Depending on the size of your practice, the responsibility for marketing your brand, products and services will sit with either one person who flies solo and does everything (sound familiar?), a few business owners, a practice manager, a marketing person, an external agency or a team of administrators.
What's your situation?
Depending on who is looking after the marketing (and it should be everybody across the practice to varying degrees), there are five key interpersonal skills you want you or your main marketing person to have:
- Ability to form relationships and seek collaborations
- Ability to ask for referrals
- Writing and speaking skills (moderate)
- Customer service
The reason I have highlighted these interpersonal skills as priorities over technical skills, is because the type of marketing that generates the best results in private practice is Relationship Marketing.
"Focus on people and people will focus on you."
As a secondary layer around the five interpersonal skills listed above, the following attitudes combine to create a winning formula:
- Understanding of how small business works
- Knowledge and focus of your business priorities
- Ability to manage a team as a business owner (not as a friend)
- Motivation and enthusiasm
- Genuine evidence of living your "why" (read my previous blog post for more information "Seven Steps to Create Clear Vision in 2019")
All of the above can be gained or learned and work together to create a solid platform for your marketing approach.
Technical skills - can all be learned over time
Then you can overlay your interpersonal skills and your winning attitude with some technical skills:
- Presenting to an audience
- Leveraging local media
- Social media
- Hosting your own events
- Blogs, podcasts and newsletters
- Managing your website and online presence
- Adding value to your clients
- Referral marketing
- Being found online
Success in action
I am currently working with a successful multi-disciplinary allied health practice. They are growing and going from strength to strength each month. Here are some of the things that are leading to their success. They:
- Regularly engage with their referral sources
- Add value to their patients
- Maintain strong local area visibility
- Provide innovative opportunities for their patients to gain support
Over the past three months, each activity has resulted in at least 20 new patient enquiries.
Want to learn more? Sign up for our free webinar:
"How to Increase Your Patient Base in 30 Days"
I am running a webinar to explain the value and accessibility of Relationship Marketing to allied health professionals. In the webinar you will:
- Learn five proven marketing strategies that won't impact your current workload
- Understand more about the skills you need to succeed in private practice
- Learn how to focus your energies and promote your practice to increase your patient base
I am running the webinar on three occasions outside of practice hours to minimise impact on your client contact time:
Plus at the end of the webinar, I'll also tell you about our upcoming program Allied Health Marketing Academy, where you can learn the right health marketing fundamentals and grow your skills and confidence so you can market your practice effectively for the long-term. Program starts 8 April 2019.
Click the links above to join the webinar at the time that suits you best and I hope to see you there.
For more information or assistance with your private practice marketing, please contact Megan Walker on 0417 602 390 or email megan[@]marketsavvy.com.au.