Apr 22 2014
. . . ARE NOT
You and your practice or facility are not likely to be a Fortune 500 corporate entity. So there’s no need to pretend being a marketing guru.
In fact, if you are feeling even a little bit over your head with marketing, you’re likely to be wasting money, time, and energy!
Maybe you’re unearthing a monster budget expense at the behest and/or persuasion of some big-time marketing company, PR firm or ad agency you’re working with or thinking of hiring? It can often feel (and be real) that such entities are simply throwing away your money to create a mumbo-jumbo branding program aimed at earning an award for themselves.
If you’re working with or considering “experts” who are trying or promising to “position” you as the brightest star in the heavens . . . you may want to re-think it with a dose of reality.
Reality? Yes, you are a healthcare provider. That makes you an entrepreneur. Entrepreneurs challenge the system. In healthcare, they use (or retain) innovative thinking to establish, re-establish and upgrade the authenticity of themselves and the “saleability” of their services, careers, investments, and reputations.
You can accomplish this with: much less expense of money, the same expense of time, and sometimes greater expense of energy. Oh, and –by the way– having and practicing a sense of entrepreneurial reality tends to get far better value and results than engaging one of the “big-time-expert” groups noted above.
Just to be sure we’re on the same page here, I’m talking about –specifically– how to increase patient volume, how to stimulate patient and patient-family loyalty, and how to strengthen referral bases, channels, and networks without having to bet the farm!. Is that what you’re looking to accomplish?
Stay with me on the next few weekly blog posts and I’ll tell you HOW… or call or email me (info below) if you can’t wait!
Let’s start with the idea that what truly “sells” people is to be entirely focused on them and not on ourselves. Chest-beating, posturing messages about how great you think you are and smiling-face billboards, ads, and Facebook pages –regardless of expense involved– make no difference whatsoever. In fact, they often do the opposite… annoy, antagonize, create doubt and distrust, and send the people you’re trying to reach galloping off to your quiet competitors.
So do you have to be “quiet”? No, but you do need to be your authentic self. You do you need to be more conscious of the training and talent and experience gifts you deliver in your vital societal role as a healer and healthcare provider. Because THAT is your best marketing!
Is that hard? Of course, especially given the volatility, misdirection, intrusiveness, and mismanagement of government agencies, insurance companies, and today’s Obamacare circus, but –in the end– difficulty (as most entrepreneurs learn) is a choice.
There is much more coming to you at this blog in the hands-on, specific-how-to-steps departments in the days ahead. So, do return for more on how to get started and how to re-start.
In the meantime . . .
CHECK THIS disarmingly true, insightful post
by David Lee Scher, MD, titled: