think like a plastic surgeon - fmmathink like a plastic surgeon: combine price transparency with...
TRANSCRIPT
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Think like a plastic surgeon: Combine price transparency with lead generation!
Jonathan Kaplan, MD, MPH, FACSBuildMyBod Health
FMMA Annual ConferenceAugust 18th, 2017
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DISCLAIMER
Founder/CEO of KP Innovations, developer of BuildMyBod, a price transparency platform
PRI E TRAN$PARENCY¢
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Audience Participation
1. Do you provide pricing on your website?
Yes or No
PRI E TRAN$PARENCY¢
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FMMA understands
why pricing is important
…but
PRI E TRAN$PARENCY¢
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…there’s an extra piece to the puzzle
PRI E TRAN$PARENCY¢
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BACKGROUND
As more healthcare services are
being paid out-of-pocket due to an
increasing number of high
deductible health plans…
PRI E TRAN$PARENCY¢
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BACKGROUND
Patients are more price
sensitive1
PRI E TRAN$PARENCY¢
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Patients are more price sensitiveBACKGROUND
Patients have a choice
2
1
PRI E TRAN$PARENCY¢
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Patients are more price sensitiveBACKGROUND
Provider success is heavily
dependent on obtaining
these cash-pay patients3
1Patients have a choice2
PRI E TRAN$PARENCY¢
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Patients are more price sensitiveBACKGROUND
1Patients have a choice2Provider success is heavily dependent on obtaining these cash-pay patients3
This has been the plastic
surgeon’s “reality” for years
PRI E TRAN$PARENCY¢
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Use online price
transparency as a tool for
generating leads
BENEFITS
PRI E TRAN$PARENCY¢
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BENEFITS
Patients receive pricing
information they’re
searching forA
PRI E TRAN$PARENCY¢
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Patients receive pricing information they’re searching for ABENEFITS
Providers receive contact
information for follow upB
PRI E TRAN$PARENCY¢
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Patients receive pricing information they’re searching for AProviders receive contact information for follow upsB
BENEFITS
Passively build a huge
database of cash-pay
patientsC
PRI E TRAN$PARENCY¢
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Patients receive pricing information they’re searching for AProviders receive contact information for follow upsBPassively build a huge database of cash-pay patientsC
BENEFITSPRI E TRAN$PARENCY¢
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PRI E TRAN$PARENCYMy Story
• Practiced for 6 years in Baton Rouge, LA
• Moved to San Francisco 4 years ago
• Took over an existing eponymous practice with only
200 email addresses and a website, but no discernible
SEO traction
• After 4 years, grew database to over 7,000 email
addresses
…so how did I do it?
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• Don’t purchase a list
• You want consumers who are genuinely
interested in your services
Building your email database
through new leads
Building Your Database
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What will be your “carrot” to generate
as many leads as possible for your practice?
Building Your Database
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Pricing Information
There is no stronger incentive for a
consumer to provide their contact info
than the promise of pricing information
Building Your Database
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A procedure pricing ‘widget’
containing a list of offered services
was integrated into my website
METHODS
PRI E TRAN$PARENCY¢
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What’s a widget?
PRI E TRAN$PARENCY¢
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What’s a widget?PRI E TRAN$PARENCY¢
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METHODSPRI E TRAN$PARENCY¢
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Estimated cost
Patient name
Email Wishlist
Patient email addressPatient phone number
Office logo
PRI E TRAN$PARENCY¢
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Don’t just engage…
re-engage!
