10 Questions to Ask Your Website Provider

Your website is your virtual practice and, today, most often your patients’ first impression of your brand and practice. Nearly 90 percent of consumers conduct online research before making a purchase, which includes visiting a business’s website.*

That’s why choosing the right digital partner is vital to your practice’s overall success. It’s important that you choose a reliable, competent, and highly skilled digital partner that you can trust to manage your online marketing needs, including your website. Choosing the right partner could increase visitors to your website and in turn, drive more new patients through your front door.

Over the last few years, the number of digital agencies has skyrocketed, making it difficult for business owners to vet and choose the right one.

So, how do you know if you have the right partner? The below questions are a great place to start:

1. Do I own my website?

2. Is my website a custom design?

3. Is my website a responsive design (mobile/tablet friendly)?

4. Are the phone numbers on my website click-to-call?

5. Does my website support online scheduling?

6. Is my website updated with new product launches and content from my manufacturers?

7. How often is my website content being updated?

8. Do you provide additional digital marketing services?

9. How are you measuring results?

10. What is your digital return on investment?

Still not sure if your current website provider is the best fit for your business? Consult YHN Marketing will conduct a personalized website and digital marketing assessment, including a geographic and competitive analysis. Contact your Account Manager to learn more about our comprehensive marketing services, including the Consult Digital Program. Or, contact our in-house team today at marketing@consultyhn.com.

*United States Ecommerce Country Report, 2017

About the Author

Nicole Finkbiner joined Consult YHN as the Marketing Communications Specialist in 2018 with nearly a decade of communications experience. Over the course of her career, Nicole has created a wide array of different content for various mediums and outlets—news articles, press releases, arts features, product descriptions, small business websites, e-blasts, social media posts, promotional materials, and more. In her free time, the Philadelphia native enjoys soaking up the city’s culture and binge-watching TV shows.

Nine Marketing ROI Stats That Might Surprise You

Is your marketing working?

In other words, is it generating business in a profitable way?

If your answer is “no” or “I don’t know,” then read on to find out why it’s important to have a clear understanding of your marketing return on investment (ROI) and its impact on your business.

First, let’s define marketing ROI: It’s the practice of attributing profit and revenue growth to the impact of your marketing initiatives. Simply put, if you spend money on marketing, it measures your return.

Now, let’s discuss why your marketing ROI matters. Here are the top three reasons it’s a critical element of your overall business strategy:

  1. You can identify any “red flags” or missteps in your current marketing strategy so that you can make the necessary adjustments to drive greater results. For example, if your call response rate for your marketing initiative is below the industry benchmark, you might need to reevaluate your target audience.
  2. You can make informed decisions about allocating your marketing budget and creating your marketing plan for the coming year. If you don’t know what works and what doesn’t, then you’re essentially gambling with your investment.
  3. You can analyze your ROI data and know for certain if and how much your marketing efforts are contributing to revenue growth.

Now that you understand why marketing ROI is important, we can dive into the fun part—the data!

We reviewed a year and half of data from a select group of practices and below are some insights and benchmarks we uncovered. Some stats might surprise you or, more importantly, motivate you to take a closer look at your own marketing strategy and reevaluate your plan for 2020:
  1. Direct mail still works— in 2018 and 2019, our practices sent out 525 direct mail campaigns, yielding an average of $1,320 in profit per campaign. Find out if your own direct mail campaigns are successful with our Direct Mail Calculator.
  2. Thinking about advertising in your local magazine? You might want to give that a second thought! With a high cost-per-campaign and a negative return, magazine advertising serves more as a brand awareness tool than a true opportunity driver.
  3. Patients routinely check your digital properties before picking up the phone. 421 digital campaigns resulted in 2,935 calls with a total profit of $1,058 per campaign—a whopping 502 percent return!
  4. Over half (55 percent) of our Associates’ referrals come from physicians. This is encouraging because patients that come from a trusted opportunity source are more ready to buy. So, keep working to establish relationships with physicians in your area!
  5. Five thousand direct mail pieces resulted in 15 calls and 6 appointments with an average response rate of 31 percent. Although this appears low, the industry benchmark for response rates is 0.25-0.50 percent.
  6. Wouldn’t you like to make two months’ revenue in just three days? It’s possible with the Consult Upgrade Program! A total of 32 upgrade events averaged $58,000 in total revenue.
  7. Did you know that 40 percent of co-op dollars available are currently going unused? Every co-op dollar spent results in $5.39 in revenue for our Associates. If you’re not taking advantage of your co-op dollars, let our marketing team help you use them strategically.
  8. Calling Out of Warranty (OOW) patients generated an additional $215,000 in profits for our Associates while calling Tested Not Sold (TNS) patients yielded an extra $86,000 in profits. So, pick up the phone! Or, better yet, let Your Patient Contact Center do it for you.
  9. Due to blank categories in our Associates’ practice management systems, there was nearly $1.7 million in revenue unaccounted for. Meaning, many practices don’t know where all of their revenue is coming from each month. Don’t be one of those practices — let our marketing team help you establish an organized process for labeling opportunity sources in your practice management software.

