Higher conversion thanks to a well-organized online agenda
Online booking is becoming increasingly common. In restaurants, hair salons, cinemas, and museums, we’ve all come to expect it. In cosmetic medicine, around 80% of clinics now offer online booking. Cosmetic clinics that shift from traditional customer contact via phone, email, or contact forms to a 24/7 online scheduling system often see much higher conversion rates. In this article, we explain the advantages and disadvantages of an online booking system and provide tips on how to set up an online calendar for optimal results.
Advantages and Disadvantages of an Online Booking System
Many doctors have two main reasons for being hesitant about online booking:
Fear of “no-shows.”
The ability to conduct a preliminary telephone consultation (anamnesis).
Fear of No-Shows
The first concern can be addressed. No one books an appointment with the intention of not showing up. Of course, it can happen that a patient doesn’t attend, but this occurs just as often with appointments made by phone or email. In fact, smart customer communication after an online booking can reduce the likelihood of no-shows. Effective customer communication includes:
A clear confirmation email
Clear cancellation policies and options
One or more reminder messages
Telephone Consultation (Anamnesis)
A telephone consultation can be a valid argument, especially for complex medical procedures or when a clinic has reached its maximum capacity (full schedule plus waiting lists). Every doctor occasionally sees patients they cannot help in a particular setting, which can feel like wasted time. However, is this really in the clinic’s best interest?
It’s important for a clinic to understand: How many patients are lost by not offering online booking? How much time (and money) do telephone consultations cost the organisation? How many patients are seen by doctors without a proper indication? Only then can a balanced decision be made.
For certain complex procedures, a telephone consultation may indeed be necessary. However, even in these cases, an online booking system can be used to schedule a concrete appointment, including a specific time slot for the required telephone consultation.
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Online Booking System
Not every online booking system is the same. Anyone who has made online appointments knows the experience: sometimes the process isn’t smooth, sometimes it’s confusing, and sometimes data isn’t saved or the booking system even crashes. But as of 2022, these issues are almost entirely resolved, most of the early glitches have been ironed out. Reputable online booking systems function reliably, and you can truly trust them.
When a consumer visits an online booking system, they want only one thing: to make an appointment as smoothly as possible at a time that suits them. This is known as online booking conversion. It refers to the ratio between the number of people who visit the booking system and the number who actually complete an appointment. Not every clinic manages this well. Some clinics have an online booking conversion rate of 90%, while others see only 48%. So, where does this difference come from?
Optimising Online Booking Conversion
Online booking conversion depends on availability and simplicity. Many consumers have busy schedules (just like you) and may only have limited availability of one or two time slots per week. It’s therefore advisable to offer multiple appointments across different times within a short period (e.g., the next two weeks).
Simplicity is equally important. Many clinics present endless options and use complex jargon or terminology. Research shows that too many options and complicated language can drive people away from the process, meaning they don’t complete their appointment.
Optimising online booking conversion is both exciting and rewarding. This can be done by tracking your online booking system with Google Analytics and regularly improving the process through testing.
Online Booking via Injectablesbooking
Injectablesbooking guides consumers until they click the “Book Appointment” button. After that, it’s up to the clinic’s online booking system to ensure the appointment is completed as smoothly as possible.
Many cosmetic clinics in the United Kingdom use one of the following online booking systems:
Pabau
Fresha
Cliniko
Phorest
Timely
Pabau stands out because its online booking system is part of a comprehensive clinic management software package that handles everything — from CRM and patient records to administration, reporting, and compliance management.
Online Booking for Cosmetic Clinics
Are you unsure whether an online booking system is suitable for your clinic? Consider what you would find most convenient: booking online or by phone. Often, your preference will answer your question.
If you want independent advice or guidance on choosing the right online booking system for a cosmetic clinic, contact one of our consultants at: info@injectablesbooking.co.uk
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