You can read countless blogs on how to market your private practice. With all the information it seems easier to follow an xyz formula in our marketing. Marketers make a living selling their formulas for launching businesses and marketing them. Wouldn’t it be nice if it were simply – Make a brochure, take the brochures to your local doctors’ offices, and voila – you have marketed your practice? While standard formulas can work, there is an element missing that keeps them from being maximized.
Truth is, if there was 1 guaranteed way of marketing your practice, we would all be doing it and I would be out of a job.
So here you are, with a ton of advice on how to market your practice, how do you choose what to do?
When you decide to market your practice – no matter if it is online or offline, there is one question to ask yourself and this question will be your litmus test for implementing what is important and chucking all the other suggestions that seem like a good idea, but they aren’t a good idea for you.
Why does this step in your marketing matter? What is the value you bring?
An ebook sounds like a great idea – but is it going to be full on impact? So what if you write it, how does it matter to the person reading it? If you can’t come up with a good answer, the idea isn’t worth the energy.
Great marketing means you make a difference in the world, whether or not the person chooses to become your client. If someone calls me for a free consult and I guide them to a better referral, there is a reason and a purpose behind my consult. But if in my consult all I care about is my business, there is no value to the person on the other end the deal.
It’s a simple question, kind of silly at first. But it beckons you, the creator of your marketing, to believe in what you are doing. You don’t feel pushy or salesy when you understand your “why” behind what you are doing. When you provide value, you have integrity about your business and marketing. You are clear on the benefit and there is no need to defend what you are doing.
If I look at our process for example. We do our private practice analysis quiz. This alone is valuable because it acts as a mirror to provide feedback to the clinician about their business. They then get a free report with some tips on the different areas of private practice building. From there we invite people to a webinar. Our webinars are full of fun and provide practical information (for example, check out this recording of one we did about setting fees). See how every step of the way, I want you to walk away with some extra knowledge. My hope is to provide transformation, no matter how small and inspires you in your business.
You want this in your private practice marketing. Do it in such a way, the person is better off just for having met you. Marketing with integrity is a foundational element to a healthy private practice. So next time you are about to add to your marketing plan, just ask yourself “So what?”