Recall Reactivation Scripting Simplified and Explained
There are many resources available to educate your team on new patient consultation scripting. Even Scott Hansen, our founder, wrote a great article on closing the sale a few months ago in the Progressive Orthodontist. (Read Master the ASK on pg 13).
However, there seems to be a general lack of emphasis on the importance of recall reactivation. As a business owner, your most valuable asset is your patient (customer) list. Your patient list is a treasure trove of untapped revenue. These people have already expressed enough interest in your practice to take a few hours out of their day and spend it in your office.
People on your patient list are exponentially more likely to start treatment than the generic moms to whom you are targeting your Facebook ads. These are bonafide, solid, hot, interested patients.
Let me repeat. Patients in your recall system represent, by far, the easiest potential sales.
Sadly, aside from automated digital follow up like Lighthouse 360, Demandforce, etc. most practices don’t contact their recall patients systematically. Although the automated digital follow up sequences are effective, nothing is more effective than relationship selling and person-person interaction. After all, people buy from people they like and it’s hard to get someone to “like” you over email and SMS.
So after you get the email automation going, how do you start to capitalize on your recall list? What does the system look like and how do you create accountability and results?
First thing is first – dentists overcomplicate sales. Generally, doctors want the recall reactivation system to be perfect and are often paralyzed into inaction. I was guilty of the same thing. We didn’t want to start a process unless we knew it was perfect. Our mentality was holding us back.
Try overcoming that fear today. A 95% perfect system executed at 100% is far better than a 100% perfect system executed at 0%. Use recall follow up to test my theory. You will be delighted with the results.
Sales is not hard. Sales is not complicated. Simplify the process so that everyone can understand the recall follow up in 60 seconds.
Here is the simple version of recall follow up:
Each responsible team member has to make a certain number of calls every week. You might start with 100/AC/week for recall patients. 20 calls/AC/day is 100% achievable in most offices.
Speaking with someone: “Hello, this is Jesse calling from Dr. Smith’s office, may I speak with Mrs. Jones, please? Hi, Mrs. Jones! Dr. Smith asked me to reach out because we noticed that it’s been quite some time since your last visit. I’d love to help get another complimentary appointment set up for you and I know you’re busy. Would you like to quickly set up something now so that I can help take this off of your list?
Leaving a voicemail: “Hello, this is Jesse calling from Dr. Smith’s office. Dr. Smith asked me to reach out because we noticed it’s been quite some time since your last visit. Feel free to call us back at your convenience and we will help get you set up with another appointment. Our number is 123-456-7891. Looking forward to talking with you soon!”
If you have 2 AC’s then you will be making 840 outbound calls to your recall patients every month. Do you think that you might schedule a few more follow up exams and treatment starts from 840 calls? You bet you will! If you can make 5 more sales every month from your recall follow up then you are looking at increasing your production by more than 250k.
So to Recap…
Do not make your recall follow up process complicated. Run the report, have Accounts Coordinators and/or Treatment Coordinators call X people per week, give them a couple scripts, and be relentless in holding them accountable.