Constant Communication: The Key to Building Your Practice
A steady flow of new patients or clients will make your practice flourish. But how can you effectively market your practice while concentrating on treating patients, financial planning or whatever the nature of your practice may be? Today’s most successful professionals know the value of using consistent, well-thought-out marketing strategies—not only to ensure that their practices are promoted effectively but to allow them to concentrate on the basics of their practices.
Relying solely on old-school marketing methods—yellow-page advertisements or a big sign in front of your office—will not cut it in the 21st century. As a result, it is important to construct a meaningful and effective plan to keep new patients or clients coming through your doors.
Consistent effort is key. Your marketing activities should be arranged on a monthly basis, planned in advance and implemented on a regular schedule. While your marketing plan should be tailored to your practice and the type of patients or clients you wish to attract, the following important marketing strategies should be considered:
Social media: Many professionals hesitate to advertise because of the costs involved in traditional radio, television and print advertisement. But today, affordable online avenues for outreach have opened up. Many people use social media—Facebook, LinkedIn or Twitter—to connect, discuss and interact online. If you have not begun to use these new social networking tools, you are missing a great opportunity. Use these avenues to dispense valuable information. An occasional Facebook post offering discounted services is all right, but it is more important to use social media to disseminate interesting content. Dental practices could share new research about the importance of regular dental care, while an accounting practice might post year-end tips for tax savings. Social media offers opportunities to reach out to new and existing clients and patients, and bolster the profile of your practice for essentially no cost.
Newsletters: Professionally prepared newsletters are perhaps the most effective and affordable marketing tool available. Mailing newsletters to existing clients, patients, prospects and professional associates is a proven way to keep your practice in the minds of others. E-mail newsletters are also effective [link to previous article on reasons to send e-newsletter] and have the advantage of eliminating printing and postage costs while enabling people who receive your newsletter to easily forward it to friends and family members. Remember, however, that “content is king,” so be sure to enlist the services of a good writer.
Reactivate former clients or patients: Inactive patients are a hidden gold mine. One way you can reactivate them is by sending personalized direct mail. You might also offer credits or discounts. An e-mail campaign can also be a powerful, no-cost way to reach and reactivate your “lost” patients or clients.
Education: Once you bring in a steady flow of new patients or clients, how do you keep them coming back? One of the main ingredients is education. In the medical and dental fields, the old adage “a well-educated patient is a good patient” holds true. Similarly, in accounting, law or financial planning, a well-educated client is a good client. Adopt a mindset that education begins when a new patient or client calls the office for the very first time and never ends. Use every opportunity to educate and inform with content.
Public speaking: Public speaking engagements give you credibility as a trusted resource in your community and an authority on the topic presented, and can be a valuable way to bolster your profile and elevate your professional status. Select subjects that match your area of expertise, and choose topics that align with the particular services you want to promote. Public speaking is a good image builder and helps potential patients gain confidence in your abilities.
Internal referral programs: Referrals are the lifeblood of any thriving practice, so work consistently to encourage referrals from your existing base. If your referral system is based solely on your own efforts, however, then you do not have a true system in place. Increase referrals by providing various incentives for your current clients or patients to refer friends and family. You may find it difficult to ask for referrals, but in fact, most people are happy to refer others if prompted to do so.
Customer service: Leading businesses know that customer service is vital to build clientele over the long term and strive to consistently create a “wow” factor. Your staff can make you or break you when it comes to obtaining and keeping patients or clients, so be certain your staff members are well trained in the art of exceptional customer service. Straightforward steps, such as remembering names; maintaining a clean, professional office; and paying attention to little details like smiling and saying hello will make your patients’ experience a memorable one.
Developing a steady flow of new clients or patients and keeping existing ones coming back does not happen by magic. Be consistent and thoughtful in your efforts. Use these strategies to develop a marketing plan that fits your practice. And remember, whether you have been practicing for a long time or are new to your profession, for your practice to thrive, you must always look for ways to keep new patients or clients coming into your practice and existing ones coming back for more.
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