The ROI of Lead Generation

This month on the Strive Labs Blog, we’ve been talking about the ROI of Patient Relationship Management (PRM). We’ve discussed the benefits of automation of certain communications with patients, and the financial advantages of patient retention through completion of Plan of Care. This week we want to share with you the ROI of PRM for lead generation.

Now that all 50 states have laws allowing Direct Access to physical therapy for at least an initial evaluation, we know that the way people are choosing a physical therapist is changing. Currently, there is a growing importance on non-traditional means of patient acquisition outside of physician referrals. These means include online reputation, word of mouth, and Google searches. Data shows that 88% of people trust online reviews just as much as a one-to-one recommendation from a friend or colleague. Additionally, there is a tangible ROI for online reputation management, as a Harvard Business Review study shows that a one-star increase in the online rating of your business can yield a 5-10% increase in revenue over time.

A recent review of literature suggests that physical therapists practicing in a direct access capacity have the potential to decrease costs and improve outcomes in patients with musculoskeletal complaints without prescribing medications and ordering adjunctive testing that could introduce harm to the patient. We want you to capitalize on the benefits of Direct Access through new methods of lead generation.

So, how does StriveHub help you generate referrals through online reputation management? We make it really simple for your ardent supporters to share their experience with your clinic online. This helps you to build a local following, increase word of mouth referrals, and automate the ability for your loyal patients to leave positive reviews for your practice.

In an earlier blog post, we shared the value of the Net Promoter Score (NPS). We also discussed the ways that utilizing the NPS can provide an ROI for your business through preventing churn and increasing patient retention. Today we want to share how the NPS can be tied to an automatic method of asking for online reviews from your Promoters.

When the NPS is delivered automatically early in the course of care, it allows you to reach out to patients who might otherwise leave your practice in order to perform a service rescue. When the NPS is delivered at the completion of the course of care, it allows patients to share their great experience with your clinic online. StriveHub can automatically deliver a simple follow up email to your patients a few days after they complete their course of care. This email, sent to your Promoters, makes it very easy for patients that love your clinic to click over to Google, Yelp, or Facebook to leave you a 5-star review.

The goal of generating positive reviews for your practice is to improve local Search Engine Optimization (SEO), since improved SEO yields the highest quality leads in terms of people looking for a local solution to their problem. At Strive Labs, we want our clients to rank at the top of the search query on Google, and collecting 5-star reviews helps you consistently rank towards the top of a search for physical therapy in your local area. Google rankings are heavily influenced by the number of positive reviews your practice has, and since you already know who your Promoters are, we make it easy for them to leave you a glowing review through StriveHub. You can watch our Tuesday Tip on the topic here, to see Ryan explain the nuts and bolts of using StriveHub for lead generation through online reviews.

As you continue to rank toward the top of Google searches, potential patients will have an easier time finding your clinic, and as these potential patients click on your Yelp reviews, they will hear about your excellent care through the words of your own patients. There is nothing more comforting for a potential patient than knowing that folks in their own city who were struggling with pain or a similar injury have found relief right in their own neighborhood.

If you are looking for more information on SEO and how it affects your business, be sure to check back here in August, as we’ll be discussing online review generation, SEO and reputation management in more detail all month.

If you would like more information on how StriveHub can help you generate referrals for your practice, sign up for a demo below!

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Ann Wendel

Physical Therapist, Writer, Speaker, Consultant, Kettlebell Lover. Director of Brand Marketing for @strive_labs and @APTAtweets Media Spokesperson.