Know-How Exchange : Advertising/PR

Phil,
I had not thought about a large postcard. Great idea! The brochure has not been printed, so I can change the format. The brocure is 8 1/2 X 11 and printed on one side so I could triple fold it and put a label on the outside.

WMMA,
I have very little reputation in the industry, but 30 years of experience in my field. I am in Texas (Dallas) and want to do the workshops using the ripple effect, starting in the Dallas/Ft. Worth market and expanding outward to cover the US. I am also going to market it to dental offices.

The market is huge and I am wanting to have between 10 and 20 participants in each workshop. I did a similar program for the banking industry several years ago, and am now taking that program to private practices.

Michael,
I have thought about an on-line seminar, but then I get back to what do I send out to the doctors that would get their attention to read about it. It a vicious circle. Thanks.

Bob,

Does the DR need to read it or can you direct it to the PA?

Medical offices tend to be grouped together. You could almost had deliver them...for less than mailing costs.

Michael

Michael,
Since the doctor is the typically the decision maker on expenses, I thought I would get it to that level first. Some doctors are grouped in Professional buildings, but there are many who office in other locations. I found this out when putting together my mailing lists. Good thought though. Thanks.

Bob,

You closed the question sooner than I could contribute, but that's OK. I wanted to give you a caution based on my experience and understanding of this market.

You will RARELY reach the physician. They have set up a bulldog who fervently guards the physician's every moment and cuts off all direct access. This is the office manager. And since the physician is interesting in treating patients (and making money from treating patients), he abdicates this role. The office manager opens all mail to the physician, in most cases, and sorts through, letting through only those items that the physician must absolutely attend to. In most cases, Post card, engraved letter, or bar of gold, unless you hit the right points in the right words that trigger the emotions of the office manager, you aren't going to reach a physician.

Office managers look for smooth operation of the office - the biggest issues are back-biting of office personnel and customers complaining. They also look for ways to enable higher patient throughput. While you'd think they would look at reducing expenses and increasing profits, they look at office expenses, yes, but tertiary to the other issues. The doctor, having abdicated office details to the office manager, don't look at these issues at all, most times.

Another issue with your approach is having a three hour workshop (seminar is a term that is not as strong as "workshop." If this is aimed at doctors - you won't get them out of the office for three hours. The cost of your workshop is very, very large in this case. If you intend this for the office staff - you will have difficulty getting staff out of the office for three hours. When this occurs, the doctor can't work. Again the cost is very, very high. And if it is aimed for the office manager, keep in mind that she/he believes that the office will fall apart when they aren't there. In their mind, the cost of that three hours is very high.

Therefore, your value proposition, must be stellar and rock solid! You must express it in terms of how it helps office harmony and increases physician throughput. In my estimation, the improvements on throughput need to be 50% to 100% over present to get the office manager's attention. You have to provide this in a language the office manager can relate to. In most cases, the office manager is not an MBA - they are a receptionist or nurse who proved leadership capability to the physician. Your explanation of your value proposition should demonstrate an understanding of their environment and what they face.

If you would like to discuss this further, feel free to contact me off forum. You can find contact information in my profiles.

I hope this helps.

Wayde

Although I closed this question tooo quickly, answers are still welcome. Thank you.