Leverage Reengagement Campaigns

Foreign what is going on, everybody? It's your boy Troy here with my man Michael King. Coming with you for another episode of our web series here, where we're talking about how to discover the hidden assets within your practice and then leverage those to grow your volume and continue growth. Despite what's going on in the marketplace, despite what's going on in the economy, you've got assets that you can take and you can put to work for you. And what we're going to talk about in this episode, it's a little bit more on the marketing side in the lead generation and lead conversion to consult side. And specifically, we are going to talk about the hidden assets of the leads that you already have generated over the last year. Year, 2 years, 5, 10. However long you've been in practice, you've been generating leads which are people who need help. Right. And some of those leads you turn into surgeries. But a lot of those leads for many practices, maybe you never got them on the phone, maybe you did, but they didn't book a consult. Maybe they came in for a consult, but they never booked surgery. Right. That is an asset that you have. You have these leads in your system on a spreadsheet, in your CRM somewhere. And we're going to talk about how to activate those in a couple of specific ways. The first one being re engagement campaigns. Now, Michael and his agency, they've done a ton of these. And so I'm going to be picking Michael's brain as we go through this. I want him to explain the way they do the re engagement campaigns, how to pull those things off. Right. What's the most effective messaging to utilize and offers to utilize. So, Michael, but why don't you go ahead and just lay the groundwork for what a re engagement campaign is?

Yeah, I think the best way to position it in your mind is going back to what Troy said, is that there are people that have either expressed interest in XYZ procedure and not even scheduled a consult, and then there's people that have actually came in, had a consultation and didn't move forward with the procedure. You want to segment those into two different buckets because the messaging is a little bit different. Obviously, the people that you want to start out a re engagement campaign with are going to be the people that you have already done a consultation with.

Why?

Because they're further down the buying cycle, so to speak. They are further down their journey. And so the one of the best ways that I have found to be able to do a re engagement campaign is do it via two way text. Right. So being able to have your practice to two way text, you know you can get the proper certification of that. It's super easy to do. You're not going to get a very good engagement if you give everything in a text the way you want to position it. For a prospective patient, we've tested a lot of different things or a prospective person in this campaign is, hey Jane, you came in for consultation a little while back but you didn't move forward with the procedure. We have our best savings of the year or whatever it may be. Would you like the details? Okay, so what you're doing is you're looking to get them to say yes or to actually express interest and then what you do once they re engage with you and you can automate some of this stuff behind the scenes with AI and blah blah, blah. But, but really what you want to do is, is to create an opportunity to have a human to human conversation. So the way we would do it is we would actually either have them to schedule a short 5 to 10 minute call where the team can then actually communicate with that person and let them know what the offer is. Why do you want to do that? Because if you just give them the information and you put it in their hands, many people won't take action. But if you can connect with that person and have a conversation and find out where they're at, they that can be really, really fruitful for you. And my experience is incredibly beneficial to practices because you're not having to spend a lot of money to be able to do that. So text email to me. It's about taking action. And this campaign is absolutely one of the first campaigns I recommend any practice to be able to do to re engage with that with prospective patients and see where they're at. Because timing is everything in life. Any thoughts, Troy?

First of all, I just want to call out the fact that you just gave everyone the script to use. So like we're talking about gold nuggets dropping pearls on you guys. Like that's very tactical. He just rewind the video. He just gave you the script to use the scripting framework, the template that you can go and utilize to do this right now. The other thing that is very, very important here, and you touched on this, Michael, too often we feel like our texting outreach should be geared towards the conversion I want to do. I want to text somebody, they want to text with me. I'm trying to get a conversion out of that. We need to shift our thinking on that because the text should lead to a conversation. The conversation leads to the conversion. The conversion will come out of the conversation. Okay, that's a little pearl for you. I want you to put that in your head. That goes for all of your communications. That's how it should be. Now, Mike, you mentioned that you can automate some of these. You can go. You can do it manually. So, like, let's say I don't have a CRM. I could still go and utilize the tactics you're talking about now and do a re engagement campaign. Even if I'm just using, like the office phone, is that right?

A hundred percent. Even if it's just having your team to pick up the telephone and make calls. I would say this, Troy, if you don't have the ability to two way text, schedule a call with us. We'll help you figure out. It's not that difficult to be able to do that. You know, just setting it up in the various different, you know, programs that we know about it. You know, if someone were to contact me today and say, michael, I really want to be able to do a re engagement campaign within a week, you could have it all done, you know, and it could be already deployed.

