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Physician Intro/referral/sales Letter
Posted By: pmcc254 on 11/29/2006 4:30 AM (CST)	250 Points
I consult with a company that is the world's largest Corporate/Franchise Group focusing on foot care and proper fit for problematic and hard-to-fit feet. They perform up to a 45 minute FREE unique Ten-Step high tech, scientific and computer scanned foot-fitting procedure performed by a certified Pedorthist. If you have problematic, hard-to-fit feet and chronic foot pain like me, they are a wonderful operation (I was a patient before becoming their advertising consultant.) It's a pleasure to receive a "Perfect Fit Assessment" and then get specialty accomodative shoes that fit comfortably, perform better and come with a wide selection of different fashionable shoes and custom-made orthotics and inserts to choose from. So we target people like me who are tired of apathetic, inexperienced salespeople who work at traditional box shoes stores and have limited sizes available. So using ads and testimonials that catches the attention of their target market that have foot problems and even a bigger problem in shopping for shoes, works especially well with direct response mechanisms and calls to urgency (action) tools of the trade. But we now want to focus on and develop the b to b market to get referrals from Podiatrists, Internists, Endocrinologists, Orthopedic Doctors, Diabetes Specialists to cultivate these professionals in far as attracting referrals from these doctors who have patients who have had foot medical treatment and now need accomodative shoes, accessories, custom-made orthotics and inserts. We've had some success starting this program, but among other things, I want to initially get my marketing friends' opinions, positive and negative, regarding the intro letter to physicians. So have at it and make some observations and then feel free to furnish any positive and/or negative considerations and suggestions... Much appreciated.... The following is a revised draft of the letter that we've started using recently with success...but the franchise owner and myself want to see how you can answer this question: Given that most doctors are medical professionals who love and are proud of their scientific, anatomical, physiological, pyschological and overall healthcare knowledge, that allows them to provide treatment they perform on behalf of patients they want to help - they all are also professional business people who want to increase their patient base, build their practice and experience greater income - so how do you best appeal to these doctors in terms of approaching them with the mutually beneficial program that allows them to enter into a relationship with my Client's company whereby the doctor can increase his patient base and my Client, in turn, increase his customer base? How well do you think the following letter segues into an introduction meeting with an interested Dr./business person? My name is Jim Brozovich, Certified Pedorthist and owner of FOOT SOLUTIONS in West Bloomfield. Many of your patients have identified you as their physician on the customer information sheet they’ve filled out during their visit to our store. Since there is already an overlap of your patient base and our customer base, a mutual opportunity exists for us to be a valuable source of new referrals for each other. If professionally treating and helping your patients while building your practice is a goal of yours, consider the following three points: 1.) We are a professional, credible and growing organization. FOOT SOLUTIONS is the world’s largest corporate/franchise group focusing on foot care and proper fit through utilization of specialty shoes, accessories and custom-made orthotics. On a more local level, this past Spring, the Detroit News formally recognized us by granting FOOT SOLUTIONS the “Michigan’s Best Shoe Store” Award and the “Best Solace For The Sole” Award. Also, our Board for Certification in Pedorthics (BCP) assures all health care professionals that we are legally qualified to fabricate and fit physician prescribed footwear, orthotics and accessories. 2.) Here’s how working with our organization can bring you new patients and us new customers: If a patient of yours needs any kind of medical treatment (surgery, various procedures, therapy, drugs, etc.) to remedy their foot problems and pain – that’s your area of professional expertise. At the same time, if any of these patients could benefit from, in conjunction with or after your treatment is completed, with accommodative shoes and/or custom made orthotics so they can enjoy better fitting, performing, comfortable, attractive footwear – refer them to us. Good for me, but what’s in it for you? The rules of human nature… If you refer your patients to FOOT SOLUTIONS and their foot problems and pain further improve even more after your expert treatment – they can attribute that directly to you! So the next time they, or a family member or friend, need medical treatment that will be part of the equation when they refer them to you!! Additionally, when we have customers who need medical treatment for their foot problems, we can refer them to you!!! 3.) Remember, we didn’t become the worlds largest or Michigan’s best shoe store specializing in proper fit by chance – so you can feel confident when you refer your patients to us. To further help you in taking a closer look at this opportunity, please find attached our corporate brochure, one of our recent local advertisements and a $200 Gift Certificate for you, or someone close to you, to try our shoes or orthotics. We ask for nothing in return except your opinion, not any kind of commitment…and should we get that far we will furnish you with $10 Gift Certificates to give to patients you refer to us should they decide to visit our store. Dr. __________, I am confident your patients will benefit from the proposed new business relationship between your practice and our store. I also believe both of us can increase our new patient and customer bases at the same time – and to that end I will call you next week. Sincerely,

