I’ve worked in the hearing industry for over 16 years, and there’s so much that’s changed in that time. Technology has advanced by leaps and bounds. The population of patients seeking help is growing faster than ever, and the connection between hearing health and overall wellness is indisputable.
On the flip side, there are countless new threats in the industry. The economy has gone through its cycles, COVID-19 has turned everything on its head, and patients are acting more like retail consumers than ever before.
Yet despite all these changes, there’s one thing that’s remained consistent. No matter the location, size, or type of business, when I talk to business owners or clinic administrators, they’re still asking the same two questions they asked 16 years ago: How do I generate more leads and how do I get more people through the door and on my schedule?
The marketing pitfall
The biggest mistake that practices make when trying to generate more leads is that they’re going about marketing all wrong. But before I can address that, you need to understand the traditional marketing pyramid.
At the bottom of the pyramid are the largest groups of people who are also the most competitive and most price sensitive. What I mean by that is that these people are the least connected to your practice, are least likely to identify having a problem with their hearing, and are more likely to be price shoppers because they don’t know what else is important in terms of hearing health.
As we go up the pyramid, the audience gets smaller, but they become more likely to be aware of your practice, have a hearing loss, be motivated to do something about it, and see the value in the services and care that accompany the hearing devices. Therefore, they’re less competitive and less price sensitive.
So back to the biggest mistake: it’s that most businesses rely too much on the bottom of the pyramid by focusing on traditional marketing efforts that drive NEW patients in the door. Don’t get me wrong, that should still be part of your strategy, but you must also make a significant effort to get your message to the people higher up in the pyramid. I see many practices taking those top four groups for granted and not mining their database to ensure that those people who have already been referred to you or seen in the practice have equal attention from a marketing standpoint.
Why providers neglect their database
I know, you feel like you’re bothering them, right? You think patients will come back to your practice when they’re ready to upgrade their devices because they already know and trust you and that patient recall feels too salesy.
But have you ever tried to see it through a different lens? Perhaps you’re not bothering patients but rather demonstrating to them that you care. Yes, some may return to you when it’s time for them to upgrade their devices. But if you haven’t kept in touch, many won’t. Instead, they’re more likely to respond to someone else’s marketing campaign and go elsewhere to purchase their next set of hearing aids (45 percent, in fact).
I’d argue that maintaining contact with your existing patients and the prospects in your database is actually the opposite of salesy—it’s the ultimate demonstration of caring. We can all agree that hearing health is a critical component of a patient’s overall wellness. If you as a hearing professional aren’t fanatical about getting this across to your patients, then I guarantee no one else will convince them of it for you.
Getting started with strategic database marketing
Why recreate the wheel when you can let Consult help you develop and implement your entire database marketing strategy? We have tried and true processes, programs, templates, and strategic partnerships to help you avoid the pitfall of ignoring the most important section of the traditional marketing pyramid.
Just to name a few…
- Tested Not Treated/Sold protocols
- Consult Database Program (a turnkey solution for database communications)
- Email Marketing Services
- Consult Digital Program (our industry-leading digital marketing solution)
- Consult Upgrade (our flagship database marketing event)
- Video Marketing (through our EXCLUSIVE partnership with Vidscrip)
But you don’t have to adopt it all at once. Pick one or two new strategies to try, then utilize Consult’s Account Management team to take on the planning, implementation, training, and tracking right along with you. We can help you minimize the workload and maximize your return on investment!