In my consultancy, I have the privilege of serving enterprising physicians. Chiropractors, Dermatologists, Veterinarians, Cosmetic Surgeons, etc. Basically any doctor who wants — or whose work demands– that a growing portion of his or her patients be self-pay.
I love working with physicians because they are far more deliberate, bold and creative than many other business owners. But there ARE some…. who have the following “can’t” message rolling off of their tongues:
But, I can’t do that. I’m a doctor.
Granted, physicians DO have some pretty hefty regulations governing their work. I get it. This installment of “What Went Wrong Wednesday” is for the physician who wants to set him- or her-self apart, in a hurry, and without a massive budget.
It’s a GREAT read for physicians who are just branching out on their own and also for those who are ready to infuse their practice with a new (and more profitable) energy. These suggestions are given LARGELY for physicians who are serving — or want to serve — a more affluent market and they are listed in no particular order.
They will not work for EVERY office, but pick and choose that which will work best for you. (Or forward this on to a doctor you know!!) =)
- Be professional, but infuse your welcome process with warmth. For example, every new patient must fill out your (paper or virtual) stack of release and history forms. Have your staff greet your new patient and ask them to have a seat and make themselves comfortable. Have your staff then walk around the counter, sit beside your new patient and explain what is to be done. Huge change in atmosphere. (This is all part of ORCHESTRATING your patient experience... something my clients who have patients with an average yearly value of $10K and up are doing with great success!)
- Create a fun and creative referral process. (Within legal boundaries, of course!) Don’t stick with the “referrals as usual” system. Do something relational or experiential. Host events and have patients invite their friends. Have unbranded cards in your lobby, where patients can send a hand written card to THEIR friends and tell them about their experience with you… should they choose to do so. (Have stamps on hand and mail it for them!)
- Blog deliberately. Your blog should be NON-generic and it should discuss instigating issues that those “just dancing with the idea” of hiring a physician like you are googling. It should answer top patient questions, and encourage more questions to come in.
- For Goodness Sakes, DO NOT pay for a tv commercial or print ad without deliberately orchestrating the experience of those new leads calling in. Please. I just hate seeing money thrown away. Perhaps have a separate phone line that you use for these “mass exposure” opportunities, so we know better how to respond to calls coming in. If your ad is driving viewers to a website, be sure you tell them WHAT THEY WILL FIND at your site. Remember, only about 2% of the market is READY TO SIGN UP WITH YOU at any given time. So, choreograph your marketing so that you’re not only getting those immediate appointments, but you’re also capturing information from those in that “information-seeking” stage. THIS — is probably the one thing you can do to most measurably get more profit and mileage out of EACH marketing initiative you use.
- Pay attention to your environment, because it makes a difference. Many medical “solutions” represent high dollar investments from your patients. Examples: Infertility treatments, cosmetic procedures, even cancer treatments. Your patients will walk into your office and make a visceral assessment. You want it to be the right one. Look at the pictures on your walls, and your lobby lay out. And choreograph your decor deliberately. (If you need new pictures for your walls, and you probably do, contact Timorah Beales. If she can’t serve you herself, she’ll point you in the direction of someone who can.)
- Build in follow up. This is especially important for those physicians recommending large elective procedures. How will each new consult be followed up with between initial consult and procedure date? In other words, how will you nurture them to a yes… and how will you continue to nurture them between the YES and the procedure they’ve said yes to? They will have doubts, so stay in touch! How about afterwards? Build in a return path for your patients…. because when they return, they’ll bring their friends. =)
This is an incomplete list, but thought it may help the many physicians who are determined to be the most profitable and admired in town.
