+ Cati ALBOU-GANEM Clinique de la Vision CHNO XV-XX Service Pr - - PowerPoint PPT Presentation

Cati ALBOU-GANEM

Clinique de la Vision CHNO XV-XX Service Pr SAHEL Consultant Physiol & Zeiss Collaborateur Thea & Tear Science

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HOW WE IMPROVED OUR FIRST APPOINTMENT CONVERSION RATE BY 38% AMSTERDAM 2018

Cati ALBOU-GANEM

Clinique de la Vision CHNO XV-XX Service Pr SAHEL Consultant Physiol & Zeiss Collaborateur Thea & Tear Science

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My speech is based on the my own professional opinion or on our study results It is not necessarily a reflection of the point of view of Carl Zeiss Meditec AG and may not be in line with the clinical evaluation or the intended use of their medical devices. ZEISS therefore recommends that you carefully assess suitability for everyday use in your practice

Cati ALBOU-GANEM - Clinique de la Vision

How can I grow my practice ?

• I would like to share my experience on the before and after the training with LiveseySolar
• Applying marketing to a medical practice is very novel in France and therefore challenging,

but after seeing the LiveseySolar presentation at the last Zeiss user meeting in paris, I was very interested by their approach

• Zeiss very kindly put me in contact with Rod Solar and after several web conferences we booked a 2-day training

session

• At the first interview we decided to focus our efforts on internal marketing
• Staff training for better patient education
• Staff training for more positive patient word of mouth and reviews

Cati ALBOU-GANEM - Clinique de la Vision

How can I grow my practice ?

• Rod Solar visited with us in Paris and did 1 day of training with surgeon, orthoptist and receptionist
• There was also an online course we could view after training (a repeat of the training but on demand)
• LiveseySolar returned for an observational visit to give feedback on the process
• Importantly, our staff had no previous training in marketing or sales

Cati ALBOU-GANEM - Clinique de la Vision

How can I grow my practice ?

• Prior to the training, we assessed the patient circuit
• they arrived at the clinic
• my assistant has a quick glance at him or her
• provides a file with explanations on refractive surgery
• and sends the patient to the waiting room, without any further information
• Since the training
• Sophie welcomes the patient, offers something to drink,
• spends a few minutes asking around 10 questions
• and informs him/her on how the consultation will proceed

La Clinique de la Vision à Paris

Cati ALBOU-GANEM - Clinique de la Vision

How can I grow my practice ?

• Our website status, prior to the training
• I didn’t even speak about myself
• I didn’t introduce myself
• explain who I am
• present my refractive background…
• and furthermore I was looking at my computer instead of facing the patient
• Since the training
• I introduce myself and my qualifications
• and I make a conscious effort to face the patient

Cati ALBOU-GANEM - Clinique de la Vision

Training Results

• Before training:

more or less 70% of suitable patients converted after their first appointment

• After training:

97% of suitable patients converted after their first appointment

• Since the training

We have maintained on average this closing rate for

• ver 29 weeks

Cati ALBOU-GANEM - Clinique de la Vision

We reconfigured our first patient appointment process

Patient experience process

Cati ALBOU-GANEM - Clinique de la Vision

Receptionist role : a critical one

• The receptionist asks questions like :
• Can you tell me about the problem ?
• Is there anything you’ve experienced recently that’s prompted you to come

to see us now ?

• What are you hoping to experience by solving the problem ?
• Is there anything coming up in the near future that’s motivating you to call

us now ?

• Have you looked for professional help for this in the past ?
• What are the most important things to you when choosing a surgeon ?
• What (else) is important to you when choosing someone to help you solve

this problem ?

• What concerns do you have about solving the problem ?
• When would you like to undergo the surgery ?

Cati ALBOU-GANEM - Clinique de la Vision

We listened to our patient’s answers

• We now understand
• Their subjective view of their problems (not the objective alone)
• The reasons leading them to come to see us
• Their expectations regarding success
• The events after the surgery that the patient is looking forward to
• Who they’ve met before and what happened at those other appointments
• What they most want from us
• What would make their experience extra special
• What concerns them about surgery (so we can discuss it at the appointment)
• When they want to be free and clear from post-operative visits
• When they want to book surgery

Cati ALBOU-GANEM - Clinique de la Vision

Better patient education and information can result in…

• Higher patient conversion
• Smoother surgery
• Improved patient satisfaction
• Less overall chair time
• More word of mouth referral and reviews
• Fewer complaints

Cati ALBOU-GANEM - Clinique de la Vision

Our next steps…

• Video interviews - we filmed 50+ educational videos to better educate

patients about surgery

• New website design (to educate different patient age groups about different

conditions and treatments)

• Improving customer service to increase patient reviews and word of mouth
• Put on events to educate orthoptists about laser eye surgery

Cati ALBOU-GANEM

Clinique de la Vision CHNO XV-XX Service Pr SAHEL Consultant Physiol & Zeiss Collaborateur Thea & Tear Science

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THANK YOU FOR YOUR ATTENTION