Case Study: Optimizing Medical Lead Conversion Rates

In a lead management response study, medical lead management company MyMedLeads examined data from thousands of leads generated through 40 plastic surgeons over the past 3 years. The goal of the study was to identify which lead generation tactics were most effective in converting leads into a scheduled consultation. The results of the study are below.

Response Time

  • The data revealed that the most critical component to converting leads to patients is response time. Calling leads in 12 minutes or less upon receiving them drastically increases conversion rates. In fact, conversion rates begin to drop significantly if the lead is not called within the first hour. According to the data, the average medical practice takes around 9 hours to respond to form inquiries.
    • Practices that call leads in 12 minutes or less convert about 65% of leads into consultations, leads called in 1 hour convert at 31% whereas leads that are called in 9 hours only convert about 8%.
    • Being the first one to call a lead who may be shopping around online puts your practice at an extreme advantage over others. Leads have a tendency to feel a sense of loyalty to the medical office that contacts them first and provides them with the information they need.
    • Even if the customer continues to shop around and call other practices, they will have formed a memorable bond with your practice as the first to contact them with friendly and useful information. Leads are more apt to listen attentively to the first caller, and this subconscious sense of loyalty often drives leads back to the provider who contacted them first.

Following Up

  • Following up with leads proved to be another crucial aspect in achieving higher conversion rates. Practices that followed up at least 3 times with leads had a 36% higher conversion rate than practices that only called leads once.

Directory Sites

  • The data also revealed that the volume of leads coming in via directory listing websites and physician referral services were down about 65% from 2 years ago. There were some exceptions though. Physician referral services like 1800MySurgeon, that employ a more thorough process for qualifying leads before sending them to doctors, are still delivering a steady stream of new leads.
  • One of the reasons for the fall of directory sites in the past years can be attributed to the explosive growth of social networking sites.
  • More recently, Google has implemented algorithmic updates that have negatively affected the rankings of some directory sites.

Social Media

  • Social networking sites like Facebook, Twitter and RealSelf have evolved into powerful platforms to engage, nurture and convert leads.
  • Participating in online social communities enables physicians and medical staff to communicate directly with current and prospective patients, and disseminate information in real time.
  • Building a virtual community based on patient’s needs and interests helps to establish doctors as a credible voice of authority and engenders a sense of trust that inevitably translates offline. Results showed that doctors who had invested in social media typically generate more leads on their own website.
  • Niche social networking sites that cater to specific interests and communities can deliver highly targeted and relevant leads for doctors.
  • Results showed that leads produced through social communities like RealSelf convert at a higher rate, (so long as staff members respond quickly and adhere to the best lead management practices outlined above). These leads are generally more engaged and receptive to information. RealSelf is a specialized cosmetic surgery social networking site where users can communicate with other patients, find reviews of various procedures, ask medical questions and get direct answers from plastic surgeons and other medical professionals.
  • Doctors who participate in these forums are able to expand their outreach to patients, colleagues and other health care consumers. Physicians who provide patients with reliable medical information online are more likely to be viewed as experts in their field, and as a result produce more customers directly and indirectly.

Pay-Per-Click

  • Pay-per-click is an extremely effective means for generating online leads, though PPC setup and management can be a complex and time consuming process. If done correctly, PPC can deliver highly targeted leads to your website. To maximize conversion rates through PPC, most physicians will likely need to hire a professional company to manage and optimize their ad campaigns. Our data has shown that companies like ReachLocal consistently deliver high-quality, intent-driven leads.

About MyMedLeads
MyMedLeads is a patient relationship management tool used by medical practices to convert leads into patients. This tool helps office staff manage incoming ‘leads’ until the prospect is ready to schedule a consultation. MyMedLeads easily integrates with your website to help manage appointments and prevent no-shows.

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