Stagnant Medical Weight Loss Clinic Sees 72% Spike In Business
The Situation: The client had an 18 year history of running medical weight loss clinics. His competitors were former employees who went out on their own, attacked him with price and siphoned business away. The client spent more time worrying about how much he would have to lower his prices to stay competitive as opposed to figuring out how to more effectively communicate how his clinic was any better, any different, or any worse than his competitors.
The Solution: The Company hired a Consultant trained in Monopolize Your Marketplace to improve sales in 3 ways. Get more calls, convert more calls to appointments, quit discounting services and be "The Leader" again. First, with the use of a simple "elevator pitch" and phone script, frontline employees were taught to "take control of a phone call" as opposed to being led by the customer. This phone technique more than doubled conversion ratios (converting leads/calls to appointments).
Second, they changed existing advertising to avoid price and discuss the differences between service offerings among top competitors. For example, they innovated time saving measures for patients (a main concern), emphasized weight loss results in terms of ease for the patient, and demonstrated the different types of weight loss medications available. They also replaced existing newspaper ads with new ones that resulted in an 37% increase in calls. Then going one step further, they effectively tailored the newspaper ad to TV to reach brand new patients. Choosing the right balance of reach and frequency helped make immediate impact with patients who never considered this type of weight loss program before.
The Results: Within three months business had increased by 72%. The client was rejuvenated and encouraged that "price" really wasn't the battlefield he had been led to believe it was. He has spent the same, and at times less on his advertising, and has been comfortable enough to raise his prices like a market leader should.
Client Comments: "You guys [Monopolize Your Markeplace Consultants] know your stuff. When I looked at the first newspaper ad you made, I thought it had too much text and no pictures, I almost didn't run it, but I ran a test anyway. From there on out you guys have been on target every time!"
