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How To Market Your Practice Without Advertising By Dr. John P. Barrett, Jr.

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Presentation on theme: "How To Market Your Practice Without Advertising By Dr. John P. Barrett, Jr."— Presentation transcript:

1 How To Market Your Practice Without Advertising By Dr. John P. Barrett, Jr.

2 How To Market Your Practice Without Advertising About the Author… Dr. John P. Barrett, Jr. Dr. John P. Barrett, Jr., now retired, founded The Florida Knee and Orthopedic Centers in Clearwater, Florida in 1983. In his career, he has personally performed more than 20,000 knee surgeries, including 7,000 total knee arthroplasties. Agraduate of Jefferson Medical College in Philadelphia, Dr. Barrett completed an Orthopedic Residency program at Massachusetts General Hospital, where he was Chief Resident in 1972. Dr. Barrett also served as a Teaching Fellow at Harvard University prior to beginning his private practice in 1974. Dr. Barrett has established training programs for orthopedic surgeons in Eastern Europe. The Arthritis Research Institute of America, founded by Dr. Barrett, is a national non-profit foundation conducting a 20-year epidemiologic study of osteoarthritis. There are now 5,000 cases and 5,000 controls included in the study. The Barrett family sponsors both clinical and research awards annually to senior residents at Massachusetts General Hospital, where Dr. Barrett completed his residency. Dr. Barrett operated in one of the most competitive markets in the country, yet his practice consistently ranked a leader in orthopedic market share. He has created this long-term market dominance through an intense focus on patient satisfaction and positively outrageous service, along with a commitment to clinical excellence. Dr. Barretts system for patient care in joint replacement, called JointVentures®, has been adopted by more than 500 hospitals in the U.S., Western Europe and Australia, and has been translated into five languages.

3 How To Market Your Practice Without Advertising Table of Contents… Birthday cards..........................................4 Park it........................................................5 Phone home..............................................6 Internet web site.......................................7 A rose by any other name.....................8 Focus groups............................................9 Its news to me!....................................10 Wall of Fame...........................................11 Sit down and speak..................................12 Diploma-see.............................................13 Thank you notes......................................14 Learning Center...................................15 Showing up is 90% of life....................16 Leave spaces open..................................17 Smiling faces...........................................18 Video education......................................19 Seminars.................................................20 Take-out anyone?................................21 Meet, eat and critique...........................22 The Happy Patient list........................23 The staff of your life..............................24 Notable notes.........................................25 Get political...........................................26 Fore!....................................................27 Dear Doctor.........................................28 Mystery shopper....................................29 Flexible hours.........................................30 Learn to love complaints.......................31 Toot your own horn..............................32 Let them watch TV.................................33 Tear down the barriers...........................34 Flag new patients................................35 Chewed out............................................36 Clocks......................................................37 Recognition.............................................38 No music so sweet..............................39 Speak up & speak out!............................40 Open house............................................41 Refrigerators that work for you.............42 Signage....................................................43 People, Time, & Us..................................44 Phone etiquette......................................45 Survey says.........................................46 Message in a bottle.................................47 Good housekeeping...............................48 Dressed to impress.................................49 Shameless self-exploitation...................50 The door knocker................................51 Credo cards.............................................52 Follow up...............................................53 Little things mean a lot...........................54 Implementation Worksheet…………………55, 56

4 1.1. Electronic Cards Send Birthday Cards To Your Patients Every Year How To Market Your Practice Without Advertising

5 2.2. Change Your Parking Place To The Worst One On The Lot How To Market Your Practice Without Advertising NEVER take the best space in the lot for yourself or your staff.

6 3.3. Call Patients To See How They Are Doing How To Market Your Practice Without Advertising

7 4.4. Set Up An Internet Web Site How To Market Your Practice Without Advertising The internet is the primary source for medical information among consumers.

8 5.5. Send Patients A Flower While In The Hospital How To Market Your Practice Without Advertising Flowers are the traditional expression of health and good wishes for hospitalized patients.

9 6.6. Conduct Patient Focus Groups How To Market Your Practice Without Advertising Industrialist Henry J. Kaiser said Marketing is very simple… find out what your customers want, and give them lots of it.

10 7.7. Create A Simple Newsletter With Patient Success Stories How To Market Your Practice Without Advertising Patient newsletters are great ways to keep patients in touch with your practice, and for cross-selling your services.