Part of the beauty of this, too is a very. Is a big point I want us to all take away here is the fact that I don't know why they didn't schedule when they came in before, right? Timing might have been off, money might have been off, whatever, okay? But at the end of the day, our goal is to be in the right place at the right time. Okay? It's. We talk about sports analogies a lot in our coaching program. It's like at bats, man. If you go up to the plate one time, well, you might get a hit, right? You might strike out or you might ground out or hit a fly ball or whatever. If you step up to the plate 10 times, the chances that you get a hit at some point in there, which is all that's all you need. With a patient, getting one hit increases exponentially. Obviously, every call, everything that you do isn't at bat. This is an example of getting another at bat, a meaningful at bat with a prospective patient. And you might be in their inbox at the very moment, the very day that they drop their last contact lens in the toilet this morning, the very day that they thought, man, I'm so sick of these things. And then you're right there with your follow up, right? And they're appreciative of it. We've all been in that We've all been in that situation where we've missed a call or we've ignored somebody that was reaching out to us and they hit us back up that one time and we go, man, I'm so glad. And I'll, I'll even tell them, thank you so much for hitting me up on this. I've just been busy. There's been a lot going on. But yeah, let's get this thing done, right? Something for my house. So, you know, whatever. Your patients are the same way. They are not scared to, they're not mad if you reach out to them. They're not scared to hear from you. They're just busy. Everybody's busy. So find ways to follow up with them. Bring value like we talked about in our last video, right? Or we, like we talked about in one of the other videos here, make sure that you're bringing value at all times, which is exactly what you're doing with the Re Engagement campaign. Now, we talked about offers in the Re Engagement campaign, Michael. Right. But there are other ways that you've leveraged RE Engagement campaigns to be very effective. And one of those that just fascinates me. I love this is through webinars. So I want you to talk to us a little bit about webinars and how that leverages. Like, that's a very, very high leverage tool that you can utilize through the Re Engagement campaigns. Why, like, why are webinars such a, such a hot thing that you're so bullish on?

I've been doing webinars for a long time with clients of mine and I think it's a number one, it's extremely cost effective. Why? Because it doesn't really cost you a lot to put on a webinar using. We use zoom. It's great. And you know, it's 80 bucks a month for the webinar version of it, Whatever. And even if you don't advertise for webinar, just literally putting up a banner on your website 10 days before the webinar and then you're going to want to email your perspective list. And here's another key point which many people don't do two way text your list. Again, going back on that Re Engagement campaign that we talked about, it's like, hey, you expressed interest in laser vision correction and, or hourly or whatever it may be. We're actually hosting a webinar, an informative free webinar with Dr. Whoever it is. Would you like the details? Right. And then what happens? That if they actually engage with you, you can literally be registering people for a webinar via text. We all get tons of emails and you know, I think that text still is the, a really good way to do it. It's very, very effective, especially cost effective. Number two, it builds trust. And there's something to be said about having a conversation, a human to human conversation with the surgeon. And I do a lot of our webinars, Troy, via FAQ style and I'll give sort of a tip on why that is in a couple seconds. But webinars also are going to be increasing awareness. You can use a webinar to talk about the various procedures, the modern vision correction approach that you have. So that way they're hearing it directly from the surgeon. It's a one to many approach. And you know, the, the real takeaway is the webinar is a really good way to convert people that either had a consult and didn't move forward or people that registered for a self test, pricing opt in, whatever it may be and didn't actually schedule a consultation.

So from a tactical perspective, are there certain days or times that you found have been more effective to get your attendees than others? I'm sure you've tested a bunch of different ones.

