Many practices spend countless hours trying to get their Marketing right, while forking over significant money to do so. Having an online presence is essential in today’s world, not just for the healthcare industry, but for all businesses. This starts with a website that includes simple information such as location and contact info. Other typical options on practice websites include forms, reviews, case studies, etc.
On average, the best conversion rate is 1% for people who visit your website, even after spending large amounts of Marketing dollars. You are missing out on 99% of the visitors who go to your website, and leave. This adds to a negative bounce rate. Having a website that is not clear, disorganized, cluttered, or unappealing to the human eye can contribute to a high bounce rate and poor user experience. Also, any resources available that are not directed accurately toward a specific targeted audience is a contributing factor to marketing dollars going to waste.
Ideally, having a website that has forms, email submissions, live chat options is a popular idea for customer service. However, by giving too many options to patients you are overwhelming them, confusing them, and as a result they get distracted and you lose them. Some examples: forms are not in the right place, contact forms send an email that is not regularly monitored therefore it doesn’t get responded to in time, or can even be lost.
Appointment forms for your practice are generally the most negative factor to your conversion rates. Most appointment forms are lengthy and the patient will be unwilling to complete it before visiting your practice leading to more congested times or delays once they step foot in your waiting area. The following factors are frequently cited as the biggest driving factor behind appointment form abandonment: the credibility of the website (does it look secure?), irrelevant information, sensitive information (are your questions too personal or a turn off?), and the length or wordiness of the form.
Live chats are a popular option because it allows the customer to have the option to start a conversation with an agent via messenger and/or phone. The problem with this is that your practice always needs to have somebody manning the fort or you end up hiring an out of office virtual live chat service. All in all, those are additional salaries to pay and positions to manage, putting a further strain on your Marketing budget.
Many Live Chat workers have other roles in an office if they work in house. Therefore, 100% of their attention cannot be focused on answering incoming chats. If you hire out of house, more often than not the Live Chat operators will be based in another country with different language barriers and time zone restrictions that might not necessarily match your practice’s individual needs or overall message.
Patients who contact the office outside of regular business hours have to wait, and sometimes time sensitive request are lost. Patients go to Voicemail, and then phone tag starts, and you miss about 70% of the patients here. Time is wasted on both ends by a lack of proper communication and then the issue cannot be resolved and/or is not tended to in time. Contact forms can be submitted and then the issue can be resolved when the office opens next, however, the contact form inbox or email is commonly mismanaged and inefficient at timely responses.
For non-time sensitive issues or information requests, the customer will likely search for your competitors or grow tired of waiting for a response. Many of your competitors likely have a Chatbot that can assist with their inquiry, and before you have the chance to engage with them after office hours, they are already gone. You haven’t lost anything, but you have lost the potential to gain a paying new customer likely for many years to come.
Klara’s primary goal is to bring everyone involved in the patient’s journey to one place and streamline patient communication coming from phone, website or texts. As part of the Klara solution, medical organizations also get a website chat-bot.
Klara Chatbots provide a 300% conversion rate. Yup, you heard that right. As stated before, the best conversion rates without Chatbots are around 1%. On top of this, the Klara Chatbot provides conversational marketing. Conversational marketing is a one to one approach to marketing that companies use to significantly shorten the length of their sales cycle, engage with them to learn more about them individually, and to provide an adequate and seemingly more human buying experience. Klara counters all these issues by providing a Chatbot which automates practically everything. Chatbots cut down on costs, and increase efficiency.