Posted by: shghosh	Member Response
11/29/2006 6:42 AM (CST)
My first thought is that its extremely copy heavy. Instead of a letter why not make direct mailer? The entire first paragraph can be deleted and represented visually with less copy in which the salient features come out (you can save on the corporate brochure cost): * FOOT SOLUTIONS is the world’s largest group focusing on foot care -specialty shoes, accessories and custom-made orthotics. Detroit News recognized us by granting FOOT SOLUTIONS the “Michigan’s Best Shoe Store” Award and the “Best Solace For The Sole” Award. We have Board for Certification in Pedorthics (BCP) Put in visuals of the awards/certification add logos and have watermark of customer faces. The third paragraph is actually a time bound offer with a 'call to action' which shd be presented in a more creative way which focusses on: - $200 Gift Certificate - $10 Gift Certificates to give to patients you refer to us should they decide to visit our store. The second paragraph can be the personalized letter.

Posted by: Frank Hurtte	Member Response
11/29/2006 8:51 AM (CST)
The contents of the letter are good... the readibility could be improved by using bulleted points. In todays busy professional, most skim... not read the letter. Large expanses of uninterrupted text are not read well.

Posted by: pmcc254	Author Response
11/29/2006 9:03 AM (CST)
Copy-heavy you bet. I would have been disappointed if that wouldn't have been anyone's initial observation. That's why I had mentioned this is a "revised draft." I believe in getting the most pertinent, salient target market feature/benefits out that will strike a chord with this group of people who struggle with foot problems and shoes that will accommodate them. While the foot pain is bad, the shoe-shopping frustration strikes an incredibly sensitive chord (and thus is an attention getter in the form of fellow target market member testimonial snippet/headlines that touches on foot problems, pain, hard-to-fit aspects AND the shopping frustration. So I get a lot of these points out and delete back from there. Your deleting and bulleting of the first numbered paragraph is an excellent example on how to shorten the credibility aspects and draw more attention to them. Thanks. And yes, you are absolutely right about the 3rd numbered (call to action) paragraph. It needs to be more creative. Have to be careful here, the company and many of the franchise owners are very image conscious and dr.'s are also very image conscious as it pertains to their "Practice" and often have egos that you don't want to step on with a specialty shoe or custom-made orthotics OR mis-positioned incentive (gift certificate) and a call to urgency technique. Got any ideas?

Posted by: ianrhyspalmer*	Member Response
11/29/2006 10:07 AM (CST)
my suggestions: 1. use a mailer or shorten the letter 2. sell the offer; meaning you need to outline the next 2 or 3 steps in a what-if scenario (e.g. response/no response, etc.) 3. have a singular message NOT 4 or 5 4. once you have a draft, take it to 5 or 6 doctors 5. read case studies on how others have targeted doctors and/or review or talk to someone (formerly( on the inside at an org. that also targets docs (medscape, epocrates, etc.) 6. have a clear objective in mind that you can measure against (response, awareness before/after, etc.) hope it helps. - Ian

Posted by: D4Demand	Member Response
11/29/2006 10:47 AM (CST)
Interview some pharmaceutical reps. Pay them a market research stipend. Find out what they do to get in the doctor's door the first time. My doctor ALWAYS has time to talk to sales reps. I don't think you need the letter. Put a presentations together and knock on some doors. Find out how doctors do business. Then do it. It will be much faster and more effective. D4

Posted by: pmcc254	Author Response
11/29/2006 12:39 PM (CST)
Thank you Ian and D4. All very good points. I particularly like Ian's point about utilizing a singular message. There is very creative, catchy, attention-getting creative, and again, striking a very (positive or neg.) chord with a select target market before you can get to any other germane and supportive points to handle any objections and use in closing. Particularly true for Doctors. And both Ian and D4 you are absolutely right, you have to make some presentations and show some Dr.s your letter to see how good an idea it is relative to other ways of opening doors. I did that the first couple of weeks I was brought into this project with an endocrinologist and opthomalogist who do a lot business with diabetics (which is the leading cause of adult amputations.) Both said they always wanted to build more goodwill with their patients (image), one said I could keep my $200 gift certificate to try our products, the other gladly accepted it and both very quickly said what's the bottom line about how you can bring me new patients...hmmmm - all kinds of personalities, definitely some common threads and one big bottom line. Thanks again you gave me some good perspective and reminders as well.

