Increase Conversions Through Procedure Sales Cycles

A sales cycle is a series of events or phases that occur during the selling of a service or product. Sales cycles can vary greatly amongst industries, products, and services. Typically, the more expensive the purchase, the longer the sales cycle.

Take a moment to reflect on the last time you made a purchase for your home. For demonstration purposes, let’s say you recently bought a new chair for your living room.

The process probably looked something like this:

• One of the first things you likely did was hop on Google to search for a chair with the features and aesthetics that you wanted.
• After a couple of hours of research, you had a good idea of what your options were.
• You then moved onto comparison shopping and perhaps consulted with a partner on their personal preferences.
• Once you narrowed your choices down to 2 or 3 chairs you liked, you finally pulled the trigger on one and placed an order.

For the average shopper, this process can take anywhere from a few hours to a few days.

Now, compare this to the time it takes to buy something much pricier, like a car. This sales cycle is much longer and requires more steps:

• Researching vehicles
• Visiting multiple dealerships
• Test driving different cars
• Checking around for a good interest rate
• Finding someone to buy your old car

It’s not uncommon for the car-buying process to span several months.

Know Your Procedure Sales Cycles

This same concept applies to the aesthetic industry. You have services that convert relatively quickly, such as nonsurgical treatments like injectables. Then you have procedures that require more education, consults, and research, such as a tummy tuck or facelift. The sales cycles for these procedures can be several months.

Many practices make the mistake of neglecting to nurture prospects in the longer sales cycles. Considering these are the more expensive and profitable procedures, this could be costing your practice a considerable amount of potential revenue.

Mapping Your Lead Nurturing Campaigns to Procedure Sales Cycles

Understandably, most cosmetic practices are busy and do not have an extensive marketing team to set up custom lead nurturing campaigns for every single procedure they offer. A helpful starting place is to simply break your services down into “high-level” segments.

A good example of this is categorizing similar services that have comparable sales cycles. For instance:

• Fast converting treatments that are nonsurgical and more affordable
  • Injectables and fillers
  • Lasers, IPL, Radiofrequency, peels
  • Coolsculpting, laser fat reduction, Kybella
• Pricier procedures that require more education, consults, and research
  • Body Reshaping: Tummy tuck, liposuction, mommy makeover, Brazilian butt lift
  • Breast Surgery: Breast augmentation, lift and reduction
  • Facial Surgery: Facelift, browlift, eyelid surgery

You should already have a good idea of what the purchasing and consideration timeline is for your most popular procedures. Ensure that any automated lead nurturing workflows you set up for a specific procedure or category of treatments corresponds with that timetable.

Not every campaign workflow will look the same. Procedures in your “fast converting buckets”, like Botox, injectables, and low-cost skin rejuvenation devices, should have communications sent out faster, over a week’s period. Slower converting procedures, like liposuction, rhinoplasty, and facelift should have communications stretched out over a longer time period, like 30 – 60 days.

For example:

• A lead nurturing campaign for Botox may only require a couple communications over a one-week period to achieve conversion goals.
• Whereas, a campaign for liposuction may consist of 5 emails, 3 follow up calls and one text message set up to go out over the course of 2 months.

How MyMedLeads Nurtures Leads Based on Procedure Sales Cycles

MyMedLeads allows you to set up unlimited campaigns with varying timelines. These automated campaigns can include a series of emails, text messages, and call reminders that can be set up to deploy automatically over your predetermined time sequence.

What Kind of Emails Should I Send?

Each email should be designed to provide the lead with more relevant information on their procedure of interest while generating further curiosity in what you have to offer them. These emails should include specific and valuable information that the lead is looking for, such as:

• Specific information about the procedure and its benefits
• Links to before and after photos of previous patients
• Patient testimonials or patient advocate success stories
• Details about your practice and the surgeon’s credentials
• Information on financing options, recovery timelines, etc…

To learn more about our procedure-specific campaign automation, visit our email marketing page, or call 844-446-9633 to schedule a free demo.