January 18, 2017
Regardless of industry, it is well known that acquiring a new customer is more expensive and time consuming than keeping a current customer active. According to Bain and Co., it costs approximately six to seven times more to acquire a new customer; in addition, they state that a five percent increase in customer retention can increase a company’s profitability by 75 percent. While these statistics differ based on your industry, the fact remains — keeping your current dieters on program longer is essential to your business growth.
Begin your retention on day one, sale day. Say thank you. While this concept is basic, its value is underestimated. Thank your dieter for choosing your weight loss program — remember, with an increasing amount of choices, they choose you. Consider a hand written card or personalized email.
Three weeks into the program, find out how they are feeling about the program. Get feedback on what they like and don’t like. More importantly, ask questions that will provide insight to how they are feeling about the program and their journey. While “I like the shakes” is important, knowing that they are anxious on weekends because of the lack of routine is more valuable to retention.
Spread the good news; highlight a success story. It is not new that testimonials are powerful. When choosing your testimonial, however, it is better to highlight a dieter who achieves common results. While it is wonderful when a dieter loses 200 pounds, most will lose less. Choose a testimonial story and person that others can relate to.
Finally, address sabotage when it appears. Some dieters change their mindsets after only one month into their program. As their weight loss advisor, it’s important to recognize sabotaging thoughts and patterns so the dieter can be redirected.
Let’s look at a few examples of when a dieter may veer off track:
1. When a short term goal is achieved. “Everyone is telling me I look great. I don’t need to be serious anymore!” Solution: Have dieters set both short and long term goals beyond the first month. When short term goals are achieved, celebrate and then set new goals immediately.
2. When the dieter starts to perceive the diet as punishment, they’re not looking at the big picture. “I’m sick of sticking to a diet.” Solution: Celebrate successes with dieters other than the scale. For example, praise a new activity they can enjoy as a result of their weight loss.
3. When the dieter views the diet as deprivation. “I’m missing out. It’s not fair.” Solution: Remind dieters that they are choosing to be on a diet. They can have anything they want, but would they rather choose to enjoy life at their goal weight, or eat a doughnut now?
How would you know your new strategies are working? Keep Data. Key Operating Statistics (KOS) helps you make informed decisions about all of your business questions and modify the course of business for continued growth and future positioning. Keep data relating to inquiries, conversions, drop offs, weight loss achieved and more, and then, deeply analyze the data. While it is good to know how many dieters drop off, it is better to know the most common week that dieter’s leave, and it’s even better to know the reasons why that drop off week is so common so you can implement a strategy to address the reasons behind the loss. Check out this article for harnessing data in the healthcare field. Robard provides customers with an extensive KOS data collection system, for access, contact Robard.
Want more? Access retention resources on www.Robard.com:
1. Video: Customer Service and Compliance: Better Compliance and Retention from Simple Touch Points and More Focused Visits
2. Staff Training Kit: One Month in Retention Strategies
3. Staff Training Kit: Keep Retention Strong
Not a customer? Request information here.
Blog written by Lynda Lewis/Robard Corporation
December 29, 2016
We’ve come a long way since January, and we appreciate you allowing us to take this weight loss journey with you. As we start to make plans, goals, and resolutions for the New Year, let’s take a moment to look back on some of the things we’ve learned in the past 12 months. Check out the slideshow below where we’ve highlighted 12 of our best weight loss tips, one for every month of 2016. Take inventory of things you tried that did or didn’t work, as well as things you meant to try but never got around to. Use this as a guideline for how you can set a clear roadmap to weight loss success in 2017. Download our free Goal Helper Worksheet to help you discuss New Year’s Goals with your weight loss provider. If you still need to find a provider to help you set a firm foundation for the New Year, visit our Find a Clinic page.
And for weight loss professionals, don’t forget, Robard offers a wealth of complimentary resources to aid you in recruiting and retaining patients for 2017, including Staff Training Kits, Customizable Marketing Materials, Educational modules, and more. Click here to get more information, or for customers, simply log on and start browsing our Holiday Resources! All of us at Robard wish you a healthy and productive New Year!