*Based on the Marketing ROI data from a select group of practices between Jan. 2018 – June 2019

Consult YHN’s Quarterly Marketing ROI Reports offer invaluable insights that ensure every marketing dollar spent today is growing your practice for the future. If you don’t already receive a report, talk to your Account Manager to find out how you can!

About the Author

Laura Kegelman joined Consult YHN in 2018 and currently serves as a Strategic Planning Analyst. Her diverse professional background includes supply chain, forecasting, and marketing. Laura holds a degree in marketing from West Chester University in Pennsylvania. When she’s not working, Laura loves exploring the city she lives in (Philadelphia) as well as traveling to new cities and countries.

Looking Ahead: 2020 Marketing Trends

Can you believe we’re nearly halfway through 2019 already?! It’s important to start thinking ahead about the marketing trends you can expect to emerge or intensify in 2020 so that you’re prepared for their potential impact on the playing field.

Below are the three biggest trends that Consult YHN’s marketing experts think you should know about now. Because trust us—the future of marketing is coming quicker than you think!

1. Optimizing for on-SERP SEO aka. “on-Search Engine Results Page (SERP) Search Engine Optimization (SEO)”

That’s called a zero-click result, and it’s just begun to change the game in terms of SEO. People want their information quicker than ever before. Google has heard their plea and you can bet it’s giving the people exactly what they seek.

Roughly 61.8 percent of search results across Google are now being answered with zero-click results – changing the real estate space on the coveted “Page 1” of Google and, in turn, making more and more keywords less profitable. Google is spidering through the top results of relevant content for any keyword or search query and serving up “featured snippets.”

It’s still a bit of a waiting game as far as how this will change SEO at large. For now, just know that the more real estate you can hold on Page 1, the better off you are.

You can do this by keeping your website fresh with relevant content and vie for that coveted #1 spot or even a featured snippet. Check out your keywords to see where zero-click results are coming up in your area and where those featured snippets are pulling from. Also, see what questions people are asking relevant to our industry and provide concise answers to those questions on your website.

2. Optimizing for voice search

Just ask your BFF: Siri, Alexa or Cortana – voice search is shaking up the way we conduct search queries. That’s right, 20 percent of all search queries on Google are now being conducted by voice search.

Artificial intelligence (AI) and personal digital assistants are making it easier for busy people to get answers to their questions fast and hands-free. The outcome: marketing content has become more conversational. Make sure you are watching this trend and adding a conversational (yet professional) tone to any unique content or blogs on your website.

But our friendly AI voice assistants aren’t just here to give us answers—the next wave in voice search will be a shift towards transactions. Amazon’s Alexa can already place an order for pizza from Domino’s or request a ride with Uber. Voice assistants will soon be able to book appointments and perform more transactions for us. This may sound like the plot of an episode of Black Mirror, but we promise it’s real – so buckle up!

3. Chatbots

AI is #trending. Chatbots are taking over the customer service space and are starting to replace human agents in some areas. Believe it or not, 56 percent of customers prefer to communicate with customer service reps via instant message rather than pick up the phone.

The most common use of chatbots is in the form of instant message pop-ups on business websites. These messaging tools not only give customers 24/7 access to support, but they can also capture leads and help move customers along to their point of purchase.

Of course, there are situations when a human agent can provide much more detailed and personalized customer service, but for FAQs and scheduling appointments, chatbots can help save time, cut costs, and provide convenience to customers.

The world of marketing is constantly changing. That’s why it’s important to partner with a company like Consult YHN to ensure your marketing strategy adapts to these changes. If you want to chat about any of these trends or talk strategic marketing, contact our team of experts today at marketing@consultyhn.com!

About the Author

Julia Shreckengast joined Consult YHN in 2015 and serves as Marketing Account Executive, providing support to Associates by managing creative projects and developing/executing marketing plans. Prior to joining Consult YHN, she helped promote the city of New Orleans as a member of the New Orleans Tourism Marketing Corporation. Julia graduated Cum Laude with a bachelor’s degree in marketing from Tulane University.