Posted by: pmcc254	Author Response
11/29/2006 12:44 PM (CST)
Skim, who doesn't skim? And most Dr.s could win a gold medal in skimming in the Reading Olympics. Appreciated!

Posted by: KathySmithFilms*	Member Response
11/29/2006 3:35 PM (CST)
My name is Jim Brozovich, Certified Pedorthist and owner of FOOT SOLUTIONS. Many of your patients have identified you as their physician on the info sheet they’ve filled out while purchasing shoes in our store. Since there is already an overlap of your patient base and our customer base, a mutual opportunity exists for us to be a valuable source of new referrals for each other. Please consider the following: 1.) We are a professional, credible and growing organization. FOOT SOLUTIONS is the world’s largest corporate/franchise group focusing on foot care and proper fit through utilization of specialty shoes, accessories and custom-made orthotics. On a more local level, this past spring, the Detroit News formally recognized us by granting FOOT SOLUTIONS - the “Michigan’s Best Shoe Store” Award and the “Best Solace For The Sole” Award. Our Board for Certification in Pedorthics (BCP) assures all health care professionals that we are legally qualified to fabricate and fit physician prescribed footwear, orthotics and accessories. 2.) Here’s how working with our organization can bring you new patients and us new customers: After your medical treatment, these patients could benefit greatly with accommodative shoes and/or custom made orthotics so they can enjoy better fitting, performing, comfortable, attractive footwear – please refer them to us. What’s in it for you? When you refer your patients to FOOT SOLUTIONS their foot problems and pain improve even more after your expert treatment. They attribute that directly to you and tell others! Additionally, when we have customers who need medical treatment for their foot problems, we can refer them to you. 3.) Remember, we didn’t become the worlds largest or Michigan’s best shoe store specializing in proper fit by chance – so you can feel confident when you refer your patients to us. To further help you in taking a closer look at this opportunity, please find attached our corporate brochure, local advertisements and... • A $200 Gift Certificate for you, or someone close to you to try our shoes or orthotics. We ask for nothing in return except your opinion. • We will furnish you with $10 Gift Certificates to give your patients that you refer to us should they decide to visit our store. Dr. __________, I am confident your patients will benefit from the proposed new business relationship between your practice and our store. I also believe both of us can increase our new patient and customer bases at the same time. I will call you next week. I played around with it til I could understand it from a Dr's. viewpoint and totally agree with the above input from the group.

Posted by: pmcc254	Author Response
11/29/2006 4:45 PM (CST)
Kathy, I think you got a nice feel for it and incorporated many of the suggestions made on this forum today by shortening the original correspondence without sacrificing the flow of it...well done.

Posted by: The Radial Group	Accepted Answer
11/29/2006 10:24 PM (CST)
Hate to rain on the parade, but... My firm works exclusively with health and wellness businesses, many of which rely on physician referral networks as their primary source for new clients. Unfortunately, direct mail of any kind is usually extremely ineffective in this market. What typically happens is that you mail thousands of these packets to physicians' offices and and fail to get even a single response. Several reasons contribute to this - lack of time, lack of interest, lots of pitches in addition to yours, and a high level of skepticism among most physicians when it comes to overt marketing pitches, particularly from non-physicians. Typical direct mail marketing approaches - special offers, $200 coupons, etc., etc. - frankly come across as hucksterish and much too "sales-y". Many will regard offering a gift certificate as inappropriate: at worst, unethical; at best, evidence that you don't really "get" their needs. As you mention, you could offer something that they can give patients - but even then, many will be uncomfortable with the idea of a gift certificate. A better approach would be a complimentary consultation or something along those lines. And an even better approach would be to provide a pre-printed foot health checklist (with your key marketing message and contact info on it, of course) or something similar that they can give patients and SAVE THEMSELVES TIME. Moreover, most of the docs you mention (neurologists, etc.) won't know what a pedorthist is. While consumers tend to be impressed by any credential, this group tends to be suspicious of credentials they don't recognize. A far more effective approach than direct mail is to use the traditional elements of successful marketing and sales - case studies, credible testimonials from patients and docs, referrals from trusted peers, etc. I'm also curious as to why you wouldn't approach podiatrists and PM&R docs first. I know you're a marketing consultant - so perhaps there's a reason your client doesn't want to go this route? Feel free to drop me an e-mail if you'd like to discuss further. Leslie Nolen The Radial Group

