What Are Marketing Leads?
Author: Brenda Jarrell
Certified Training Specialist
Marketing leads are leads, leads are not patients….Yet. So, you want to start marketing your dental practice? First things first, plan time to prepare and train your team! Ensure the team is handling marketing leads differently than referred or word of mouth patients. Effective, thoughtful lead handling should be a prerequisite to digital marketing.
This begins with effective scheduling that allows the entire team to maximize production goals while providing 5-star patient care. A nimble schedule increases efficiency with your practice production goals.
Block Scheduling For Marketing Leads
The use of block scheduling (aka perfect day or ideal scheduling) in the dental space is nothing new, we just have to perfect it. Especially with marketing leads - notice we call them leads, not patients! They aren’t patients until you provide a service. Handling inbound marketing leads with a different lens/eye than actual patients is a must. As a lead corporate trainer at Progressive Dental, the most difficult concept I teach is getting practices to understand the difference between marketing leads vs. patients. A designated block schedule for leads is meant to be a guideline to weed out non-qualified leads that are just price shopping.
How Should I Block Schedule For Marketing Leads?
For ultimate accountability, assign one person to be responsible for the overall marketing lead scheduling. We call this person the patient advocate.
‘Speed To Lead’:
Respond in record time, we recommend setting up alerts so when a lead comes in, a member of your team responds in less than 5 minutes. Fast responders win 50% of leads.
Respond To Leads:
Respond to every lead, every time. Industry standards report that only 27% of leads are responded to. Don’t be part of the 27%. Monitor your speed to lead time closely. Marketing leads cool quickly!
Double booking non-confirmed leads is scary, and it is ok. Train your patient advocate or treatment coordinator to triage leads before they are booked into the providers schedule.
10-10-10 Block Schedule:
Progressive Dental recommends a 10-10-10 block schedule appointment. This means 10 minutes for the treatment coordinator triage, 10 minutes for the dentist, 10 minutes for the sales close.
Schedule An Appointment:
The goal is always to get the price shopper lead to schedule an appointment during the call. When they don’t schedule, nurture them with an established rock-solid follow-up protocol. A typical prospect may require 9-12 touches before they convert. What’s your protocol?
Remember the dentist and entire staff must be committed to the concept of block scheduling in order for it to be effective. Team members must develop verbal skills for convincing leads to venture in. I believe that most marketing practices can benefit tremendously from block scheduling adjusted to match the office patient flow, doctor’s work pace, production goal, and physical facility.
We Can Help You With Block Scheduling For Marketing Leads!
Need help training your team in lead management? Our certified trainers at The Closing Institute with Progressive Dental are skilled in helping you develop a solid lead process to help boost your closing rate.
Are You Looking For A Partner To Take Your Sales Team To The Next Level?
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Progressive Dental is more than just a marketing company, we are a company dedicated to dental practice growth in Clearwater, FL. Our team was founded on creativity, collaboration and hard work. We are constantly evolving and are passionate about providing the best suite of dental marketing services for our clients. They are the reason we love what we do!