Practice Marketing Revolution

What is the best small business email marketing service?

2010-12-14T15:18:00.000-08:00

A very good question - and one that we get all the time.

An active email list is a great communication and marketing tool for small business. Not only can you email appointment reminders but you can send additional emails throughout the year to stay in contact with your patients or customers (and keep your business on the top of their mind.) Email marketing has been a popular and important marketing tool for the last 10 years and is a great way for your company to interact with customers and get your message heard. Most email marketing services will provide you with analytics so you can see what types of emails your customers like the most. You could try sending surveys, electronic birthday cards, an e- newsletter, Tips and Tricks, product reviews, or interesting news stories relevant to your industry.

Ok, I get it, email marketing is great... but what is the best small business email marketing service?

Constant Contact seems to be the leader in small business email marketing and is easy to use and relatively inexpensive. Your usage fees will vary with the size of your email list. With the service, Constant Contact helps your manage the email list and offers reports on open rates, click throughs, links, and social sharing stats so you can see how your content is shared on Facebook, Twitter, etc.

Mail Chimp is another great email marketing service and you can send 6,000 emails a month (to a 1,000 person mailing list) for free! Mail Chimp also offers a list manager, open rate and click through analytics, as well as seasonal templates to give your emails a warm, festive touch.

Mail Chimp holiday email templates

Need help getting started with an email marketing campaign? Got a favorite email marketing service? I’d love to hear about it in the comments.

-Sarah

Marketing Revolution Contest

2010-11-22T12:13:00.000-08:00

What you will win:

An hour long Marketing Revolution session with me, Sarah Nelson. In this session I’ll help breakdown your biggest marketing challenge and determine 5 leverage points for you. After we decide those things, I will put them into a customized marketing strategy just for you.

How to Win:

Write one paragraph about your biggest marketing challenge and post it on your blog, or facebook with a link back to http://practicemarketingrevolution.blogspot.com

Then email mrktngrevolution@gmail.com with your entry, OR just email your entry to mrktngrevolution@gmail.com

Contest Rules:

Three winners will be chosen at random on 12/9/10. You’ll be contacted by me to schedule your session right away.

Email me with any questions! I look forward to hearing from you!

- Sarah

Awkward Facebook Situations

2010-11-07T15:05:00.000-08:00

With more users than the population on the US (550 million users) Facebook is an amazing tool, but its ease of information sharing can cause some really awkward situations for its users. This morning, I woke up to a gentle reminder of Facebook’s power over my relationships.

My boyfriend and I have decided to spend Christmas together, apart from our families, and are planning a holiday trip to Panama. We’ll be meeting up with several friends and today, my mom found out about the trip through a friend’s Facebook post. Normally, this wouldn’t be a big deal except I hadn’t had the chance to tell her about the trip. Now, I feel terribly guilty that I didn’t get to tell my mom properly that I’d be missing a family event.

If you have a personal or brand Facebook page, make sure you stay engaged with it. Monitor your connections and remember that they are tighter than ever. Anything you, or anyone else posts about you or your brand on Facebook is in the public domain.

Have you had any awkward situations thanks to Facebook? Share your stories in the comments; I’d love to hear from you.

-Sarah

Looking for a great digital marketing strategy? The Practice Marketing Revolution can help! Email sarah@npressnewsletter.com today.

Why I love Listorious

2010-07-20T13:31:00.000-07:00

I’ve recently started using an awesome Twitter tool called Listorious. I love it so much that I want to share it with you.

Twitter Lists

If you aren’t using Twitter lists yet, I highly recommend that you take some time to explore them. Twitter Lists are a feature of Twitter that allow you to organize the people you’re following on Twitter, or find new people. They offer a way for you to bunch together users (or patients, friends, etc) on Twitter into groups so that you can get an overview of what they’re up to. When you create a list, you see a stream of the latest tweets from a specified set of users. For example, you might consider making a list of your patients, local businesses you like, or people in your community. By viewing or following this list, you easily see what all of patients or people in your community are tweeting about.

Now... onto Listorious

Listorious is a third-party site that has a categorized directory of Twitter lists. Basically, its taken all the great lists that Twitter users have created and made them available to you in one place! You can search or browse through lists by category or find the most popular lists.

Below is a sample of a search for dentists in the Listorious directory:

I use Listorious as a targeted search tool to find health care organizations who are using Twitter. I also look at the list streams to see what popular topics are, who the key influencers are, and to find people who might fit my audience.

Listorious has lists for almost every topic, region, or profession so you can use it to find prospective patients, who are people talking to, what they are talking about about or what are they retweeting.

Start by asking yourself: Who do you want to reach on Twitter? Be specific and enjoy the search!

Got Twitter questions? Need help creating a Twitter List? Email me

-Sarah Nelson

How FarmVille Teaches You To Be A Better Marketer

2010-06-30T16:00:00.000-07:00

If you have a Facebook page, you’ve probably had a friend’s FarmVille update streamed across your newsfeed or maybe you play FarmVille yourself. This popular online game boasts 85 million active accounts and has been advertising in real life (IRL) through a partnership with 7-11.

Today, I just "hid” a friend on my Facebook newsfeed. I like the guy and all but he was sending FarmVille updates 20 times a day - super annoying. I really don’t care how many virtual lettuce patches you just harvested or how many pigs you have.

However, it did make me think about how many social media posts/tweets are enough to reach our target patients ... or when does it feel like too much? You certainly don’t want your practice to be “that annoying Farmville guy.”

You have to know where your audience is, and where you need to reach them in the locations they like to be reached. If you are able to engage regularly with patients on Facebook, that is a great place to be. If you feel all alone in the Twitterverse, you may want to ask your patients what social networks they like, and meet them (and others like them) there.

As to how often you should reach your patients, that’s totally dependent on them – If I start to see people unfollowing, or not replying, I know to back off. The thing that makes social media different from all types of media before is the INTERACTION. Social media is not a platform for broadcast but of genuine interaction with others. Treat your social networks like you would a cocktail party. If you only talk about yourself, eventually, you will be talking TO yourself. If people stop conversing with you or "hide" your posts and updates, they will miss all the good stuff you have to say. I believe that in social media, you always want to UNDER-push than OVER-push.

How often do you interact with your patients? Let me know in the comments!

- Sarah

5 Easy Ways to Use the i-pad for Health Care Marketing

2010-06-16T19:00:00.000-07:00

The i-pad has been on my mind a lot lately. Not just because I was just in the store playing with one, or in the first month they sold over 1 million units, but because I think they could be an excellent tool in health care marketing.

Let’s take a look at five ways you can spark interaction with your patient that increases engagement by using an i-pad.

1. Load it with before and after pictures, articles, and testimonials.
2. Make your social media pages available so patients can "check in" at your practice on social location sites (Gowalla, Foursquare, etc).
3. Create a referral program so patients can email an invitation from your practice to their friends while they are still in your office.
4. Show educational videos to your patients when explaining treatment or while they wait.
5. Present treatment using the i-pad to show mock ups, design, or function.

What am I missing? How would you use an i-pad in your practice?

Does your practice's online reputation matter?

