Two Strategies to Market Your Practice

People try to complicate the marketing of health care practices. There are only two simple strategies.

By Chuck McKay

Either give people incentives to hire your services on your timetable, or remind them that you’re ready to help whenever they decide they need you. You hard sell people, or you romance them.

The first strategy promotes immediate activity. The second builds long-term relationships.

Two strategies are necessary because people choose a provider in one of only two ways.

Some are convinced they understand all they need to know to make an intelligent purchase. They are looking for a good benefits to price ratio. We call these people Transactional.

The others fear that they don’t know enough to make an intelligent purchase. They are searching for an adviser they can trust not to take advantage of them. These are the Relational people.

And the right thing to say to one is exactly the wrong thing to say to the other.

“Big half-price sale” screams “I want your money.” It won’t convince a Relational prospect that you’re concerned about her best interests. But to a Transactional prospect, “When you care enough to send the best” means you probably charge more than she cares to spend.

Consider what this means. You’re in control. Total control.

You get to choose the kinds of patients drawn to your practice through your marketing and advertising efforts.

Transactional people tend to be less profitable for two reasons. First, because they originally shopped around for price. Second, because they are not in any sense loyal. The next discounted procedure or low-priced treatment offer will draw Transactional patients to some other practice.

However, they are great sources of word-of-mouth. Everybody loves a bargain, and Transactional patients tell everyone about their “negotiating” skills.

Relational patients tend to be much more profitable. First, they shy away from price negotiation. Second, once they trust you, they won’t go looking for anyone else. All of their future health care dealings will be with you.

Do you wish to attempt to draw large numbers of patients for a specific procedure? Think Transactional, and talk about value.

Would you be more comfortable with fewer numbers of long-term repeat patients? Design your communication with prospective Relational patients by explaining you’ll be there when they need you.

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Chuck McKay is a business consultant in the practice of health care. Questions about Transactional and Relational marketing strategies may be directed to ChuckMcKay@ChuckMcKayOnLine.com.

Two Strategies to Market Your Practice copyright © 2007 Chuck McKay and AdvanceMyPractice.com. All rights reserved.