Essential Secrets To Marketing Your Practice Successfully

Author(s): 
By Kevin McDonald, DPM

How To Make Your Practice Stand Out
4. Law of Perception. If you perform technically perfect operations but work in a pedestrian office and have gravy on your tie, your reputation as a surgeon might not be as good as Dr. Fancy Pants down the road who is kind of a hack but uses pain pumps for hammertoe surgery and has a nurse who looks like Cameron Diaz. The Law of Perception says: “It is better to be perceived as better than it is to actually be better (from a marketing perspective).”
5. Law of Focus. The typical American consumer has a very short attention span and is bombarded with a huge number of marketing messages each day. The objective should be to burn a simple message into the mind of your potential patients via repetition. The Law of Focus says: “The most powerful position in marketing is to own a word or short phrase in the prospect’s mind.”
6. Law of the Opposite. There is a tendency in the business world to play “emulate the leader” when it is often better to position yourself as an alternative to the leader. For instance, if the busiest DPM in your town has a three-week wait for an appointment and is a big shot at the country club, you could promote “same day appointments” and become president of the PTA. The Law of the Opposite says: “If you are shooting for second place, study the leader and design a strategy to counter the leader’s strength.”
7. The Law of Sacrifice. It is very difficult to offer luxury service at a low cost or to handle emergencies but always keep on schedule. You have to give up something in order to get something. Do you think it is possible for one person to specialize in reconstructive foot and ankle surgery, podopediatrics, herbal medicine and nursing home work in a crowded marketplace? The Law of Sacrifice says: “You cannot be all things to all people. Find your niche.”
8.The Law of Perspective. What is good for our practices in the short term may not be good in the long term. For example, dispensing an inferior diabetic shoe to save a couple of dollars may lead to a decrease in the number of shoes dispensed and, accordingly, net profits over time. Also, overaggressive treatment of new or self-limiting problems may increase revenue initially but cause the eventual loss of important referral sources. The Law of Perspective says: “Marketing effects are cumulative and occur over a long time. Everything counts.”
9. The Law of Attributes. Every business category has a list of possible attributes desirable for the business. Positive attributes available in a podiatry market might include a “high touch” personal approach, a “high tech” gadget and gizmo approach, an offering of special services such as evening hours or a doctor who speaks Spanish. Attributes also include a desirable location and a “low cost/insurance friendly” approach. The Law of Attributes says: “Try to own a least one positive attribute in your marketplace.”

Pertinent Pointers On Succeeding And Failing
10. The Law of Success. If you are not getting better, you are probably getting worse. A podiatry practice that does not seek out new and improved services and treatments will lose ground in the marketplace. Does the phrase “Pride goes before a fall” ring a bell? The Law of Success says: “Success often leads to complacency and complacency leads to mediocrity.”

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