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There are several methods of Public Relations and Marketing and there are many firms out there offering you outstanding services, each with the intention of assisting you in achieving your goals.
In the arena of obtaining new patients, I have determined that anyone can create an "acute" inflow of new patients into their practice, and this most certainly has value.
On the other hand, how about creating a "chronic" inflow of new patients that are referred to you as a result of you having created, built and maintained a relationship with those that are (and could be) sending you patients? How valuable would that be? The value would persist day after day, year after year.
Let's focus on finances for a moment. While the "typical" forms of marketing and promotion do obtain results, these can also be acute. This is because you have to consistently fine tune them based on the market change and that causes a consistent expenditure of funds.
On the contrary; by creating, building and maintaining a professional relationship with a referral source, there is no continual cost. Two exceptions to this would be your time, which is undoubtedly valuable, and the other is obtaining the knowledge and skill to apply this successfully. And imagine if your staff was equipped with the know-how and skill too!
Some firms promote concepts like; do lunches, bring gifts, send out promo, send out testimonials, etc. All of these examples are sales components. The private practice owners and the staff that are out executing these ideas all look like another "drug rep" or "equipment rep" in the viewpoint of the referral source. Furthermore, the private practice owners I've had the pleasure of working with hate sales!
There is a specific, precise skill and know-how of how to actually see a referral source and (once physically there) how to execute your meeting without ever being perceived as a "salesman". This approach is so effective that those I have interviewed rave about the ease, comfort and results they obtain in comparison to all other forms of obtaining referrals. You would think that all private practices would be clamoring to learn it! The point is; most have been steered in other directions, obtained some acute results, have been told it really cannot be done, or have just given up. In my personal experience, those I have spoken to simply do not believe it is possible!
My overall message is this: Those that send you business, or have the potential to do so, are so highly valuable that treating them with paper" really does not grant them the importance they truly have in obtaining that "chronic" inflow.
Building a great professional relationship is the way to go, but you should realize it is a specific skill that you can learn. Learn how to do it from someone that has a track record, decide to become an expert at it, and just go for it!
You will end up creating, building and maintaining a consistent referral base. Not to mention, according to reports, you'll have fun doing so!
Craig Ferreira, CEO
Survival Strategies, Inc.
I have personally trained and consulted 1,000s of businesses of all types in 23 countries since the 70's. In 1986 I began consulting exclusively to the physical therapy profession and in 1994 Survival Strategies was born. Taking our success with physical therapy marketing, we now coach a multitude of professions and specialize in the development of long-lasting professional relationships in all aspects of business.
Craig Ferreira
Survival Strategies, Inc.
(800) 834-0357
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