Increase Patient Conversions at the Consultation

1. Increase Patient Conversions at the Consultation Presented by: Allergan Practice Consultant The following presentation is intended for educational purposes dealing with patient interactions and is not intended to encourage or influence the sale of products, services or procedures that are unnecessary for patient care. The practice healthcare provider ultimately determines and recommends all treatment plans.

2. Understanding the Conversion Process Agenda Effectively Utilizing Staff to Increase Conversion Rates Tips for Increasing Conversions

3. Conversion Definitions Converting a new patient to surgical procedure / treatment / service. Recruit and Convert to additional services Converting existing patients to additional procedures / treatments / surgeries with practice. Recruit and Convert to other procedures

4. What’s your strategy for growth? Perceived Problem Need additional/new patients. Reality Leads are often not the problem. Solution Increase conversion rates to grow practice revenues.

5. Conversion Opportunities

6. Responsibilities: Receptionist First point of contact for patients. Greets patient and introduces him or herself. Handles initial paperwork. Responsible for entering new patient data. Makes medical and follow-up appointments. Sends patient communications when applicable.

7. Check-In/Receptionist Best Practices Provide cosmetic interest questionnaire with each new patient registration packet Provide Menu of Services with patient registrations materials Display information in leather portfolio instead of on clipboard Include a brochure for the procedure the patient is considering that day A patient looking at a brochure can be a nice intro to discussion Asking questions such as, “Have you ever tried this product before?” can begin an aesthetic discussion Establishing a good relationship from the beginning can assist with better conversion and conversation

8. Tips for Practices: Registration Materials Have clean, clear and concise registration materials. Can be sent to patient via e-mail or mail in advance Have forms available for download on website. If not, provide materials to patient in leather binder versus clip board Insert practice brochure, service menu, promotions, etc. to review while waiting. Provide Cosmetic Questionnaire to patient to identify other areas of interest.

9. Back Office Assistants Walks patient to exam room, chit-chats to help establish comfort and rapport Reviews Medical History Form Identifies and addresses additional procedure interests Set appropriate expectations for the consultation: What will be reviewed Who will be involved Timeframe Discusses procedure(s) Briefly relays to MD any pertinent information prior to patient introduction

10. Back Office Staff Best Practices Take the time to clarify any interests on the questionnaire or paperwork Explain services and best combination treatments in advance can help with discussion longer-term Patients may be nervous to ask certain questions. Establishing an open dialogue up front helps build trust Utilize hand held mirrors, brochures, and product materials when discussing procedures/next steps Have a written follow up treatment plan

11. MD Role: Surgical Consultations Understand that the patient is “interviewing” the practice. Recognize that cosmetic-surgical consult is not the same as a “pre-op”. Patients want to hear your opinion. Time with the patient should not feel “rushed”. Focus on “results” rather than technique. Ask the patient about long-term goals and additional services that the nurse identified.

12. MD Best Practices Making eye contact during the consultation can be key in establishing a better relationship Visual aids (handheld mirrors, brochures, before and after pictures) can better assist with consult conversion Using the patient’s name can help to establish better communication during the consult Stories or analogies can assist in explaining more technical medical terms Having a follow up plan that both you and the patient can commit to can lead to a better close Patients choose physicians based on likeability and trust – important to bond with the patients

13. Meeting the Patient Coordinator Nurse or doctor notifies the Patient Coordinator of procedures to be quoted. The patient should be escorted to a private quoting area. Answer product questions Dispel concerns Do not quote surgical fees in the exam room Discuss additional benefits Credential practice/provider again

14. Patient Coordinator Best Practices Ask “bridging” questions during the discussion: “How did your consultation go?” “Didn’t you just love Dr. Jones?” “May I answer any other questions for you?” Confirm the procedures of interest with the patient Discuss fees in a matter of fact way Proactively provide credit and cash payment options Re-credentialing the provider and the practice can be useful in reminding the patient “why you”

15. Patient Coordinator Best Practices Show before and after photos to better communicate the procedure and outcomes Patients like to see before and after photos of similar patients whenever possible Perform sizing for augmentations. Take the time to answer patient questions/concerns. Conduct all follow-up communications post-consult Have a plan for follow-up communication with the patient Schedule surgery/coordinates all aspects

16. Tips Regarding Fee Quotes Patient Coordinator should have fee sheet or prices in the computer to quickly generate quote Should not have to “ask the doctor” Fees should be computer generated or typed, not handwritten Reduces negotiation Patient coordinator should give breakdown of all fees when reviewing prices - if all inconclusive, say so.

17. After Reviewing the Quote: Ask Questions “Jane, is this about what you were expecting?” “You initially indicated September as your time frame for surgery; is this still your plan?” “Would you be interested in speaking with some of our surgery patients?”

18. Consultation Follow-Up Best Practices Agree to a follow-up plan of action before the patient leaves the office. If patient doesn’t schedule on the day of the consultation: Send follow-up letter from the doctor within one day of the consult. If you don’t reach the patient, call back within an agreed upon amount of time. If no response, continue to contact on quarterly basis through newsletters, e-blasts, promotions, etc.

19. Best Long-Term Follow Up Strategies Good notes make it easy to individualize patient care and lead to better follow-up conversations. You should have a consistent system to record all pertinent information for recall purposes. Schedule bi-weekly meetings with the doctor to review scheduling template and notes from patient follow-up. Tracking conversion rates can be key in determining how effective your consults are.

20. Post Consultation: Longer Term Follow-Up Continue to follow up with the patient until surgery is scheduled, they decide to have surgery elsewhere, or they tell you to stop.

21. Coordinator schedules surgery date Collects surgical deposit (10% of surgeon’s fees or $500) Schedules pre-op visit for two weeks prior to surgery Schedule first post-op visit (?) Communicates via phone/mail with patient about relevant surgical info until pre-op visit Patient Coordinator Role: Schedules Surgery

22. Within 1-2 days, send a letter thanking the patient for choosing the practice. Confirm date of surgery and pre and post-op visits. Outline next steps before surgery; set expectations. Patient Coordinator Role: Communication

23. Patient typically sees medical personnel to take pre-op photos, review pre/post-op instructions, sign consents, get prescriptions, etc. Patient sees coordinator to pay remaining fees and finalize surgical arrangements. At the Pre-Operative Visit Ideally, pre-op visits are preformed while the doctor is in surgery.

24. Post surgery call made by physician evening of or day after surgery Send post-surgical gift from the practice Nursing staff pro-actively calls patient post-operatively Send questionnaire 90 days post-op to get feedback Send correspondence to patient about promotions, patient events, and specials so as not to lose touch Best Practices Post-Surgery

25. Closing Incorporating these ideas into your own practice can help you grow it into an efficient, high-volume business.