The Value of Targeting
Have you heard the saying "when you try to be everything to everybody, you end up being nothing for everyone?"
Well, its true.
If you include too many messages in your marketing you dilute the message and inhibit the core message from being heard. Your marketing messages will go much further if you position yourself as a specialist, not a generalist. For example, if you are an oral surgeon and you advertise dental implants, bone grafting, extractions, TMJ disorders, and facial trauma, it is difficult for me, as a prospective patient who needs my wisdom teeth out, to decide if you are the right practice for me.
A single core message (or your unique selling position) is what is most effective. So instead, you could advertise that you are a wisdom tooth expert in one marketing piece, and use another for implants, and so on.
When you advertise too many things, your prospects get confused. When prospects get confused, they either fail to make a decision or go somewhere that is easier to relate to.
Broadcasting vs. Narrowcasting
Identify your core message and the groups of people who would benefit most from this product or service. Speak directly to them in your marketing and repeat your message frequently.
If you have multiple messages that you wish to share with the world, segment your audiences by what will be most important to them and communicate each individual message to your segmented target groups. This narrowcasting approach will be much more effective than the broadcasting approach of trying to tell everyone everything about what you do.
- Sarah Nelson
Well, its true. If you include too many messages in your marketing you dilute the message and inhibit the core message from being heard. Your marketing messages will go much further if you position yourself as a specialist, not a generalist. For example, if you are an oral surgeon and you advertise dental implants, bone grafting, extractions, TMJ disorders, and facial trauma, it is difficult for me, as a prospective patient who needs my wisdom teeth out, to decide if you are the right practice for me.
A single core message (or your unique selling position) is what is most effective. So instead, you could advertise that you are a wisdom tooth expert in one marketing piece, and use another for implants, and so on.
When you advertise too many things, your prospects get confused. When prospects get confused, they either fail to make a decision or go somewhere that is easier to relate to.
Broadcasting vs. Narrowcasting
Identify your core message and the groups of people who would benefit most from this product or service. Speak directly to them in your marketing and repeat your message frequently.
If you have multiple messages that you wish to share with the world, segment your audiences by what will be most important to them and communicate each individual message to your segmented target groups. This narrowcasting approach will be much more effective than the broadcasting approach of trying to tell everyone everything about what you do.
- Sarah Nelson
Graphic design for your practice
Are you considering a new logo for 2010? Looking to hire a new design firm for your website, brochures, or new patient packets? I don't know about you, but sometimes I have a lot of trouble speaking the same language as designers.
With design being such a critical part of your practice's image; good, clear, communication between you and your designer is critical.
Here are some tips on how to find (and work well with) a good designer:
* Get referrals. My friends at Level8 Design Studio create beautiful work for all budgets. You can check out their latest projects at www.level8ds.com
* Look at their work. Visit websites or ask to see a portfolio so you can decide if the designer is capable of producing a look that suits you.
* Talk. Go through a project they did and ask them to talk you through the process. You'll get a sense of how long your project might take and what they'll need from you.
* Get an estimate. Rates are going to vary. Some designers work hourly, some work by project. Make sure you confirm what is included and ask about revisions. Some firms limit the amount of revisions you can make so make sure you have a clear understanding.
Let me know what additional questions you have about graphic design and I will get them answered for you in an upcoming post!
Make it a great week,
Sarah
With design being such a critical part of your practice's image; good, clear, communication between you and your designer is critical.
Here are some tips on how to find (and work well with) a good designer:
* Get referrals. My friends at Level8 Design Studio create beautiful work for all budgets. You can check out their latest projects at www.level8ds.com
* Look at their work. Visit websites or ask to see a portfolio so you can decide if the designer is capable of producing a look that suits you.
* Talk. Go through a project they did and ask them to talk you through the process. You'll get a sense of how long your project might take and what they'll need from you.
* Get an estimate. Rates are going to vary. Some designers work hourly, some work by project. Make sure you confirm what is included and ask about revisions. Some firms limit the amount of revisions you can make so make sure you have a clear understanding.
Let me know what additional questions you have about graphic design and I will get them answered for you in an upcoming post!
Make it a great week,
Sarah
Celebrating Holidays
January
New beginnings, resolutions, and parties – it’s a great time to share what is new with your patients – you could mail them New Year specials
Make sure you put your contact information on the hats – (could be done easily with a stamp.)
New Years Day 1st
Martin Luther King Day 21st
Super Bowl Sunday – in office nfl picks
February
Groundhog Day 2nd –
Valentine’s Day 14th – Romance service packages – 2-1 s
Random Acts of Kindness Day
Presidents Day 18th
Presidents Day 18th
March
National Nutrition Month
Daylight Savings 9th
St Patrick’s Day 17th – green things, luck of the irish – could include a prize drawing for services or a game
First Day of Spring 20th – vernal eqinox is a great time to start a spring special – you can make a coupon for your email list or newsletter recipients that looks like a tulip
Easter
April
April fools day 1st – great for jokes and tricks
Tax Day 15th
Earth Day 22nd
Administrative Professionals Day 30th
May
May Day 1st
National Teacher’s Day 6th
Mother’s Day 11th
Memorial Day 26th
Cinco de Mayo – Pinata coupon
June
National Rose Month
Father’s Day 15th
First Day of Summer 20th
Paul Bunyan Day 28th
July
Take it to the beach – bundle or package services that in a beach towel or bucket
Parents Day 27th
August
Friendship Day 3rd
Women’s Equality Day 26th
Back to school - money saving coupons for parents are always helpful
September
Labor Day 1st
Grandparents Day 7th
Patriot Day 11th
First Day of autumn 22nd
October
Child Health Day 6th
Columbus Day 13th
Boss Day 16th
Mother in law Day 26th
Halloween 31st
Maybe a treasure hunt for kids around your office?
