How to Reactivate Past Clients Using Special Offers

How to Reactivate Past Clients Using Special Offers

Do you want to fill your appointment books? Then, let us discuss the opportunity right under your nose which is, Reactivating Past Clients.

Past clients already, know, like and trust you, so they are more likely to return for your services. You can use your time, money and effort more effectively, often with more immediate results when you focus on the people already in your community or database.

What do you mean Reactivate?

Any client who does not have future appointments booked needs to be nurtured as much as the clients who do. Effective recall and reactivation processes enable your clinic to maintain those relationships and are vital for the ongoing health of your client, and your business.

Why is Reactivation important?

  1. Perceived indifference is a killer. 68% of clients ‘leave’ because they perceive that it doesn’t matter to you if they return or not. It’s important to show how much you care by nurturing them with regular contact after each appointment, especially if they don’t have any future appointments booked.
  2. You are the trusted advisor in your client’s health, and you have the opportunity to recommend the best management plan for a clear outcome. If client’s don’t maintain their future appointments, your effectiveness as a health professional is reduced.
  3. You need a safety net to ensure clients are carefully nurtured through their journey and that they don’t experience a lapse of care, ensuring the highest likelihood of success.
  4. It’s much easier and cheaper to provide optimum care outcomes for your existing clients than it is to find a new client. You’ve already established rapport, likeability, and trust, and good systems around recalls and reactivation enable you to find new and better ways to serve the needs of your clients.

How can I Reactivate clients?

These processes apply to clients who have no future appointment booked. At various intervals, they will need to be contacted, and you can choose the frequency.

Don’t worry if you feel you are nagging clients. People are generally busy, and will more likely appreciate your attention to follow up. You can always ask for forgiveness if a client is feeling hassled.

If a client cancels and is unable to reschedule right away you might offer to place them on a recall list, offering to contact them in 2 weeks, or perhaps 2 months, depending on the situation.

Example recall schedule:

  • 2-week recall (phone call or SMS)
  • 2-month recall (Phone call, SMS or email)

If you attempt to contact, or if the recall is unsuccessful, then your safety net is the Reactivation Schedule, where the client is contacted at regular intervals with information, special offers, or personal notes inviting them to return to the clinic.

Example Reactivation schedule:

  • Reactivation SMS at 3 months
  • Reactivation email at 6 months
  • Reactivation letter at 12,18 months
  • Reactivation letter at 2,3,4 years (include special offer and newsletter)

Method #1 – Email

  • Email is a highly leveraged and automated process, enabling you to send a series of broadcasts at the scheduled time.
  • Typically 2-3 emails at the time of the recall broadcast are best for exposure because some emails may be missed amongst the client’s inbox/junk/spam or other folders.
  • Email is quick, cheap and you can often get analytics on how effective each broadcast has been.

Method #2 – Posted Letter

  • Using Letters means we can add a personal feel to our communication with an added handwritten note or personal signature.
  • You also have the opportunity to include marketing material, vouchers, or printed newsletters
  • Printing, folding, packing and delivering letters takes time and money, but the advantage is household letterboxes are not as cluttered as email inboxes, and the success rate can be much higher.
  • Letters can be slower, with no automated analytics on effectiveness, though they do add a personal touch, and can help keep your database up to date with current home addresses.

Method #3 – Phone Call

  • This can be the most effective way connect with your clients, however, it relies on having them answer the phone.
  • If you need to leave a message, do so, and then follow up with either of the other methods to ensure the client is engaged (e.g. send an email with a mention of the missed call or voicemail).
  • Practitioners who make these calls can get caught delivering consultations over the phone, so our suggestion would be for a trained member of your admin team to deliver these calls. The calls can be framed as a courtesy call to check in on the patient and extend the invitation and to help arrange their next appointment time.

Method #4 – SMS Message

  • This is an immediate and effective way to engage with your clients.
  • It’s hard to convey tone through a text message, but with the right words you can achieve the desired result.
  • Make sure the message has a clear call to action and a simple process to act. Complexity will catch you out when you are only playing with a few characters in the message.

Method #5 – Push Notifications (via mobile app)

  • If your clinic has a mobile app, you can engage your clients with a push notification
  • Straight to the palm of your client’s hand, this is an interactive way to readily engage your clients.
  • You can announce new products and services and invite people to book appointments.
  • There are limitations around the number of active app users, so it’s best to use this in conjunction with other methods.

What to do

  • Choose your audience
    • Database segmentation using your practice management software helps you deliver personalized and specific messages to the individual. This is particularly important when you’re communicating with a large audience all at once.
  • Select your Reactivation Frequency
    • As a rule of thumb, we suggest starting the reactivation process with any client who has not attended your clinic for at most 6 months and has no future appointment booked. If this is time frame is too short for your particular profession, you can still contact your client to send useful information, and reserve the invitation to book an appointment until the required time.
  • Select your Reactivation method
    • Choose from the top 5 methods above
  • Create your invitation and offer within the Reactivation
    • Use a special offer as a low barrier to entry, making it really attractive for them to return for an appointment.
    • Advise clients on the new and better ways you can serve their health and body. Tell them of the fantastic new skills or technologies you now have as a result of your continuing professional development and let them know how it can help them. Offer them the latest treatment modalities and access to specialized equipment that you have in your clinic so that they can optimize their health.
  • Send the Reactivation message
    • Remember to personalize it
  • Identify a tracking method
    • It’s always useful to be able to track how effective each reactivation campaign is.
    • To review results of each broadcast, you should identify a special code or appointment type that you can use to measure the rebooking.
    • Measure the impact with Clinic Excellence Indicators such as Rebooking Percentage and Patient Visit Average (PVA).

