What's critical to understand is you want to capture the contact information of the visitors to your site but you also want to find a way to keep them engaged, whether it be through email newsletters or opportunities to purchase online.
Benefits to your front office staff
Regardless of whether you are a solo practitioner or a larger facility, consumers are calling and asking about the costs of your services. In my practice, up to 83% of all calls are related to cost. Over 90% of all submissions through our generic website submission form are about cost. If my office staff didn't have an automated price estimator to direct these patients to, they would be on long phone calls and manually responding to thousands of emails answering questions about price. With an automated way to answer pricing inquiries, your front office staff will be free to work on other more pressing tasks.
Additionally, providing price estimates that generate a lead is a form of documentation. So rather than run the risk of the front office staff quoting the wrong amount or not including all ancillary fees (OR, anesthesia, implant costs), an instantly generated quote through your website provides evidence of accurate pricing information and the disclosure that they are indeed estimates.
Statistical analysis: How well does lead generation and price transparency work
So how well does it work?
As detailed in this peer-reviewed journal article, we conducted a study in my practice over the course of one year. In that first year, without any additional marketing, we received 412 wishlists from 208 unique leads. 17.8% of those submitting wishlists came in for a consultation and 62% of those consultations resulted in booked procedures.
Even though 82.2% of consumers that submitted a wishlist did not come in for a consultation, our office still collected their contact information and added it to our email database. With 12 additional touch points throughout the year via each monthly email newsletter, we had an additional 2.8% of those patients come in for a consultation in the subsequent year and all of them booked a procedure!
The difference between consults with price-aware patients and non-price aware patients was significant. We found that price-aware patients were 41% more likely to book a procedure after their initial consultation because they knew the approximate cost ahead of time and were less likely to experience sticker shock.