Question

Topic: Strategy

Looking To Increase Visibility As A Fa (for Drs.)

Posted by Anonymous on 10/30/2008 at 4:54 PM ET 250 Points
I am a financial Consultant with one of the largest and most powerful financial firms in the world, but we have a somewhat muted presence in my market of San Diego. We (each advisor) are effectively independently responsible for our own marketing and branding of our own practices.

I would like to be able to create a list of 20-50 doctor prospects who are of the following makeup:
1. Private Practice, Independent (Business owner)
2. High Income, High Taxes
3. Less than 4 Full Time Employees

I don't have any idea how to get these prospects into my pipeline.

Working against me: New Town, not that many personal contacts in that field, relatively young for the work I do (30);

Going for me: VERY well qualified, legal background helps, and I have the backing of a world renowned brand as the company I offer my services through;

In short, once I meet these people, I am uniquely positioned to close them, but I don't know the best way to meet them.
How can you build this prospect list?
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RESPONSES

  • Posted by steven.alker on 11/4/2008 at 9:33 AM Accepted
    Hello and welcome to the forum. The doctors / physicians you want to market to form a subset of all doctors. Fortunately there is a register of all doctors which you can use in order to build up a targeted list.

    There is rather a good directory of registered US professional doctor’s associations on Yahoo: https://dir.yahoo.com/health/medicine/organizations/professional/

    There you should be able to select physicians which meet your marketing criteria and once you know who the possible market consist of, you can then either telephone them or organise a mail / email shot. Getting emails for physicians is quite difficult, so your preferred route in the short term might be a mailing and a phone call.

    Whatever you do, you will need to establish a relationship with them as Doctors are notoriously difficult to get to thanks the their very professional “Gatekeepers”

    Although it is tempting to go to the professional medical journals and buy advertising, this is probably a waste of time. Doctors hardly ever read the adverts in “The Lancet” for example, and those companies who do advertise do so to wave the flag. I would think that the chances of such adverts producing leads and enquiries is approaching zero.

    Best wishes – this is quite a difficult one to crack, but once you have made contact and gotten your prospective physicians onto your CRM system, they could provide a lifetime of opportunities if you look after them properly.

    Steve Alker
    Xspirt
  • Posted on 11/10/2008 at 5:30 PM Accepted
    Interestingly enough - you should be able to look in the yellow pages and get all the names you need. Now, as previously noted- you have to figure out how to get past the gatekeepers!

    Good Luck!

    CVN
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