November
Good Nutrition Month
Daylight savings time ends 2nd
Veterans Day 11th
Thanksgiving Day 27th
December
Human Rights Day 10th
First Day of Winter 21st
Boxing Day 26th
Kwanzaa 26th
World Kickball Tournament edition
Hi practice marketing all stars!
I just wanted to send a quick note to let you know that I am in Las Vegas this week with my kickball team competing in the World Kickball Championship! There are 72 bold, brazen, and daring teams here from around the country... Wish us luck!
You can check out the full story, and see my team All Stars Only, on ESPN:
While I'm here, I'll be visiting with 3 of my Practice Marketing Revolution coaching clients. If you would like a "Vegas Style" branding tip sheet for your practice, email me at sarah@npressnewsletter.com!
Cheers,
- Sarah
You can check out the full story, and see my team All Stars Only, on ESPN:
While I'm here, I'll be visiting with 3 of my Practice Marketing Revolution coaching clients. If you would like a "Vegas Style" branding tip sheet for your practice, email me at sarah@npressnewsletter.com!
Cheers,
- Sarah
Crank up the smiles today!
Have you ever noticed how when you are in a good mood, your patients pick up on it? Your staff is more enthusiastic, patients more willing to pay for treatment, and at the end of the day you are a lot more fulfilled. What some doctors fail to realize is that their energy is often the lifeblood of their practice and when they have an "off day", it creates a ripple effect through their staff, patients, and ultimately their productivity.
Here are my top 7 things you can do to get out of a rut!
1. Start your day with a workout! 30 minutes of aerobic exercise feels great and puts a spring in your step
2. Wake up 30 minutes early and spend 15-20 minutes planning out your day. Create a vision of exactly how you want your day to play out.
3. Feed yourself positive mental nutrition. Read a motivational book or listen to a podcast on your way to work.
4. Call 206-419-5407 and learn about my Practice Marketing Revolution Bootcamp. Make the decision to spend an hour a week with me to unlock the secrets of the modern practice and wowing your Generation- Y patients.
5. Become future focused. Do not worry about anything that has happened in the past - there is nothing you can do about it.
6. Set Goals. Set 5-6 goals that get you excited. My favorite is the SMART formula. S = Specific M = measurable A= action oriented R= Realistic T= Timely
7. Smile! A good smile is contagious so start spreading it!
The bottom line is: It's not what you know or what you do. It's who you are being. If you get stuck, choose a new way to be.
The First Visit
Last week, we thought about the value of the new patient welcome package. Today, I encourage you to think about your new patient's first visit to your office.
- Sarah Nelson
- How is your new patient greeted?
- Is each patient greeted warmly with a personal touch? I often find myself in practices that still insist on having a wall of glass between the administrative staff and the waiting area. Do you find a fortress of glass to be welcoming?
- Do you offer the patient anything while they wait? Think about the relief you feel when you receive a nice fresh glass of water while waiting to order at a restaurant.
- Is your waiting area clean and free of clutter? You've seen those waiting rooms with piles of outdated magazines? Yuck! Think about the message that might send your new patient, "they have magazines from 2006 lying around... I wonder how up to date their equipment is?"
- Is your new patient waiting in a room by themselves? I took my little brother to an eye doctor appointment last week and no joke, we waited 50 minutes in an operatory by ourselves with the door closed. Patients DO NOT LIKE being left alone. They have come to you for help. Think about the anxiety that builds for them while their eyes wander over all your clinical equipment and they eagerly await your expert advice and solutions to their problems.
- Do you take time to get to know your new patient and ask them about their goals for their health?
- Do you ask about your patient's past experiences so you can customize your approach for this unique individual?
- How many different touches do your patients have with your staff? Can you say with confidence that all of them are positive and referral worthy?
- Sarah Nelson
I would like to invite you to a FREE Practice Marketing Revolution Teleclass!
“How to Design a Unique and Buzz worthy Patient Experience So You Can Get More Patient Referrals”
** This is the first in a series of FREE teleclasses all about marketing your practice like a rockstar!
This one-hour call is packed with useful and effective information and strategies that will make a significant difference in how your patients feel about you and how many friends they refer to you.
People choose to refer to your practice because you give them an EXPERIENCE they enjoy and know their friends will appreciate too!
Now the question is, do YOU know how to create such an Experience?
Find out by joining us on:
Wednesday, September 30th
8:00 PM Eastern
Register by emailing mike@npressnewsletter.com
Looking forward to having you join us!
P.S.- Just imagine what it’s going to be like once you have designed and deliver an experience your patients truly appreciate.
And if for some reason you can’t make the call, you can get the mp3. Be sure to register NOW so we can send it to you!
