The Missing Ingredient to Successful Practice Growth Through Public Speaking
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You’ve no doubt read that public speaking will create a source of new patients for your practice. It will, but not for the reason you probably think.
By Chuck McKay
Service organizations, like Rotary, Optimists, Lions Clubs, or Kiwanis are typically made up of local business people, and usually meet weekly. Each organization has a constant need for “programs” - roughly 20 minutes of content as part of their regular meetings. This is where you come in.
This is your opportunity to let the members get to know you. There are two things you must do to make this investment of your time worthwhile.
1.Find some development within your specialty that is not common knowledge. For instance, a dentist might discuss the difference between having your teeth whitened in his office and buying whitening strips at the drug store. A chiropractor could share the recent double blind U of Chicago study showing that spinal realignment lowers blood pressure. An optometrist could explain how bi-focal contact lenses work.
2.You must make one-to-one contact with individual members of your audience.
The first step provides the rational reasons people will use when they choose your services in the future. The second step, though, is the critical one, which most speakers miss.
You see, most potential patients have no idea how to judge your skills as a health care provider. They don’t know if you’re good at what you do, or not. So, they’ll be making decisions about you based on whether or not they like you. And they’ll like you more if you pay attention to them.
So, to make the most of your speaking opportunities, arrive early. Set up any visuals you may have with you. Then, instead of quietly waiting to be introduced, mingle.
Tell folks who you are, and then ask about them. Ask about their organization. Ask about their projects in the community. The more they talk about themselves, the more likable you become. And be sure to allow a few minutes after the meeting for more one-on-one contact. The difference is that more of the members will come up to talk to you once you’ve finished speaking.
All you need to get started speaking is a topic, and a single page explaining what you’re talking about (and why people will be interested), who you are, and why you’re qualified to talk about it. You may choose to have a graphic designer create a “one sheet” summarizing your “pitch.”
Every service club has a program secretary. A few phone calls to get his or her name and mailing address will get you started.
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“The Missing Ingredient to Successful Practice Growth Through Public Speaking” Copyright © 2008 Chuck McKay and AdvanceMyPractice.com. All rights reserved.
Chuck McKay is a business consultant in the practice of health care. Questions about successful public speaking as practice development may be directed to ChuckMcKay@ChuckMcKayOnLine.com.