By Global IVF
Article (International Clients)
“My Dear American Clients”:
8 Tips on How to Avoid Turning off Potential English-Speaking Clients
Worldwide over 72.4 million women are currently infertile, and of these, 40.5 million are currently seeking infertility medical care (http://humrep.oxfordjournals.org/content/22/6/1506.full). Almost 20% of these women reside in America. So it’s not surprising that international clinics are looking to make a mark on the American fertility market – yet they haven’t fully overcome the communication gap. They are offering great features – like top medical care and lower costs, but did you know that most American clients will dismiss initial contacts or websites that misuse the English language and its particular idioms. So how do you make sure your message is reaching American clients? How do you keep from turning them off? Here are Global IVF’s 8 essential tips for global clinics that want to attract and keep the English-speaking clientele.
1. POORLY TRANSLATED EMAILS WON’T GET READ.
“My Dear American Client” * Although it is nice to reach out to potential American clients with a friendly and informational email, this greeting will turn off English-speaking intended parents. “My Dear…” is not an expression used for professional greetings in English. By using such strange phrasing, potential clients immediately notice the language disconnect before they even start reading about your clinic. In this case you are better off with a simple, “Hello, How are you today?”
“Bringing the best minds in Medical Services and Hospitality Services applied at the unique medical tourism industry.” If you are boasting excellent Hospitality Services, American clients will want assurance that your clinic’s staff, or partner Medical Tourism Company’s staff, are fluent in English. The incorrect use of English in this sentence may make American clients nervous about future communications with your clinic.
“We are having very good facilities for IVF and Surrogacy Programs with very much cost effective” It is good to be confident in your services and prices, but be sure to communicate this confidence effectively. Seeing the language errors in this email, your potential client may not spend time learning more about your state-of-the-art facilities.
No matter how wonderful your services are, if they are not well communicated, your e-mail will end up in the trash. Little mistakes make big impressions.
* Quotes in this article have been taken from actual contact emails and websites.
2. YOUR WEBSITE MAY BE CONVEYING MORE THAN YOU THINK.
Your website is often the first impression you make on a client – so clean, clear, uncluttered writing and accompanying pictures are important. There are certain phrases that international clinics often struggle with. For example, “We are having,” should always be changed to “We have/We offer/We provide.” International IVF experts are available to help with translations of your website. The initial outlay of money will soon pay off as you attract new patients.
3. DON’T ASSUME A PATIENT KNOWS EVERTYHING YOU DO.
Make effective communication a Priority. Most successful clinics know that a quick response is imperative. But in order for a client to entrust her body, family, and hopes to a clinic, she wants to feel like there is open and clear communication and that all of her questions will be answered (even if they are things that you assume she should already know).
4. BE AWARE THAT INFERTILITY IS MORE THAN A BUSINESS.
We have found that the most successful clinics in attracting English-speaking IVF patients have designated staff to work with international clients. International clients come with more baggage…literally. Someone will need to be available to help with travel schedules, local accommodations, and transportation around the city. Having a fluent English speaker as your liaison makes your clients feel confident in their travel plans, and helps mitigate the additional stress of travel.
5. ADVERTISE YOUR ASSETS, BUT BE TRUTHFUL IN YOUR MESSAGE.
Intended parents may be researching dozens of clinics at the same time. Be clear on what makes your clinic different—and better—than the others. Being less than truthful will only come back to haunt you – with negative reviews and scathing blogs about how people were deceived. And if your clinic does not have particularly stellar statistics – don’t exaggerate or try to make poor stats sound good. Play up your other strengths instead.
6. NEVER UNDERESTIMATE THE VALUE OF COMPASSION.
Of course it is important to communicate that you have up-to-date technology and a capable team, but American clients will also gain confidence from a comforting and warm staff. Not just people who know what needs to be done and transmit that, but people who show compassion – in correspondence and in person. Taking only a bit of time, quality interactions can greatly increase the likelihood of your client recommending your clinic to a friend – surprisingly, this is true even if they don’t get pregnant!
7. THE BEST ADVERTISEMENT IS A HAPPY CLIENT.
References are a wonderful, and free, way to advertise your clinic! Potential patients traveling from far away look to find others from their home country who have already worked with your clinic. It is also a good idea to have a list of English-speaking clients who are willing to be called and speak about their experience with your clinic.
8. WORK TO BUILD AN INTERNATIONALLY RECOGNIZED NAME.
It is important that clients can find information about your clinic beyond your own webpage. Appearing on other sites increases patients’ familiarity with your services and helps you build an internationally recognized name. People expect you to extol your virtues on your own website, but by writing an article or becoming an expert guest on another fertility site, you establish yourself as a respected fertility expert, worldwide.
To learn more about how to avoid making common mistakes, or for additional tips on attracting and keeping the American client, contact Global IVF (email@example.com).