Use the Holes in Your Appointment Book to Promote Your Practice
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Attract new patients by scheduling all of your non-productive time on the same day.
By Chuck McKay
This tactic works especially well for dentists and chiropractors, but can also produce great results for family practitioners, or ophthalmologists. Its a natural for pediatric physicians.
Organize a children’s day. Make it a free event, on a first-come basis, of course. Offer a free exam to every child under the age of twelve (or ten, or fifteen).
Saturdays are usually a good time since the kids are out of school and their parents are likely off work. If you already have busy Saturdays, consider staying open until 8pm some evening and doing an effective half day after normal office hours.
Load up the lobby with PlayStations, Gameboys, comic books, and closed circuit cartoons.
Staff up for the event, with extra greeters who can help Mom or Dad to fill out the introductory paper work. Have an extra hygenist, assistant, or nurse to act as an educator for the day. Have her/him conduct short classes that explain your specialty to the kids who are waiting.
Depending on your specialty, you’ll be seeing as few as 4 to as many as 10 prospective patients per hour. In an 8 hour day this strategy could yield as many as 80 prospective patients who now know who you are, know how to find your office, and who now have a relationship with you, Doctor.
Some of these kids will need treatment, which gives you the opportunity to discuss options with Mom or Dad, and to schedule a follow-up appointment.
Finally, find a good “give away” that will reinforce your name and help you to stay top-of-mind with these new patients. Toothbrushes with the name of your practice are good. Refrigerator magnets are always popular. Six inch rulers and standard #2 pencils embossed with your name are good choices, too.
A follow-up letter, newsletter, or postcard to all of the participants is a must. Remind them again of how much you enjoyed getting to meet your new prospective patients, and that you hope they will come back to visit you again.
And remember to do something nice for your staff after this event.
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Using the Holes in Your Appointment Book to Promote Your Practice copyright © 2007 Chuck McKay and AdvanceMyPractice.com. All rights reserved.
Chuck McKay is a marketing consultant who works primarily with professional practices and owner operated businesses. Questions about in-office publicity events may be directed to ChuckMcKay@ChuckMcKayOnLine.com.