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Competitive Marketing to Make Money

By: Bryan Durocher
Posted: June 23, 2010, from the July 2010 issue of
Dollar on top of coins

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Once you answer these questions, you should have a better idea of your market, potential new patients and what services they like and don’t like, as well as what has drawn patients to your practice, and how you can capitalize on your unique features in order to attract new ones.

Invest in a great Website. Your website is your virtual business. With the aid of professional Web designers and search engine optimizers, you can attract a large number of leads to receive automatic e-mail updates from your practice. For this, you can use regular newsletters, giveaway offers, product and service pages, service providers, and photos of your practice, as well as of before-and-afters. More savvy consumers are looking for your services via the Internet, so its important to have a strong presence on it.

Hosting a patient recruitment seminar. The main objective here is to consult with as many potential patients as possible all at the same time. Being behind a podium gives you an opportunity to give a presentation focused on products and services targeted to your audience.

Begin by putting together your invitation list: your database of existing leads, prospects and patients, beauty media, members of the local chamber of commerce, and other wellness businesses, such as weight loss centers and yoga studios. Include loyal, satisfied patients who are willing to stand up and give a testimony on your work.

Advertise your seminar one month in advance via your website, newsletter and signage in your practice. You can also take it to local media, if you like. Plan on a two- to three-hour time frame for the event, and include refreshments and giveaways. When the media arrives, hand them your press kit and a gift certificate for free services. As your guests arrive, have travel-size products in a gift bags for them.