process of your prospects. You must be active participants and leaders. Educate your prospects, Exhibit your authority and Empower them to make the decision that is right for them. (Yes, these are the foundations of our E3 Conversion System).
Plenty of foxes out there. The inept surgeon down the street, or the discount strip mall chain center across town.
That’s why you DON’T tell your prospects, “Well, just let us know!” You DON’T say, “Call us back when you’re ready!” You don’t sit back. You don’t relax.
You LEAD the entire way.
You say the patient is the #1 focus, right? You preach that you’re “all about our patients” yeah?
Then the responsibility is yours. As the best surgeon in town, you have a job to do. YOU guard the hen house.
PS – On the topic of E3, we’re in the midst of several major updates to our E3 Booking Team Program – new scripts, new frameworks, and even new technology.
Lead Conversion to Consult is the biggest leak in any practice. Want to book more surgeries? Improve this %. That’s why we’re hyper-focused on this particular area for our clients.
In fact, we launched our new SMS E3 Engagement System for one of our pilot clients, and they went from a 5.1% response rate to a 65% response rate (a 13x increase) while actually requiring LESS time from their scheduling team. It’s a beautiful thing!
Email if you want to know more. Market-exclusive, as always. Not sure if we have a client in your market yet? Just ask.