Question

Topic: Strategy

Medical Clinic In Need Of Top Gun Prof Advice!

Posted by Anonymous on 6/29/2008 at 4:37 PM ET 125 Points
Hello Profs!

I have a small medical clinic than is in need of some advice and I hope the pros can help!

I am looking for a proven sales / direct mail letter(s) that I can use to help sell my medical service (ultrasound) to Doctors in my area. I have a qualified list of Dr. that are in need of this service but need a quality letter or a series of letters that I can send out to them to break the ice.

I first want to target the Doctors in my area and then start expanding out to other areas building relationships along the way.

We've been working on SEO, Article Marketing, PSA brochures, referral systems but don't feel we've hit a home run yet :(

Any and all advice would be greatly appreciated.

Thanks! All the best.
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RESPONSES

  • Posted by Wayne Wood on 6/29/2008 at 6:30 PM Member
    As we've said in a recent posting Doctors are hard to reach. They are inundated with promotional materials from large Pharma companies etc. To get noticed you need to develop something inique (that just has to be read or viewed). Why not develop a small presentation on a USB stick (they cost around $5 for a 1 Gigabyte)) the stick can be retained by the doctor for use and you get your message across. Send it by priority mail in an appropriate padded envelope so it takes-on a "package of importance" feel

    Wayne Wood
    Melbourne Australia
  • Posted by Jay Hamilton-Roth on 6/29/2008 at 9:35 PM Accepted
    The marketing piece needs to be tailored for your specific practice, location, demographic, etc. A template may be a good starting point, but it won't really make you special or noticed. What makes your ultrasound practice different from any others in your area? Why should they trust their patients to you?

    A letter isn't necessarily the best way to break the ice, unless the letter is customized to the doctor you're sending it, and already understand who their clients are, who they already refer patients to, and why your practice should be their preferred referral. The more you know about the doctors, and what their needs are, the more likely you are to interest them in your services.
  • Posted by CarolBlaha on 6/30/2008 at 9:28 AM Accepted
    I don't believe docs are hard to reach-- when you have the right message.

    I have a client who offers lazers to docs. While we have postcards and letters, the main marketing collatoral I prepared for him features a cost justification. Why a doc would use his service vs purchasing his own and doing in house.

    Docs are being hammered by dwindling insurance payments, and are always looking for a way to bring in revenue without added expense. Always write a letter with the "whati's in it for me" slant. Read your letter, and see if it passes the "so what" test.

    My client has his marketing pieces, but main success comes from selling the service one on one. Direct mail can/should be part of your marketing plan-- but not the whole plan. Mail is passive, and you have to be more direct.

    Even a piece dropped off vs mailed has a higher open rate. I coached my client on how to cold call, and what to say when he knows seeing the doc at that moment isn't a possibility. He's got a great 30 second intro he gives to the office manager (who is almost always available) and gets the email of the doc and manager in addition to regular numbers for follow up. Without exception the manager gets the info to the doc. When he follows up, the doc has read it. He does not get the excuse/stall "I didn't see it".

    Can you think of any direct mal piece that goes to the doc -- and is read-- without exception?

  • Posted by matthewmnex on 7/1/2008 at 10:01 PM Member
    I think it is all about demographics and your specific market.

    You have not revealed much here but there are so many questions to ask before a real plan can be put in place.

    Please start by asking yourself the following.

    1. Realistically - how big is my catchment area? (Do you offer a mobile service? ie you go to the patient or the patient has to come to you?) if the latter you are looking at a 5 mile radius maybe.

    2. Inside my catchment area, how many other clinics are offering the same service as me and at what prices? (anecdotal evidence is not enough - get online, get the phone book and do the research for 1 or 2 days and really know your market).

    3. In my catchment area, how many doctors are there who realistically need my service and who could be moved over from the service that they are already using. In all honesty (not being rude) but ultra sound is not rocket science so you have to ask yourself the tough questions; 'Why would a doctor recommend my service over other peoples service?'

    4. You really need to identify for yourself what are the unique values and selling points that make you stand out from the other clinics, what are you doing differently? price? quality of service? response time?

    Once you have answered all of these questions for yourself, then you will be able to start making changes to your business model and service offering to become the stand-out supplier in your area. Once you have that, then it becomes much easier for the marketing guys to help you get the message out.

    feel free to contact me if you would like further help or ideas, we are all here to share and help.

    [email address deleted by staff]
  • Posted on 7/6/2008 at 12:40 PM Author
    Hi,

    a very big thank you for all the replies!!

    So after all the input I am thinking that I should really work on a 'bigger picture' strategy?

    In the mean time, I don't know if these letters should be sent via post, personally dropped off. Maybe I should cold call and try to set up a meeting? Lumpy mail with personally addressed, self stamped envelopes? Post cards?

    There are so many options it can be hard to focus on really working on one or two.

    Thank you all again. I've lots to think about.

  • Posted by CarolBlaha on 7/6/2008 at 12:43 PM Member
    I'd drop the info off personally and speak at least to the office manager. Then follow up. You may not need to set a personal meeting-- a phone meeting may be all necessary. I have had several clients in this/related field and that is what works for us.
  • Posted on 7/13/2008 at 5:35 AM Author
    Thanks Everyone!!
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