Marketing New Technology: How to Ensure Your Patients Purchase from You & Not Your Competitor

As we all know, hearing technology is rapidly advancing, and new products are hitting the market every few months. From a marketing perspective, it’s important for providers to understand their patients’ relationship with technology adoption.

Remember, everyone’s relationship with technology is different. Take the iPhone for example: some people will camp outside of an Apple Store just to be the first to own the latest model, some wait for their techie friends to try it first, and others refuse to upgrade their phone until they absolutely have to do it. 

But what about hearing devices?

Interestingly enough, there’s a very similar application of how patients adopt new hearing technologies. Below is Consult YHN’s take on the technology adoption curve applied to the hearing industry.

Based on nearly seven years of data and a sample size of over 70,000 patients, this curve points to insights on the different segments of your database, their relationship to new technologies, and the marketing touchpoints to drive conversions.

As a practice owner, how often do you think patients upgrade their hearing devices? Every 5 or 10 years? Our data shows that on average, patients upgrade their hearing devices every 3.6 years. If you want to ensure patients don’t go somewhere else to purchase their next set of hearing aids (which 40 percent of patients do), the below graph illustrates the number of times you need to contact your patient to ensure your patients remain loyal to your practice and purchase their next set of hearing aids from you.

 

FIRST ADAPTERS – Innovators

Also referred to as techies and visionaries, these are the patients who are eagerly awaiting the next hot device to hit the market. There are no sensitivities to price or technology for these folks. They are current users with a hearing aid that may even be less than a year old. Because of their readiness to purchase new technology, they only require a couple of touchpoints or marketing interactions to drive conversion.

Focus on the bells and whistles of the technology – what are the latest and greatest features that are really going to wow this audience? Remember, the first adapters may be the first to kick off sales of a new product, but they only represent five percent of current hearing aid users.

EARLY ADAPTERS – Enthusiasts

Although very similar, there are some key differentiators between first and early adapters. This group of customers value new technology but have purposely waited to make a purchase. They’re more hesitant to test drive new products and will most likely look to resources and reviews to consult first before purchasing. Gathering testimonials from your innovators (first adapters) will help move the early adapters along in their purchase decision.

1st MAJORITY – Pragmatists & 2nd MAJORITY – Conservatives

This is where a new device really gains momentum – it has now been road-tested and has built some credibility in the marketplace. The first and second mainstream customers are the peak of our contact curve, representing the majority of untapped opportunities. So, you want to make sure you are hitting this audience with the necessary touchpoints and the right messaging to convert them.

At this point in their hearing health journey, they are hovering around that 3.6-year mark of average device replacement. It’s important to tout the proven applications of your technology – not just the bells and whistles – how these new applications will impact real-life users in everyday situations.

This segment requires more nurturing – between 3-5 touchpoints for first mainstreamers and 5-7 for second mainstreamers. But making up 50 percent of hearing aid users, they’re worth it!

 

LATE ADAPTER – Skeptics

By this point, the newest technology has been on the market for some time. Anyone making a purchase after a product’s introduction is considered a late adapter or a skeptic. They are risk-averse and price-sensitive, so these individuals need the benefits of upgrading their hearing aid devices to significantly outweigh the cost.

If you can afford to offer discounts, value-added services, and/or accessories with a hearing aid purchase, this may be the only thing to entice this group. Be mindful though of the number of touchpoints required to convert skeptics: between 7-9 interactions.

RESISTANT ADAPTER – Resisters

Finally, the resisters. This is a group who are, yep, you guessed it: resistant to change! More often than not, this group of customers will only upgrade when they absolutely have to. Because they represent a small percentage of hearing aid users and require constant nurturing to convert, they are too costly (of your time, money, and energy) to build a separate marketing strategy around.

Of course, these patients are no less deserving of better hearing and can still benefit from your care – we just recommend focusing on other motivations outside of tech, like wellness, when marketing to this group.

If you want to learn about more ways to engage with your database, reach out to your Account Manager and schedule an appointment with the Consult YHN Marketing Team.

About the Author

Julia Shreckengast joined Consult YHN in 2015 and serves as Marketing Account Executive, providing support to Associates by managing creative projects and developing/executing marketing plans. Prior to joining Consult YHN, she helped promote the city of New Orleans as a member of the New Orleans Tourism Marketing Corporation. Julia graduated Cum Laude with a bachelor’s degree in marketing from Tulane University.

