Getting the word out.
IHC is becoming a reality! With office renovations underway and a working membership model, we need to focus on getting the message out! A website would be a nice start. And, for someone who is not connected on social media, getting up to speed on that would be the next step.
Okay, but how do doctors advertise their clinics in general? How do we advertise not only a new clinic, but a new clinic that is built on a completely new membership structure?! How do we do this in a responsible and informative way? We decided that we should wait until the clinic was fully functional before trying hard-core marketing strategies, that way we could take referrals in a timely manner and work out the kinks in our new system. But we’re almost ready to begin advertising and spreading the word in full-force. What’s the best approach?
Networking is tough work. Initially. we tagged along with some sales representatives to meet physicians in clinics around town. Although it was nice to see the various clinics, it was not as fruitful as we had hoped. Next, we tried to switch gears by visiting only direct primary care clinics, since they are already familiar with our operating model. Same results.
How about hosting an “open house?” This would allow providers to come and check out the clinic, meet me and the staff. Great concept, but also not fruitful. Though it was a great morale builder to see so many whom I had built professional relationships with support our cause, there were not many new faces to spread the word.
So where were referrals coming from? People who personally knew me, whether from professional relationships, former patients, friends, or acquaintances. Basically, word of mouth. Interesting.
Ideas? Thoughts? Suggestions? Comments? Let us know in the comment space below!