DocGrow Ezine Issue #23 (May 12, 2000)
<HONORS FOR DOCGROW>
DocGrow's article on "How Patients Judge Quality of Care" by Hisham
Baalbaki, MD, published April 28th, Issue #22, was selected for
republication by the Journal of Cost and Quality of the NCHQA and the
National Library of Medicine.
IN THIS ISSUE:
<MARKETING 101>
Advertising Flyers...The New Referral System
<EDITORIAL>
Transformation at Harvard Medical School
<RADIO ADVERTISING>
54 Seconds To Tell Your Story
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<MARKETING 101>
Advertising Flyers... The New Referral System
Personal contact and personal referrals remain the best way to get new
patients. And it was just this kind of networking that kept Dr. J.H's.
practice busy and thriving. He, of course, reciprocated when appropriate.
Slowly, however, over time, things changed. Referrals dried up, the
practice slowed and income lagged. It wasn't that associates and colleagues
had distanced themselves; the contrary was true, they were as friendly as
ever but had their own practice problems.It was the familiar story that
third party restrictions and constraints made them hold on to patients they
would otherwise refer. They needed the income. Dr. J.H. turned to marketing
for relief. He was advised to create a promotional flyer about his services
as a first step in attracting patients. It was decided that the text of the
flyer would be a story about one of his successful procedures as seen
through the eyes of another physician. In a sense, a referral through
advertising. The flyer, written in this manner became his referral in
print. It was one physician commenting favorably about the professionalism
of another, and it worked. It functioned as a traditional referral with
special difference. Now a single referral could reach hundreds of people
through mail or e-mail with favorable information about Dr .J.H. The
results were amazing. His $3500 advertising investment filled his waiting
room, put the practice back on its feet and his income over the top.
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<EDITORIAL>
Transformation at Harvard Medical School
First year Harvard medical students are involved in a unique training
initiative aimed at including a memorable human experience in their
education. This initiative is the result of studies that show their initial
enthusiasm and passion for medicine ends up being blunted by the education
process which, in turn, inhibits their ability to see past the obvious and
have a deeper understanding of the person behind the symptoms. Harvard
wants to transform students not just teach them. Its initiative is aimed at
helping them relate to the whole person not just the illness. And to
experience their own behavior as part of the treatment process as students
and eventually as doctors. Think what this kind of sensitivity training can
do for the business side of medicine when incorporated in practice
building. Being able or willing to see past the obvious (getting more
business) to experiencing the impression(s) your ad messages make on
patients will help put a human touch in every brochure,ad, flyer or other
marketing material you create. They, in turn, will give patients an
experience of you and your practice beyond what would otherwise be obvious
for them. DocGrow applauds Harvard's efforts to restore enthusiasm and
passion to the profession with initiatives that reach beyond book learning
to transform today's student into tomorrow's caring, sensitive healthcare
professional. Once upon a time this sensitivity to a patient's needs,
clinical or social, may have been called "bedside manners." Today we think
it makes more sense to call it "better medical care" and from a pragmatic
practice building perspective it makes even more sense to us since we
believe "the more you give the more you get."
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<RADIO ADVERTISING>
54 Seconds To tell Your Story
More than 20 years ago the Gallup Polls revealed a fact that is still true
today, namely audiences identified with voices of their own gender on radio
ads. It indicated that men listen to men and women to women, and when the
two were mixed people didn't listen. P.C., a DocGrow doctor, used this
information when he produced radio ads for three different services,
mammography, varicose vein treatment and hernia repair. The first two spots
not only used female speakers to talk to a female audience they also used
two different sounding female voices. For breast care he used a quiet
soothing, reassuring, thoughtful voice. This helped assuage some of the
fear women feel about mammograms and possible negative results. For
varicose veins he chose a voice that was brighter and more assertive. A
voice with a "get the job done and look better attitude." This helped
women see the cosmetic appeal of the treatment along with the medical
benefits. The voices added just the right touch to the message and women
responded. His appointment schedule overflowed. For the hernia repair spot
he used a male voice that portrayed the procedure in a positive, factual
manner. It helped get men past their resistance to seek treatment and into
the office in record numbers. All three ads paid off big time. They paid
attention to details and made the most of the 54seconds or air time between
an introduction and an exit line to get the right message across. P.C. is
very pleased with the results. He said said the ads "do more for my
practice than I ever expected." We agree. They are radio spots that use the
medium correctly and bring in the patients.
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<SERVICES>
Bi-monthly Ezine, Practice Building Tools, Free Web Pages, Online
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and more log on to http://www.docgrow.com.
<CONTACTS>
Founder, Publisher - Rudy Svezia
rudy@docgrow
Associate Publisher - Alex Svezia
alex@docgrow
Copyright 2000
DocGrow and Svezia Communications
All rights reserved.
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Your next Ezine will be delivered on May 26, 2000
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