11 8.8. Create A Patient Wall Of Fame How To Market Your Practice Without Advertising Patients will continually offer pictures, ideas and stories that they believe qualify for the Wall of Fame.

12 9.9. Sit Down When You Are Talking To Your Patients How To Market Your Practice Without Advertising You can help dispel the perception that you are in a hurry by sitting down.

13 10. Move Your Diplomas To The Waiting Room How To Market Your Practice Without Advertising Patients are interested in your training and educational background, and they will be impressed by it.

14 11. Send Thank You Notes To Patients Who Refer Other Patients How To Market Your Practice Without Advertising The note should be hand written with a brief personal message, not just signed.

15 12. Convert Your Waiting Room Into A Learning Center How To Market Your Practice Without Advertising Instead of tired, out of date magazines, add informational posters, displays, videos or other educational media.

16 13. Be On Time! How To Market Your Practice Without Advertising Patients are like other consumers and simply will not tolerate long waiting times.

17 14. How To Market Your Practice Without Advertising The ability to see new patients within one or two days is critical to the long- term growth of your practice. Set Aside Appointment Slots For New Patients Each Day

18 15. How To Market Your Practice Without Advertising This person is the first and the last person your patients see and probably has more influence over their perception of your practice than everyone else combined, including the doctor. Hire A Smiling Face At The Front Desk

19 16. How To Market Your Practice Without Advertising Using videos to educate your patients on key diagnoses insures that the information is passed on effectively and consistently. Put A DVD Player In Every Patient Exam Room

20 17. How To Market Your Practice Without Advertising The seminars should be short, no longer than one hour, and should be presented in an easy to understand format. Conduct Educational Seminars In Your Facility

21 18. How To Market Your Practice Without Advertising Negotiate a deal with a delivery service to send a healthy dinner for two to the home of all your hospitalized patients after discharge. Send Patients Take Out Dinners After They Leave The Hospital

22 19. How To Market Your Practice Without Advertising At the luncheon, solicit input on how well your office meets the needs of these referring practices. Invite Local Office Managers To A Luncheon To Assess Your Service

23 20. How To Market Your Practice Without Advertising Many patients delight in telling others about their experience, and they will become your strongest supporters in the process. Create A Happy Patient List

24 21. How To Market Your Practice Without Advertising Customer service is most important to your practice from a marketing standpoint because it has a direct bearing on the word-of- mouth marketing you will generate in the community. Provide Serious Customer Service Training To Your Staff

25 22. How To Market Your Practice Without Advertising Sending them a copy of the office notes will help them understand the results of their visit and will prevent miscommunication when they are discussing the visit with family and friends. Send Patients A Copy Of Their Office Notes After Each Visit

26 23. How To Market Your Practice Without Advertising Instead of complaining about service, staff and equipment in the hospital, offer ideas you can do to help the hospital save money and improve care at the same time. Have Lunch With Your Hospital Administrator

27 24. How To Market Your Practice Without Advertising Host A Golf Tournament For Patients

28 25. How To Market Your Practice Without Advertising Volunteer To Write A Column In The Newspaper Writing a weekly column is a great way to establish yourself as the local expert in your field.

29 26. How To Market Your Practice Without Advertising Hire A Mystery Shopper Everything from parking to payment policies should be reviewed, with an emphasis on those people and things that directly contact patients.

30 27. How To Market Your Practice Without Advertising Offering occasional flexible hours will give you access to patients who may have either put off seeing a physician or simply visited a 24-hour doc-in-a-box for routine care. Offer Early Morning And Early Evening Hours Once Per Week

31 28. How To Market Your Practice Without Advertising This simple gesture often turns an unhappy patient into one of your biggest fans! Write Personal Letters Of Apology To Patients Who Complain

32 29. How To Market Your Practice Without Advertising It is vital that you measure and publish your results in a format that can be passed on to referring physicians, insurance companies, benefits managers, adjusters and patients. Create A Brochure That Highlights Your Patient Satisfaction Outcomes

33 30. How To Market Your Practice Without Advertising Produce a thirty minute loop video that introduces your staff, along with a brief biography on their background and training. Use A Lobby Video To Market Your Services

34 31. How To Market Your Practice Without Advertising Remove the glass barrier and open up your reception area so people feel welcome. Remove The Frosted Glass Window From Your Reception Area

