Times are changing, and so is the way that we interact with each other. Traditional tactics to reach patients are becoming outdated, and every few months seem to bring a new app or platform that the world uses to communicate. It can feel hard to keep up!
At its core, conversational marketing is placing a focus on interactive communication between a business and a potential customer, rather than a one-way push of information through your website or social media presence. It brings a renewed focus on establishing a sense of trust between you and your patients, allowing for more genuine interactions.
Don’t I Already Do That?
You likely have a “Contact Us” section on your website, one that allows the patient to fill in a form or email you directly. You may have a strong social media presence, wherein customers can find more personable information, staff profiles and fun anecdotes. You might even utilize a live chatbot, giving your customers the ability to ask questions on their own time. Doesn’t that count?
While those marketing aspects are essential and encouraged, especially in the profoundly individualized eye care industry, a conversational marketing strategy is all-encompassing. It can improve every part of the communication between you and your patients.
According to Salesforce, nearly half of Millennials now name messaging apps as their preferred customer service communication method. Facebook Messenger is a great example. It’s convenient, personalized, and familiar, checking all the boxes for the ideal environment to have a persuasive conversation. Why can conversational marketing have such a drastic impact on how your patients view you? Here are a few things to keep in mind.
Make it Easy for Your Patients.
In addition to using their phone as their primary internet device, the modern adult is becoming more and more used to tailored business experiences. So your website needs to be optimized for mobile devices. (Check out our blog post for more information on this).
Chatbots and other intuitive communication features create a sense of approachability, telling customers that you’d be more than willing to answer their questions and hear their concerns. By utilizing conversational marketing strategies, potential patients are disarmed of their hesitation to ask about office policies or whether you’re open on Saturdays. The line of communication is free for further connection.
There is an Advantage in Attentiveness
A personalized relationship between your practice and your patients can do wonders for your reputation. Collecting feedback also allows you to gain valuable insights into how you can improve on almost all facets of your operation. With the two-way communication of a chatbox, you get direct feedback on precisely what customers are not finding on your website.
Data, even anecdotal, can help you make better and more informed decisions about what information your website should highlight, or changes you should make to hours. Live chat features, maintained with the ethos behind conversational marketing, keep users on the site longer and can identify common customer pain points, ultimately saving you time and money.
Relationships Will Prevail
Not only is conversational marketing both more convenient and personal on the customer’s end, but it also allows you to show off your personality. Emojis, quirky phrases or language that distinguishes you from your competitors will ensure that interactions are memorable, establishing your practice with trust and familiarity.
Additionally, customers often shy away from situations where they feel pressured to decide, especially when making one as important as choosing an eye care provider. A quick text to a member of your office staff or a chatbot is significantly less intimidating than composing an email. Questions that may seem awkward or annoying on the phone feel more acceptable. Patients will keep this feeling of ease at the forefront if you design your marketing strategy with them in mind
When it comes to who potential patients are going to trust with their eye health, you want to provide the most reassuring environment possible. Conversations need to be:
- Helpful: Information should be easy to understand and receive from either a person or a bot.
- Personal: Make a potential patient feel like they’re talking to a trusted colleague or acquaintance.
- Empathetic: Recognize that your customers are making a high-investment decision for themselves and their families.
Here at Marketing4ECPS, we want you to feel confident in your marketing strategy. If you have any questions about what conversational marketing can do for your business or want to implement it for your practice, reach out to us!