How to Market Your Practice Without Feeling Salesy
PSA you do not have to like sales in order to start marketing your dermatology practice. Meaning, if sales isn’t your thing or it goes against the way you want to come across to your patients, then not to worry there’s still a way to grow your practice by selling more products and services to current patients, bringing on more new patients, and securing those referrals that contribute to the community feel of your practice.
If sales doesn’t come naturally to you and it feels contrived it may feel like you’re digging to the dark side to get people to buy. And that conflicts with your personal or professional code of ethics.
Or maybe you’d like to sell a little more but it never comes outright. It feels pushy or uncomfortable when you’re doing ‘it’ but you feel like you’re missing an opportunity when you’re not.
I’m here to tell you, there is a happy medium.
…And that’s marketing.
What’s the difference between sales and marketing?
Sales and marketing are bosom buddies, but that doesn’t mean they’re one and the same. Selling focuses on closing the deal. Marketing focuses on informing and relationship building. When they work seamlessly together they improve your bottom line.
Sales alone can feel uncomfortable. It can feel pushy. It can feel ulterior-motivey. Not a word, but you catch my drift.
But sales works. Sales is what grows a business. Every business is selling something. Even if you’re a non-profit, you’re selling a message, an opportunity to donate or contribute…
No bottom line grows without sales.
Marketing, on the other hand, doesn’t actually close the deal. But it’s the assist on the soccer field. It’s the QB on the football field. It’s the Nordy’s Club, the personal shopper, the free trials, and the samples that introduce the consumer to something really good. That goodness is you and the professional services you provide.
Marketing builds the relationship beyond the product.
Marketing is a reflection of your practice mission, your qualifications, your expertise, and your standard of care. And with so many products on the market, something must set you apart in order to be chosen every time by the same loyal customer.
Side note: The more you’re able to retain your current patients the higher your patient lifetime value [PLV] and the healthier your bottom line.
There are multiple ways you can market your medical practice to retain more patients and increase your Patient Lifetime Value.
Consider customer service your new marketing tool
While customer service is in a class of its own, it contributes to the overall marketing of your medical practice. It sets a precedence with any patient who walks through your door. Your medical staff and the level of service they provide is a direct reflection of the caliber of your medical practice.
Customer service in any business has a direct effect on consumer experience and can either enhance the business-consumer relationship or tarnish it terribly.
Connect with email marketing
The best way to stay on the top of someone’s mind is to be available and reach out —regularly. When there are practice updates, let patients know. They’ll feel included and in the know. If you’re having a promotion, I promise you, your patients want to know. Everyone loves a deal, so share it with them.
But one big mistake you don’t want to make with your email marketing is contacting your list only when you want something. Provide value to your list more than you sell to them and they’ll be more likely to buy when the time is right.
Show your patients what you do and educate them
When people feel informed they are less guarded. Answer questions you know they are already want to know but haven’t asked. Talk about the things that hold people back from making decisions. This could include talking points on cost of services or how many treatment sessions certain procedures might need. You can talk about cost without stating exact prices because as you know, it’s different for every patient. Showing patients how treatments are performed helps them feel more confident in your ability to perform the treatment and in the treatment itself.
More ways you can educate your patients about your services
Easy ways to market your practice brand without being salesy
Social media
Videos
Blogs
Before & Afters
Webinars
Q &As
The list goes on but the overarching message is to give your patients and audience attention when they aren’t in the exam room to help ensure they keep returning. 5-Star reviews come from impeccable care at all touchpoints of the user experience —inside and outside the practice.
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