Making it successful!

  • The key is to get clients committing to a regular routine of care… not a once off. The intention is to refine, create or continue the optimal care plan to not only manage, also optimize their health now and into the future. This is best done in the form of a written management plan outlining the next 3 visits/reviews/check up/treatments. There could be 3 weeks or 3 months between the visits, it doesn’t matter, you just need to give the client a plan to work toward.

In Summary

Reactivations allow you to:

  1. Follow up client health to maintain it
    1. Check their progress on their initial complaint that you helped them with
    2. Check to see if they are still functioning ‘better’ following your help
    3. Check to see that they are able to move freely, without pain or restriction in other areas of their body so that they do their best to avoid relapse or other problems
  2. Follow up client health to optimize it
    1. Help them prepare for an event or activity on their calendar
    2. Help them perform at a higher level each day so that they can be their best and live their ever improving potential
    3. Help them reach a milestone or goal so that they experience the abundance of their body

So reactivations are important for client health and for filling your appointment books!

Remember that when you invite clients to accept your offer, that it should be truthful and the terms and conditions should be clearly stated in the advertisement.

Do Reactivations regularly and allow your clinic and clients to thrive.

Until next time, continue to consult with passion and serve with care.

 

Disclaimer

We have a community of health professionals from around the world who are governed by various rules and regulations. We suggest you get familiar and comply with those which apply to you so that you advertise legally and ethically.

Opinions expressed by physiogramworld contributors are their own.

How to Expand and Nurture Professional Referrals with other Practitioners

How to Expand and Nurture Professional Referrals with other Practitioners

Want to generate more clients to your clinic?

Great!

Typically, Referred clients are more often, better clients. By that, we mean that they buy quicker and with less resistance, they buy more quantity and more frequently and they are more likely to refer more clients (Jay Abraham).

40% Professional Referrals
40% Client Referrals
20% Other Referrals (marketing & advertising)

In this article, we are going to focus on the 40% Professional Referrals.

It’s a relationship!

Nurturing Professional Referrals is all about relationship building. Any relationship is an opportunity to give! If you go into any relationship with the intention to just receive, it’s highly unlikely to thrive. However, when we speak with most practitioners, they all ask, how can I GET more referrals from the Doctors, medical specialists, massage therapists, podiatrists etc?
See how this question relates directly to “how can I receive in this relationship”…?!

As Gary Vaynerchuck says, it’s a “marathon not a sprint”. We are in it for the long run, so our actions need to reflect that. Therefore, let’s look at how we could give value upfront so that we position ourselves as a person of value and worth within their network.

We all do business with people we know, like and trust. Therefore, we need to establish this with our network before we can create a relationship that supports the growth of one another’s clients and clinic’s. How do we do that? We are going to add value to that person/clinic!

We need to position ourselves as someone who can contribute greatly to our networks life by offering them as much value as we can.

Reminder, this is not intended to be manipulative or in any way bribe another person. You’ll never develop a relationship based on transactional thinking like this. Instead, what you need to do is approach the people and businesses you believe have the greatest synergies with you and your client base so that you can work together.

How can I nurture my Network?

We need to provide personalized, upfront value. We do that by understanding everything about the referral practitioner that we can. That means the next 1-3 meetings you have needs to be strongly focused on them. You need to ask them as many questions about their practice, clinic, clients and personal life so that you fully understand who they are.

A quick search on social media and google will also tell you who they are, what they like, how they work etc. Also, you need to find out their needs, wants, and desires in a professional setting. Obviously, you will use your professional discretion about what’s relevant or not, however, like any relationship, we need to understand the person we’re connected with. The deeper that understanding, the greater likability, trust and rapport we can create.

As a guide here are 30 ways to provide value to a referral partner once you know how you could help them…

How to get the most out of this…

We suggest you ask, “How can I tailor this to ‘insert referral practitioner’ so that they get the most value from me. Literally, sit down and write a list before every meeting you have with someone so that you come from a place of giving.

How to create lasting results

The key for any relationship is consistency.

Frequent contact is required to nurture any relationship, so ensure you have a number of channels to stay connected and offer this value e.g. email, phone, social media, messaging apps like slack or WhatsApp, snail mail post etc.

Ensure you are connected and have their details in as many of these avenues as possible. This will allow you to stay top of mind!