PRI E TRAN$PARENCY¢
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Link for video specific to procedure
Link for online purchase
Promotional video link
Email WishlistPRI E TRAN$PARENCY¢
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METHODSPRI E TRAN$PARENCY¢
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• Generate a lead when patients submit a wishlist to check
pricing
• Generate a lead when a patient schedules a consultation
through the Price Estimator
• Generate a lead (and dollars) when patients make an
online purchase…
Lead Generation Review
Generate a lead when a patient “abandons” their cart
and
PRI E TRAN$PARENCY¢
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Abandoned Cart Email
Patient name
Patient email address
Patient phone number
Link for online purchase
PRI E TRAN$PARENCY¢
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Provider DashboardPRI E TRAN$PARENCY¢
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This case study follows my
private practice for one year
after disclosing 104 procedure
prices. 1st year in a new
practice in San Francisco, NO
PAID MARKETING
RESULTS
PRI E TRAN$PARENCY¢
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RESULTSPRI E TRAN$PARENCY¢
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FIGURE 1
This shows that of the 208
prospects
PRI E TRAN$PARENCY¢
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FIGURE 1
82.2%
17.8%
Submitted Contact Info Scheduled Consultations
PRI E TRAN$PARENCY¢
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FIGURE 1
82.2%
6.7%
11.1%
23 (62.2%)
booked procedures
PRI E TRAN$PARENCY¢
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FIGURE 2
The “Halo” Effect
PRI E TRAN$PARENCY¢
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FIGURE 2
2.8% of consumers that submitted a wishlist in the first year of practice, came in after that first year
79.4%
2.8%6.7%
11.1%
Submitted Contact Info
Consultations in the Subsequent Year
PRI E TRAN$PARENCY¢
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FIGURE 2
79.4%
2.8%6.7%
11.1%
6 (100%)
booked procedures
for a total value of
$26,702
PRI E TRAN$PARENCY¢
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FIGURE 3
This compares ‘price-aware’
patients with patients who were
not aware of pricing information
prior to a consultation
PRI E TRAN$PARENCY¢
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FIGURE 3PRI E TRAN$PARENCY¢
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FIGURE 3
‘Price-aware’ patients were 41%
more likely to book a procedure
than ‘non-price-aware’ patients
PRI E TRAN$PARENCY¢
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FIGURE 4
What if you introduce
advertising into the mix?!
PRI E TRAN$PARENCY¢
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FIGURE 4PRI E TRAN$PARENCY¢
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Office staff follows up with everyone1
2
What do you do with all those leads?!(Grew from 200 email addresses to 7,000 in 4 years!)
PRI E TRAN$PARENCY¢
Sync them to your email marketing database
• MailChimp
• Constant Contact
• Campaign Monitor
• MyEmma
• MyMedLeads
• InfusionSoft
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Stats from most recent eblast:
• Sent to over 7,000 email addresses
• Three online bookings
• 27 wishlists submitted (22 new leads, 5 re-engaged consumers)
• No emails marked as spam
• 0.58% unsubscribed
• 20.71% open rate, 12% click rate
(measured within 12 hours of eblast distribution)
PRI E TRAN$PARENCY¢
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What do you do with all those leads?!
3Own Your Marketing!
• Reduce your dependence on Facebook and others
PRI E TRAN$PARENCY¢
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PRI E TRAN$PARENCY¢
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Leads through “contact submission” form on
website vs wishlists submitted to automatically
check pricing
4
What do you do with all those leads?!
PRI E TRAN$PARENCY¢
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Benefits for Your Office Staff• Automated, instant response to all pricing inquiries, regardless of
source while capturing contact info for follow up
• phone, email and social media
• Documentation of pricing estimates
• Avoid misquoting price estimates over the phone
• More efficient follow-up phone calls
• Stop wasting time on price shoppers
BENEFITSPRI E TRAN$PARENCY¢
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SEO Benefits
Improved Google Analytics - Visitors from search engines who
arrive on the embedded Pricing Page vs the rest of the doctor’s
site:
• Are twice as likely to stay and browse the site (61% vs 36%)
• Browse the site twice as long (3.43 min vs 1.63 min)
• Browse 33% more pages across the site (3.18 pages vs 2.40 pages)
• Individual procedure URL’s crawl-able by Google
BENEFITSPRI E TRAN$PARENCY¢
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Pricing Menu vs Automated Price Estimator
BENEFITSPRI E TRAN$PARENCY¢
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BENEFITSPRI E TRAN$PARENCY¢
Estimate
Pricing Menu vs Automated Price Estimator
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Yelp ReviewsPRI E TRAN$PARENCY¢
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Annals of Plastic Surgery, May 2016Google: price transparency online age kaplan
PRI E TRAN$PARENCY¢
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Online Purchasing
PRI E TRAN$PARENCY¢
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Online PurchasingPRI E TRAN$PARENCY¢
300+ Online Purchases
TOTAL = $100,000
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Online Purchasing
Cyber Monday 2015
For 24 Hours, Various Specials Made
Available for Purchase Online
TOTAL = $13,600
PRI E TRAN$PARENCY¢
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Marketing Your Price
Transparent Practice/Facility
PRI E TRAN$PARENCY¢
