Questions

Strategies for lead generation and sales to Bariatric Surgeons

I am working with a client that is focused on building and maintaining a large, national website that focuses on ranking bariatric keywords on Google Page 1. It works like this: We pre-rank a page on Google Page 1 for terms like, say, "bariatric surgeon Seattle" and then we reach out to surgeons (or clinics) IN SEATTLE who might be interested in "renting" that page. It's really a no-brainer: we charge a few thousand or so a month, and bariatric surgeries are expensive enough (sometimes 30 - 35K) that if the client got only ONE CONVERSION IN ONE YEAR from our page rental, usually they still come out ahead... MY PROBLEM: I need suggestions and help for lead generation and sales to these surgeons, who are notoriously hard to reach. We are working with an email list in one region, but we are also looking at LinkedIn Groups and LinkedIn InMail strategies... At this point, I need some solid help here. Not sure how to approach this market. And we do prefer some sort of social media play... Finally, if you feel that you have expertise in this specific area of selling online marketing products to surgeons, and you are confident that you could help us move the conversion needle, please reach out, and I might call you. Any help is greatly appreciated, and thank you for your time!

4answers

Like any other industry, these surgeons (and their staff) attend regular training. Many of them are coordinated through a regional training organization; contact them and offer to host a free training course on how bariatric surgeons and grow their practice through online marketing.

I'd be happy to offer more thoughts and suggestions, let's set up a call.

All the best,
-Shaun


Answered 4 years ago

You need to reach out to the person working with the surgeon who is responsible for their marketing or their customer service - such as a clinic manager, patient representative or equivalent; or a hospital or health system-based marketing department representative if the bariatric surgery program is affiliated with one. Oftentimes bariatric surgeons do community seminars or webinars so getting the names of the individuals coordinating those programs on behalf of the surgeon could also be beneficial. It is not likely you'd be able to reach the surgeon themselves. If you were able to reach them, they may be able to influence the marketing decisions being made about their program, but they are likely not the sole decision maker. Hope that is helpful.


Answered 4 years ago

I haven't done this well, I'm just repeating what others have said, but are you trying to meet these surgeons in person in any way? Like you promote with your site, if you make just one connection with one bariatric surgeon that works with you, that's totally worth it.

Patrick McKenzie and Brennan Dunn advocate in person presentations at local chambers of commerces for example, so maybe there's some type of marketing or business summit for these surgeons that you can speak at or attend.

Another idea. You and I both know that people search Google for everything. So why not rank your own agency or consultancy for those you're going after. It's possible there are surgeons out there searching "how to get bariatric surgery patients" or something similar. Maybe only 5 searches a month, but you know the value of each of those searches.

Many in the agency/consulting world advocate high-touch sales and networking as the best way to get clients over ads or organic search, since it's a closer relationship required with lower volume.

Would love to hear what you try and what works!


Answered 4 years ago

Doximity (https://www.doximity.com/) has over 500,000 doctors and surgeons across the US on their professional network. I'd sign up, do a search for "Bariatric Surgeons" and then use Toofr.com to get their email. Doctors will be nearly impossible to get ahold of by phone. Email will be your best shot. Once you figure out the process for finding their first name, last name and hospital name you can hire someone on Upwork for $3 per hour to do the data-entry and Toofr uploads.


Answered 3 years ago

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