Marketing for a practice is just as important as a retail store or online business. With patients having the ability to choose their general practitioners and their specialists alike, it's more important than ever to have a marketing strategy so you aren't lost in the mix. Long gone are the days of there being only one doctor in town that everyone went to see with no questions asked. Now, people have the opportunity to make their decision based on patient feedback, ratings, etc.
Have you begun your business planning for 2018? If you’re looking for a few places to start, I’d like to offer some recommendations. The process of putting together a detailed plan is what I refer to as The 2018 Business Imperative. There’s an old adage, “If you aim at nothing, you’ll hit it every time.” Quite frankly, we work too hard to let that be the case.
Over the past few years, many firms have realized the advantage of a well-
One of the most important aspects of a business sale is the due diligence process that the buyer and perhaps her/his advisors undertake. The buyer due diligence process serves to verify information represented by the seller and to also gain a more complete understanding of the business. It’s a critical part of the process and can take a little as few days or much longer depending on the size and complexity of the business.
Content driven marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience in niche magazines, local publications, with your website, and with social media for the specific purpose of educating the targeted audience. Content Marketing is not a tactic, but is a strategy. Think of farming by tilling the fields, planting the seeds, watering and finally harvesting the crop. It’s not a trick, but a form of creating educated clientele.
For years, the given way a physician grew a practice was through referrals from colleagues and associations with certain hospitals and/ or insurance plans. The environment is changing. While these traditional channels remain important, the consumer is more empowered to seek out information about a specific physician. That shift is impacting how physician groups and individual practioners grow their respective practices.
Let’s talk leverage this quarter. Leverage is doing ever more with ever less, and your team is the group of people that can make that happen. In fact, without leverage and a team you are never going to take your business to the next level and have a business that will work without you. You are stuck in a job that you own and nothing more. How does one leverage their business?
The world of sales in general, and the “behind-
Some businesses are created around this passion because it’s something they love to do. For me, my passion was always to help others. In the past, I have worked with seniors in helping to aid in placement in a senior community such as, independent living, assisted living or nursing level of care or helped them to stay in their home by facilitating all of the things they would need to have in place that would be necessary to do so safely. This included caregivers, transportation, home modifications, etc.
In 1990 Jim McClanahan and Maurice Adkins founded a business called Hi-
Use the buttons below to scroll through more great articles from our Business Section
Be Sociable, Share!
Kentucky Doc Magazine reaches 100% of all physicians licensed in Central Kentucky, including physicians specializing in everything from allergies to vascular surgery.
1004 Vanburgh Ct.
© Kentucky Doc Magazine -
STAGE TWO: EDUCATE YOUR NETWORK
Teach them how you can alleviate their concerns, and you’ll have great relationships for life. Additionally, educating your prospects, clients and followers establishes your thought leadership and subject-
Using LinkedIn’s Publishing platform is a great way to offer educational content in a blog-
Blogging on a company or personal Website is another easy way to share knowledge and offer tips and strategies to your readers.
STAGE THREE: IDENTIFY THE RIGHT PEOPLE TO PROSPECT
When it comes to social selling, most people are interested in prospecting. There are many platforms that offer business development opportunities, including Facebook’s Fan Pages and Pinterest (for consumers), LinkedIn (for B2B) and Twitter and Google+ that overlap both worlds. LinkedIn offers many different ways to prospect, but here are my Top Five:
STAGE FOUR: POSITION YOURSELF AS A SUBJECT-
The era of the salesperson traveling with nothing but a kit full of samples, a smile and a strong handshake is gone. A key part of Social Selling entails the salesperson discussing industry insights, competitive advantages and thoughtful research through social channels, including LinkedIn. In effect, the sales pro either runs her or his own publishing empire, or has their company’s help in running it.
Because the salesperson is already “out there” with their information, it’s easier for a prospect to scrutinize the company’s products/services and the salesperson her/himself. This makes that all-
The positioning doesn’t stop with branding and marketing. In fact, it is at the 1st call and/or appointment that your expertise is truly scrutinized and validated. Social Selling is about offering this information prior to your meeting.
The key to well-
More and more professionals who “touch” a sales-
The world of sales in general, and the “behind-
Now that relationship building via social media is more than ever a part of our everyday lives, it’s finally time for the principals of marketing to combine with the art of sales—yes, sales is an “art” —into a process called “Social Selling.”
Here’s a quick definition, via Wikipedia: Social Selling is the process of developing relationships as part of the sales process. Today this often takes place via social networks such as LinkedIn, Twitter, Facebook, and Pinterest, but can take place either online or offline. Examples of social selling techniques include sharing relevant content, interacting directly with potential buyers and customers, personal branding, and social listening.
For those who sell in the business-
It’s very easy to say Social Selling is “just a trend. ” Quite a few sales experts do it all the time; usually when they’re discounting it. In reality, Social Selling represents more of a shift in strategies and mindset.
As Facebook, LinkedIn, Twitter and other social-
Whether you are hunting for new prospects, expanding your current base of customers or cross-
It Takes Four (Stages)
STAGE ONE: LISTEN TO YOUR TARGET MARKET
The foundation of Social Selling involves your “ears;” although when it comes to social media, you’ll use your eyes. You have to listen to your target market, and what’s happening with their clients and competition, and their industry as a whole. Use social platforms to identify articles your prospects “like”, blogs they share and their new connections. Doing this allows you to quickly understand what matters to them, and social media makes this activity easier than ever. Tools like Twitter, HootSuite and Google Alerts allow you to keep these tabs on your prospects.
Bob Woods is a partner and co-
Bob can be reached at:
PHONE: (859) 514-