To Register and receive call details, email mike@npressnewsletter.com
What's in your new patient packet?
The new patient welcome packet is the patient's first experience with you after their intake phone call which makes managing the details very important. A new patient welcome packet can be an excellent way to build value and start a relationship before your patient walks through your door. Not only does the patient receive the medical history forms and practice information they will need for their visit, but they can get a sense of your practice personality and feel good about the decision they've made to come see you.
I just remade a dental practice welcome packet to be sent to new patients before the first visit. Here's what we included:
1. Glossy print out and bio with a photo of the dentist, team, and practice
2. Q & A sheet about what patients usually ask at the first visit
3. A "What to expect at your first visit guide"
4. 8 pages of handwritten patient testimonials that we photocopied
5. 3 pages of recent press clippings (from the PR campaign we had been running for the past year)
6. Professionally produced patient testimonial DVD
7. Medical History Form and privacy policies
8. Financial arrangements form
9. Copy of latest practice newsletter
All of these pieces were sent in a glossy logoed folder. Think about how long it would take to get through all this material. That is a lot of time for a patient to spend "getting to know you" before they enter your practice.
If you would like a FREE new patient packet critique, send an email to sarah@npressnewsletter.com
Email Marketing - try it today!
No matter what type of practice you have, you should be collecting your patient's email addresses. Simply add the prompt to your new patient information form, medical history sheet, or ask them directly during your initial phone call. If you start doing this, you'll open the doors to inexpensive ways to stay connected with your patients and educate them about your products and services.
Once you've collected a few emails, you can use a service like T-Link or Mail Chimp to send special announcements and promotional emails. These services will protect patient confidentiality by keeping the lists private.
Before you get started with email marketing, here are a few things you should know:
* Not all of your patients will want to hear from you. If they receive an unwanted email from you, make it easy for them to get off your mailing list. Most email services will have an unsubscribe feature that allows them to select out automatically. If yours does not, and the patient calls your office to be removed from the list, do it right away. Unwanted email can be really irritating to those patients with busy jobs and schedules.
* Have a reason to send an email. There's a saying that if you have nothing to say, you shouldn't be advertising. Make sure when you do email your patients you are saying something new, engaging, or interesting. If you send emails everyday, you'll notice that people will tend to ignore them. Try to send them only when you have something cool and exciting going on or something to offer.
* DON'T SHOUT! Using all caps in email headlines is the equivalent to yelling your message in your patients face.
There are tons of ways to use email to market to your patients without spending a ton of money. If you have some success stories or ideas, please share them here!
- Sarah Nelson
Sarah is the President and founder of Npress. She works with health care providers who struggle with marketing and attracting new patients. Npress makes patient newsletters that are customized to look like they are straight from the doctor's desk! Check them out at: http://www.npressnewsletter.com
Once you've collected a few emails, you can use a service like T-Link or Mail Chimp to send special announcements and promotional emails. These services will protect patient confidentiality by keeping the lists private.
Before you get started with email marketing, here are a few things you should know:
* Not all of your patients will want to hear from you. If they receive an unwanted email from you, make it easy for them to get off your mailing list. Most email services will have an unsubscribe feature that allows them to select out automatically. If yours does not, and the patient calls your office to be removed from the list, do it right away. Unwanted email can be really irritating to those patients with busy jobs and schedules.
* Have a reason to send an email. There's a saying that if you have nothing to say, you shouldn't be advertising. Make sure when you do email your patients you are saying something new, engaging, or interesting. If you send emails everyday, you'll notice that people will tend to ignore them. Try to send them only when you have something cool and exciting going on or something to offer.
* DON'T SHOUT! Using all caps in email headlines is the equivalent to yelling your message in your patients face.
There are tons of ways to use email to market to your patients without spending a ton of money. If you have some success stories or ideas, please share them here!
- Sarah Nelson
Sarah is the President and founder of Npress. She works with health care providers who struggle with marketing and attracting new patients. Npress makes patient newsletters that are customized to look like they are straight from the doctor's desk! Check them out at: http://www.npressnewsletter.com
Quick guide to getting testimonials
Testimonials are one of the strongest tools we have for educating patients about treatment. In fact, what someone else says about you is 3x more impactful than what you say about yourself. Testimonials move you from saying, in effect, "I'm great and you'd better believe it!" to "I'm great and here are real people who say so." They also help you convey elusive qualities about yourself and your practice that don't easily come across on paper otherwise. Remember when you were a child and learned about the world around you through stories? That is exactly what using effective testimonial usage does for your patients!
The most credible testimonials typically include the following:
1. Emotional link to treatment that has been done or proposed.
Ex: Before I had my wisdom teeth removed w/Dr. Nelson, my gums were infected and I had so much pain!
2. Something specific about the experience that we provided.
3. For maximum impact, testimonials end with a person's full name, his or her title where that's applicable, and either a company name, preferably recognizable, or a city and state
Ex: - Sarah Nelson (or S. Nelson), President, Npress, Portland, Maine
How to start collecting testimonials today:
Many people are under the impression that a testimonial should take the form of a complete, signed letter on a company letterhead. But because you're asking a lot of someone when you request one of these, you'll get many more usable quotes if you simply go after two sentences from each testimonial giver. Here are a few ways to get a testimonial quickly and easily:
1. If you happen to receive a wonderful letter of thanks, find the strongest two sentences to excerpt for your promotional materials. Feel free to combine several phrases and condense the wording, so long as you don't change the essential meaning. Many times the context is missing, and you need to supply it so an outsider understands the praise. If you do much more than change the punctuation, and add or omit little connecting words, get the writer's permission for the changes.
