Video marketing to patients in your waiting room the single most effective way to educate your patients about your entire offering and drive more sales.
Waiting room video marketing educates and informs patients that are already inside of your clinic about all of your treatments in a way that generates interest and sales without pushy hard sales tactics. In fact, its the best ROI marketing I know of since it's usually a one-time flat fee to get set up and running.
If you're not already using video in your waiting room you're missing the easiest and most effective way to increase every business metric you should care about; patient satisfaction, referrals, and revenue. Educational marketing in to your existing patient base has been proven time and again to be one of the very best ways to increase referrals (new patient traffic) and create additional and add-on sales (revenue per patient).
Take a look at this demo video from Frontdesk (one of our Select Partners) that demonstrates how waiting room video marketing works and imagine just how effective it could be for your clinic.
There are all kinds of industrys that are already using video marketing in their waiting areas since they've been proven across all verticals to increase sales and customer satisfaction with wait times. Videos are being used in waiting areas to sell home equitly loans in banks, run real estate tours for brokers, upsell wiper blades at tire and oil change shops and educate patients about porcelain veneers in dentist offices. In fact, waiting room video marketing is so effective AutonetTV launched an entire TV channel just to broadcast into automotive center waiting rooms. So where are you?
In the most recent Medical Spa MD Physician Report, physicians running cosmetic clinics were asked what kind of marketing is most important in generating sales and if they're already marketing to patients in their waiting room. Here's what they told us.
What do you consider to be most important to generate revenue/sales for your practice?
How are you currently marketing in your waiting room?
(To be honest I think the the numbers here are a little off and that both of these questions should have and even more direct link to internal patient marketing and waiting room marketing.)
What's really interesting about this is that patients that are sitting in your waiting room are actually looking to be sold to, but you're probably doing a pretty poor job communicating to this captive audience. Most clinics have some brochures that are provided by technology providers or injectable reps, and you might have a flyer or two, but video marketing moves your marketing to an entirely new level. Look at that second chart; 25% of responding physicians indicated that they're using video marketing in their waiting room and that they're 'killing it'.
(Note: I don't believe that 25% of all cosmetic clinics are already using waiting room videos. I think that our responding physicians are skewed towards a much more proactive and business savvy group than the average and that accounts for the seeminly high percentage.)
Effective waiting room video marketing does 3 critical things immediately:
- Reduces perceived wait times for patients. (Increased patient satisfaction)
- Educates patients about additional treatments, services, or offers. (Increased referrals)
- Generates questsions about other treatmens and services. (Increased revenue per patient)
Reduce perceived wait time for your patients.
Have you ever actually had to sit in a waiting room with nothing to do but contemplate your navel? (If you're a physician you probably haven't had to sit in another doctors waiting room but imagine yourself at the DMV.)
Putting a great video in your waiting room gives your patients something to watch and minimizes the perceived wait, making for happier patients even before they get into the consultation or treatment room.
Educate your patients while they wait.
All of your patients are stuck in your waiting room for at least a little while if only to fill out paperwork. You're missing an opportunity if you're not educating them about all of your services and treatments while they're at their most receptive.
Patients who know what your entire offering is are more likely to ask questions about additional treatments and think of friends and family that might benefit from them, increasing your referral rate.
Increases revenue per patient immediately.
Unlike most forms of advertising, great waiting room vidoes can boost your revenue immediately without any additional activity or cost by generating questions about additional treatments that your staff can answer without any hard-sell tactics, making both your staff and your patients more comfortable. You're moving the conversation from one that's initiated by you or your staff and that raises your patients buying barriers, to a conversation that your patient initiates. It makes up-selling and cross-selling easy.
Patients don't want to be sold, but they do want to buy. Treating them to a beautifully crafted and entertaining marketing message while they're already inside your business helps them do just that.
If you're interested in increaseing your revenue per patient right now or you just want to learn more, you can take a look at some more waiting room DVDs and videos here.