Many practice owners have similar objections to marketing: too costly and time-consuming, too frustrating and ineffective. For example, you provide an expensive lunch and educational program for a large group of physicians and staff, a lunch that took hours to plan. On the day of the luncheon, the atmosphere is upbeat, and the physicians who attend seem very interested. Yet, the event yields no referrals. Or you can visit an orthopedic office to drop off information, and the office manager even requests your prescription pads. Yet, you don’t get a single referral. Why bother?

Let’s do some clear thinking about marketing—what it is and why it is important. Perhaps a simple way to describe marketing is through the “Circus Story.”

A circus is coming to town, so you paint signs that read, “The Circus is coming to town on Sunday from 8am until 5pm at the State Fairgrounds.”

That’s advertising.

The circus elephant walks through the mayor’s prized flowerbed.

That’s publicity.

You get the mayor to laugh about it.

That’s public relations.

You planned the whole thing.

That’s marketing.

In Marketing 101, we learn the “Four Ps”: product, price, packaging, and position. I suggest that there are four others to bear in mind: persuasion, persistence, people and promise. These may be more practical elements of your marketing approach.

Let’s start with persuasion. What does it take for a referral source to change a pattern? How can patients become advocates for your practice? Why would the local media feature you in print or television? In order to persuade, you must have the following: persistence, people, and promise.

• Persistence. This is the key to changing behavior. Whatever strategies you use must be ongoing. You must establish an unyielding schedule of communication and solid community relations. Advertise what you have to offer and stay consistent in telling your story.
• People. Your staff must fully understand the marketing mission and their role in the ongoing process. Their energy, enthusiasm, and appreciation for the customer must be unquestionable. Good public relations and publicity evolve through people.
• Promise. Your credibility is based on delivering what you are selling, without compromise. The benefits of superior care; the positive results of such care in an immaculate, private environment; and solutions and resolutions are the core values of an excellent practice.

Put it all together: You’re marketing!

Make the commitment. It’s not easy, but rather than thinking “expensive” and “time-consuming,” think “investment.” Marketing is an investment; it requires risk; it can be rewarding when done with quality and commitment. After all, aren’t these the very issues you faced when you started your practice?

Reprinted from Impact Newsletter, Volume 1, Issue 10