2. Over the telephone or face to face, whenever someone spontaneously utters quotable praise, grab a pencil or tape recorder, ask, "May I quote you on that?" and scribble it down.
3. One approach that I've seen work well is to say you're collecting success stories from clients and would they like to be included? Putting it that way flatters clients and presents the blurb to them as a compliment rather than a burdensome request.
- Sarah Nelson
The most credible testimonials typically include the following:
1. Emotional link to treatment that has been done or proposed.
Ex: Before I had my wisdom teeth removed w/Dr. Nelson, my gums were infected and I had so much pain!
2. Something specific about the experience that we provided.
3. For maximum impact, testimonials end with a person's full name, his or her title where that's applicable, and either a company name, preferably recognizable, or a city and state
Ex: - Sarah Nelson (or S. Nelson), President, Npress, Portland, Maine
How to start collecting testimonials today:
Many people are under the impression that a testimonial should take the form of a complete, signed letter on a company letterhead. But because you're asking a lot of someone when you request one of these, you'll get many more usable quotes if you simply go after two sentences from each testimonial giver. Here are a few ways to get a testimonial quickly and easily:
1. If you happen to receive a wonderful letter of thanks, find the strongest two sentences to excerpt for your promotional materials. Feel free to combine several phrases and condense the wording, so long as you don't change the essential meaning. Many times the context is missing, and you need to supply it so an outsider understands the praise. If you do much more than change the punctuation, and add or omit little connecting words, get the writer's permission for the changes.
2. Over the telephone or face to face, whenever someone spontaneously utters quotable praise, grab a pencil or tape recorder, ask, "May I quote you on that?" and scribble it down.
3. One approach that I've seen work well is to say you're collecting success stories from clients and would they like to be included? Putting it that way flatters clients and presents the blurb to them as a compliment rather than a burdensome request.
- Sarah Nelson
They're not just going to know: Educating your patients about your services
Often times when my clients think about marketing, they focus most on attracting new patients. Obviously, this is an important goal but there is another, often overlooked, marketing opportunity within your practice: Telling your patients everthing that you do and increasing your patients' utilization of your care.
Many doctors I've worked with believe that their patients already know everything there is to know about their practice. Let me tell you, in reality, your service offerings may be something that your patients know least about.
How do you tell your patients about additional services?
Take one minute at each visit to relay a short story message about something you offer. Make it easy to relate to, like a dentist might say, "I had the wife of a patient come in yesterday and she said "please do something with my husband's teeth. They are so brown, I'm sick of looking at him." This opens an opportunity for you to talk with your patient about an offering that they may not have tried in your practice.
My favorite tool for educating patients and igniting treatment requests is a practice newsletter. You can create one as an e-zine or a mailing - both are great. The added benefit of a mailing is that the newsletter can be a referral tool. It can be left on a coffee table (where it can be seen), or given away and shared. If you need help getting started with a newsletter, email me: sarah@focus-evolve-succeed.com or visit www.npressnewsletter.com. I've spent a lot of time researching and testing the best way to use this tool and I am happy to send you a sample.
Many doctors I've worked with believe that their patients already know everything there is to know about their practice. Let me tell you, in reality, your service offerings may be something that your patients know least about.
How do you tell your patients about additional services?
Take one minute at each visit to relay a short story message about something you offer. Make it easy to relate to, like a dentist might say, "I had the wife of a patient come in yesterday and she said "please do something with my husband's teeth. They are so brown, I'm sick of looking at him." This opens an opportunity for you to talk with your patient about an offering that they may not have tried in your practice.
My favorite tool for educating patients and igniting treatment requests is a practice newsletter. You can create one as an e-zine or a mailing - both are great. The added benefit of a mailing is that the newsletter can be a referral tool. It can be left on a coffee table (where it can be seen), or given away and shared. If you need help getting started with a newsletter, email me: sarah@focus-evolve-succeed.com or visit www.npressnewsletter.com. I've spent a lot of time researching and testing the best way to use this tool and I am happy to send you a sample.
Why do you need a good headshot?
I'm getting some professional photos taken this week for my own marketing materials. After talking with my photographer and friends, I've realized this process isn't as simple as I imagined. There is a lot to think about to ensure you are putting your best face forward.
Getting a quality head shot is important as it immediately tells prospective patients a lot about you. Here are some tips I've compiled for looking your best and conveying the correct message in your marketing:
1. If you don't want baggy eyes, get a good night's sleep before your shoot.
2. Complementary or contrast colors are great clothing choices. For example, someone with lighter hair should have darker tops or suits, someone with darker hair should choose lighter colors. (Bring several outfits and try to avoid "busy" patterns)
3. Good lighting makes a HUGE difference. I like natural light myself but your photographer will be able to understand what lighting conditions are best for you.
4. Makeup look completely different on camera. Hiring a professional stylist is well worth the investment to make sure everything looks right. (It's fun to be pampered - even for a moment!)