2010-06-02T15:20:00.000-07:00

Absolutely! It’s one of the first steps to earning trust and building a relationship with new patients. For most new patients, a google search of your practice is their first impression. In fact, a recent Pew Research Center Project study showed that 44% of online adults say they have searched online for information about someone whose care or services they seek in a professional provider, like a doctor, dentist, or chiropractor.

If you haven’t recently done a search for your practice, yourself, or the names of your key staff or care givers, now might be a good time to do it.

Here's what to do:

* Start your search with Google, Bing, and Yahoo, yelp.com, and Angie's List.

* Document sentiment, practice brand mentions, and patient concerns

* Share feed back with your team

* Decide follow up strategy as needed

You can also use some of these free tools to search for your practice and find real time results in social networks, blogs, and forums.

Remember, its often the patients who never give you feedback that can be the most vocal online. Take some to see what your current reputation is and identify areas for improvement.

- Sarah

Defining Your Practice Brand Through Social Media Profiles

2010-05-26T09:37:00.000-07:00

I sat down with an awesome dentist last week for a coffee and a chat about marketing. He’s getting started with a social media strategy and like most of us, has a lot of questions on how to balance his personal life and practice brand. We talked about the importance of great, friendly looking headshots and the ongoing WOW experience that we try to create for patients within the practice.

We also talked about creating our social media profiles and I want to share a few of those ideas with you here today.

Like a first impression at your front desk, your username and profile can speak volumes about your practice. Many people, (myself included at one time), view creating an online profile as something to check off the “to do” list without stopping to think of the impact it will have on their business and brand.

Your profile or bios provide windows that let people know how you want to be viewed and insight to your core values and the values of your practice. Your profile should let people get to know you before they step foot in your office or call to book an appointment. Your profile helps you build rapport with existing patients, and can attract people to you who are looking for the services and care you offer.

Before you get started with social media, take some time to think about your personal brand and the brand of your practice. Be yourself, be helpful, and if need be, make multiple accounts for your practice and yourself.

Need some help choosing the best profile photo for you? Let the world choose your photo!

Twenty-somethings Prefer Texting to Calling

2010-05-20T16:07:00.001-07:00

“I’m not trying to cause a big sensation, I’m just talkin’ bout my generation.” – The Who

Cell-phone texting has become the preferred channel of basic communication between twenty-somethings and their friends. A recent Npress survey of 300 Americans in their twenties showed that 94% say they sent and received text messages daily in April 2010.

Among those texters today:

17% send 100+ text messages a day, or more than 3,000 messages a month.
14% send 50+ text messages a day, or more than 1,500 a month.

Most people in their 20s send 11-20 text messages per day.

Among twenty somethings, texting is used for multitude reasons, including communicating with friends and family (88%), managing work projects (59%), and coordinating meetings and plans (85%).

Calling is still a central function of the cell phone for people in their twenties, but they typically make and receive five- seven calls a day—far fewer than text messages.

Beyond text messaging and voice calling, twenty somethings who have multipurpose phones say they use many of the extra features. Among the most popular are email use (83%) and taking pictures (54%).

Bottom Line: Generation Y is 76 million strong and flooding the workforce. If you want to fill your practice with these young professionals and earn their trust and loyalty, you have to reach them where they are.

Have ideas on how to connect with your Gen Y patients? Share them here!

-Sarah

Looking for a great digital marketing strategy? The Practice Marketing Revolution can help! Email sarah@npressnewsletter.com today!

11 Tools to Discover What Your Patients Really Want

2010-05-14T15:06:00.000-07:00

Listening to your patients and learning to meet their needs are keys to growing your practice and creating an effective marketing plan. In fact, not doing so handicaps the overall reach and effectiveness of your marketing, communications, and service strategies.

Luckily, there are a variety of interactive media tools that provide platforms for listening to an ever growing sample of patients. These monitoring tools offer doctors opportunities to identify critical conversations and for strategic engagement.

Here are some of my favorite and FREE social media "listening"tools:

Google Alerts - Email updates of relevant search results
Monitter - Search for keywords in real time on Twitter
Social Mention - Real time keyword search across the web
Twitrratr - Sentiment ratings for Twitter
Backtype - Monitor blogs, blog comments, and conversations
Blogsearch - Find key words in the blogosphere
Evri - Aggregates user generated content
CoTweet - Conversation threading and trend monitoring for Twitter
Collecta - Monitor update streams of news sites, blogs, and social media sites
Klout - Find influencers based on topic
TweetDeck - Organize Twitter seaches by hashtag, brand, etc.

Since these tools are free, I advise searching for your practice or specialty on multiple sites so you don't miss potentially valuable information or feeds. Your practice's needs will be unique so select the tools and services that best fit your processes.

Do you have favorite tools for monitoring your practice or brand? Share them here in the comments :)

Medical Spas and Plastic Surgeons who use social media

2010-05-10T13:44:00.000-07:00

Here's a list of plastic surgery centers and medial spas currently using interactive media to educate and engage their patients.

Loftus Plastic Surgery Center

The Seattle Facelift Center

San Diego Institute of Plastic Surgery

Sorensen Cosmetic Surgey Center of Idaho

St. Louis Cosmetic Surgery Center

Dr. Jeffery D. Hoefflin

Dr. Samuel N. Pearl

North Mecklenburg Plastic Surgery

EOS Dermatology and Medical Spa

Emerge Medical Spa

Forever Young Medical Spa

Acqua Blu Medical Spa

Kai

Emerge Medical Day Spa

Dr. Barry Eppley

Pearlman Aesthetic

Chiropractors who use Social Network tools

2010-05-05T14:33:00.000-07:00

Here's our list of Chiropractors currently using social media.

As of May 3rd, 2010 there are: 22 Blogs, 15 active Twitter accounts, and 14 active Facebook pages.

Know someone we are missing? Please let us know via email or the comments below.

Back to Action Chiropractic
Barton Chiropractic
Carla Cuido
Charlottesville Family Chiropractic
Dr. Eben Davis
Dr. Eric Murphy
Dr. Harris Meyer
Dr. Joel Fugleberg
Dr. Kevin Harrington
Dr. Kip Rod
Dr. Lynn Kerew
Dr. Matt Finke
Dr. RobertBoydston
Dr. Todd Narson
Dr. Tyler Johnson
Dr. Weisgerber
Elledge Chiropractic
Fink Chiropractic
French City Chiropractic
Linn City Chiropractic
Nick Campos
North Dallas Chiropractic
Pitts Family and Sport
Portland Chiropractic Neurology
Queen Anne Chiropractic
Roseville Family Chiropractic
Russell Brokstein
Silverman Chiropractic
Simi Valley Chiropractor
Steven Coniglio
West Coast Chiropractor

Dentists Who Blog

2010-04-28T14:21:00.000-07:00

A blog are a great tool for creating a bridge between your practice's story and your patients.

Here's our current list of U.S Dentists who blog:

Brookside Dental

Castle Rock Dental

Cottonwood Dental Group

Dr. Mark Sweeney

Dr. Franklyn Alexander

Maple Grove Dental Clinics

McKinneyDentist.com

P. Vernon Erwin

United Dental Care

Last Updated April 28th, 2010

Who have we missed? Leave a comment here or email sarah@npressnewsletter.com

How to make good use of your social media time

2010-04-23T14:57:00.001-07:00

As interactive media and online communities are getting an increasing amount of use in doctor – patient relationships, many doctors wonder when the best time to connect is. In a recent survey of 474 social media users, conducted by Npress, 54% of users said they are engaged in social media throughout the day.

