Three Easy-to-Keep Resolutions for a Clean Database in 2021

How confident are you that your database is clean? Can you make accurate assessments about your business’s health with the data it contains? If you’re not sure, don’t worry—you’re not alone – not everyone enjoys data crunching, plus, Consult YHN has your back!

The importance of a clean database is that it allows your practice to operate more efficiently. As the leader of the practice, it allows you to set key business goals and effectively benchmark your progress towards achieving them. A clean database will support increased revenue by efficiently spending and/or saving money and improve patient satisfaction.

Think of quality data as the backbone of your business—it’s the central pillar that connects and supports all the facets of your business. With accurate data and reporting, you will confidently make decisions that will move your business forward.

What’s considered “data” within your database? These would be your appointment types, referral sources, revenue sources, etc. For example, are you running a Consult Database Program, Consult Upgrade event, or want to see how well your marketing campaigns are performing? Referral sources play a critical role in capturing your marketing ROI (Return on Investment) and identifying where your revenue-generating leads and sales are coming from. Referral sources should be labeled and updated properly so we can track your results and identify units sold and revenue generated per sale. If referral sources are not updated and tracked, you’re essentially throwing marketing dollars out the window.

There multiple benefits of tracking your marketing initiatives, but it is impossible without clean, consistent data. To run a productive and profitable practice, it’s vital to identify incorrect data, understand the root, fix it, and develop a plan for maintaining a healthy, more reliable database.

As we prepare for 2021, below are three resolutions for cleaning up your database, which will ensure it stays clean even after your other New Year’s resolutions have been forgotten:

1. Data Entry

Of course, it all starts with the data that’s being entered into the system. If there’s one takeaway from this blog post, it should be this: your data is only as good as the data you enter. As the leader, it’s up to you to ensure your employees are properly trained and understand the importance of entering accurate information into your Practice Management System (PMS). Everyone on your team needs to be on the same page when it comes to activities such as labeling opportunity sources and what each referral source represents. Once you have a process in place, don’t assume everyone is following it, day in and day out. Periodically poke around your database to ensure that it’s kept nice and tidy.

2. Data Audit

Second, audit your data to reveal any inconsistencies and/or errors. You might be surprised by the number of inconsistencies and how far they go back. If you and your staff are regularly inputting incorrect or bad data, this will cause a snowball effect—and no one wants a database full of duds! Once corrected, this will establish trust within your data. Our Sales Analytics team can help you get started by performing a PMS Analysis. This will help you get the most out of your PMS software by ensuring accurate tracking reports, patient lists, and QuickBooks integration.

3. Data Upkeep

The last step is upkeep. As previously noted, ultimately, you are accountable for monitoring the accuracy of your data. It’s not a ‘set-and-forget-it’ activity—consistency is key! Luckily, you don’t have to do it all alone. Working closely with your Account Manager, our Sales Analytics team will provide the insights and tools necessary to execute these steps and contribute to your business’s collective success rather than hindering it.

Remember: the more time you spend tracking and auditing your data today, the less you’ll spend correcting errors in the future. The reward for your hard work is a sparkling database that delivers better insights, better reporting, and sound business decisions.

Click here to learn more about Consult YHN’s Business Services and Financial Analyses or talk to your Account Manager today to get started!

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.

Marketing Through COVID-19: Key Considerations to Drive Leads at All Budgets

Communication is essential, especially during this time—and it will be equally important several months from now. Hopefully, you’ve used any downtime during the pandemic to stay connected with your patients.
As the economy opens, it’s important to forge ahead with your marketing efforts, including a specific plan to ramp up your marketing activities.

Practices that act now and adapt to the current environment will capture new patients as well as maintain a high volume of patients after the initial influx of demand has settled. Being proactive with your marketing strategy will ensure the near-term demand you experience won’t drop off in one, three, or six months, allowing you to continuously grow your business.

Consult YHN’s COVID-19 Resources Center provides healthcare professionals with strategic business advice and support, including virtual webinars, financial analyses, articles, marketing collateral, and more. A useful resource is our Cash Flow Analysis tool which determines your current and future months’ liquidity. This information allows you to forecast how much you can spend on marketing each month, with a goal to ramp up spend as your budget and timing allows.

Your messaging today is more significant than ever – it needs to be relevant, clear, and consistent across all of your marketing initiatives. It should address patients’ current needs and concerns, like providing a safe and caring environment as well as acknowledging that those struggling with hearing loss are even more challenged by COVID-19 safety measures.