Posted by: KathySmithFilms*	Member Response
11/30/2006 1:18 AM (CST)
Leslie, You brought in a burst of sunshine and truth to help with the correct approach. This is a vaulable lesson to me. Great Recovery!! Kathy

Posted by: pmcc254	Author Response
11/30/2006 8:32 AM (CST)
Leslie, Leslie, Leslie, So perceptive thou art... Yes the $200 Physician Gift Certificate could be considered hucksterish by many in the Professional Arena, yet one Dr. who is really into sports and skiing gobbled it up immediately, while others were more accepting of this offer when we modified it to stipulate that the certificate could be used by someone closer to him (who doesn't have a family member, friend, sibling, office worker etc. that doesn't have some kind of foot/proper-fit shoe problem), in return for the Dr. to relay to us how the recipient of this gift certificate felt about their new custom-made orthotics or extra-wide-high arch, sharp looking specialty accomodative shoe. Seems to have addressed that problem. A more formal definition of what a Pedorthist (my spell checker red flagged Pedorthist the first time I typed it) is has been considered and is in the accompanying brochure - it wasn't even in the original correspondence until I put the "certification-legally-recognized-and-can-legally-fill-Dr.s prescriptions for specialty shoes and orthotics" declaration in it. Of course that takes up more space and requires crossing your fingers and hoping he will catch the formal definition in the brochure. (which is always an iffy proposition.) And once again you are right, testimonial headlines emphasizing the three things that get our target markets' attention and gets them into our ads where there they can read more of the copy that applies to them directly. "FOOT PROBLEMS? FOOT PAIN? SHOE SHOPPING FRUSTRATION? - We have 3 FOOT SOLUTIONS (utilize FOOT SOLUTIONS logo/artwork in this headline) For You: 1) $200 FREE Foot Consultation (Using expensive, state-of-the-art) computerized digital scanning equipment, takes up to 45 minutes to perform (instead of the conventional 30 second "slide your foot in that archaic metal slate" most stores still use to measure your foot length and width) and on and on. A photo that "speaks 1000 words depicts this to compliment a photo of a Pedorthist and customer working together to find a "FOOT SOLUTION". A conservative $ Value is now placed on it (you could never get this kind of imaging/other testing done and 45 minutes with a certified medical professional for free, look at your medical statements the next time you get lab work or imaging done. ) 2) A large, wide angled shot of the store with a huge selection of these custom fit, accomodative, comfortable-yet still sharp-looking shoes. 3) A digitized high end graphic illustration of a custom-made orthotic that can address a lot of these problems FOR SHOES YOU ALREADY OWN, BUT LOVE SO MUCH YOU JUST CAN'T BEAR TO PART WITH. (that meant so much to me as a customer before I got into the consulting working with my client.) Oh yes, not lets forget the code of the medical profession tempered and modified by the heat of the battle of competing Podiatrists in the local retail zone for my client's referrals and on and on it goes. A situational analysis, only touched upon briefly in my intro, gets into all the considerations in the big marketing picture involved here. I forgot to mention that seniors have the greatest need for these types of products and many of them are leery about a "Pedorthist" and "High-Tech Digital Computerized Scanning Techniques and Foot Profiles" when they might be more comfortable putting their foot back in that metal slate from an apathetic, two-weeks-on-the-job young salesperson who doesn't have a shoe in the width the customer wants, but after tying the seniors shoe laces will look and push down on the front of the shoes and say "well they fit perfectly and THEY DO LOOK SHARP!!!" So yes Leslie, there are other considerations involved and this forum has reinforced many the things we are doing and considering, and at the same time and more importantly, have brought a plethora of new points and profitable suggestions/recommendations. And yes you will be getting an e-mail from me - YOU WERE AND ARE A TREMENDOUS HELP - THANKS, ;-)Paul

Posted by: Dale King*	Member Response
11/30/2006 8:50 AM (CST)
Jim: You've received some really good suggestions. However, I think you should try thinking outside the box - do something different...unexpected... compelling! Forget about a letter. I think you should make your introduction on a CD sent via priority mail. I think this would not only be effective and an attention-getter - but the much higher conversion ratio would more than offset the additional cost. Let's face it, priority mail gets opened! Dale King