Blog written by Vanessa Ramalho/Robard Corporation
December 15, 2016
To meet the increasing needs of our customers and their patients, Robard Corporation’s manufacturing facility in Mount Laurel, New Jersey, is in the process of expanding to add an additional 16,000 square feet, with extra warehouse racking that will provide 1,350 new pallet positions. This surge will allow us to stage materials more efficiently for manufacturing and mixing. Further upgrades at our facility include two new state-of-the-art mixing rooms (including a new 100 cubic foot paddle mixer that will increase our capacity up to 2,400 lb. blends and reduce our blend times 60 percent on average), as well as an advanced integrated software system for our scales in a stand-alone weigh-up room. What’s more, we have acquired an additional building with 40,000 square feet of warehouse space, and are enlarging our research and development laboratory. We’re updating our current blending rooms, and have added 70 new staff members within the last year to meet our rising production needs. As a result, we have greatly increased our manufacturing capacity by now operating one shift of offline packing, two shifts of mixing and three shifts of production. All of this enables us to fulfill customer demand, consistently meet shipping deadlines and deliver the high quality products that you and your patients expect from Robard. Stay tuned for future updates during this exciting time of growth for the Robard family and our valued customers!
Blog written by Lynda Lewis/Robard Corpration
November 8, 2016
The time between Thanksgiving and the New Year can be the most challenging for your staff and your patients. There’s temptation around every corner — saboteurs are everywhere and, as a result, many patients fall victim to the mentality that “no‐one can maintain a diet during this time of year.” This mindset causes a chain of negative events that result in lost retention, decreased program effectiveness, lost revenue and momentum within your business.
But facts confirm that it’s simply not true. It’s time for you to prepare and educate your staff so your patients can break through the obstacles of tempting delights so they can enjoy a January filled with weight loss achievement.
The belief that patients can’t be successful during the holidays is based on outdated assumptions. Years ago, before we had an obesity crisis — before over 65 percent of Americans were overweight — the diet industry largely catered to cosmetic and seasonal weight loss. From January to May and from September to Thanksgiving, consumers turned to weight loss programs and then dropped their program during the summer and holidays. Today, more people join weight loss programs for health and wellness and to eradicate medical issues. These reasons are impervious to seasons, but patients are still susceptible to sabotage and exposure to diminished expectations. It’s during these times that we need to increase our vigilance against excuses and sabotage.
Educate your staff to counter all of the excuses, uncover sneaky saboteurs and eliminate them.
9 Tried and True Strategies for Retaining Your Patients
1. Create a weekly calendar with each client for each week during the holiday season and include their upcoming social events. Let the patient see how many of the 42 weekly eating occasions don’t involve a social event. (Assuming a patient eats six meals/snacks daily).
2. Stock up on Robard snacks and protein bars. These are easy to take on-the-go and require no prep. Perfect for shopping!
3. Re‐do goals with every patient and give specifics to focus on. Remind them it’s a series of small daily choices, not all or nothing. Help them counter the, “Well, I had cake at lunch, so I will start again tomorrow” approach.
4. Help patients visualize January 1.
5. Have patients fill out their food log.
6. Go over socializing basics. For example, if there is a dinner? On that day, eat breakfast, a snack, and lunch (preferably products). Eat just before arriving. Consider trade‐offs. For example: wine vs appetizer/appetizer vs dessert/sharing dessert. At the event, relax and socialize. Keep high‐fat treats out of sight.
7. Eat regularly every 3–4 hours and sleep regularly.
8. Don’t buy or make holiday treats until the last possible moment. Buy or make things that are not your personal favorites.
9. Maintain and increase physical activity. Great walking opportunities can be had with shopping or taking the family for a stroll to view the holiday lights.
While we would all like our patients to be perfect throughout the holiday, many struggle. For the struggling patients, continue to encourage them by letting them know that moving forward, even without perfection, is a goal worth driving towards.