Whether your practice is operating with a proactive marketing budget, limited budget, or no additional spend budget, we have solutions to help you drive new opportunities. There are many ways to stay top-of-mind with your patients without spending a lot of money. Below are Consult YHN’s marketing recommendations based on your practice’s current budget and timing.

Budget: No Additional Spend
Timing: Now

Planning Considerations:

  • Prioritize your patients and schedule
  • Fill your schedule with revenue-generating opportunities
  • Utilize no/low-cost marketing initiatives
  • Prepare for pent up demand from individuals seeking hearing help
  • Focus on marketing to maintain momentum
  • Depending on the response/how your patients are reacting, move on to higher-cost marketing initiatives

Sample COVID-19 Marketing Collateral, Available for Immediate Use

View More Samples Here  

Budget: Minimal Spend
Timing: ASAP

“No Additional Spend” initiatives +

  • Database Letters
    • Never stop reaching out to your database!
  • Consult Database Program
    • Our turnkey solution for database outreach enables your team to focus on closing more opportunities and helping more patients. We help you implement a consistent strategy, targeting each segment of your database with custom letters and follow-up calls that drive appointments and sales. From designing and printing to mailing and reporting—we handle it all, and at a competitive rate that’s included in your monthly Consult statement.
  • Email Marketing
    • Sending emails to your database is easy and inexpensive. You can check to see who clicked or opened the email in order to prioritize lead follow up via a phone call. For example, people who open and click on your email are the most engaged, so start with them, then work down the list. We recommend ConstantContact because it is easy to use and signs a Business Associate Agreement (BAA).
  • Consult Upgrade Program
    • For over a decade, Consult Upgrade has been the most effective way for practice owners to reach their patients and increase sales. For a one-time flat fee, a dedicated Digital Technology Consultant will work with you on-site to organize and run an Upgrade event that, on average, yields an additional $51,250 in sales for practices. The schedule for 2020 is almost full – act fast to secure your spot!

Planning Considerations:

  • Once you’ve maximized your database outreach efforts, consider:
    • Are people responding?
    • Do you need to make any changes?
    • Have you exhausted all potential?
    • Is revenue ramping up?
  • Based on the answers above, decide on strategy and timing for direct mail drop and digital advertising.
  • Once you’ve seen all of your existing patients as well as all the new patients willing to come in regardless of COVID-19, the next step is crucial – and marketing will be key. Your marketing plan needs to be set now so that you can implement and capture the untapped group of new patients and your demand and revenue can consistently grow.

Budget: Pro-Active Spend
Timing: When Ready (Cash-Flow Dependent)

“No Additional Spend” initiatives + “Minimal Spend” initiatives +

  • Direct Mail
  • Digital Advertising
    • Pay-Per-Click (PPC)
    • Facebook Advertising
    • Display Retargeting
  • Consult Digital Program
    • Drive and convert more quality leads with our industry-leading digital solution! We outperform the competition so that your website dominates the first page of Google for the top hearing healthcare keywords. We also track your results and provide you a return on your investment.

Planning Considerations:

  • Lead time considerations for direct mail: 3.5 weeks ahead of the event
  • If you have the budget, spend it on PPC. Cost per lead is lower right now, meaning your budget will go further than it did pre-COVID-19. For example, based on the current environment there are fewer businesses competing for keywords, etc. This trend will end as business returns to normal. If your budget allows, there’s a significant, yet, temporary opportunity to introduce your practice to as many patients as possible at a lower cost than normal.
Your Account Manager and the Consult YHN team are here to help you develop a comeback plan that’s guaranteed to position your practice for success in 2020 and the years ahead.

Start driving more leads today – contact Consult Marketing!

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.

Online Scheduling: Everything You Need to Know Fill Your Book

This is a sentiment we can all relate to. There are only so many hours in a day to check things off our to-do lists. We have places to get to, people to see, and things to do – you know how it goes.

When it seems like all we do is go, go, go, it helps to have some shortcuts to help us get our lives in order. At the end of the day, here are three things we know for sure about today’s consumers:

People are busy.
People want things to be easy.
People like options.

Gone are the days of calling in a food delivery order, thanks to apps like Uber Eats, Grubhub and DoorDash. Between your phone, tablet or computer, everything is available right at your fingertips and presented in a way that busy people can easily decide between options (see what I did there?).

So, with the shift towards automation, it should be no surprise that online scheduling has become a preferred method of booking appointments. In fact, according to a GetApp survey, nearly 70 percent of consumers prefer online scheduling for service appointments compared to only 21 percent preferring to book by phone.

