How confident are you that your orthodontic practice is seizing every opportunity that a prospective patient represents? Most practices are very good at attracting new enquiries, but a shocking amount waste the money they spend on acquiring these leads by failing to convert them into patients.
The average conversion rate in orthodontic practices in the UK and Ireland is between 45 and 55%.
As an experienced dental practice consultant, I strive for a minimum conversion rate of 85%, which is a more realistic figure than say 99%. It is important to note that there are two key conversion rates:
- Enquiry to consultation (virtual or face-to-face).
- Consultation (virtual or face-to-face) to treatment start.
I should also mention that with the current circumstances and virtual consultations becoming the norm, we also need to consider the conversion of a virtual consultation to a face-to-face consultation or records appointment.
How to Increase Your Conversion Rates
Increasing case conversions starts from when the patient first sets eyes on your practice and continues until you have exceeded their expectations at their first consultation. All the steps in between must align with a patient-focused approach to deliver success in 2021.
Here are some priorities to help you and your team focus your efforts.
Introduce Scripting Techniques
It’s essential to equip your front of house team with effective scripting techniques for a new patient enquiry along with the correct responses. This also applies to email communications, which we’ve seen increase considerably over the last 12 months. Remember that prospective patients have many choices, and they are looking for the specialist practice that fills them with reassurance.
Improve Your Communication Skills
Adapting to new methods of communication while maintaining excellent customer care is essential. This includes what to say, and how and when to say it to successfully build trust with new and existing patients. Effective communication will improve your conversion rates and help you to grow your practice through personal referrals, which will be invaluable in 2021.
Here are five key areas to focus on:
- Effective questioning techniques.
- Features and benefits of all aesthetic appliances.
- Getting patients excited about their treatment.
- Confidently presenting payment options.
- Objection handling and closing techniques.
Review your New Patient Process
Every practice by now should have reviewed their new patient process. It will need reviewing and updating many times over this coming year.
New Patient Enquiries
Who is responsible for the different types of enquiries, how should they be dealt with, what are the desired outcomes? Make sure the answers to these questions are very clear, so there are no misunderstandings.
Consultations
How are your consultations booked, who is involved, how long do they take, how many appointments per week have been allowed for, are they at convenient times, what are the desired outcomes? Are the answers to these questions understood by everyone involved?
The logistics of your virtual and face-to-face consultations are crucial for ensuring patients get the value and reassurance they are looking for. At the same time, they must work for you and the practice.
Patient Photos
Visuals are essential for helping you to increase your conversion rates. For a virtual consultation, patients must send you photos of their teeth and smile. This should be done in advance to allow you to assess their orthodontic needs and prepare for their consultation. In a face-to-face consultation, photographs and a scan are imperative and have been proven to increase case conversions.
Patient Tracking
42% of people would be encouraged to make a purchase if the salesperson called back at an agreed time (via Invesp).
However, many practices don’t follow this crucial step. During the consultation, agreeto follow-up with the patient at a specified time. Update the patient’s notes on the tracker so your treatment coordinator can follow-up accordingly using ethical sales techniques. Measure your results consistently and use them to set realistic goals for your team.
How I Can Help
If you need support increasing your conversion rates or implementing any of my recommendations, please book a call for an informal chat. I offer virtual consultancy and training, which can be tailored to suit your needs. Together, we can review your new patient journey and make changes to boost your conversion rates at every step.