The best tip I can give is to be comfortable and authentic . Create a setting that you can feel at ease in and your emotions will resonate with your prospects.
If you have photographer resources you'd like to share with our members, email sarah@focus-evolve-succeed.com and I'll be sure to post them and include them in our monthly coaching materials.
Take time to connect with your patient
There are many times in patient care when it is important to connect emotionally with your patients. Typically, these times are at the start, the middle, and the end of the appointment. Yes, it seems so obvious but many times practioners are so busy that the emotional connection is ignored in part in all appointments. Talk about missed opportunity! It's one of those things like, "I know I need to do this, I just forgot..." The cool thing is, if you remember to do it, and take your time, it costs you nothing and often leads to a very profitable result!
Just yesterday, I was observing a cosmetic derm practice and the doctor was seeing a new patient. In the initial interview, the new patient stated what she wanted, (brown spots removed from her cheeks and less tired looking eyes), and said, "I would have gone to my dermatologist for this, but he's always so busy." (Alarm bells sounding off in head because patient has told us exactly how to make her happy) The doctor then spent an extra 25 minutes discussing the patients goals and treatment options. The patient described the way her skin made her feel and why she was uncomfortable. She told the doctor about her daughter's upcoming wedding and he wish to look younger in the wedding pictures. When the consultation was done, the patient ended up scheduling for $5500 more treatment that what the initial treatment plan outlined.
Do you think that would have happened if the doctor rushed the consult and didn't connect with patient?
If you want to increase your case size, the likelihood or a referral, and your satisfaction, do the following:
Spend time creating a relationship with the patient. Ask her about her family, her work, or her life in general. If appropriate, disclose a bit about yourself. This establishes trust and trust leads to case acceptance.
Make eye contact and practice active listening. Tell her what you will be doing and answer any questions and ask permission to start treatment.
Speak to the benefits of treatment and the advantages of how you provide the care. Don't be too technical or serious. Just connect emotionally with your patient.
If you start taking more time, your patient satisfaction will go up. Happy patients = referring patients. Get started today!
Just yesterday, I was observing a cosmetic derm practice and the doctor was seeing a new patient. In the initial interview, the new patient stated what she wanted, (brown spots removed from her cheeks and less tired looking eyes), and said, "I would have gone to my dermatologist for this, but he's always so busy." (Alarm bells sounding off in head because patient has told us exactly how to make her happy) The doctor then spent an extra 25 minutes discussing the patients goals and treatment options. The patient described the way her skin made her feel and why she was uncomfortable. She told the doctor about her daughter's upcoming wedding and he wish to look younger in the wedding pictures. When the consultation was done, the patient ended up scheduling for $5500 more treatment that what the initial treatment plan outlined.
Do you think that would have happened if the doctor rushed the consult and didn't connect with patient?
If you want to increase your case size, the likelihood or a referral, and your satisfaction, do the following:
Spend time creating a relationship with the patient. Ask her about her family, her work, or her life in general. If appropriate, disclose a bit about yourself. This establishes trust and trust leads to case acceptance.
Make eye contact and practice active listening. Tell her what you will be doing and answer any questions and ask permission to start treatment.
Speak to the benefits of treatment and the advantages of how you provide the care. Don't be too technical or serious. Just connect emotionally with your patient.
If you start taking more time, your patient satisfaction will go up. Happy patients = referring patients. Get started today!
Photos, Photos, Everywhere.
Have you ever looked through a magazine, seen a picture, and suddenly, you find that you've gotta have it? Maybe you've been walking by a billboard with models and thought, "I wish I looked like that".
That is exactly the experience and response that we want to create with your patients! Pictures are excellent triggers to remind people of what they want out of life, and using them in your practice is a great way to get patients excited about their treatment.
I've been in a physical therapy program for several months recovering from an ACL reconstruction. (I tore it during a bad slip in a dodge ball game, but thankfully, am now back to normalcy and running everyday.) In my physical therapy center, each wall is lined with giant, glossy photos of former patients doing their favorite activities. There are cyclists, ballerinas, lacrosse players, you name it. Each of them is signed by the patient with a nice thank you note to the physical therapists at the center.
When I was first diagnosed, looking at these pictures made me feel pretty grumpy. I was still very injured and had just learned it would be 6 months before I could think about participating in my normal activities. I didn't want to think about the active life I was putting on hold.
A week after my surgery, I was back to looking at the photos and a thought popped into my head - "soon that will be me." I looked at the photos nearly everyday for 6 months, and each time, I felt that I was getting stronger and mirroring the healthy people in the pictures. When I felt bummed about my crutches, I'd think about the picture of the recovered skier ripping it up on the slopes. When my friends went to play basketball and I stayed at home, I'd think of the image of the soccer player racing past an opponent. What I've come to realize is that those pictures gave me the inspiration to work hard everyday at my own recovery. Those strangers on the wall motivated me to follow through with my treatment.
How can you harness the power of photos for your own practice to get your patients excited about working with you?
Pictures of your happy patients should line your walls, your reception area, and clinical operatories. Depending on your practice, before and after photos can be a great way to showcase your best work. In venous disease treatment for example, when people see the difference between a leg covered in varicose veins, and a leg that is smooth and beautiful, they will be much more receptive to treatment options. A nice comparison album makes a great addition to any reception area and makes it much easier to sell your services.
