It’s all about data capture!
Many practices aren’t aware of how important it is to have a data capture process in place, so this week Chris Barrow shares an excellent case study to reinforce why capturing e-mail addresses and permissions should be an absolute ‘must’ when it comes to your marketing strategy!
A client recently took part in a TV smile competition which was viewed nationally.
The winner received a significant smile make-over, free of charge, and was able to attend their child’s wedding with confidence.
Subsequently, over 12,000 viewers visited the client’s website.
The good news was that over 50 of the viewer’s became patients and invested in a considerable value of treatment. The bad news? The other 11,950 viewers didn’t buy their treatment there and, because there was no data capture process in place, neither did they leave any contact details on the website for the future, so there was no way of getting back in touch with them.
You can use offers or free reports to help entice patients leave their email address and permission to contact them, which could help towards new business or even just the ability to keep them posted on news and offers in the future.
Even if just 20% of the visitors had left their details, that would have been almost 2,400 people who could be nurtured over time for sales and referrals. Needless to say, the client now has the data capture in place for the next time a similar project may occur.
Although this may be an extreme example to use, it really highlights the fact that capturing email addresses and the person’s permission to use it as a contact mechanism in the future is now a critical function of your marketing strategy.