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Mention that online pricing is available in all
your advertising1
2
Don’t just drive traffic to your website,
give them a reason to leave their contact info
“You can’t follow a click”
SEO “truth serum”
Marketing Your Price TransparencyPRI E TRAN$PARENCY¢
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• Every piece of advertisement/marketing should
mention that pricing is available on your website
• Home page of website
• Blog posts
• Social media
• TV
Marketing Your Price Transparency
PRI E TRAN$PARENCY¢
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• Add a “Get a quote” button within your website
Marketing Your Price Transparency
Marketing Your Price TransparencyPRI E TRAN$PARENCY¢
![Page 62: Think like a plastic surgeon - FMMAThink like a plastic surgeon: Combine price transparency with lead generation! Jonathan Kaplan, MD, MPH, FACS ... • MailChimp • Constant Contact](https://reader033.vdocuments.us/reader033/viewer/2022060411/5f10b3dd7e708231d44a67ed/html5/thumbnails/62.jpg)
• Add a “Get a quote” button within your website
Marketing Your Price Transparency
Marketing Your Price TransparencyPRI E TRAN$PARENCY¢
![Page 63: Think like a plastic surgeon - FMMAThink like a plastic surgeon: Combine price transparency with lead generation! Jonathan Kaplan, MD, MPH, FACS ... • MailChimp • Constant Contact](https://reader033.vdocuments.us/reader033/viewer/2022060411/5f10b3dd7e708231d44a67ed/html5/thumbnails/63.jpg)
Blog Posts & Deep Links
Marketing Your Price TransparencyPRI E TRAN$PARENCY¢
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Other Uses for Deep Links
Marketing Your Price Transparency
Blog posts1
2 Google AdWords
3 Updating current “static” pricing pages
PRI E TRAN$PARENCY¢
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Other Uses for Deep LinksPRI E TRAN$PARENCY¢
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PRICING
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Other Uses for Deep LinksPRI E TRAN$PARENCY¢
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PRICING
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Other Uses for Deep LinksPRI E TRAN$PARENCY¢
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Marketing Your Price Transparency
Social Media
PRI E TRAN$PARENCY¢
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Marketing Your Price Transparency
TV Advertising
PRI E TRAN$PARENCY¢
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Trade Organizations
American Society of Plastic Surgeons
PRI E TRAN$PARENCY¢
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Prairie SurgiCareSurgery Centers
PRI E TRAN$PARENCY¢
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Everyone asks about price
Make it easier to answer
Capture contact info through all
channels
PRI E TRAN$PARENCY¢
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Capture contact info through all channels
PRI E TRAN$PARENCY¢
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Capture contact info through all channels
PRI E TRAN$PARENCY¢
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Capture contact info through all channels
PRI E TRAN$PARENCY¢
Who is C Flo?
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Capture contact info through all channels
PRI E TRAN$PARENCY¢
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Capture contact info through all channels
PRI E TRAN$PARENCY¢
![Page 78: Think like a plastic surgeon - FMMAThink like a plastic surgeon: Combine price transparency with lead generation! Jonathan Kaplan, MD, MPH, FACS ... • MailChimp • Constant Contact](https://reader033.vdocuments.us/reader033/viewer/2022060411/5f10b3dd7e708231d44a67ed/html5/thumbnails/78.jpg)
Capture contact info through all channels
PRI E TRAN$PARENCY¢
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CONCLUSION
PRI E TRAN$PARENCY¢
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CONCLUSION
No better “carrot” to capture complete contact info
than price1
2
3
Build your email database for future email
marketing (200 to over 7,000 in 4 years!)
With an e-commerce platform for non-surgical
services capture dollars, not just leads!
PRI E TRAN$PARENCY¢
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CONCLUSION
4Don’t spend “tens of thousands of dollars“* to
simply give the milk away for free
5Ask yourself…what could you do with an
additional 10,000+ email addresses of cash-pay
patients in your database?
6 If healthcare.gov can show costs, so can you!
*Shopping for Surgery, Outpatient Surgery Magazine, June 2015
PRI E TRAN$PARENCY¢
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Check this out!
Introducing…
Pricing Assistant!
PRI E TRAN$PARENCY¢
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Make sure you’re getting paid what you’re worth!
Colonoscopy
PRI E TRAN$PARENCY¢
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Adult Monthly
Membership Fee
DPC/Concierge
Medicine
PRI E TRAN$PARENCY¢
Make sure you’re getting paid what you’re worth!
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Breast Augmentation
PRI E TRAN$PARENCY¢
Make sure you’re getting paid what you’re worth!
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Lumbar Epidural
PRI E TRAN$PARENCY¢
Make sure you’re getting paid what you’re worth!
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Shoulder Arthroscopy
PRI E TRAN$PARENCY¢
Make sure you’re getting paid what you’re worth!
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Lower Extremity U/S
PRI E TRAN$PARENCY¢
Make sure you’re getting paid what you’re worth!
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Audience Participation
2. Based on this presentation, would you
a) prefer to show pricing and generate
leads…or
b) show pricing without the possibility of
generating leads?!
a or b
PRI E TRAN$PARENCY¢
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Anyone can do this
with their existing website
Ask me how!
PRI E TRAN$PARENCY¢