Twenty one percent of the survey participants reported using social tools during the evening and weekends, 14% on their lunch breaks, and 8% in the morning or before work. All users in the study reported using interactive media tools at least 5 hours per week.

Social Media Usage Trends by Time of Day

Users

This means, if you are using interactive media in your practice, you should make time during your day to build relationships with your patients online. Properly communicating with and listening to patients online can take time to do it right, and you'll see your efforts will go much further if you meet your patients where they are. Pre blocked scheduling can help ensure that you have time for conversation and you can let your patients know ahead of time when they can expect to reach you.

I've seen doctors helping 4-10 patients a day through interactive networks. Imagine what it could mean for your patients' experience, their online health literacy, and prevention knowledge if you took a 1/2 hour each day to converse with patients online. (Not to mention what it could do for your marketing and practice growth!)

About the data: This Npress study is based on telephone interviews, interactive media surveys, and live questioning with a nationally representative sample of 474 social media users who use interactive tools at least 5 hours per week.

How 4 Quick Fixes Can Make Your Event a Success

2010-04-15T15:01:00.000-07:00

Hosting an informational seminar or event is a great way to introduce your community to your practice.

Here are our four of our favorite suggestions to help "punch up" your event and make the most of your effort:

1) Choose an event theme that corresponds to an upcoming holiday For example, if you want to offer an oral cancer screening, choose cancer awareness month.

2) Host giveaways. Give away free screenings or elective services – it’s a low risk way for people to experience your care and a great way to generate lots of interest.

3) List your event on as many online event calendars as you can find. Not only are you likely to create more buzz, but local publications will often republish your events.

4) Invite relevant bloggers or media contacts to attend an event for free. Check out your local news sources to find influential writers or those that cover health care topics. Make sure you have future events already scheduled so they can promote them or provide links in their write-ups.

If you’ve got any killer tips to add, we’d love to hear from you!

Email Marketing

2010-04-05T20:13:00.000-07:00

WOW! Talk about a good return! According to the Direct Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2008!

Email marketing can involve new patient acquisition, lead nurturing, patient reactivation and retention, and of course increased treatment acceptance, which means that there are a lot of processes and services are potentially involved.

Many practices choose to have their administrative staff handle their email marketing in house. If you do, here are some considerations to help get the most out of your communication with your patients:

Strategy & Research
Promotional Planning (do you have a calendar of events?)
Copy Writing & Content Development (content provides value so don’t let it be an after thought)
List Growth & Community Building (are you sure that all new patients are added to your list?)
List Segmentation (how can you segment your list to better target your messages?)
Cross-channel Integration (do your emails connect to your website and blog?)

If the list above encompasses more than you’re doing, this may be a strong indicator that you’re under-utilizing this lucrative channel. It may be time to reevaluate your process or get some additional training so you can get your systems running in top form.

If you are interested in a recommendation for an email marketing training course, email me at sarah@npressnewsletter.com and I can help you find a program that suits your needs.

- Sarah Nelson
sarah@npressnewsletter.com

Thoughts about Social Media and Healthcare from SXSW

2010-03-29T16:00:00.000-07:00

The Npress and Practice Marketing Revolution team had the pleasure of attending South by Southwest in Austin, TX. We participated in a variety of great workshops and presentations on social media and health care with speakers like Livestrong’s CEO Doug Ulman, MD Anderson, Humana, and the University of Maryland’s Hospital.

We’d like to share some social media FAQs that we discussed with our colleagues in hopes of helping you with your practices' strategy.

Why is connecting with patients online important for shaping the way our practices work?

We need to be closer to patients to understand their experience and their needs. An online experience allows patients to open up and share in a more personal and frank way. The whole point is to demonstrate that you care and you respond. Your response tells story about your practice’s character.

Our patients want to get to the computer and Google immediately when given a diagnosis. How can doctors stay relevant as health information providers?

Instead of letting patients hit the web blindly and read every site they can find about their condition, doctors and practices need to be a part of the conversation. An easy thing to do is to send patients to recommended resources. It’s like a prescription for information and can help their patients to find credible sources and understand health literacy online.

How can we set the stage for using social media in our practice?

Here is a step by step breakdown:

* Create business case (why important for the practice)
* Gain senior leadership support (need but in from doctors)
* Define processes
* Listen online (what are other companies doing and what are your patients saying about you?)
* Connect with other initiatives (what else are you doing for patient service and marketing?)
* Establish a personality
* Interact – don’t broadcast

We'll be discussing these and other ideas in subsequent posts. If you have questions, please don't hesitate to send an email to sarah@npressnewsletter.com. If you have something you'd like to add, please leave a comment!

Npress introduces a new social media program

2010-03-21T08:58:00.000-07:00

Npress is pleased to introduce our new Practice Marketing Revolution program. Over the years, many Npress newsletter clients and fans have asked us for help with social media, and we’re very grateful for that. With our new Practice Marketing Revolution Program, we now have the ability to meet your social media content strategy and execution needs.

Here’s How It Works:

1. Join our program and get a customized social media marketing strategy for your practice by sending an email to sarah@npressnewsletter.com

2. We’ll meet with you to determine your goals and needs and begin structuring your social media presence.

3. Build a content strategy. We’ll work with you to discover the best type of content for engaging your patients.

4. Get connected. Once we’ve figured out what you want to accomplish with social media, we will help you build a network to serve your existing patients and attract new ones.

But wait, there’s more!

To kick off this exciting program and say thanks to our clients, we’re holding a contest. Join the Practice Marketing Revolution before March 31, 2010 and you’ll automatically be entered into a drawing to win a $100 Amazon gift card. The winner will be announced in April.

We look forward to welcoming you as a Practice Marketing Revolution superstar!

Visit the Practice Marketing Revolution

What kind of status message does your practice create?

2010-03-04T10:04:00.000-08:00

Whether your practice is proactively engaged in social media or just loosely experimenting, you have to consider the impact social media can have on your practice and "brand".

Increased social media access via Mobile devices is helping to drive the use and access of social media wherever we go. Facebook recently indicated that 25 percent of its users (or roughly 100 million) primarily access Facebook via mobile methods. That means, when patients are in your practice, they are likely logging on to one or more of their social networks.

Ask yourself:

Are you delivering an experience worth "posting a status message" about?
How can you create an experience that your patients want to share with their friends through social media?
Are you meeting where they are and engaging in social media too?

Your Patient's Pet Peeves

2010-02-25T12:40:00.001-08:00

Last month, we conducted a survey of patients in medical practices to find out what they would like out of their relationships with their providers and what really irked them. Here are our findings:

Appointment wait time is still the number one cause for complaint for patients in health care practices. The study, conducted by Npress, aimed to discover current trends in patient satisfaction. Participants were asked to name their number one pet peeve when seeking the care of a health care provider. They were also asked to specify which types of practices they frequent.

The survey found that excessive wait time at an office prior to an appointment was the primary criticism of 72 percent of the 500- person sample. Respondents suggested numerous remedies including: “an advanced courtesy call if the wait can be anticipated”, “check in to let me know what is going on,” or “offer me a drink after I’ve been waiting fifteen minutes.”