For more tips and information on helping your patients and your business succeed through the holidays, Robard customers can download one of Robard Corporation’s many resources that help patients successfully navigate through the season. We also invite non-customers to download a holiday staff training kit, titled Visualizing January, by clicking here. Good luck and have a wonderful holiday season!
Blog written by Lynda Lewis/Robard Corporation
November 3, 2016
In many households, 6 p.m. to 9 p.m. can feel like the busiest, most hectic part of the day. You arrive home after what can be a stressful commute from work; the kids have homework and need to get ready for bed; the house is a mess; you’re tired from pulling an eight-hour shift (or more)… How do you fit in making the time to cook a healthy, family-friendly meal without driving yourself crazy?
Firstly, don’t be quick to come home with fast food just to save yourself some sanity. A recent study from the Johns Hopkins Bloomberg School of Public Health found that home cooking is a main ingredient in a healthier diet.
“When people cook most of their meals at home, they consume fewer carbohydrates, less sugar and less fat than those who cook less or not at all — even if they are not trying to lose weight,” says Julia A. Wolfson, MPP, a CLF-Lerner Fellow at the Johns Hopkins Center for a Livable Future and lead author of the study.
The findings also suggest that those who frequently cooked at home — six-to-seven nights a week — also consumed fewer calories on the occasions when they ate out.
Making dinner happen after work on a consistent basis can feel like a challenge. Even just figuring out what to cook can be hard, let along doing it quickly and with results the whole family will enjoy. But believe it or not, a healthy dinner is achievable… and you can even do it in less than 30 minutes with simple, fresh ingredients.
Start off by committing to ONE WEEK of home-cooked meals. To get you started off right, we’ve compiled a list of 7 recipes for healthy dinners you can make in 30 minutes or less. Give it a try and share your favorite recipe with us on Facebook!
TIP FOR DIETERS: When it comes to cooking while on a diet, portion control is everything! Download Robard’s Portion Platter to learn how to properly portion your meals. Weight management clinics offer programs with helpful resources and food education like our portion platter… to learn more about joining a weight management program, visit Robard’s Find a Clinic page.
TIP FOR PROVIDERS: Cooking healthy meals is a vital part of maintenance for any dieter. Robard’s programs offer tailored resources like meal plans to help your dieters keep the weight off. For more information on Robard’s programs, fill out Robard’s Become a Provider form.
Sources: Johns Hopkins Bloomberg School of Public Health, Food Network, Better Homes and Gardens
Blog written by By Vanessa Ramalho/Robard Corporation
September 7, 2016
The Internet is a vast marketplace of information about anything and everything — all available at your fingertips.
Oftentimes people use the Internet for personal reasons, but fail to understand its power and application to their business.
Consider this… You use the internet to gain knowledge, right? And if you are one of the 89 percent of consumers who search online before making a purchase, you buy items based on what you learn online. So, it’s highly likely that dieters, your target market, are also searching for information online and are “buying” based on the information they read. If you have a website, dieters who need help losing weight can “Google It” and hopefully find your great program.
Deciding whether or not to have a website is the easy part — building a web experience is more challenging. (Insider Tip: Don’t have a website? Create your own website for free.)
1. Create. An effective website has a purpose, is user friendly, and provides credible content. While all three of these attributes are important, it is vital to first determine what the purpose of the website will be. Is it to simply create awareness? Is the purpose to encourage dieters to order your products or perhaps to make an appointment? Once the purpose is decided, build your website around that purpose.
2. Drive. A website isn’t useful unless you can drive traffic — the right traffic — to that website. Increasing traffic takes time and testing. The good news: There are many ways to increase traffic. Common ways to make your website known within the dieting community are through paid search engine advertising/remarketing, social media, blog articles, traditional mailings, emails, and the most desirable, organic visits (free). To be successful, it is best to test each and monitor your site visits through Google Analytics. (Insider Tip: After signing up for Google Analytics, they provide a tracking code that must be added to every page of your website.)