35 32. How To Market Your Practice Without Advertising Everyone who handles that chart should see that as an opportunity to add a little positively outrageous service in order to make a lasting first impression. Flag All New Patient Charts So Everyone Makes A Fuss

36 33. How To Market Your Practice Without Advertising Enough said! Institute A No Gum Chewing Policy In Your Office

37 34. How To Market Your Practice Without Advertising Until you conquer your problem of keeping patients waiting, dont provide them with a constant reminder of how long they have been out there! Remove All Clocks From Your Waiting Room

38 35. How To Market Your Practice Without Advertising The goal is to make customer service part of the culture and climate in your practice. To do so demands constant reinforcement, publicity, training and reward. Recognize And Reward Staff Who Exhibit Extraordinary Customer Service

39 36. How To Market Your Practice Without Advertising Insist that your staff address everyone by their names and that they use courtesy titles (Mr., Mrs.) for anyone over forty. There Is No Music So Sweet … As Your Own Name

40 37. How To Market Your Practice Without Advertising Hospitals, civic groups, and other local organizations are constantly looking for guest speakers. Join The Hospitals Speakers Bureau

41 38. How To Market Your Practice Without Advertising Prime time for functions of this type is a Sunday after noon or the lunch hour. Make sure the office is immaculate. Conduct An Office Open House

42 39. How To Market Your Practice Without Advertising Take advantage of the easy publicity by making sure the one they see every day has your name and number on it. Give Away Refrigerator Magnets With Your Name And Phone Number

43 40. How To Market Your Practice Without Advertising Choose a name for your clinic that people remember the first time they hear it, and use it on your exterior signs so that it can be read easily from at least 150 feet away. Make Sure Your Signage Is Large And Easy To Read

44 41. How To Market Your Practice Without Advertising It is essential that you assign one of your staff the specific responsibility of ordering and replacing the magazines on an issue by issue basis. If You Must Have Magazines In Your Lobby

45 42. How To Market Your Practice Without Advertising Write a brief script for how the phone should be answered and insist that it is done this way each time. Train Staff To Use A Consistent Phone Greeting Thanks for calling our office. This is Jean. May I help you?

46 43. How To Market Your Practice Without Advertising Written surveys are good, telephone surveys are better, because you will get a much higher response rate. Send Satisfaction Surveys To Your PatientsAnd Act on the Results!

47 44. How To Market Your Practice Without Advertising Using a bright, upbeat voice and music to cross-sell your services is easy and fairly effective. Add On Hold Message To Your Phone System!

48 45. How To Market Your Practice Without Advertising Take serious steps to insure your office/clinic reflects a truly professional image. Keep Your Act Clean!

49 46. How To Market Your Practice Without Advertising Golf shirts work well, are easy to obtain, and are relatively inexpensive. Have Staff Wear Team Shirts And Name Tags

50 47. How To Market Your Practice Without Advertising Send Golf Caps To Referring Physicians With Your Logo On Them These are fun and memorable little advertising items that can help keep your name in front of the physician gatekeepers in your market.

51 48. How To Market Your Practice Without Advertising Hire A Door Knocker Large practices can benefit directly by hiring a door-knocker to literally make sales calls on referring physicians and corporate customers.

52 49. How To Market Your Practice Without Advertising One of the most effective ways to reinforce your philosophy of customer service is to print the standards on a small laminated card and to require all employees to carry the card to work each day Print Credo Cards And Have Your Staff Carry Them Each Day

53 50. How To Market Your Practice Without Advertising You might be surprised how many patients each year in your own practice do not follow through with your recommendations. Follow Up

54 51. How To Market Your Practice Without Advertising Install a telephone for patients use in a part of the waiting room that provides reasonable privacy. Provide water and coffee for patients and their accompanying families. Provide Simple Amenities In Your Waiting Room

55 How To Market Your Practice Without Advertising Implementation Worksheet Use this form, or facsimile, for organizing and scheduling the important tasks that need to be assigned, coordinated and implemented into your practice. Applying these concepts will ensure the successful integration of your practice enhancements.

56 How To Market Your Practice Without Advertising Implementation Worksheet Use this form, or facsimile, for organizing and scheduling the important tasks that need to be assigned, coordinated and implemented into your practice. Applying these concepts will ensure the successful integration of your practice enhancements.


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