8 PROVEN TIPS TO PROMOTE YOUR MEDICAL PRACTICE

Today's business climate is more competitive and saturated than ever- and more so with the healthcare profession.  Where "hanging out a shingle" and being associated with a local hospital carries little assurances for referrals, medical professionals are now driven to pursue more innovative and entrepreneurial ways to win the public's attention. 

1) NETWORKING FOR REFERRALS: Maintain a consistent stream of relationship building with fellow physicians by joining professional groups, meetings, fundraisers and general gatherings.  Web-based networking communities (like LinkedIn) and social media also provide a huge platform for exposure and advanced connections.

2) FACE-TIME PUBLIC APPEARANCES: Get out of your office and take center stage in health fairs, seminars, speaking engagements and charity events.  Set up educational platforms to promote your expertise while earning the opportunity to meet and greet future patients.  

2A) GIVING PLATFORMS: Another opportunity to connect with the public is by participating in community gatherings that involve public good, you are positioning yourself as a caring, approachable member of their daily lives-  and not just another service provider.

3) BLOG: To create your own e-magazine or blogsite shows your expertise through educational marketing.  Share your findings, theories and ideas under the noble stage of  journalistic integrity (from the free press philosophy) while "showing off" your passion for the subject to those who seek advanced information.  This translates into public recognition and reputation bolstering.

4) IMPROVE PATIENT COMMUNICATION: To prevent loss of patients is to reinforce patient connectivity with better communications. Start with email and phone appointment confirmations.  Also, have your staff contact the patient for brief surveys to get feedback.  The phone is an even better connector to follow up on a patient to see how they are feeling.  These tips go a long way in maintaining loyalty, dedication and conveying genuine care.

5) VIDEO: Your 'business' is fundamentally promoted through face-to-face connectivity to win public trust. Enacting this has become that much simpler with today's YouTube technology where you can send a video message to all your patients at a single push of a button.  Moreover, there are endless possibilities for video messaging including testimonials, infomercials, educational topics, vlogs (video blogs), tips and advice, event coverage, product reviews etc.

6) TECHNOLOGY: Use today's tools to help facilitate your administrative services efficiently.  Upgrade your website to have forms ready and downloadable at home in order to eliminate wait time in the office.  You can also use your website by having a private portal to access their print-ready records, set up an appointment online or set up reminders.

7) DIGITAL REFERRAL & THE SHARE BUTTON: Web is famous for viral marketing and medical professionals should take advantage of this feature.  To "share" is a popular function of any social media site and can easily be installed in your website to prompt your patients to forward it to their friends and relatives.  By fleshing out your website to include your accolades, your expertise and possible news features gives you more elements for your patients to show off and share with others.  This is a digital way of passing your card for referrals.

8) GREETING CARDS: It is always a pleasant surprise to hear from your dentist or doctor for something other than an appointment.  Holiday cards are prevalent but Birthday cards are few and special.  Thank you cards are also well received- especially the hand written kind!

 This blog article is contributed to the readers of MODERN PAIN RELIEF by the medical marketing directors of IMWORX.com

HOW2 HANDLE THE PERSONALITY CIRCUS

Being self-made means working outside the box and traveling on your own rules and timelines.   If this box represents the mundane, success comes best from walking steps (or miles) ahead of this norm with a more global view of life's arena.  This lifestyle can range from being an exciting set of adventures to a maddening roller coaster ride. Another part of that adventure is in dealing with some of the most highly unique characters of the business world as a possible circus of colorful personalities that may take some getting used to.

SOCIAL CREATURES BEWARE
From moody clients to high-energy vendors to stalky, overzealous salespeople,  we've all had days where the universe brings us the DOOZIES- one right after the next.  Alas- to survive, we MUST be social.  We must connect with the consumer, the client, the lawyer and the accountant.  We need to network and have phone meetings.  We need to negotiate with clients and argue with vendors. If being in the public stream means "dealing" with unique individuals, surviving them means recognizing a short and vital checklist:

- POSITIVE ENHANCEMENT: don't get dragged into their shit, lift them UP and bring out the best from them
- PERSPECTIVE SHIELD: do not let them get the better of you. Be strong and prepare yourself when engaging with people
- NOTHING PERSONAL: keep your emotions and opinions out of the picture.  Taking a personal stance on anything is a portal to get people to your "buttons" and can ultimately bring you down
- BUSINESS FILTER: seek out and identify what is professional and discard the rest
- MOOD CHECKING: always recognize your own levels before interacting publicly.  If you're down, take a moment to re-compose before engaging. This can be the difference between getting what you need and falling into an argument.

