Do I need to touch base more often with clients who are already visiting my business multiple times a month?
Research shows that businesses that stay in touch with their clients see higher retention rates and according to a study by Bain & Company, a 5% increase in customer retention can strengthen relationships and boost profits by 25% to 95%. Not too bad if we think that this could be done with minimal manual effort.
The reason why communication supports stronger relationships is because humans are naturally social, with brains wired to seek and enjoy communication. Engaging in meaningful interactions releases ‘feel good’ chemicals like oxytocin and dopamine. Communication helps us share ideas and emotions, fostering empathy and understanding.
By regularly staying in touch with your clients, you will build trust, address their worries and objections, and keep them engaged and eager to return so they can benefit from your services.
Face-to-face VS digital communication
We mainly speak to clients in two primary ways: live, real-time interactions or digital using tools mediums like email or text messages. Both methods are important and have their unique advantages.
Live interactions, such as phone calls or face-to-face meetings, offer immediate feedback and a personal touch. In contrast, sending messages, like emails, allows for thoughtful, well-crafted communication that can be accessed at the recipient’s convenience.
While both forms are important in building strong relationships, in this post we will focus on the automation of written communication. This is the one that doesn’t require constant manual effort.
The client retention rate’s impact on allied health and healthcare practices will determine their success or failure.
Setting Up Automation
Luckily in this day and age, we can automate most of the process, which means that once you set it up, you can relax.
The initial setup will require some effort, but it will be worth it. Just imagine: nearly 1 in every 2 healthcare businesses is losing more than 10% of revenue to poor client retention, according to Etactics. If we can do something to improve it by automating communication, why not?
Once the system is in place, it can run smoothly with minimal ongoing maintenance. Once set, all you have to do it to set a reminder to keep your emails relevant and refresh your sequences every three to six months.
My Favourite 3 Automation
Welcome sequence: I always begin with a welcome email series for new clients. This sequence should introduce your practice, outline what clients can expect, and provide useful information about your team, modality, clinic space etc. A warm welcome sequence builds familiarity with your business and sets the tone for a positive relationship.
Informative sequence: simply redirect clients to your website for specific resources related to their needs. For example, if a client contacts you about a specific condition, rather than send them email content that doesn’t resonate (disengaging), we send an automated sequence of 7 emails that provide links to articles, videos, or guides relevant to that condition. This would drive traffic to your site (SEO), improve the deliverability of your email (they won’t land in spam folders) and also position your business as a valuable resource.
Feedback surveys: automate short, regular surveys to gather feedback from your clients. These surveys can help you understand client satisfaction, identify areas for improvement, and show clients that you value their opinions. Regular feedback helps you adjust your services to better meet client needs, which can result in keeping your clients satisfied and loyal (increased client retention).
What tools should I use for these?
Fortunately, various software options can help automate your email communication. These tools don’t always have to be traditional email marketing platforms; sometimes, email automation capabilities are integrated into CRM or Practice Management Software, project management tools, or form applications.
The key features you need are the ability to register a trigger, complete the action of sending the email, and provide analytics. At Pixelcare, we use GoHighLevel for its comprehensive capabilities, remember to make the most of what you are using first.
Regardless of the software you choose, ensure it has strong email deliverability. If it doesn’t, take steps to improve it yourself or hire an expert to do so.
Conclusion
Automating your email marketing can significantly improve client retention by maintaining regular communication and providing valuable resources. Remember to periodically review your automated sequences to ensure they stay fresh and relevant.
If you need help setting up email automation or want to learn more about how email marketing can benefit your practice, reach out to info@pixelcare.com.au
References:
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Bain & Company. (2018). Prescription for Cutting Costs: Loyal Relationships. Retrieved from Bain & Company website.
Medical Group Management Association (MGMA). (2019). MGMA DataDive Cost and Revenue Survey.
Accenture. (2019). Digital Health Consumer Survey.
Press Ganey Associates. (2018). Preserving the Patient Experience: Insights into Patient Retention.
Hussey, P. S., et al. (2014). Continuity and the costs of care for chronic disease. JAMA Internal Medicine, 174(5), 742-748.
Pereira Gray, D. J., et al. (2018). Continuity of care with doctors—a matter of life and death? A systematic review of continuity of care and mortality. BMJ Open, 8(6), e021161.
Safran, D. G., et al. (2001). Switching doctors: predictors of voluntary disenrollment from a primary physician’s practice. Journal of Family Practice, 50(2), 130-136.
Deloitte. (2018). The value of patient experience: Hospitals with better patient-reported experience perform better financially.
Advisory Board. (2019). The Patient Retention Playbook.
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