Module 4 “Attracting and Helping the Perfect Patient”

Quote: “…..You must be more creative than your competition in every single aspect of marketing. Merely doing by the numbers isn’t enough. You’ve got to do it properly, do it intelligently do it clearly, do it creatively, and do it consistently. You don’t have to know how to write or draw to be creative. All you’ve go to do is supply the creative idea. You can always hire a person to write or draw for you. But it’s not easy to hire a person to be creative about your business for you. *That task should fall to you and you should revel in it.” By Jay Conrad Levinson **This should be your Private Practice (The Perfect Practice (™)) FOCUS

A. All the good marketing will not substitute for a poor office experience.

1. Designed with the end in mind __________________________________________ __________________________________________ 2. Technology that allows efficient billing & record keeping____________________________________ __________________________________________ 3. Staffing – Hire staff with the skills and the knowledge that marketing is a big part of this job __________________________________________ __________________________________________ B. Make Sure that all the key elements from modules 1-3 are fully into play.

C. Five “Do it’s” from Jay Conrad Levinson 1.Properly_____________________________________ __________________________________________ 2.Intelligently___________________________________ __________________________________________ 3.Clearly______________________________________ __________________________________________ 4.Creatively____________________________________ __________________________________________ 5.Consistently__________________________________ __________________________________________

Patients and Professionals who know you and have dealt with you before (even long ago) are much more likely to visit you again and refer to you So: The foundation of any marketing must be “STAY IN TOUCH!” A. Most Misunderstood Concept for Doctors

1. Monthly Paper Newsletters ________________________________________ ________________________________________ ____________________________________ **Get the newsletter to the printer by the 19th of each month for delivery on the first of each month. 2. Periodic s, RSS Blogs, etc. (assign staff to do weekly – subscribe to HSG)__________________ ________________________________________

3. Regular list building and maintenance_____________ ___________________________________________ **Assign staff to do the list maintenance daily as part of every NP & FP intake **To Simplify use our print on demand service.__________________________________________________________________________

B. Acknowledgement and Rewarding referral behaviors. 1. Direct phone calls the day the patient is seen__________________________________________________________________ 2. Hand written Thank You Notes______________________________________________________________________________ 3. Gifts to Referrers____________________________________ ___________________________________________________

C. Continuous engagement of the patients needs. 1.On visit one (an extraordinary experience)__________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ 2. “All the cards on the table” (second visit)___________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ 3. Respect, understanding and leadership on each subsequent visit.____________________________________________________________________________________________________

Attracting and helping the Perfect Patients 1. Do what you do so well, patients can’t resist telling other patients!____________________________________________ ___________________________________________________ 2. By now you should have set the stage for perfect patients. a. upfront policies_______________________________________________________________________________________ b. Clarity on finances (liens, ABN, non-covered)_____________ ___________________________________________________

c. First Visit: (Just Listen First!)_________________________ ___________________________________________________ d. Do a very thorough exam (do the “little things” your colleagues may neglect ex –chest/abdomen/carotids)__________________ ___________________________________________________ e. Value added services (scans/digital imaging etc., usually NO CHARGE!)__________________________________________ ___________________________________________________ ___________________________________________________

D. On The Second visit, ONLY render a professional opinion 1. After considering ALL Data______________________________ _______________________________________________________ 2. Do this always on a separate Office Visit____________________ _______________________________________________________ 3.Always be truthful with advice.____________________________ _______________________________________________________ 4. ***Shift Responsibilities!_________________________________ _______________________________________________________ “The only promise I can make to you is that we will bend over backwards to help you, If you help yourself”

E. Patient ground rules 1. Be treatment compliant______________________________ ____________________________________________________ 2. Do your home care_________________________________ ____________________________________________________

3. ASK the patient to Honor All Policy Basics a. Treatment_________________________________________ B. Finances_________________________________________ **Set the ground rules for treatment results and 4. Yardsticks or goals in set timeframes!_______________________ _______________________________________________________

F. Start talking wellness NOW! 1. Plant better health seeds here________________________________________________________________________________ 2. Have multiple payment options including “time of service” options for all or part of care!_______________________________________________________________________________________

3. Don’t ever forget your promise to help the patient IF they help themselves. Tell them when and if you can’t and let them move on with guidance. ___________________________________ __________________________________________________ 4. Show and tell by example___________________________________________________________________________________

Live the lifestyle you are selling !

Marketing and Promotion Calendar Daily Tasks 1-5 Monthly Tasks 1-6 Staff Weekly Tasks Special Event Tasks (SET)

Powerful External Marketing Do Not attempt any external campaign until the internal steps are fully implemented A. Test_____________ B. The Science of an offer_____ C. Always Track Results_______

Summary Implement and truly offer all these components FIRST! If something is not working, I guarantee you dropped some vital step of this formula. Your Success is Formulaic

Finally, The 12 Secrets of Private Practice Mastery Includes advanced concepts of Internet and web based technology Integrated Practice Methods Advanced and Targeted Marketing