| It seems to be the case that many of the people | | | | looks like this: |
| who are attracted into the healing professions are | | | | 1) direct contact |
| not necessarily the most business-minded of | | | | 2) networking/ referral |
| people. This is a generalization, of course, but | | | | 3) public speaking |
| after coaching with osteopaths, chiropractors, | | | | 4) writing |
| masseurs, sports therapists, fitness trainers and | | | | 5) promotional activity (PR) |
| many others in similar fields it would appear to be | | | | 6) advertising |
| the case. The idea of selling yourself and letting | | | | What this means is that the most effective ways |
| the world know who you are and what you do is | | | | to attract new patients into your practice are |
| not appealing to everyone, but it is nonetheless | | | | direct contact with possible patients and a good |
| vital in establishing a great, profitable business. | | | | networking/ referral scheme for patients to hear |
| So what makes a successful healthcare practice? | | | | about you. In both these cases you establish not |
| I would argue that foremost it is marketing. | | | | just visibility, but also credibility. When it comes to |
| There, I've said it. Marketing. Probably one of the | | | | advertising and PR, you have visibility without |
| most disliked words I hear from colleagues and | | | | credibility - you may say you're the best |
| coaching clients. | | | | osteopath in Europe but you would say that |
| What does marketing mean to you? If you are | | | | wouldn't you? This isn't to say that PR and |
| answering: adverts, yellow pages, expensive, | | | | advertising don't work, but rather that they are |
| waste of money, then you're probably just being | | | | perhaps not as effective as the other methods. |
| misled by the media portrayal of the marketing | | | | What does this mean to us as therapists then? |
| industry. | | | | Well first and foremost it means that we could |
| Because marketing is so much more than that... | | | | adapt a marketing strategy based entirely around |
| Every time you see a patient you are engaged in | | | | networking with local Doctors (for example), |
| marketing | | | | which may be highly cost efficient and also |
| Every time you speak to a friend, or an | | | | extremely effective. You don't have to take out |
| acquaintance you are marketing | | | | high price ads in local papers. Perhaps rather than |
| Every time you even speak to a stranger about | | | | just advertising in your paper, you could write |
| what it is that you do, you are marketing. | | | | articles for it, being a health specialist in an area of |
| Sure there are the established ways of | | | | interest. Or give talks in your area of expertise to |
| advertising and promotional activities, but there | | | | groups of people who fall into your "ideal patient" |
| are so many more ways to market yourself and | | | | profile. The more you can expose your potential |
| your healthcare practice. | | | | patients to your services the busier your practice |
| In her book on client attraction "Get Clients Now", | | | | will become. |
| CJ Hayden identifies 6 main ways to market | | | | Always remember that there are a variety of |
| yourself if you are a solo professional. She also | | | | ways to market your healthcare business and |
| lists them in terms of their effectiveness. The list | | | | many of them won't cost you a single penny. |