Marketing your healthcare practice, clinic or hospital [1-day workshop]
Healthcare marketing workshop overview
0900 – 0930 – Positioning and competition
Most ophthalmology businesses find themselves in one of several common competitive scenarios. During this section, participants will be given the tools to identify their specific competitive scenario – complete with a discussion on best practices to compete effectively in whichever niche they occupy.
0930 – 1030 – Developing a website in 2011
There has been a massive evolution in web design practices over the past few years – enabling the development of state of the art content, front-end design, and back-end functionality whilst dramatically reducing investments in time and money. In this section, participants will learn the 10 most important factors to consider when designing or redesigning a website for an ophthalmology business.
1030 – 1100 – Breakout exercise – healthcare websites that sell
In this exercise participants plan and cost their ideal practice website and compare these investments with conventional website design practices.
1100 – 1200 – Internet marketing – what you need to know
Internet marketing is one of the most effective methods of generating inquiries – yet it remains a widely misunderstood subject within the purview of a select few. In this section, participants will understand how to judge if an internet marketing investment is worth the investment, and learn the most effective lead generation approaches used online – focusing mainly on organic search (SEO) and paid search marketing (PPC), social media marketing and web analytics.
1200 – 1300 – Meet the experts
1300 – 1330 – Conversion optimisation - the 6 ways to grow your ophthalmic business
In this section, participants will understand the concept of the visitor to patient conversion funnel, with a focus on specific examples in ophthalmology, and a discussion about testing (online and offline) to consistently increase conversion rates over time.
1330 – 1400 – Breakout exercise – 6 ways to grow your business
In this exercise, participants will calculate their current conversion rates; compare them with their desired conversion rates – whilst identifying their barriers to conversion.
1400 – 1445 – Getting more enquiries
After building an impressive website and getting visitors to it, the next challenge is to get visitors to act – by contacting or engaging with the practice in some measurable way. In this section participants will learn the 20 proven conversion elements that improve results online, with examples from websites competing in the ophthalmology space. Engaging prospects with email lead nurturing will also be discussed.
1445 – 1500 – Breakout exercise – Optimising for web conversion
In this exercise participants can apply their unique value propositions to specific conversion rate improvements in their own practice websites.
1500 – 1545 – Getting more appointments
In this section, participants will learn what the highest converting practices already know about improving conversions on the phone and in email when handling inquiries.
1545 – 1600 – Breakout exercise – Mystery Call Evaluation
In this exercise participants can apply their unique value propositions to specific conversion rate improvements in their own telephone and email practices.
1600 – 1645 – Getting more patients and more referrals
In this section, participants will learn the critical distinctions proven to improve conversions at appointments and screenings, with special consideration given to generating referrals from patients after treatment.
enquiries