More and more healthcare providers are using online scheduling tools on their websites for the following reasons:

  • Enhances patient-experience with fast and easy booking
  • Provides 24/7 access to scheduling
  • Frees up time for front office personnel
  • Increases the number of monthly leads (on average, online scheduling tools generate four additional leads per month for hearing healthcare providers).

By offering patients solutions at the touch of a button, we remove the last barrier to entry standing between patients booking their appointments. Once we get them through the door, it’s time for the provider to shine and help patients hear well again.

Still not convinced?

Allow us to address the biggest objections you may have (skeptics, pay attention!):

 

You say: “Online scheduling is going to mess up my calendar/block scheduling/PMS.”

We say: Online scheduling tools such as those offered by Sycle and Blueprint are integrated directly with your practice management software and come equipped with the capability to only book during pre-selected times. The Blueprint OMS booking tool is specifically designed in a way to work with block scheduling and is always updating in real-time based on the practice’s Blueprint OMS schedule.

 

You say: “Patients who book online are more likely to cancel/no-show.”

We say: The benefits associated with providing real-time online appointment booking far outweigh a possible cancellation or no-show. Even if patients cancel or don’t show to an appointment booked online, their patient file will be flagged for follow-up so you can continue to nurture that lead.

Blueprint OMS will also display a patient’s cancellation/no-show rate. Therefore, if someone with a known, high no-show rate books online, the practice can take whatever measures necessary to ensure the patient will attend the appointment, be it a follow-up call, implementing a no-show policy, etc.

 

You say: “Is online scheduling HIPPA compliant?”

We say: Yes! Online scheduling tools were built out to be both HIPAA and GDPR compliant. Blueprint’s online booking system is fully self-contained—all data remains within Blueprint OMS, and no information is exchanged with any third-party platforms. Additionally, all online bookings are made on a secure website that uses HTTPS to encrypt all communications and ensure privacy.

Adopting a consumer-centric approach and offering your patients the flexibility to schedule their hearing appointments online can save you time, increase your monthly leads, and better serve your patients.

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.

The Importance of a Multi-Faceted Marketing Approach

Have you ever completed a new marketing campaign (whether it be direct mail, newspaper ad, or Facebook ad) and you’re waiting for the phone to ring, but it just doesn’t? Or maybe the phone does ring, you set a few appointments and sell a couple of units, but it’s not nearly what you expected for the money you spent.

During the time you spend reflecting on this result, a big question you need to ask yourself is: how many touchpoints did I have with my potential patients?

According to SalesForce, it takes six to eight touchpoints to create a real sales lead. When a patient receives a direct mail piece from a practice or sees a newspaper ad – that’s one! The goal of a multi-faceted approach, as part of your omnichannel marketing strategy, is to maximize the number of times a potential customer sees your practice, keeping a consistent brand image, and improving the overall customer experience. Utilizing a tool like the Consult Database Program can ensure that your practice name and brand becomes top of mind – and you always want to stay top of mind with your existing or potential patients.

When looking at your overall marketing approach, there are a few things you want to think about before you get into the fine details of the plan:

  1. How many times do potential customers see your practice in advertisements?
  2. How many different avenues do you utilize in your marketing?
  3. How many competitors are located in your target zone?
  4. Are you tracking all the sources of all your referrals and leads?
  5. Do you know your most productive marketing tool?
  6. How do most new patients say they found out about your practice?

Thinking about these key questions will help you judge where your current marketing strategy may be lacking and what other creative ways you may be able to reach your audience! The third question is especially important when considering the overall strategy. If there’s a higher level of competition in your area, you want to keep your marketing program constant and consistent to make sure your practice stands out and stays ahead of the competition. Brand awareness is key to driving patients through the door.

Now let’s discuss what exactly a multi-touch marketing campaign is and how it works. Imagine you’re flipping through your favorite magazine and see an ad with a coupon for a fall festival at a local amusement park. This might be something you’re interested in, but the magazine will likely end up in the recycling bin, and the ad will be forgotten. This is the same type of single touchpoint that a one-off direct mail piece or newspaper ad creates. Now imagine you read that ad in the morning, and on your way to the store in the evening, while you’re stopped at a red light, a commercial for that amusement park comes on the radio! A few minutes later, driving down the highway, you look up, and there’s another ad for that same amusement park!

Now according to the six to eight touch point rule, you are between 37 percent and 50 percent more likely to go home and look for the coupon in the ad.