Majority of the webinars I do, I do on a Thursday and I do them at 12 o', clock, so noon. Right. The reality is, is that I like to do the webinars at lunchtime because then people can kind of plan around that. I like to do it a little bit in the week because that gives us an opportunity to have those connection points to remind people to come. Because the thing is, is that again, text reminders, email reminders, you know, you could even pick up the phone and call and welcome that person to registering for the webinar if you have the capacity to do that. But you know, the other component to that choice, just because you do the webinar doesn't mean that the follow up ends after the webinar. Now, sure, I give people a invitation to be able to schedule a consultation. Depending upon the procedure. You can offer an incentive to do that if you wanted. But what you also want to do is take that list and be able to send that to your team to follow up with them on the phone or follow up with them via text because they need to have a little bit more nurturing. Now I do give, especially on the refractive side for Lasik or for Smile, I do give an incentive, a savings incentive if they schedule within 24 to 48 hours, meaning if they actually pick up the phone or they schedule online a consultation 24 to 48 hours after the consult. They can have it, you know, scheduled for next week, next month, whatever. But I want them to take action after this webinar and we will incentivize them to do that. We also send a record recording of the webinar to everybody that attended and that registered. Right. So you know, that's a key point because just because they registered and didn't attend doesn't mean that they're not interested. They may want to be able to receive that information. I said that was the last. But it's not. I do use custom opt in pages, meaning I don't necessarily just use the zoom registration page. We create a custom page with a welcome video. We have a thank you page. And here's another key nugget. When they register for a webinar, I like to have a thank you page which is like, hey, thank you so much for registering for a webinar. You want to save the date and time, here's when it is. By the way, many people after our webinar really want to be able to schedule a consultation to see if they're a candidate. You can do so below right now. Why do I do that? I want to accelerate their journey and give them an opportunity to do the action that I want them to take. So you will get people registering for webinar not, not even attend the webinar, but then schedule a consult on the thank you page because of that approach. So I know there's a lot of, you know, gold nuggets and whatnot, but.

Well, I just love the leverage piece of all of this, right? I mean, for one, it's a one to many approach, you know, I mean it's great to get people in the office and do consults, but that's a one to one, right? If you can get in front of 20, 50, 100 more people at one time and educate them, you know, be personable, show them how approachable, how knowledgeable you are. I mean, what great leverage is that? Right? That's fantastic. And then the ability to go in and do the follow up campaigns like you said, with those assets is great. Now you might be thinking like, well, I gotta, I gotta build the presentation, I gotta build the, the landing page, what have you. Yes, but once you've done it one time, it's done. You can do a webinar once a month or once every two months or whatever it is. You've already got the assets developed, you just change the date on them, right? So again, like just in terms of creative leverage, it's not like, well, I gotta, I gotta make new pictures for social media every day, right? Like that's something you gotta do on an ongoing fashion. Or once you set up this webinar system, if you will, it's 98% able to be reused over and over and over with very, very minor tweaks, right? So it's an investment of time upfront, but you can reap those rewards for months and probably years to come. I bet there are probably webinar presentations and landing pages you've used for years that have been very effective. And it's like, why are you going to reinvent the wheel? Let's just keep going.

You know, one quick thing I wanted to mention that I've observed in the last couple years is, and we're talking about Refractive Lens Exchanger, some people call it clr, is that there are. I have seen three to four times more people register for an hourly webinar than I have ever seen for a LASIK or Smile webinar. And that to me screams that the general public right now is problem aware, but they're not solution aware. They don't really know what Refractive Lens exchange or CLR is. And so my point, my inspiration to you is if you want to grow your refractive lens exchange volume. I have had Troy, over 750 people register for one of my clients webinars. And what I'm trying to help people to understand is that if you go back to re engagement, right? Here's another re engagement tip. There are people, excuse me, that you did lasik on 5 years ago, 10 years ago, whatever it is, that are now of the age where a lens procedure may be a good thing, good thing for them to consider. That's. Excuse me, another re engagement campaign that you could take all your LASIK alumni that you did five, 10 years ago, and if they're over the age of 50 or 55 years old, invite them to a Refractive Lens exchange webinar or schedule virtual consult or whatever it may be. So I just, again, going back to the hidden assets that you've got, your list, your past patients can also be a good, a good way to kind of increase different procedure volume.

That's fantastic, man. I love it. So let's wrap this thing up. So re engagement campaigns and webinars, leveraging the webinar within the reengagement campaign and then separately as a marketing campaign as well, is those are both great ways to leverage that hidden asset of your non converted leads and even, as Michael just said, of your patience. So we're going to get to we're going to wrap this video up right now. If you've got questions about this, you've got more granular. You know, we can only cover so much here. But if you really want to dive into the nitty gritty and what that looks like, reach out to me, Reach out to Michael. Carecredit has bought you an hour of time with us. Right. That's just something we're doing as part of this video series. We'll get on, answer whatever questions you've got, and just make sure that you are set up for success as you start to discover and leverage these hidden assets within your practice. We will see you on the next video. Michael, talk to you soon, man.

Absolutely. See you soon, guys.

Sam.