This lesson will teach the Pipeline feature for Med Spas. We call this the Lead 2 Patient Pipeline. So let’s dive in!
Why should you use a Pipeline? Aesthetix CRM enables practices to easily keep track of leads as opportunities in the sales pipeline. Opportunity tracking helps you see where your leads are in the sales pipeline so you know what action to take next to get them closer to the sale. Pipeline stage movement can trigger automated communications. It also provides reporting data like return on investment of marketing campaigns. Let’s take a look at each of the Lead 2 Patient Pipeline stages.
Lead
When a new lead is captured, an opportunity is automatically created in the pipeline. Automated new lead sources are defined as website forms, website chat widget, and paid ads. For organic inquiries, such as phone calls, texts, and social media messages, you must add a contact tag to create the opportunity. The opportunity status will be open. The Opportunity Value when the treatment of interest is unknown will default to an estimated $500 because the average MedSpa checkout according to the American Med Spa Association, is $497. These values can be updated based on your administrator’s requests. As long as the contact remains in the Lead stage, they will continue in the automated Lead Nurture workflow.
Booked
If your EMR or booking software is not integrated with Aesthetix CRM, then when you schedule the contact’s appointment, you should click Booked to update the Opportunity to the Booked stage of the pipeline. This will stop the Lead Nurturing automation. If your EMR or booking platform is integrated with Aesthetix CRM, then the Opportunity will automatically move to the Booked stage and stop the lead nurture.
Patient
Next, your goal is to get the patient into your practice for the appointment. This stage is called Patient. When an appointment is completed and checkout occurs, the Opportunity should be moved to the Patient Stage. If your EMR or point-of-sale software is not integrated with Aesthetix CRM, then you should update the contact field in Payments titled “Invoice Paid Amount.” If your checkout software is integrated with Aesthetix CRM then the “Invoice Paid Amount” field will automatically be updated. When a contact’s Invoice Paid Amount field is updated, it triggers a few things: 1) Move the Opportunity to the Patient stage of the pipeline, 2) Updates the Opportunity Status to Won, 3) Updates the Opportunity Value reflect the Patient Lifetime Value, which is a cumulative of every Invoice Paid by the Contact, 4) can trigger patient engagement workflows such as Google Review Requests and more.
Lead, Booked, and Patient are the three goal stages of the Sales Pipeline. However, not every opportunity may be won.
Cold
Non-responsive and non-booked opportunities from the Lead stage will eventually automatically move to the Cold stage of the pipeline. Do NOT manually mark a contact as Cold simply if they have not replied to you because we want the contact to receive every touchpoint in the lead nurture workflow. After the Opportunity sits in the Cold pipeline stage for 60 days, then the contact will be enrolled in the workflow called Cold Re-Engagement which sends an automated SMS & Email.
Not Good fit
The last stage of the pipeline is Not Good Fit. Simply put, If the contact is not a good fit, then you should manually mark them as “Not Good Fit” This will un-enroll them from communications.
Pipeline in Aesthetix CRM
Let’s walk through this in Aesthetix CRM. From the left-hand navigation menu, click Pipeline. This will reveal the Lead 2 Patient Pipeline and corresponding stages: Lead, Booked, Patient, Cold, and Not Good Fit. The cards you see are called Opportunities. Each Opportunity will be named the Contact Name. From the card view you will see the Opportunity Value, source, contact, duration in the pipeline stage, and date created. You can click to call, view conversations, see tags, add notes, add tasks from the opportunity card. If you click on the opportunity card, it will open additional details such as opportunity status, opportunity owner, and at the bottom you will see the Current Treatment of Interest. All very helpful information! From the Pipeline feature, you can Search Opportunities by name, Sort by Date Added or Deal Value. You may also FILTER Opportunities. If it ever appears you are missing opportunities, be sure to check that you do not accidentally have a Filter applied for Opportunity Status as some accounts default to only show Open opportunities. Although you see the ability to add an opportunity manually, we do not encourage you to do so here because we have a contact tag you can add to automate a lot of the data entry. This will be covered in a future lesson. That completes this lesson on the Lead 2 Patient Pipeline Overview!