While this is a grand example, the key principles remain the same: multiple channels of communication, close succession, and consistency! Each ad acts as a follow up to the previous one, keeping your brand top of mind with potential customers. For your practice, this is like a phone call follow up on a database mailer, an email matching a direct mail piece, or a Facebook ad that mirrors a print ad. This multi-faceted approach is achieved through a full and consistent marketing plan that utilizes multiple sources of communication.

If you feel like this is something you could improve upon or you’re looking for a comprehensive marketing plan – you can always reach out to Consult YHN’s marketing team for assistance! We can help you create a 12-month marketing plan that’s guaranteed to raise brand awareness, increase opportunities, and drive sales.

About the Author

Matt Gargano joined Consult YHN in 2019 and serves as a Marketing Account Executive, developing marketing plans and managing various projects for Associates. Prior to joining Consult YHN, he has worked in Financial Services, Non-Profit, and Education. Outside of work, Matt enjoys managing his farm, all outdoor activities, and writing music.

Community Outreach: Do It Right & Drive More Sales

Hopefully, you’ve spent 2019 focusing on your practice. Not just making sure you’re selling hearing aids but working on the internal health of the business: You’ve completed a pricing analysis, ensured every employee has the right training to be successful, and you’re executing a marketing plan (hopefully with Consult YHN managing it!).

But you haven’t brought yourself to do community outreach.

Why not?

Relationship
Even if your marketing is driving new leads and helping to grow your practice, more than two-thirds (69 percent) of the American public trust doctors’ honesty and integrity and want to have a relationship with their provider.

Whether it’s a health fair or the monthly hearing seminar you hold at your local active-living community, meeting potential patients at a community event starts the patient/provider relationship before the appointment. It’s always better to have an established relationship with someone before you ask them to spend money. It can also make asking for the sale easier during the appointment because they are not considered a stranger. You’ve learned personal details about this person (the voice and laugh they miss hearing or how long they’ve missed out on calls with their grandkids, etc.).

Public Speaking
A fear of public speaking often keeps providers from starting a community outreach strategy. The first step to getting out of that mindset is: to believe in yourself! If you don’t like standing in front of a group and teaching, consider attending a health fair where the atmosphere may be more casual, and you don’t have to prepare a speech or slides. Remember that you’re the professional and you’re there to educate the public on what healthy hearing means to their life—from missing out on their favorite songs to how it can relate to comorbidities, like heart disease or diabetes. By reinforcing that you’re the local expert, you can win over potential patients who may be receiving your marketing materials, but didn’t respond because they don’t know you.

Physician & Patient Referrals
Community outreach events can also help strengthen your physician and patient referral programs. You may not be the only health professional at a particular health fair, so by making connections with related exhibitors, you can work together and refer leads to one another’s booths. You may also reach a person who’s loved one is experiencing hearing loss and can provide them collateral to review at home.

Local Partnerships
If you’re still not sure about finding or hosting community events on your own, link up with local societies with service-minded missions. Did you know Lions Club International has a hearing aid program for its members? The organization accepts old hearing devices for recycling and will typically work with local providers to offer screening events for members! There is also the Walk4Hearing, a national program that focuses on raising awareness about hearing loss and hearing health. Fundraising for a local walk sends the message that you are a provider who cares about helping your community—not one who’s just looking to sell hearing aids. It also gives you easy talking points related to general hearing health.

Another great resource is Sertoma, Inc. (formerly known as Sertoma International), which is an organization of service clubs across the country dedicated to improving the quality of life for those impacted by hearing loss. Their website offers a wealth of community events help, from accepting donated hearing aids to information about how to start your own local Sertoma Club (if there isn’t already one in your area). Being the hearing practice that opens a local chapter of the Sertoma Club may be the best way to make yourself the local hearing health expert, regardless of the level of competition you have in your area.

Not sure how often to host or participate in community events? We recommend our Associates do (at least) quarterly events. This provides enough time for event collateral and/or presentations to be developed without stressing about deadlines. You’ll also have enough time after each event to follow-up with any leads. You should call everyone you meet within 24 hours after each event to thank them for attending and to schedule a time to come in for their free screening (if you didn’t offer one on-site). You also want to ensure that every name that you collect gets entered into your practice management system using relevant referral sources. This will allow you to build the “prospect” segment within your database so you can reach out on a regular basis. Even if they’re not ready to address their hearing health right now, you want to ensure that your practice is the first one they call the moment they are ready.