Additional findings from the survey:

Frustration with the lack of upfront information about the full cost of care was expressed by 41% of patients with insurance.
19% of respondents who frequent specialty practices mentioned that they would like to feel remembered by the staff. As one respondent put it, “how does the receptionist not know my name with more than 10 visits in a 6-month period?”
More than a quarter of survey respondents would like to be able to reach their doctor after hours or have a reliable message service available.
What would be nice? Several respondents mentioned they would like to receive a printout of the day’s visit with stats like blood pressure, weight, etc, as well as what was discussed, and suggested actions.

One overarching conclusion from the survey is that if doctors want to differentiate themselves and provide an exceptional patient experience, they should provide outward signs that they are doing something patient complaints, specifically regarding appointment wait times.

Develop Your Annual Practice Marketing Plan

2010-02-10T08:05:00.000-08:00

Your annual marketing plan will assist you in growing your practice and figuring out what it is that you need to do, how to do it, and when to do it. We have a new 6 day marketing course we will revisit your marketing goals and determine what it is that you hope to achieve in the upcoming year with your marketing efforts.

How it works:

Over the next six days I will walk you through the steps of creating a solid marketing plan for your health care practice. At the end of our course you will have completed the following:

Preparation of your mission statement and vision for the next few months.
Discover and define your target patients.
Develop and plan your marketing strategy.
Develop your marketing mix.
Create a marketing calendar that serves as your schedule of marketing activities and events for the upcoming year.

When you have finished the course you will have a strong marketing plan in your hand. This will become a tool that will help you market your practice while attending to patients and your other responsibilities.

Sound good? Ok, now it is time to get started…

Send an email to sarah@npressnewsletter.com with “Marketing Plan” in the subject line. Each day you will receive a new lesson and assignment to complete. I will be available to coach you through the 6 days and by the time you have completed the 6th day you will have created your annual marketing plan.

NEW Product! 10 Secrets to More Referrals E-Book

2010-01-21T08:32:00.000-08:00

Ask professional practice owners from Boston to Seattle to name their number one goal, and they’ll tell you they’d like to increase sales and get more referred business. Referrals are often the best kind of new patients as they come primed to like you and ready to do accept treatment.

The Practice Marketing Revolution is a professional practice owner’s guide to marketing success on a budget. The products and coaching program focus on a host of new tactics plus the latest updates on tried-and-true low cost marketing methods that are essential for any growing practice.

After using our tools you’ll be ready to seamlessly implement a year round marketing program for your professional practice that will keep your practice filled with happy patients.

Start getting more referrals today with our FREE e-book. Simply email me, sarah@npressnewsletter.com with 'Referrals' in the subject line.

Change

2010-01-18T11:51:00.003-08:00

Change is inevitable. Your practice grows, you bring in new products, you offer new services. If you want to develop changes that your patients will like, you need to keep gathering information about them. I probably sound like a broken record but you have to create systems to measure your marketing. Your practice marketing systems need to include quantification. As soon as you can, make sure your systems capture the following information:

• Demographic information for every new patient. Make it automatic. Every patient. Every time. Do it at your new patient intake call. Where are they coming from? If you know this, you can use more of your marketing resources to connect with them. With the capabilities of computer systems these days, there is no excuse for not collecting this information.

• Dollars spent on marketing and lead generation activities.

• Number of new patient phone calls each week/ each month.

• Number of new patient phone calls converted into new patient visits.

• Total dollars generated from new patients.

The more information you get from it will help you make better management decisions about where to direct your marketing dollars.

- Sarah Nelson

Sarah is the Founder of Npress and has been helping doctors and dentists get new patients and keep them since 2007. Success has seen Sarah and Npress profiled in such publications as The Portland Press Herald, The Maine Switch, Advance for Healthy Aging, the Coast 93.1, and The Forecaster. She has recently been named one of the “20 Most Outstanding Women in Portland that you should know!”

Testimonial video - by request!

2009-12-22T13:40:00.001-08:00

The Value of Targeting

2009-12-09T08:55:00.000-08:00

Have you heard the saying "when you try to be everything to everybody, you end up being nothing for everyone?"

Well, its true.

If you include too many messages in your marketing you dilute the message and inhibit the core message from being heard. Your marketing messages will go much further if you position yourself as a specialist, not a generalist. For example, if you are an oral surgeon and you advertise dental implants, bone grafting, extractions, TMJ disorders, and facial trauma, it is difficult for me, as a prospective patient who needs my wisdom teeth out, to decide if you are the right practice for me.

A single core message (or your unique selling position) is what is most effective. So instead, you could advertise that you are a wisdom tooth expert in one marketing piece, and use another for implants, and so on.

When you advertise too many things, your prospects get confused. When prospects get confused, they either fail to make a decision or go somewhere that is easier to relate to.

Broadcasting vs. Narrowcasting

Identify your core message and the groups of people who would benefit most from this product or service. Speak directly to them in your marketing and repeat your message frequently.

If you have multiple messages that you wish to share with the world, segment your audiences by what will be most important to them and communicate each individual message to your segmented target groups. This narrowcasting approach will be much more effective than the broadcasting approach of trying to tell everyone everything about what you do.

- Sarah Nelson

Getting to know your patients

2009-12-02T09:06:00.000-08:00

Graphic design for your practice

2009-11-23T11:44:00.000-08:00

Are you considering a new logo for 2010? Looking to hire a new design firm for your website, brochures, or new patient packets? I don't know about you, but sometimes I have a lot of trouble speaking the same language as designers.

With design being such a critical part of your practice's image; good, clear, communication between you and your designer is critical.

Here are some tips on how to find (and work well with) a good designer:

* Get referrals. My friends at Level8 Design Studio create beautiful work for all budgets. You can check out their latest projects at www.level8ds.com

* Look at their work. Visit websites or ask to see a portfolio so you can decide if the designer is capable of producing a look that suits you.

* Talk. Go through a project they did and ask them to talk you through the process. You'll get a sense of how long your project might take and what they'll need from you.

* Get an estimate. Rates are going to vary. Some designers work hourly, some work by project. Make sure you confirm what is included and ask about revisions. Some firms limit the amount of revisions you can make so make sure you have a clear understanding.

Let me know what additional questions you have about graphic design and I will get them answered for you in an upcoming post!

Make it a great week,

Sarah

How Public Speaking can attract new patients

2009-11-03T08:10:00.001-08:00

Celebrating Holidays

2009-10-28T07:57:00.001-07:00

Have you started planning your 2010 marketing calendar? You should celebrate every chance you get! Here are some great events to build your internal marketing ideas for the whole year!

January
New beginnings, resolutions, and parties – it’s a great time to share what is new with your patients – you could mail them New Year specials with a paper party hat inside or give them out in your office.

Make sure you put your contact information on the hats – (could be done easily with a stamp.)

