Using FOMO to drive patient enrollments
Dec 27, 2018 10:17:35 GMT -5
Tanya Munroe, Margie, and 3 more like this
Post by John Craine on Dec 27, 2018 10:17:35 GMT -5
I'm sure you are all aware of the concept of FOMO or Fear Of Missing Out. FOMO describes "a pervasive apprehension that others might be having rewarding experiences from which one is absent." While most recently it has been used to describe our obsession with social media, it is also a very powerful sales technique. Here I describe a simple, slightly subversive process that any practice can use to increase patient interest in Centering.
Step 1 - you need to have a highly visible poster board or cork board (the larger the better) in your waiting area that displays photos from your Centering groups showing smiling patients and providers engaged in fun activities. The more lively, the better.
Step 2 - one area of this board should be reserved as your "sign up" area; here is where you will put "sign up" sheets for each of your upcoming Centering groups (see sample attached to this post). Notice, these aren't actual sign up sheets, they are decoys designed to create a sense of urgency and direct patients to take action. Importantly, your sign up sheets must imply that most of the groups are filling quickly (hey, others are signing up!) and there is limited availability (FOMO). It must also provide a clear directive for how to not miss out (speak to so and so to check on availability). To add impact, put a bright sticky note on the sign up sheets that says "ALMOST FULL!"
Step 3 - when patients inquire about the groups, staff need to respond that the groups are incredibly popular and fill up quickly...but it's important that the patient is able to meet the group schedule (another way to imply scarcity and exclusivity).
When a group actually does reach full enrollment, leave the sign up sheet on the board (with another bright sticky that says FULL!) to let other patients see how popular your groups are. They will often want to know about the next available option. If interest is high enough this will provide you the opportunity to possibly schedule additional groups.
Step 1 - you need to have a highly visible poster board or cork board (the larger the better) in your waiting area that displays photos from your Centering groups showing smiling patients and providers engaged in fun activities. The more lively, the better.
Step 2 - one area of this board should be reserved as your "sign up" area; here is where you will put "sign up" sheets for each of your upcoming Centering groups (see sample attached to this post). Notice, these aren't actual sign up sheets, they are decoys designed to create a sense of urgency and direct patients to take action. Importantly, your sign up sheets must imply that most of the groups are filling quickly (hey, others are signing up!) and there is limited availability (FOMO). It must also provide a clear directive for how to not miss out (speak to so and so to check on availability). To add impact, put a bright sticky note on the sign up sheets that says "ALMOST FULL!"
Step 3 - when patients inquire about the groups, staff need to respond that the groups are incredibly popular and fill up quickly...but it's important that the patient is able to meet the group schedule (another way to imply scarcity and exclusivity).
When a group actually does reach full enrollment, leave the sign up sheet on the board (with another bright sticky that says FULL!) to let other patients see how popular your groups are. They will often want to know about the next available option. If interest is high enough this will provide you the opportunity to possibly schedule additional groups.