3. Enroll. Turning online visitors into onsite visitors is key to your return on your investment. Having 1,000 visitors a day is good, but it is only valuable to your business if you turn those (or a good amount) of those visitors into enrolled dieters.
4. Focus. The most efficient and cost effective way to know what is working so you can focus your marketing efforts is to simply know what’s working. Keep records of how your dieters find you by asking each person who inquiries about your program how they heard about you. Keep this information in a log with the activity indicated (Google ad, social media outlet, blog, etc.) along with their status (enrolled, etc.) In the end, you will learn what combination of marketing activities drives inquiries and enrollments.
Increasing the likelihood that your center is found online and turning visitors into enrollments is challenging. (Insider Tip: Robard provides free comprehensive website reviews that provide specific suggestions for increasing traffic for customers.)
Good luck and contact our knowledgeable staff if you need any assistance. Be sure to inquire about our upcoming free webcast, “Fix Your Website & Social Media,” which will cover best practices for both. It’s exclusively for customers — but for you, we’ll make an exception. Just mention this blog to our staff to join or email email@example.com!
Blog written by Lynda Lewis/Robard Corporation
August 16, 2016
Need more enrollments? Who doesn’t, right? When we’re approached by a weight management center that’s concerned about low dieter sign-ups for their program, we start with one basic question: “What is your plan to build enrollment?” Surprisingly (and sometimes, not so surprisingly), they have no set plan and fail to track their activities.
There are numerous ways to communicate with potential dieters. To help jump-start your marketing plan and increase program enrollments, ask yourself these five basic questions:
1. What’s your goal? Well, we already know this answer: Increase enrollments. Great. Move on to question number two.
2. Why should a dieter choose your program? Having a variety of benefits can help set you apart from your competitors. For example, extended weekday or weekend hours, an on-site gym, new protein products, discounted packages, online patient engagement tools and more. (Insider Tip: Check out this Patient Engagement System – available free of charge to Robard customers!)
3. Who are you trying to enroll? Does your program cater to the working professional, stay at home parent, older adult or adolescent? Do you offer a medical program for individuals who need to lose weight because of a medical condition? Or is your program most appropriate for overweight individuals just looking to look and feel better? Determine the demographics and behavior profiles along with their goals for losing weight so you can target the right market and tailor your message and benefit statements to that target.
4. What message will appeal to your target? Even professional marketers struggle with the content of their message. The basics are to be clear, concise and directed at your target markets. The best messages reach your market on an emotional level and/or countering any “barriers” they see to joining your program (i.e. “time”). A recent emotional-driven marketing campaign we launched was “I Wish I Could.” It pictured everyday experiences overweight people struggle with or have desires for, both of which resolved by losing weight. For example, “I Wish I Could… Sit There,” with a picture of a common restaurant booth. And, “I Wish I Could… Wear That,” with a picture of a little black dress. (Insider Tip: Robard customers receive this and other marketing materials free of charge! Simply complete this short form to learn more.) A great way to create your message is to begin by speaking with your current dieters. Ask them why they joined your program? What keeps them returning? What new experiences or feelings do they have as a result of their weight loss? Speak to at least five and look for common threads to use in your messaging.
5. Where should your message appear? The easiest way to determine where your message should appear so that you reach your specified target is to review your key operating statistics. This will determine where your messaging has been successful for you to drive enrollments. If you don’t track this information, then go back to the profile of your target market and determine the how best to reach your audience. Is it Facebook, Twitter, blog articles, a mailing, local shopping magazine or even the supermarket bulletin board? Most likely it is a combination of avenues. Make sure you ask every new dieter how they heard about you so you will know what is working for next time.
Good luck and contact our knowledgeable staff if you need any assistance. Be sure to inquire about our upcoming free webcast on Building Your Patient Census. It’s exclusively for customers — but for you, we’ll make an exception. Just mention this blog to join!
Blog written by Lynda Lewis/Robard Corporation