................................................................................................................................

 FORBES CASE STUDY: (See complete link) 2014 Leading sales surveys report a whopping 88% of all sales meetings, proposals and presentations end in rejection. 55% of this statistic ends in a lengthy back and forth (ranging from several weeks to 2 months) only to wind up with a frustrating 'no sale'. 35% of all sales reps claim the rejection is based on negative attitude and hostility from either party. 32% of all closed deals lead to unpaid balances and bad debt write-offs. .01% lead to a field rep ending up in a firing squad (see photo insert).

................................................................................................................................

THE SELF-MADE SOCIETY
History shows that some of the greatest business owners, innovators, visionaries and "future billionaires" are woven from the same thread of rebellion, unconventionality and profound displeasure for status quo. In retrospect, it has been made perfectly clear to me that if you are a self-made businessperson, (1099's, S-Corp owners etc) you have bought yourself a one way ticket to a community of society's greatest oddballs, starting with your own colleagues- the entrepreneur.  This personality works away from convention and mediocrity- leading only to attract others who are UNIQUE at best.

As you work higher in the food chain of the self-made, expect to swim in shark-infested waters and learn how to work with poker players. This is where FREE is expensive, being the best makes you a target, deals have strings and partnerships are sealed with a legal and binding contract.  

If all this sounds stressful, that's the price to pay for self-made success.

IDENTIFYING YOUR LEADS INTO CATEGORIES

After a fun night of networking, you've got this stack of business cards harvested from an evening of smiles, drinks and charm exchange.  Now it's time to organize what you got out of the event and set up a plan for FOLLOW UP with the hopes of relationship-making.   But if your instinct is to create 2 piles for KEEPER and LOSER, think again.  If you really want to take your business seriously, expand your definition of KEEPERS to more categories where your newfound connections could be of great use to you.

Make A KEEPER pile of cards based on these following criteria:

• CLIENT POTENTIAL-  possible client for your business 

• THE CONDUIT- this is a very special individual who truly GETS IT!  They hold the magic of successful networking and it will reflect in their business, their public reputation and their performance.  The conduit brings people together (almost like a matchmaker) and helps others through relationship-bridging. He/she holds the true spirit of networking by sharing, exchanging and giving of themselves and their resources with the intention of being identified with community good.  The conduit is rich in connections because they make it their business to know everyone who matters in their business and has the smarts to choose the right "friends" to connect.  They build deep relationships by "saving the day" for anyone who needs help and can fit any and all KEEPER categories below.  This is also known as a "super-networker" who believes in "you gotta give to receive" and extending to others is part of their human nature and is the very root of their business success.  When it comes time to referrals, the conduit will always rise on top in the minds of those who are seeking a professional service purely because of their good nature and connective actions.

• POSSIBLE BUSINESS PARTNER- someone you might consider working with or someone you could "sub out"
  

• ALLIANCE- someone you may consider joining forces with to co-promote.  Allies also cover a wide scope of loyalties that may be public or private.  Alliances are built on strong trust, mutual regard for each others' talents or simply a good feeling about them.  Another term for this is a "strategic alliance"

• REFERRAL FOR SOMEONE YOU KNOW- possible client or vendor for a friend
  

• REFERRAL SOURCE FOR YOURSELF- someone who could attract clients for you from their network

• COMPETITOR BUT A GOOD CONNECTION- a potential ally or a technical camaraderie; today's rivals could be tomorrow's partner

• POSSIBLE VENDOR- could be someone you could hire or refer to your friends

• MATERIAL RESOURCE- someone who has better vendors, tools or recommended products that can help your business

• INFO SOURCE- someone who could give you valuable knowledge or background about your industry, events, current marketing methods, insights on vendors or collaborators on business practices.  An information source is priceless because they are usually seasoned practitioners or entrepreneurs who have learned expensive lessons the hard way- where you benefit from their experience-based perspective.