New Years Day 1st

Martin Luther King Day 21st

Super Bowl Sunday – in office nfl picks

February

Groundhog Day 2^{nd –}Get through 6 more weeks of winter with…

Mardi Gras
Valentine’s Day 14^th – Romance service packages – 2-1 s

Random Acts of Kindness Day
Presidents Day 18^th

March

National Nutrition Month

Daylight Savings 9^th

St Patrick’s Day 17^th – green things, luck of the irish – could include a prize drawing for services or a game

First Day of Spring 20^th – vernal eqinox is a great time to start a spring special – you can make a coupon for your email list or newsletter recipients that looks like a tulip

Easter

April

April fools day 1^st – great for jokes and tricks

Tax Day 15^th

Earth Day 22^nd

Administrative Professionals Day 30^th

May

May Day 1^st

National Teacher’s Day 6^th

Mother’s Day 11^th

Memorial Day 26^th

Cinco de Mayo – Pinata coupon

June

National Rose Month

Father’s Day 15^th

First Day of Summer 20^th

Paul Bunyan Day 28^th

July

Take it to the beach – bundle or package services that in a beach towel or bucket

Independence Day 4^th

Parents Day 27^th

August

Friendship Day 3^rd

Women’s Equality Day 26^th

Back to school - money saving coupons for parents are always helpful

September

Labor Day 1^st

Grandparents Day 7^th

Patriot Day 11^th

First Day of autumn 22^nd

October

Child Health Day 6^th

Columbus Day 13^th

Boss Day 16^th

Mother in law Day 26^th

Halloween 31^st

Maybe a treasure hunt for kids around your office?

November

Good Nutrition Month

Daylight savings time ends 2^nd

Veterans Day 11^th

Thanksgiving Day 27^th

December

Pearl Harbor Day 7^th

Human Rights Day 10^th

First Day of Winter 21^st

Boxing Day 26^th

Kwanzaa 26^th

What successful holiday promotions have you run?

Measuring Your Marketing

2009-10-20T17:36:00.001-07:00

World Kickball Tournament edition

2009-10-07T15:21:00.000-07:00

Hi practice marketing all stars!

I just wanted to send a quick note to let you know that I am in Las Vegas this week with my kickball team competing in the World Kickball Championship! There are 72 bold, brazen, and daring teams here from around the country... Wish us luck!

You can check out the full story, and see my team All Stars Only, on ESPN:

While I'm here, I'll be visiting with 3 of my Practice Marketing Revolution coaching clients. If you would like a "Vegas Style" branding tip sheet for your practice, email me at sarah@npressnewsletter.com!

Cheers,

- Sarah

Crank up the smiles today!

2009-09-30T07:43:00.000-07:00

Have you ever noticed how when you are in a good mood, your patients pick up on it? Your staff is more enthusiastic, patients more willing to pay for treatment, and at the end of the day you are a lot more fulfilled. What some doctors fail to realize is that their energy is often the lifeblood of their practice and when they have an "off day", it creates a ripple effect through their staff, patients, and ultimately their productivity.

Here are my top 7 things you can do to get out of a rut!

1. Start your day with a workout! 30 minutes of aerobic exercise feels great and puts a spring in your step

2. Wake up 30 minutes early and spend 15-20 minutes planning out your day. Create a vision of exactly how you want your day to play out.

3. Feed yourself positive mental nutrition. Read a motivational book or listen to a podcast on your way to work.

4. Call 206-419-5407 and learn about my Practice Marketing Revolution Bootcamp. Make the decision to spend an hour a week with me to unlock the secrets of the modern practice and wowing your Generation- Y patients.

5. Become future focused. Do not worry about anything that has happened in the past - there is nothing you can do about it.

6. Set Goals. Set 5-6 goals that get you excited. My favorite is the SMART formula. S = Specific M = measurable A= action oriented R= Realistic T= Timely

7. Smile! A good smile is contagious so start spreading it!

The bottom line is: It's not what you know or what you do. It's who you are being. If you get stuck, choose a new way to be.

The First Visit

2009-09-24T05:58:00.000-07:00

Last week, we thought about the value of the new patient welcome package. Today, I encourage you to think about your new patient's first visit to your office.

How is your new patient greeted?
Is each patient greeted warmly with a personal touch? I often find myself in practices that still insist on having a wall of glass between the administrative staff and the waiting area. Do you find a fortress of glass to be welcoming?
Do you offer the patient anything while they wait? Think about the relief you feel when you receive a nice fresh glass of water while waiting to order at a restaurant.
Is your waiting area clean and free of clutter? You've seen those waiting rooms with piles of outdated magazines? Yuck! Think about the message that might send your new patient, "they have magazines from 2006 lying around... I wonder how up to date their equipment is?"
Is your new patient waiting in a room by themselves? I took my little brother to an eye doctor appointment last week and no joke, we waited 50 minutes in an operatory by ourselves with the door closed. Patients DO NOT LIKE being left alone. They have come to you for help. Think about the anxiety that builds for them while their eyes wander over all your clinical equipment and they eagerly await your expert advice and solutions to their problems.
Do you take time to get to know your new patient and ask them about their goals for their health?
Do you ask about your patient's past experiences so you can customize your approach for this unique individual?
How many different touches do your patients have with your staff? Can you say with confidence that all of them are positive and referral worthy?

Managing your new patient experience is key to developing a patient base of happy, raving fans. After each new patient visit, ask yourself: "Did we serve that patient so well that they will come back again?"

- Sarah Nelson

I would like to invite you to a FREE Practice Marketing Revolution Teleclass!

“How to Design a Unique and Buzz worthy Patient Experience So You Can Get More Patient Referrals”

** This is the first in a series of FREE teleclasses all about marketing your practice like a rockstar!

This one-hour call is packed with useful and effective information and strategies that will make a significant difference in how your patients feel about you and how many friends they refer to you.

People choose to refer to your practice because you give them an EXPERIENCE they enjoy and know their friends will appreciate too!

Now the question is, do YOU know how to create such an Experience?

Find out by joining us on:

Wednesday, September 30th

8:00 PM Eastern

Looking forward to having you join us!

P.S.- Just imagine what it’s going to be like once you have designed and deliver an experience your patients truly appreciate.

And if for some reason you can’t make the call, you can get the mp3. Be sure to register NOW so we can send it to you!

To Register and receive call details, email mike@npressnewsletter.com

What's in your new patient packet?

2009-09-16T13:19:00.000-07:00

I always remind myself that new patients don't know how good the practice is or the clinical skills are- they only know how good the marketing is. Given that, have you looked at your new patient welcome packet lately?

The new patient welcome packet is the patient's first experience with you after their intake phone call which makes managing the details very important. A new patient welcome packet can be an excellent way to build value and start a relationship before your patient walks through your door. Not only does the patient receive the medical history forms and practice information they will need for their visit, but they can get a sense of your practice personality and feel good about the decision they've made to come see you.

I just remade a dental practice welcome packet to be sent to new patients before the first visit. Here's what we included:

1. Glossy print out and bio with a photo of the dentist, team, and practice
2. Q & A sheet about what patients usually ask at the first visit
3. A "What to expect at your first visit guide"
4. 8 pages of handwritten patient testimonials that we photocopied
5. 3 pages of recent press clippings (from the PR campaign we had been running for the past year)
6. Professionally produced patient testimonial DVD
7. Medical History Form and privacy policies
8. Financial arrangements form
9. Copy of latest practice newsletter

All of these pieces were sent in a glossy logoed folder. Think about how long it would take to get through all this material. That is a lot of time for a patient to spend "getting to know you" before they enter your practice.