Take Your Website from Good to Great with These 10 Tips

You have a website. Today, everyone has a website. So, now what?

Does your website blow your competitors’ websites out of the water?

Almost every patient journey begins with or includes a Google search. Hopefully, your PPC (Paid Per Click) and SEO game is on point and driving prospects to your website. But how many prospects is your website driving through your front door? And, is it good enough that it would motivate someone to drive 10 extra miles to your practice over another?

It’s an ambitious goal, but certainly possible with the right tweaks…

  1. Optimize your page speed
    According to Google Analytics, 40 percent of web users leave pages that take more than three seconds to load. Meanwhile, another study has shown that even a five-second delay in page response can increase your bounce rate by more than 20 percent. Find out just how fast or slow your site is with Google’s free PageSpeed tools. Since image file size is one of the biggest culprits of lagging web pages, make sure the images on your site are compressed. There are several free applications you can use to compress your own images.
  1. Be smart about your layout and design
    Design is the main reason people don’t trust certain websites or the businesses behind them. For example, low-quality images or design inconsistencies between pages can be giant red flags to a visitor. That’s why everything from your spacing, fonts, and heading sizes to your colors, button styles, and design elements need to be consistent, cohesive, and clean. A consistent header and footer on every page that includes your logo, practice information, and social icons is equally important. And while we’re on the topic, have you ever thought about how your website’s colors might impact the user experience? 
  1. Check your mobile responsiveness
    With mobile searches finally surpassing desktop searches last year, Google recently announced that it is now indexing websites based on their mobile version instead of their desktop version. In other words, the content, links, speed, etc. of your mobile site are now the key drivers of your search engine visibility. Before you panic, know that Google has a number of tools to test how mobile-friendly your site really is and Search Console has a mobile usability report that outlines problems on a page-by-page level. One must-have feature of your mobile site: Click-To-Call. Why? Because 76% of consumers say they use mobile call features to schedule appointments for local services.
  1. Offer rich content
    For search purposes, Google recommends having a minimum of 250-300 words per page. But your content should go above and beyond providing basic information about your practice—it should engage and educate visitors. Hearing health tips, hearing loss facts, a “Frequently Asked Questions” section, a list of the devices you offer with details about the different styles, and a blog (that’s regularly updated!) are all great examples of rich content. Creating content with legitimate value not only helps to present your practice as the local expert, but it inevitably supports your SEO efforts. 
  1. Make your content easier to digest
    Step one: trim the excess fat. Did you know that white space around text and titles can increase user attention by 20 percent? Create that extra room by keeping your paragraphs as concise as possible. Step two: make sections of text easier to scan by adding headings and subheadings, choosing clear fonts, and breaking down key points, features, or services into bulleted lists. You can get more creative with your layout by replacing traditional bullet points with icons or using lines, borders, or different shading to visually isolate related content.
  1. Reconsider your images
    We all know a stock photo when we see one. Although stock images aren’t inherently bad, they are inherently generic and impersonal, which can reduce trust. If your website relies heavily on stock imagery, it’s okay, many websites do. However, consider replacing a few stock images with actual photos of your practice and staff. We promise that prospects will want to see you and your staff members’ smiling faces. Any stock images that you do use, should complement the content, not distract from it.
  1. Use calls to action and buttons to guide visitors
    Your website should provide a customer journey that is clearly mapped out and fluid from page to page. Visitors should always see a next step or action to take as they browse. That’s why every page should feature a distinct call to action (CTA), accompanied by a phone number, contact form, and/or button. A strong CTA is 2-5 words that urge visitors to take an immediate action, whether it’s “Click Here” for more information or “Call Today” to schedule an appointment.
  1. Add a contact form
    Current and potential patients alike need to be able to contact your practice when it’s most convenient for them. Contact form submissions are also a great lead generation tool. Any visitor that completes a form on your site is a prospect and should be contacted as quickly as possible. Some website forms can automatically send a thank you email to your new prospect and let them know the timeframe in which they can expect to receive a follow-up phone call. Now, this prospect can be added to your practice management system and to future marketing initiatives.
  1. Add patient reviews
    A 2018 survey found that 72 percent of patients used online reviews as their first step in finding a new doctor and 88 percent trust online reviews as much as a personal recommendation. Boost your digital presence and reputation by including links to review sites, a dedicated testimonial page, or even better, using our Online Review Builder which gathers your positive online reviews in real-time and displays them on your website for you.
  1. Boost your SEO!
    You didn’t think we’d write an entire blog post about websites without mentioning SEO, did you? Simply put, ranking in the top positions on search engine result pages means significantly more traffic to your website, and then through your front door. Similar to PPC, SEO is an efficient marketing strategy because it targets online users who are actively seeking out your services.