THE GENERAL MAYBE PILE- not a YES but may have potential to fit one of the categories above... just not sure yet.

THE "NO" PILE- Here is where you gain that instinct of survival by filtering out the parasites or the solicitors.   Also, the NO pile could simply be those whom you have nothing in common with.  But when you are sifting, just make sure that you will definitely positively never never regret tossing them away. Most people base the reject pile on intuition or negative feelings about that person, their industry or their business title.  True networking is about building bridges with others and if you don't feel that sense of mutual exchange or common gain, DUMP THEM.  Relationships should not be forcing to squeeze a friendship out of someone who is not meant for you- this will most likely lead to being a complete waste of time.

Note that there are so many things to be gained from networking.  This list should give you an idea of the many types of relationships (grey areas) that can be established out of an event.  So perhaps the next time you go to an event, keep this list of possible connection types in mind.  As a business, we need people for all sorts of reasons!

If you like this blog article, you'll enjoy:
NETWORKING IS NOT FOR SOLICITATION


Sponsors:

Competitive public IMAGE engineers through the unlimited reach of VIDEO PROMOTION. (seymour)

See what's up in the multimedia newswire (See complete NEWZYNEWS link)



  Watch Karin Caro's chapter @the HOW2 STATION about "How2 Use Social Media"... and get noticed the social way!



 
Ms. Caro is also the founder and CEO of BluChip Marketing- Long Island's own PR management group.




Endorsement & special thanks to Scott Eisenberg for references and images used for this article.  Visit swapthebiz.com

ORGANIZING YOUR LEADS: SORTING and FILING

BUSINESS CARDS are a valuable platform for data.  It contains all the information about an individual that could be your next personal friend, your next alliance member or your next target client.  A card contains vital information from emails to private cell phone numbers that could be very useful when it comes time to connect.

If you come home from a night of shmoozing at a networking mixer, you probably (or hopefully) have a stack of cards in your pocket that you intend on following up on.  Many have the great-American rubber band as a filing technique.  That makes it difficult to know who's really in that stack.  Furthermore, it's easy to lose that stack in your desk and even easier to FORGET which ones to reach out to.

TIPS ON SORTING: THE SELECTION PROCESS
Once you get home, a nightly ritual for anyone networking is to sort your 'harvested' cards.  Doing this sooner than later is best because the event is still fresh in your mind.   The first thing you want to do is to separate cards into three main categories: KEEPERS, MAYBE'S AND TOSSERS. 

KEEPERS are based on several key factors that you feel may bring something positive to you or your business:
- personal connection: had a great conversation
- potential business leads: referral, partner or end-user potential
These are leads that deserve to be followed up with an email, a phone call, or if there's a real connection, perhaps a face-time meeting or a lunch.


MAYBE's are those that are not necessarily someone directly of use to you but could be useful as possible vendors someday or possible connections for others.

TOSSERS: In an event, so many people attend for different reasons.  They come in a wide range of industries and interest groups that may or may not pertain to your needs.  When you have sifted the 3 categories and have absolutely positively identified those you have no use for, nor have any value for anyone else you may know- fling away those cards in the circular file!  Tossing is a great way to limit the inevitable clutter that occurs in any business entity.


PRE-FOLLOW UP: ORGANIZING YOUR LEADS
Once you have selected which ones you want to follow up on, now you have LEADS:
1) Create a SPREADSHEET (Excel) w/ Name, Company, Phone, Email and Website.  Don't worry about putting in their address- that takes up too much time in data entry and are usually not needed until you decide to visit them.  Spreadsheets are an easy reference for you and your business, and is the best way to import them into your social media without time consuming typing.

2) ARCHIVE the cards on a binder and purchase business card sleeves so they are all easy to reference.  Also, try to categorize the pages based on when you met.

OTHER RECOMMENDED BLOG ARTICLES:
- NETWORKING 101: How to Turn OFF People in Business Events

SPONSOR:

This blog is written by the team @ imworx.com.  Copyright (C) 2014- Image Unlimited Inc. All Rights Reserved.