If you would like a FREE new patient packet critique, send an email to sarah@npressnewsletter.com

Email Marketing - try it today!

2009-09-10T08:08:00.000-07:00

No matter what type of practice you have, you should be collecting your patient's email addresses. Simply add the prompt to your new patient information form, medical history sheet, or ask them directly during your initial phone call. If you start doing this, you'll open the doors to inexpensive ways to stay connected with your patients and educate them about your products and services.

Once you've collected a few emails, you can use a service like T-Link or Mail Chimp to send special announcements and promotional emails. These services will protect patient confidentiality by keeping the lists private.

Before you get started with email marketing, here are a few things you should know:

* Not all of your patients will want to hear from you. If they receive an unwanted email from you, make it easy for them to get off your mailing list. Most email services will have an unsubscribe feature that allows them to select out automatically. If yours does not, and the patient calls your office to be removed from the list, do it right away. Unwanted email can be really irritating to those patients with busy jobs and schedules.

* Have a reason to send an email. There's a saying that if you have nothing to say, you shouldn't be advertising. Make sure when you do email your patients you are saying something new, engaging, or interesting. If you send emails everyday, you'll notice that people will tend to ignore them. Try to send them only when you have something cool and exciting going on or something to offer.

* DON'T SHOUT! Using all caps in email headlines is the equivalent to yelling your message in your patients face.

There are tons of ways to use email to market to your patients without spending a ton of money. If you have some success stories or ideas, please share them here!

- Sarah Nelson
Sarah is the President and founder of Npress. She works with health care providers who struggle with marketing and attracting new patients. Npress makes patient newsletters that are customized to look like they are straight from the doctor's desk! Check them out at: http://www.npressnewsletter.com

Quick guide to getting testimonials

2009-09-03T06:47:00.000-07:00

Testimonials are one of the strongest tools we have for educating patients about treatment. In fact, what someone else says about you is 3x more impactful than what you say about yourself. Testimonials move you from saying, in effect, "I'm great and you'd better believe it!" to "I'm great and here are real people who say so." They also help you convey elusive qualities about yourself and your practice that don't easily come across on paper otherwise. Remember when you were a child and learned about the world around you through stories? That is exactly what using effective testimonial usage does for your patients!

The most credible testimonials typically include the following:

1. Emotional link to treatment that has been done or proposed.

Ex: Before I had my wisdom teeth removed w/Dr. Nelson, my gums were infected and I had so much pain!

2. Something specific about the experience that we provided.

3. For maximum impact, testimonials end with a person's full name, his or her title where that's applicable, and either a company name, preferably recognizable, or a city and state

Ex: - Sarah Nelson (or S. Nelson), President, Npress, Portland, Maine

How to start collecting testimonials today:

Many people are under the impression that a testimonial should take the form of a complete, signed letter on a company letterhead. But because you're asking a lot of someone when you request one of these, you'll get many more usable quotes if you simply go after two sentences from each testimonial giver. Here are a few ways to get a testimonial quickly and easily:

1. If you happen to receive a wonderful letter of thanks, find the strongest two sentences to excerpt for your promotional materials. Feel free to combine several phrases and condense the wording, so long as you don't change the essential meaning. Many times the context is missing, and you need to supply it so an outsider understands the praise. If you do much more than change the punctuation, and add or omit little connecting words, get the writer's permission for the changes.

2. Over the telephone or face to face, whenever someone spontaneously utters quotable praise, grab a pencil or tape recorder, ask, "May I quote you on that?" and scribble it down.

3. One approach that I've seen work well is to say you're collecting success stories from clients and would they like to be included? Putting it that way flatters clients and presents the blurb to them as a compliment rather than a burdensome request.

- Sarah Nelson

They're not just going to know: Educating your patients about your services

2009-08-26T09:33:00.000-07:00

Often times when my clients think about marketing, they focus most on attracting new patients. Obviously, this is an important goal but there is another, often overlooked, marketing opportunity within your practice: Telling your patients everthing that you do and increasing your patients' utilization of your care.

Many doctors I've worked with believe that their patients already know everything there is to know about their practice. Let me tell you, in reality, your service offerings may be something that your patients know least about.

How do you tell your patients about additional services?

Take one minute at each visit to relay a short story message about something you offer. Make it easy to relate to, like a dentist might say, "I had the wife of a patient come in yesterday and she said "please do something with my husband's teeth. They are so brown, I'm sick of looking at him." This opens an opportunity for you to talk with your patient about an offering that they may not have tried in your practice.

My favorite tool for educating patients and igniting treatment requests is a practice newsletter. You can create one as an e-zine or a mailing - both are great. The added benefit of a mailing is that the newsletter can be a referral tool. It can be left on a coffee table (where it can be seen), or given away and shared. If you need help getting started with a newsletter, email me: sarah@focus-evolve-succeed.com or visit www.npressnewsletter.com. I've spent a lot of time researching and testing the best way to use this tool and I am happy to send you a sample.

Why do you need a good headshot?

2009-08-19T09:54:00.000-07:00

I'm getting some professional photos taken this week for my own marketing materials. After talking with my photographer and friends, I've realized this process isn't as simple as I imagined. There is a lot to think about to ensure you are putting your best face forward.

Getting a quality head shot is important as it immediately tells prospective patients a lot about you. Here are some tips I've compiled for looking your best and conveying the correct message in your marketing:

1. If you don't want baggy eyes, get a good night's sleep before your shoot.
2. Complementary or contrast colors are great clothing choices. For example, someone with lighter hair should have darker tops or suits, someone with darker hair should choose lighter colors. (Bring several outfits and try to avoid "busy" patterns)
3. Good lighting makes a HUGE difference. I like natural light myself but your photographer will be able to understand what lighting conditions are best for you.
4. Makeup look completely different on camera. Hiring a professional stylist is well worth the investment to make sure everything looks right. (It's fun to be pampered - even for a moment!)

The best tip I can give is to be comfortable and authentic . Create a setting that you can feel at ease in and your emotions will resonate with your prospects.

If you have photographer resources you'd like to share with our members, email sarah@focus-evolve-succeed.com and I'll be sure to post them and include them in our monthly coaching materials.

Take time to connect with your patient

2009-08-12T07:30:00.000-07:00

There are many times in patient care when it is important to connect emotionally with your patients. Typically, these times are at the start, the middle, and the end of the appointment. Yes, it seems so obvious but many times practioners are so busy that the emotional connection is ignored in part in all appointments. Talk about missed opportunity! It's one of those things like, "I know I need to do this, I just forgot..." The cool thing is, if you remember to do it, and take your time, it costs you nothing and often leads to a very profitable result!

Just yesterday, I was observing a cosmetic derm practice and the doctor was seeing a new patient. In the initial interview, the new patient stated what she wanted, (brown spots removed from her cheeks and less tired looking eyes), and said, "I would have gone to my dermatologist for this, but he's always so busy." (Alarm bells sounding off in head because patient has told us exactly how to make her happy) The doctor then spent an extra 25 minutes discussing the patients goals and treatment options. The patient described the way her skin made her feel and why she was uncomfortable. She told the doctor about her daughter's upcoming wedding and he wish to look younger in the wedding pictures. When the consultation was done, the patient ended up scheduling for $5500 more treatment that what the initial treatment plan outlined.