Posted by: bigstarnow	Member Response
11/30/2006 11:29 AM (CST)
aaaahhhhh! Copy mania! Send the doctors coupons to give to their patients for a free foot analysis. Patients report back yea or nay and you've got testimonials

Posted by: pmcc254	Author Response
11/30/2006 9:00 PM (CST)
Dale, You are so right, I've NEVER left a Priority Mail unopened...thanks, Paul

Posted by: Dale King*	Member Response
11/30/2006 10:16 PM (CST)
You're quite welcome, Paul! Sorry about calling you Jim before. Dale King

Posted by: appletherashoe*	Member Response
12/1/2006 5:16 AM (CST)
My experience: My business enjoys unprecedented physician support. That said, the business is STILL patient driven. The physicians are reluctant to bring up shoes, inserts because it initiates a 20 minute discussion. During those 20 minutes, he/she could see (and bill for) two more patients. However, if the patient brings up the idea, the physician gives him my card or brochure. That results because of sales visits to the offices. I am in front of a community group speaking about the benefits of the products 1 to 4 times each week. The physicians's office staff have provided significantly more referrals than physician's themselves. Conclusion: the referrals that result in sales are mostly patient driven. Good luck to all of us!

Posted by: pmcc254	Author Response
12/1/2006 5:54 AM (CST)
appletherashoe, Great! You absolutely have a feel for it, because your in the shoe industry and deal on the retail/customers off the street/advertising-generated retail traffic while going after a secondary source of business: Dr.s' referrals. The community group thing we do, but will do more of now as well as your earlier suggestion of developing a relationship with the Dr.s through sales calls and various means that have been suggested elsewhere in this forum. AND YES! Let's not forget about developing a relationship with and making it easy for the key office personnel to be a valuable source of referrals. As someone who has gone through a lot of surgeries, etc. I learned it was invaluable to give the Dr.s' office mgr. Holiday and Birthday cards and gift certificates where at nearby restaurants where they lunched because all the health care related paperwork snafus I dealt with my medial care drove me crazy, but the office mgr always was the best one to expedite and correct these situations and problems as well as being in the ear of the doctors whenever I needed them to be...made some good friends along the way. I am so glad you mentioned that!!! Patient-Driven yes, and at the same time with this Metro Detroit economy (deflated auto industry and its suppliers) you have to reach out for other sources of building your new customer base than advertising alone...great, great observations and marketing food for thought (for more energy, and hopefully a bigger budget to put these observations and recommendations into action...) Thanks again!!!

Posted by: telemoxie	Member Response
12/1/2006 8:28 AM (CST)
Entirely too many words. Can you please state precisely why a Physician should be interested, in 30 words or less? not 32 words. not 31 words. 30 words or less.

Posted by: pmcc254	Author Response
12/1/2006 1:33 PM (CST)
Think outside the box, priority mail always gets opened, case studies and doing some of your own primary research in the field is required... Use a quick, pertinent hook emphasizing a simultaneous USP/time saving element that Dr.s can absorb and react to without much effort (as they SKIM.) Win over the Dr.s' key office personnel that act on his behalf and have direct access to his ear. Define pedorthist, use some patient and Dr. testimonials in an innovative communication vehicle while being concise. Feature a "here's how it works, here's how your patients benefit and here's your bottom line" approach. Thanks big time! ;-)Paul

Posted by: appletherashoe*	Member Response
12/2/2006 6:30 AM (CST)
Get the physician IN to your office. Hand them your benefit letter when they come. The visit creates memory and bonding. If you can't just invite them, have a charity event (that the doc is working on) kickoff or meeting there. (I work on the charity events where my docs participate) Or invite him/her in to show what you could do for their - whatever: golf game, running, metatarsalgia, plantar fasc. Just get them THERE. Office staff: I do the same. Then they always call to let me know when my cards/brochures in their office are running low. Can't ask for better!

Posted by: pmcc254	Author Response
12/2/2006 7:37 AM (CST)
appletherashoe, Really, really appreciate your time and thoughts and will put them into use...thanks again! Paul

Posted by: braveboy12003	Member Response
12/5/2006 7:05 PM (CST)
how would i market home made ADULT FILMS?

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