Marketing

I took a call from a new client this week asking for help in growing his practice - i.e. getting more referrals. We talked for about an hour and a half about options, priorities, strategies, and "how to".

On one hand every practice is unique in many ways - clinician training, skill levels, services offered, location, facilities, community, and more... Problem is most practices don't leverage those differences to make a difference in their marketing initiatives.

On the other hand it could be said, "every practice is unique just like every other one" - in other words a lot of differences don't make a difference. This is particularly true in an industry that is relatively unsophisticated in marketing and one that depends on "me too" strategies - think newsletters, office visits to referral sources, and bring in the bagels. These are marketing techniques that don't make much difference in most markets. There needs to be better ways... and there are!

Then there is the matter of reality... In a recent study is was reported that something like 90% of professionals rated themselves in the top 5% as it applied to performance. Its appearently very crowed at the top! Sounds like Garrison Keillor's' Lake Wobegon "where all of the children are above average". Of course statistically 50% of Practices are below average and most don't know what average is. And of course, most Practices performing above average also have plenty of room for improvement and and reward! Many Practices will fail at their marketing efforts simply because they don't begin with the reality of how they are, and could be, growing. ... There are so many opportunities!

Then there is the simple side of marketing that can be condensed down to simple formula... "Get known, get liked, get trusted, get referrals." There are no shortcuts and there are lots of paths that potentially lead to the top of the marketing mountain. The key is to find the one trail that will increase your odds and that corresponds to the level of marketing fitness that is right for you and your practice.

One more thought... If you want to grow your practice, there are only two ways to do so - you can improve innovation or improve marketing. Those are the only options! If either is to happen in your practice, it will have to begin by you setting aside scheduled time each week to focus on growth related issues, developing a plan, then working that plan. Consider building those elements into your business New Years resolution for 2008.

Bob

Copyright 2007
Performance Builders