Do you think that would have happened if the doctor rushed the consult and didn't connect with patient?

If you want to increase your case size, the likelihood or a referral, and your satisfaction, do the following:

Spend time creating a relationship with the patient. Ask her about her family, her work, or her life in general. If appropriate, disclose a bit about yourself. This establishes trust and trust leads to case acceptance.

Make eye contact and practice active listening. Tell her what you will be doing and answer any questions and ask permission to start treatment.

Speak to the benefits of treatment and the advantages of how you provide the care. Don't be too technical or serious. Just connect emotionally with your patient.

If you start taking more time, your patient satisfaction will go up. Happy patients = referring patients. Get started today!

Photos, Photos, Everywhere.

2009-08-05T08:29:00.000-07:00

Have you ever looked through a magazine, seen a picture, and suddenly, you find that you've gotta have it? Maybe you've been walking by a billboard with models and thought, "I wish I looked like that".

That is exactly the experience and response that we want to create with your patients! Pictures are excellent triggers to remind people of what they want out of life, and using them in your practice is a great way to get patients excited about their treatment.

I've been in a physical therapy program for several months recovering from an ACL reconstruction. (I tore it during a bad slip in a dodge ball game, but thankfully, am now back to normalcy and running everyday.) In my physical therapy center, each wall is lined with giant, glossy photos of former patients doing their favorite activities. There are cyclists, ballerinas, lacrosse players, you name it. Each of them is signed by the patient with a nice thank you note to the physical therapists at the center.

When I was first diagnosed, looking at these pictures made me feel pretty grumpy. I was still very injured and had just learned it would be 6 months before I could think about participating in my normal activities. I didn't want to think about the active life I was putting on hold.

A week after my surgery, I was back to looking at the photos and a thought popped into my head - "soon that will be me." I looked at the photos nearly everyday for 6 months, and each time, I felt that I was getting stronger and mirroring the healthy people in the pictures. When I felt bummed about my crutches, I'd think about the picture of the recovered skier ripping it up on the slopes. When my friends went to play basketball and I stayed at home, I'd think of the image of the soccer player racing past an opponent. What I've come to realize is that those pictures gave me the inspiration to work hard everyday at my own recovery. Those strangers on the wall motivated me to follow through with my treatment.

How can you harness the power of photos for your own practice to get your patients excited about working with you?

Pictures of your happy patients should line your walls, your reception area, and clinical operatories. Depending on your practice, before and after photos can be a great way to showcase your best work. In venous disease treatment for example, when people see the difference between a leg covered in varicose veins, and a leg that is smooth and beautiful, they will be much more receptive to treatment options. A nice comparison album makes a great addition to any reception area and makes it much easier to sell your services.

I like to include captions with the photos. In dentistry, you could show a porcelain veneer case with the caption, "Porcelain veneers - done in 2 visits." That would impress almost anyone.

My team can help you create an excellent before and after book that works very well. Call 206-419-5407 and we can get started today!

Cold Calls to Build Strategic Relationships

2009-07-29T07:35:00.000-07:00

As a new business owner, I have been making my fair share of cold calls lately. The idea of approaching people that you don’t know and trying to convince them of something is frightening in and of itself. I don’t know anyone who really likes cold calling or finds this comfortable, but I do know people who have learned to do it without breaking into a cold sweat every time.

What I’ve found is that preparation is the one thing that eases my mind takes the edge off these experiences. The more I prepare, the easier I am able to get through each cold call and the better the results. You can do the same as you reach out to businesses in you area to build strategic relationships.

What are the best ways to prepare?

To start, do a little research and find out about your prospects. Think about what kinds of businesses serve your target market. A cosmetic dermatologist might seek to align herself with a high end women's retail store or a make up shop. An oral surgeon may reach out to a driving school because it will be full of potential wisdom teeth patients. If you are a dentist and would like to seek referrals from a local beauty shop, get to know their website or call them for an informational interview. If your prospect is close by, you can request a site visit and spend some face time learning what they do and what solutions you could offer them through a mutually beneficial relationship. The added bonus here is that you can often meet leads just by walking around and talking to people. You’ll want to pay attention to your prospects “hot button.” Find out what really matters to them and craft your message around offering the solution to their problem.

Once you’ve found your prospects needs and know what to say, you are ready to make your move.

Here are 4 things to keep in mind to get your cold calls done the “easy” way:

• Manage your own feelings and expectations. Nobody likes rejection. Get out of your own way and don’t let your fear of rejection hold you back. Send yourself positive messages and remember that the worst that will happen is the dreaded “no.”

• Create a Plan B. Figure out what back up options you have. Never keep all your eggs in one basket. A back up plan is a comforting feeling that you do have other options and alternatives. I always make a list of several targets to increase my odds of success.

• Remember Helping vs. Selling. Focus on being a helper and offering a solution to a problem instead of a salesperson. Think about the needs of the business you are reaching out to. You’ll feel much better about what you are doing if you really believe in it and the benefit your work can bring to others.

• Highlight your competitive advantage. When you finish a cold call, instead of leaving business cards, brochures, or pens, leave a list of the Top Ten Reasons they should do business with your company. List items that are true, memorable, and show why you are the best game in town.

A lot of this may be common sense and simply requires a bit of hard work. Use your industry knowledge to modify your approach and keep track of what works for you. I find that I am most successful with my cold calls after 6pm. At that time, my prospects are most relaxed and willing to talk. For the best response, keep your focus on a few industries and markets so you can spend time customizing your approach. Read trade publications and blogs, and go to events and seminars. Be anywhere your potential clients might be. Stay true to your message, and in no time, you’ll develop relationships in your community to build your practice!

** If you would like my top five ideas for a strategic relationship for your practice email me at sarah@focus-evolve-succeed.com with your practice type in the subject line**

Building your prospect list

2009-07-23T07:14:00.000-07:00

Are you looking for new patients?

Many stores and restaurants have a weekly drawing for for a prize in exchange for the business cards that people drop in. Ask a staff member go to these businesses and ask if she can have the cards in exchange for something. You may get the cards for free, or you could offer a certficate for services in exchange for the leads. You could even offer to type up the names (as you will do for your own mailing purposes) and give them to the store for their own database.

Take control of your marketing and get out there and start building your list today!

4 Ways to Make the Most of Your Event Sponsorship

2009-07-15T08:23:00.001-07:00

I was out for a coffee yesterday and saw one of those beautiful, artsy posters for an upcoming event in my area. After reading the event details, I was really surprised to find an orthodontic practice that I work with as an event sponsor. I didn't know they were sponsoring this event, and I'm helping with their marketing plan!

To many practices fail to get the most from their sponsorship dollars. Don't just sign the check, send your logo, and walk away. Think like a marketing guerrilla and get every bit of value that you can from your sponsorship! Here are a few ways to make sure you don't get lost in logo soup and go unnoticed.

Show up and get involved

I've been to several fundraisers and events where I know the community partners and sponsors, but representatives from their companies are not present. What a waste if your name is in the program but no one is there to network and chat about your practice. Jump in with both feet! Join the planning committee. Volunteer to be a greeter on-site and connect with potential patients.

Make your name or logo pop!

Review all the event promotional material before production to ensure your company is properly identified and that you stand out.