I like to include captions with the photos. In dentistry, you could show a porcelain veneer case with the caption, "Porcelain veneers - done in 2 visits." That would impress almost anyone.
My team can help you create an excellent before and after book that works very well. Call 206-419-5407 and we can get started today!
That is exactly the experience and response that we want to create with your patients! Pictures are excellent triggers to remind people of what they want out of life, and using them in your practice is a great way to get patients excited about their treatment.
I've been in a physical therapy program for several months recovering from an ACL reconstruction. (I tore it during a bad slip in a dodge ball game, but thankfully, am now back to normalcy and running everyday.) In my physical therapy center, each wall is lined with giant, glossy photos of former patients doing their favorite activities. There are cyclists, ballerinas, lacrosse players, you name it. Each of them is signed by the patient with a nice thank you note to the physical therapists at the center.
When I was first diagnosed, looking at these pictures made me feel pretty grumpy. I was still very injured and had just learned it would be 6 months before I could think about participating in my normal activities. I didn't want to think about the active life I was putting on hold.
A week after my surgery, I was back to looking at the photos and a thought popped into my head - "soon that will be me." I looked at the photos nearly everyday for 6 months, and each time, I felt that I was getting stronger and mirroring the healthy people in the pictures. When I felt bummed about my crutches, I'd think about the picture of the recovered skier ripping it up on the slopes. When my friends went to play basketball and I stayed at home, I'd think of the image of the soccer player racing past an opponent. What I've come to realize is that those pictures gave me the inspiration to work hard everyday at my own recovery. Those strangers on the wall motivated me to follow through with my treatment.
How can you harness the power of photos for your own practice to get your patients excited about working with you?
Pictures of your happy patients should line your walls, your reception area, and clinical operatories. Depending on your practice, before and after photos can be a great way to showcase your best work. In venous disease treatment for example, when people see the difference between a leg covered in varicose veins, and a leg that is smooth and beautiful, they will be much more receptive to treatment options. A nice comparison album makes a great addition to any reception area and makes it much easier to sell your services.
I like to include captions with the photos. In dentistry, you could show a porcelain veneer case with the caption, "Porcelain veneers - done in 2 visits." That would impress almost anyone.
My team can help you create an excellent before and after book that works very well. Call 206-419-5407 and we can get started today!
Cold Calls to Build Strategic Relationships
As a new business owner, I have been making my fair share of cold calls lately. The idea of approaching people that you don’t know and trying to convince them of something is frightening in and of itself. I don’t know anyone who really likes cold calling or finds this comfortable, but I do know people who have learned to do it without breaking into a cold sweat every time.
What I’ve found is that preparation is the one thing that eases my mind takes the edge off these experiences. The more I prepare, the easier I am able to get through each cold call and the better the results. You can do the same as you reach out to businesses in you area to build strategic relationships.
What are the best ways to prepare?
To start, do a little research and find out about your prospects. Think about what kinds of businesses serve your target market. A cosmetic dermatologist might seek to align herself with a high end women's retail store or a make up shop. An oral surgeon may reach out to a driving school because it will be full of potential wisdom teeth patients. If you are a dentist and would like to seek referrals from a local beauty shop, get to know their website or call them for an informational interview. If your prospect is close by, you can request a site visit and spend some face time learning what they do and what solutions you could offer them through a mutually beneficial relationship. The added bonus here is that you can often meet leads just by walking around and talking to people. You’ll want to pay attention to your prospects “hot button.” Find out what really matters to them and craft your message around offering the solution to their problem.
Once you’ve found your prospects needs and know what to say, you are ready to make your move.
Here are 4 things to keep in mind to get your cold calls done the “easy” way:
• Manage your own feelings and expectations. Nobody likes rejection. Get out of your own way and don’t let your fear of rejection hold you back. Send yourself positive messages and remember that the worst that will happen is the dreaded “no.”
• Create a Plan B. Figure out what back up options you have. Never keep all your eggs in one basket. A back up plan is a comforting feeling that you do have other options and alternatives. I always make a list of several targets to increase my odds of success.
• Remember Helping vs. Selling. Focus on being a helper and offering a solution to a problem instead of a salesperson. Think about the needs of the business you are reaching out to. You’ll feel much better about what you are doing if you really believe in it and the benefit your work can bring to others.
• Highlight your competitive advantage. When you finish a cold call, instead of leaving business cards, brochures, or pens, leave a list of the Top Ten Reasons they should do business with your company. List items that are true, memorable, and show why you are the best game in town.
A lot of this may be common sense and simply requires a bit of hard work. Use your industry knowledge to modify your approach and keep track of what works for you. I find that I am most successful with my cold calls after 6pm. At that time, my prospects are most relaxed and willing to talk. For the best response, keep your focus on a few industries and markets so you can spend time customizing your approach. Read trade publications and blogs, and go to events and seminars. Be anywhere your potential clients might be. Stay true to your message, and in no time, you’ll develop relationships in your community to build your practice!
** If you would like my top five ideas for a strategic relationship for your practice email me at sarah@focus-evolve-succeed.com with your practice type in the subject line**
Building your prospect list
Are you looking for new patients?