While digital marketing trends come and go and change constantly, a solid website that entices potential patients, engages current patients, and reinforces your brand will never go out of style.

 

Think it’s time to give your website a makeover or even a complete overhaul? Consult YHN’s Marketing team provides website assessments to members.

About the Author

Nicole Finkbiner joined Consult YHN as the Marketing Communications Specialist in 2018 with nearly a decade of communications experience. Over the course of her career, Nicole has created a wide array of different content for various mediums and outlets—news articles, press releases, arts features, product descriptions, small business websites, e-blasts, social media posts, promotional materials, and more. In her free time, the Philadelphia native enjoys soaking up the city’s culture and binge-watching TV shows.

Facebook 101: Navigating Posts, Boosted Posts, and Facebook Ads

As Facebook has grown over the years into a rich platform for marketers and clinics to advertise and promote their services, it has segmented into three separate pathways for promotion.

So what’s the difference between the three pathways: regular posts, boosted posts, and Facebook ads?

Facebook Feed Posts

Regular Facebook Feed posts consist of updates and posts made on your clinic’s “timeline;” one that shows on the front of your business page in chronological order. This acts as a bulletin board for any potential client or former client to learn about your practice and peruse through any updates or information you have recently posted. These posts made on your page will be shown to approximately 1-2% of your fan base on average, as organic reach has steadily decreased over the past few years due to an over-supply of content on the platform.

As your page receives higher engagement and your posts are deemed more relevant to your audience, Facebook will show your posts to more users organically in their news feed. It is essential for all clinics and small businesses to have an active social media presence, as it has become a core search component when potential patients are researching about a product or service. The more updated and relevant content that a clinic has on their Facebook page, the more likely a patient will be interested in using them as a provider.

Boosted Posts

Boosted posts provide clinics or marketers the ability to amplify their regular page posts to a larger audience than Facebook would show it to organically. You are provided with a simplified set of targeting options, including age demographic and geographic location, and you are able to optimize your boosted post to receive more engagement or reach the maximum amount of people for your budget. You are limited with this promotion to strictly boost your post on the Facebook or Instagram News Feeds.

On the user-end, they will see “Sponsored” in the corner of the post on their news feed, just as it would had it been run through the Ads Manager. This simplifies the ad-building process into under a minute and makes it easy for clinics to add additional exposure to their page posts/updates. However, it does not provide you with complex options to fully target your audience, build campaigns, implement eye-catching ad styles, and the ability to optimize efficiently to deliver the best results like Facebook Ads does. This can be a considered a shortcut to give your posts a small but necessary “boost” of exposure.

Facebook Advertising

Facebook Ads give you the ability to fully maximize the platform and deliver the best results for your campaigns. You are provided with a rich set of controls and campaign objectives, with the ability to optimize based on your goals of generating traffic, generating leads, sign-ups, or simply building brand awareness. Utilizing the Facebook Ads Manager enables you to utilize the varying ad styles most useful for clinics such as “Lead-Generation” ads or “Conversion,” giving you the flexibility to track the patient journey from seeing the ad to filling out a form. It also provides you with the tools to select the individual platforms your campaign should run on, whether it be on any of the varying ad spaces that Facebook, Instagram, Audience Network, and Messenger provides.

A/B testing is also provided so that you can truly test what ads work, and what ads are not resonating with your audience. Lastly, you will find better results in total reach, cost per impressions, total leads, and other key performance metrics by running Facebook Ads over simply boosting posts, as best practices follow building all ads through their back-end system.

Interested in learning more about how you can best utilize Facebook to grow patient leads?

 

Contact us here or give us a call at 866-950-3571 to get started!

About the Author

Ethan Bruno is the Search Marketing Manager at AudiologyDesign. He has an extensive background in digital advertising and brand development, working in a diverse set of verticals for small businesses, including healthcare, automotive, retail, non-profits, and e-commerce consumer products. Ethan is a Certified Facebook Blueprint Buying Professional and holds additional certifications in Google Analytics and Google Adwords. In his current role, Ethan plans, strategizes, and builds PPC and social advertising campaigns for hearing care practices throughout the US and Canada. He obtained his degree in Communications from Syracuse University and currently resides in New Jersey. In his free time, you can catch him sitting on a blanket at music festivals all over the globe.