Next…

You need to actually do it consistently. For consistency, you need three things:

  1. Trigger – a prompt to initiate the activity or use of the system (could be a note in the diary or task manager app like Asana or Wunderlist)
  2. System – a series of sequenced steps to help create the desired outcome (anyone should be able to follow it, it’s like a recipe, it’s replicable)
  3. Tracker – a way to measure if it has been done and/or how effectively the system was implemented/used (could be a table or spreadsheet to report on)

How to nurture existing referral practitioners

  1. Create a list of existing referral practitioners
  2. Reach out to them and offer them 1 piece of ‘value’ each week for 3 weeks
  3. Ask for a meeting on week 4
  4. Repeat

How to Expand into new referral networks

Step One – Create a list

Create a list of other health professionals and businesses you want to connect with that see and serve your ideal client;

  • New practitioners/businesses to the area/suburb/location
  • Practitioners/businesses in a complementary niche/practice/approach to you
  • Practitioners/businesses recommended by current practitioners in your network
  • Popular practitioners/businesses that also see a number of your current clients, ask your clients at every new client consultation who they see.
  • Search location based businesses on facebook, instagram, google e.g. Podiatrist Sydney Surry Hills, or Gym Surry Hills, or Cross fit surry Hills, or Surry Hills f45, or Healthy cafe Surry Hills

Step Two: Connect with them

  • Add and follow them on all social media channels. Do this for both the brand/company/business/clinic and the people behind it on their personal accounts, the owner/director/founder.
  • Find out what they post about and identify what their preferences are. There is a lot you can find out from observing their post behaviours and also what they have written on their profiles in their ‘bio’ section. Use this information to create rapport and connect with mutual interests.
  • For 3 weeks; like, comment and share all of their content. Be really engaged with them and show your support for what they are doing. Ask questions on their posts, reinforce their message, acknowledge the points they make if you agree and tag your friends, colleagues, team members and clients where appropriate.
  • Give them a shout out on your social media posts, tag them in your pictures and in the comments, post about their content and advise your community to follow them because of their content.
  • If you get engagement in return from them, then you can move forward yourself, with the intention to organise a meeting. Always refer back to the 30 ways to give value (table).
    • Give as much value as you can and then Ask for a meeting via direct message on social media or through email.
      • Hi, I’m really enjoying your posts and content. We see a number of clients that could benefit from the work that you do. Would you be able to meet up so that i could find out more about your approach and how i could refer clients to you?
    • If you do not get any engagement from them, then you can seek an introduction from an existing referrer to the new prospective connection (Step Three).

Step Three: Ask for an Introduction

Ask your current Referral connections if they have any connection and if they would introduce you to any of these networks that you have listed.

  • Subject: do you know these guys?
  • Hi ….. Im wondering if you have any connection to XYZ clinic…? If you don’t, then i suggest you check them out and connect with them on (instagram, facebook). I’ve been following them for a couple of weeks and they are producing a lot of interesting content, if nothing else, it’s good to see how they are approaching their marketing and social media. If you do have a connection, that’s awesome, you’ll be able to tell them that we’re on board with what they’re doing! On another note, what’s the best way to reach out to them so that we could connect personally and professionally, maybe in person…. Would you be willing to introduce me via email? Let me know what you think is best, because it would be great to connect.
    • If no, that’s alright, connect your existing referrer with the prospect online by telling them to follow them.
      • Ask your referral Network if they have any really great networks that you should get to know.
      • The more specific you are, the better your results will be
      • g. Hi ….. Im looking to connect with a really good local physiotherapist, or
      • g. Hi …. Im looking to connect with some sports therapists, like physio, podiatry and osteopathy…Do you have anyone that’s doing some great work with clients in this area…? I’d love to connect with them so that i could have somewhere to refer my clients to. I’m just looking to connect with one practitioner, let me know who you’d recommend. Talk soon

What’s in it for you?

At the end of the day, attracting more new clients to your clinic is great for business. However, It’s not the only benefit you can receive from a referral relationship!

Remember…

You still need to ask for referrals once you have enough credit with the referral partner. The key is to ask intelligently. That means be specific about your ideal client so that they know exactly who to send to you. Don’t say that you treat anyone or everyone… don’t be vanilla ice ice baby!

The other benefits of a strong referral partnership are:

  • Better nurturing and care for existing clients with better communication of the health care team
  • Access one another’s networks to amplify clinic growth through shared connections, either through other practitioners or businesses etc
  • Minimise expenses by combining business doings e.g. buyers group discounts with suppliers, marketing etc
  • Access greater knowledge on health and business with shared resources and trainings
  • Strengthen position in the community because of the collaboration (standout) e.g. co-branding, joint ventures etc

Don’t just think it’s about the transfer of clients, because you may not have most ideal client bases to share, however, you can lead one another to other sources of client generation while experiencing all of these other benefits!

In Summary

Always think about, what is in it for them. Do your best to make their life better and once you have a strong line of communication, ask specifically for their help in building your clientele and network.

To exchange more ideas with your peers on this topic, you are welcome to join the facebook group “Health Professional in Business. Simply request to join, answer the 3 questions before entering and dive into the discussions.

Until next time, continue to consult with passion and serve with care.

 

Opinions expressed by physiogramworld contributors are their own.