Many stores and restaurants have a weekly drawing for for a prize in exchange for the business cards that people drop in. Ask a staff member go to these businesses and ask if she can have the cards in exchange for something. You may get the cards for free, or you could offer a certficate for services in exchange for the leads. You could even offer to type up the names (as you will do for your own mailing purposes) and give them to the store for their own database.
Take control of your marketing and get out there and start building your list today!
4 Ways to Make the Most of Your Event Sponsorship
I was out for a coffee yesterday and saw one of those beautiful, artsy posters for an upcoming event in my area. After reading the event details, I was really surprised to find an orthodontic practice that I work with as an event sponsor. I didn't know they were sponsoring this event, and I'm helping with their marketing plan!
To many practices fail to get the most from their sponsorship dollars. Don't just sign the check, send your logo, and walk away. Think like a marketing guerrilla and get every bit of value that you can from your sponsorship! Here are a few ways to make sure you don't get lost in logo soup and go unnoticed.
Show up and get involved
I've been to several fundraisers and events where I know the community partners and sponsors, but representatives from their companies are not present. What a waste if your name is in the program but no one is there to network and chat about your practice. Jump in with both feet! Join the planning committee. Volunteer to be a greeter on-site and connect with potential patients.
Make your name or logo pop!
Review all the event promotional material before production to ensure your company is properly identified and that you stand out.
Create a mailing list
Ask event organizers for a copy of the attendee list with contact information then build yourself a mailing list. Follow up with a promotion - a newsletter, an e-zine, or a special offer.
Promote the sponsorship
Send out a press release announcing your sponsorship. Include your sponsorship activities on your website, in brochures, and your other promotional pieces. Let your patients know where you will be and when so you can connect with them in a non-clinical environment. Hire a photographer for the day of the event to take some high quality photos of your on-site activities and post them in your practice, on your website, and newsletter.
Don't be afraid to explore the possibilities when it comes to the events you sponsor.
If you would like a consultation on an upcoming sponsorship opportunity, email me at sarah@npressnewsletter.com with the details.
- Sarah Nelson
To many practices fail to get the most from their sponsorship dollars. Don't just sign the check, send your logo, and walk away. Think like a marketing guerrilla and get every bit of value that you can from your sponsorship! Here are a few ways to make sure you don't get lost in logo soup and go unnoticed.
Show up and get involved
I've been to several fundraisers and events where I know the community partners and sponsors, but representatives from their companies are not present. What a waste if your name is in the program but no one is there to network and chat about your practice. Jump in with both feet! Join the planning committee. Volunteer to be a greeter on-site and connect with potential patients.
Make your name or logo pop!
Review all the event promotional material before production to ensure your company is properly identified and that you stand out.
Create a mailing list
Ask event organizers for a copy of the attendee list with contact information then build yourself a mailing list. Follow up with a promotion - a newsletter, an e-zine, or a special offer.
Promote the sponsorship
Send out a press release announcing your sponsorship. Include your sponsorship activities on your website, in brochures, and your other promotional pieces. Let your patients know where you will be and when so you can connect with them in a non-clinical environment. Hire a photographer for the day of the event to take some high quality photos of your on-site activities and post them in your practice, on your website, and newsletter.
Don't be afraid to explore the possibilities when it comes to the events you sponsor.
If you would like a consultation on an upcoming sponsorship opportunity, email me at sarah@npressnewsletter.com with the details.
- Sarah Nelson
Where are your patients coming from? - Measuring the Return on Investment in your Marketing
Despite its importance, marketing ROI is one of the least understood, least measured functions at many practices. As I’ve mentioned before, I’ve seen boat loads of money spent on advertising campaigns without anyone ever stopping to ask- is this bringing me new patients? More often than not, practitioners have a vague idea of how new patients enter their practice but no real numbers on which to base their marketing decisions. What I hope that you understand is that by using data and analytics you can ensure that your budget is allocated to the best use of your marketing dollars and move some resources to marketing activities that yield a higher ROI.
Calculating your marketing ROI can be quite simple:
ROI = Profit/Investment or ROI = new patients/marketing campaign cost
The easiest way to get started with measuring your marketing is by asking every new patient how they heard about you. You can build this into to your new patient phone call or your initial consultation or interview. I always teach keeping a tracker that tells you each month how many patients you are getting from each source – website, referrals, sign, ad in the paper, etc. Then, I recommend taking the new patient numbers and looking at the treatment that was presented to them, what was accepted, and completed. These numbers let you know if the marketing tactics you are using are reaching your target patients, (those that are eager to do business with you.) At the end of the month or the year, you can clearly evaluate the most productive marketing strategy and make plans to do more of it over the next period.
You can also track ROI on your website by monitoring the site hits. If you haven’t looked at these reports before, call your site host and ask to see the numbers. As you make updates or changes to your site continue to watch the numbers and look for fluctuation in the number of unique visitors.
If you are using email campaigns with your patients, pay attention to open rates, and click-through rates (CTR). These numbers will provide you with a metric to use in developing your skills at crafting compelling messages and subject lines that grab your patient’s attention.
Knowing what to improve and what is working is vital to establishing realistic performance targets for your marketing and making the most of your budget.
Do you know where your patients are coming from?
If you would like a copy of my FREE marketing ROI calculator, send me an email at sarah@focus-evolve-succeed.com with ROI in the subject.