Create a mailing list

Ask event organizers for a copy of the attendee list with contact information then build yourself a mailing list. Follow up with a promotion - a newsletter, an e-zine, or a special offer.

Promote the sponsorship

Send out a press release announcing your sponsorship. Include your sponsorship activities on your website, in brochures, and your other promotional pieces. Let your patients know where you will be and when so you can connect with them in a non-clinical environment. Hire a photographer for the day of the event to take some high quality photos of your on-site activities and post them in your practice, on your website, and newsletter.

Don't be afraid to explore the possibilities when it comes to the events you sponsor.

If you would like a consultation on an upcoming sponsorship opportunity, email me at sarah@npressnewsletter.com with the details.

- Sarah Nelson

Where are your patients coming from? - Measuring the Return on Investment in your Marketing

2009-07-08T08:37:00.000-07:00

Despite its importance, marketing ROI is one of the least understood, least measured functions at many practices. As I’ve mentioned before, I’ve seen boat loads of money spent on advertising campaigns without anyone ever stopping to ask- is this bringing me new patients? More often than not, practitioners have a vague idea of how new patients enter their practice but no real numbers on which to base their marketing decisions. What I hope that you understand is that by using data and analytics you can ensure that your budget is allocated to the best use of your marketing dollars and move some resources to marketing activities that yield a higher ROI.

Calculating your marketing ROI can be quite simple:

ROI = Profit/Investment or ROI = new patients/marketing campaign cost
The easiest way to get started with measuring your marketing is by asking every new patient how they heard about you. You can build this into to your new patient phone call or your initial consultation or interview. I always teach keeping a tracker that tells you each month how many patients you are getting from each source – website, referrals, sign, ad in the paper, etc. Then, I recommend taking the new patient numbers and looking at the treatment that was presented to them, what was accepted, and completed. These numbers let you know if the marketing tactics you are using are reaching your target patients, (those that are eager to do business with you.) At the end of the month or the year, you can clearly evaluate the most productive marketing strategy and make plans to do more of it over the next period.

You can also track ROI on your website by monitoring the site hits. If you haven’t looked at these reports before, call your site host and ask to see the numbers. As you make updates or changes to your site continue to watch the numbers and look for fluctuation in the number of unique visitors.

If you are using email campaigns with your patients, pay attention to open rates, and click-through rates (CTR). These numbers will provide you with a metric to use in developing your skills at crafting compelling messages and subject lines that grab your patient’s attention.

Knowing what to improve and what is working is vital to establishing realistic performance targets for your marketing and making the most of your budget.

Do you know where your patients are coming from?

If you would like a copy of my FREE marketing ROI calculator, send me an email at sarah@focus-evolve-succeed.com with ROI in the subject.

Testing... Testing...1,2,3

2009-07-01T06:18:00.000-07:00

A friend of mine from my kickball team is having trouble with the latest direct mail piece for his chiropractic practice.

The postcard he’s using is nice- it looks really professional. It’s glossy, has nice images of his target clients, all his contact information, a testimonial, and even a call to action. He spent a little over $2,000 to have 4,500 copies made. During his first mailing, he used a 2000 person mailing list… but he’s had no calls from new patients.

“Why isn’t the phone ringing?” he asked me over coffee yesterday. “I copied the style of an ad I saw in a magazine. What should I do differently?”

If marketing were an exact science that anyone could learn with ease, then every business in this country would be flourishing. To use a kickball analogy, in marketing if you do everything right, sometimes you get a home run, but more often then not you bunt to first or get a double which is usually more than good enough. Sometimes, you strike out completely.

That is why, whenever launching a new marketing initiative, it is important to test it out and measure the amount of response or new patients that you get.

For many of us, the word “test” is a little scary. After all, tests are used to see if we are sick or if something is abnormal. Tests are used throughout our school years to gauge our aptitude and knowledge retention. Now, as professionals and practice owners, testing can be equally (if not more) important - especially in the world of marketing. Testing can be a powerful tool to move your marketing program forward. Testing can also help you move from, “I don’t know what works” to “It works for us”.

When testing the elements of your marketing pieces, like the call to action, one time is often not enough to draw conclusions. I usually start with 2 different versions of a piece and compare the response. Sometimes, you may need to test more elements but it will be dependent on your business and the type of initiative you are working on.

It’s important to only test one element at a time so the results do not get muddled. The most common tests are:

Timing – Are you always mailing during a holiday season or when people are away for the summer? Vary the timing of your offer to gauge open rates.

Headlines – The headline is often the most important part in hooking the reader. Make sure you are speaking directly to your target demographic.

Calls to action - Are you including strong or passive calls-to-action? Think about things that influence you to act on something and try to incorporate those ideas.

Images/graphics – Is the image you’ve chosen in sync with the message you’ve created? Does it create an experience or inspire emotion for the reader?

Idea for today: Get out there and start testing! What are you waiting for?Stay tuned for ideas on how to measure your marketing coming soon…

Inspiration - Avoid the Always, Notice the Never

2009-06-24T13:49:00.000-07:00

I've know a lot of successful private practice owners who have grappled with burnout from time to time. Between seeing patients, managing staff, and thinking about marketing and business growth - it's easy to see why its hard to stay inspired and passionate.

I've personally gone through burn out in my own business and come out the other side several times. Here is an exercise that has helped me jumpstart my marketing imagination that you can use today in your own practice!

First, make a list of the things that your practice and practioners in your industry ALWAYS DO. For example, at my doctor's office - I ALWAYS have to wait in a room by myself for 10 minutes before I see him. Or, at the dental practice, the chairs are ALWAYS really uncomfortable and I feel weird when my dentist talks to me while I'm laying down.

Next, make a list of things that your office or industry NEVER DOES. An example could be the doctor personally calling new patients before their visit to welcome them to the practice.

Now that you've got your lists - and a whole bunch of ideas for differentiating yourself and improving your patient experience! Undoubtledy, you will find opportunities to reconnect with your patients and jump start some buzz within your practice.

Work with your staff and creative around implementing those NEVERS. Think about the referral potential if each patient who leaves your office, jumps in their car, gets on their cell phone, and calls 5 friends saying: "You'll never guess what happened at my appointment today..."

The lesson for today is: avoid the always, notice the never.

Assortment: How many marketing weapons are you using?

2009-06-20T09:03:00.001-07:00

I had a meeting yesterday with an oral surgeon who had been running ads in a local magazine for several months. "I feel like we just advertise to check it off the list" he said. "I don't know whether its working and we are putting our whole advertisting budget into it."

Key lesson for today: Your Marketing Assortment

Instead of relying on a single marketing weapon, think of combinations. Remember that, your marketing will be the sum of all contact with people in your area.
Make a list of 5-10 marketing activities to use at any one time.
Do you go regularly to networking groups? Add it to your list.
Give presentations to local organizations? Add those too.
Ask you patients for referrals? Each time you do, you are marketing.

For easy implementation, create a simple and consistent action plan to keep track of what you’ve done each week. Then, work on your system for tracking new patient calls - and where they are coming from, and put more marketing money/focus in the things that are producing. That way, if you do decide to invest in an advertisement, you won't have all your eggs in one basket, and you will be looking at the return.

Ask yourself: How many marketing weapons are you using at a given time?
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