HOW TO EFFECTIVELY WORK WITH A “MARKETING EMPLOYEE”
In 27 years working as a chiropractor and almost 25 years of chiropractic consulting and coaching; helping offices find a sustainable and consistent way to obtaining new patients is high up on the list of needs and challenges. It’s a comprehensive process, but thankfully with some relatively simple solutions. I attended a training for global companies looking to make a larger impact in their local communities. Market research shows the #1 rule to local business growth was this: “ The success of any local organization is directly dependent on the relationship the leader has with the leaders of the other local organizations.”
In other words, for the doctor- the success of any clinic is fully dependent on the doctor’s success in creating relationships with other business owners, school administrators, coaches, church leaders, heads of civic organizations, charity leaders, etc. While you can train marketing, sales, and PR people to represent your business, put in the bulk of the work, and do the heavy lifting; you can’t outsource relationships. There are several layers to this, but here is a great place to get started.
What Works:
FOR THE DOCTOR
a. Due to the importance of building and owning relationships, the doctor needs to be the driving force behind connecting with the community. A marketing person can help to sustain those relationship, set up, and coordinate efforts, but can’t effectively create or keep the partnership alone.
b. For the actual events, the doctor must perform them or have the tools to train others to do the talk, screening, or participate in the event. They must regularly train, equip, and support the designated staff person if they want to experience consistent success.
FOR THE STAFF
a. The marketing employee has to set and achieve goals for new patients, conversions, and develop a strategy in collaboration with the doctor. The success of their department to be reported weekly.
b. The marketing person follows up with the relationships that the doctor has created in order to establish event date(s).
c. The staff organizes the event and if well trained, performs it on their own. The staff member makes the (triple) confirmation calls, schedules the new patients at the event, and does the (triple) confirmation to make sure they make their first appointment.
In this first step in creating a practice with consistent new patients, doctors can’t outsource relationships; nor should you want to pass this on to what could be a transient employee. It’s your community and your responsibility and thus important you befriend the others who care about it. As you and the other leaders make your town, city, or province a better, safer, and healthier place to live – new patients are no longer a problem.
Have fun saving the world
Dr. Ben Lerner
NEED HELP? Contact us at: [email protected]
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SAVE THE DATES: DONT MISS YOUR CHANCE TO SEE DR. BEN LERNER AND Dr. ROB SCHIFFMAN AND TRAIN WITH THEM LIVE! AUG. 3RD AT SHERMAN COLLEGE and OCTOBER 18TH – 19TH AT 5 POINT CHURCH, EASEY SOUTH CAROLINA |
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