Testing... Testing...1,2,3
A friend of mine from my kickball team is having trouble with the latest direct mail piece for his chiropractic practice.
The postcard he’s using is nice- it looks really professional. It’s glossy, has nice images of his target clients, all his contact information, a testimonial, and even a call to action. He spent a little over $2,000 to have 4,500 copies made. During his first mailing, he used a 2000 person mailing list… but he’s had no calls from new patients.
“Why isn’t the phone ringing?” he asked me over coffee yesterday. “I copied the style of an ad I saw in a magazine. What should I do differently?”
If marketing were an exact science that anyone could learn with ease, then every business in this country would be flourishing. To use a kickball analogy, in marketing if you do everything right, sometimes you get a home run, but more often then not you bunt to first or get a double which is usually more than good enough. Sometimes, you strike out completely.
That is why, whenever launching a new marketing initiative, it is important to test it out and measure the amount of response or new patients that you get.
For many of us, the word “test” is a little scary. After all, tests are used to see if we are sick or if something is abnormal. Tests are used throughout our school years to gauge our aptitude and knowledge retention. Now, as professionals and practice owners, testing can be equally (if not more) important - especially in the world of marketing. Testing can be a powerful tool to move your marketing program forward. Testing can also help you move from, “I don’t know what works” to “It works for us”.
When testing the elements of your marketing pieces, like the call to action, one time is often not enough to draw conclusions. I usually start with 2 different versions of a piece and compare the response. Sometimes, you may need to test more elements but it will be dependent on your business and the type of initiative you are working on.
It’s important to only test one element at a time so the results do not get muddled. The most common tests are:
Timing – Are you always mailing during a holiday season or when people are away for the summer? Vary the timing of your offer to gauge open rates.
Headlines – The headline is often the most important part in hooking the reader. Make sure you are speaking directly to your target demographic.
Calls to action - Are you including strong or passive calls-to-action? Think about things that influence you to act on something and try to incorporate those ideas.
Images/graphics – Is the image you’ve chosen in sync with the message you’ve created? Does it create an experience or inspire emotion for the reader?
Idea for today: Get out there and start testing! What are you waiting for?Stay tuned for ideas on how to measure your marketing coming soon…
Inspiration - Avoid the Always, Notice the Never
I've know a lot of successful private practice owners who have grappled with burnout from time to time. Between seeing patients, managing staff, and thinking about marketing and business growth - it's easy to see why its hard to stay inspired and passionate.
I've personally gone through burn out in my own business and come out the other side several times. Here is an exercise that has helped me jumpstart my marketing imagination that you can use today in your own practice!
First, make a list of the things that your practice and practioners in your industry ALWAYS DO. For example, at my doctor's office - I ALWAYS have to wait in a room by myself for 10 minutes before I see him. Or, at the dental practice, the chairs are ALWAYS really uncomfortable and I feel weird when my dentist talks to me while I'm laying down.
Next, make a list of things that your office or industry NEVER DOES. An example could be the doctor personally calling new patients before their visit to welcome them to the practice.
Now that you've got your lists - and a whole bunch of ideas for differentiating yourself and improving your patient experience! Undoubtledy, you will find opportunities to reconnect with your patients and jump start some buzz within your practice.
Work with your staff and creative around implementing those NEVERS. Think about the referral potential if each patient who leaves your office, jumps in their car, gets on their cell phone, and calls 5 friends saying: "You'll never guess what happened at my appointment today..."
The lesson for today is: avoid the always, notice the never.
Assortment: How many marketing weapons are you using?
I had a meeting yesterday with an oral surgeon who had been running ads in a local magazine for several months. "I feel like we just advertise to check it off the list" he said. "I don't know whether its working and we are putting our whole advertisting budget into it."
Key lesson for today: Your Marketing Assortment
Instead of relying on a single marketing weapon, think of combinations. Remember that, your marketing will be the sum of all contact with people in your area.
Make a list of 5-10 marketing activities to use at any one time.
Do you go regularly to networking groups? Add it to your list.
Give presentations to local organizations? Add those too.
Ask you patients for referrals? Each time you do, you are marketing.
For easy implementation, create a simple and consistent action plan to keep track of what you’ve done each week. Then, work on your system for tracking new patient calls - and where they are coming from, and put more marketing money/focus in the things that are producing. That way, if you do decide to invest in an advertisement, you won't have all your eggs in one basket, and you will be looking at the return.
Ask yourself: How many marketing weapons are you using at a given time?
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Key lesson for today: Your Marketing Assortment
Instead of relying on a single marketing weapon, think of combinations. Remember that, your marketing will be the sum of all contact with people in your area.
Make a list of 5-10 marketing activities to use at any one time.
Do you go regularly to networking groups? Add it to your list.
Give presentations to local organizations? Add those too.
Ask you patients for referrals? Each time you do, you are marketing.
For easy implementation, create a simple and consistent action plan to keep track of what you’ve done each week. Then, work on your system for tracking new patient calls - and where they are coming from, and put more marketing money/focus in the things that are producing. That way, if you do decide to invest in an advertisement, you won't have all your eggs in one basket, and you will be looking at the return.
Ask yourself: How many marketing weapons are you using at a given time?
zqh4x8jksa
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