You’ve put in all the hard work setting up a workshop and you’ve finally run the event. 10-15 people showed up and you had a handful of people come up to you afterward with questions. One of those people called you to book a visit the next day. Success, new patient generation from a workshop. Many people will stop here but you’re leaving money on the table if you don’t follow up with people after the workshop.
For well over a year I didn’t follow up with people via email after a workshop. Looking back I could have gotten a lot more new patients from workshops than I was converting at the time.
Typically, we will get about 10-20% of the workshop to convert to a new patient within about a week after a workshop. You’ll get another 10% that will come in or refer their friend/spouse over the next 2-3 months. I’ve even had people come in a year after attending a workshop. This is rare but definitely happens.
To double the number of new patients you get from workshops, you have to follow up with them via email afterward.
To start with, this can be as simple as an email with video links to the exercises you taught that night. They don’t even have to be your own videos. If they are public on YouTube, they are fair game to share. Obviously, your own videos are even better but don’t let that stop you from following up with attendees.
The next step would be to set up an email drip sequence which automatically send out emails afterward. These sequences can be great if you teach the same or similar workshop topics at different locations.
Let’s say you have a workshop on improving the squat. You’ll probably teach similar exercises at each of these workshops. To make it easier on yourself, create one email that has all the links to the exercises you usually teach at squat workshops. This will be the first email you send out.
After that, you can create a sequence of emails that goes out of the next 1-12 months, depending on how many emails you want to put together. We typically will have email drip sequences that go on for 2-3 months for people who attend workshops. After that, they get added to our clinic weekly newsletter. Here’s a visual representation of what this drip sequence looks like.
Here’s a visual representation of what this drip sequence looks like:
These emails are not sent from your personal email. You have to use an email provider that you can upload emails into and set up these automated sequences. There are a lot of options out there but I really like ConvertKit.
The framework you want to use is about 1 email every week for 2-3 months. After that you can space it out to an email every 2 weeks. These need to be relevant to the topic of the workshop and have a call to action to either talk to you or book an appointment.
The other type of email that’s very helpful is patient stories. You can set up these automated emails to have a few patient stories mixed in of people similar to them who have gotten really good results. The more someone can see themselves getting the result they want with you, the more likely they are to come in and see you.