Question

Topic: Strategy

Ideas For Phys Therapist To Market To Physicians

Posted by heidibisbee on 12/28/2011 at 4:40 PM ET 500 Points
I am looking for unique ideas for a client who is looking to market specifically to physicians. They are physical therapists, and while the fit seems perfect, the hurdle has been breaking the barrier of the current physical therapists the physicians are already using, so the challenge is to find ways to "get in" with an appointment....give them a reason to meet so that my client can explain what sets them apart. So far, attempts have not been successful.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/28/2011 at 5:24 PM Member
    Consider the perspective of the existing physicians. They already have a network of PTs they refer to. What would your client offer them that their existing network can't? Perhaps a unique therapy or specialty? Insurance coverage? Hours of operation? Office location? "Emergency" services? If you don't know how your client stacks up, start by trying to do informational interviews to find out more about the unmet needs of the physician and their patients.
  • Posted on 12/28/2011 at 5:25 PM Accepted
    Physicians are tough. Your client needs to find out who they know who knows the doc. If they can arrange an informal meeting (at a social event perhaps) they will have a better chance of making a connection and getting an appointment to discuss an opportunity. If your client is already working with a doc ask him or her to send a letter of introduction to other physicians. I have found that with docs everything is personal. And I did fundraising from them.

    Hope this helps.
  • Posted by heidibisbee on 12/28/2011 at 6:49 PM Author
    Thank you for your responses. The hurdle here is not what sets them apart....it's the obstacle of getting the "IN" to have that conversation to begin with. Conrad...this particular group is affiliated with a gym, and has tried to offer memberships or free workouts to the dr office staff in conjunction with just plain persistence. None of the above has gotten them past the front desk. With that being said, we are going to start more localized advertising, and my hopes is that the branding we are doing will get them enough recognition to get an appt, but I was also looking for some unique ideas anyone might have.

    Thanks!
  • Posted by Jay Hamilton-Roth on 12/28/2011 at 7:37 PM Accepted
    In that case, you might want to follow the lead of the pharmaceutical companies that advertise their drugs in new stand magazines with hopes that the patients will ask their doctors about a prescription. You could likewise target the local audience showcasing your amazing client and asking them talk to their doctor for a PT prescription.
  • Posted by CarolBlaha on 12/29/2011 at 12:57 AM Member
    You've awarded points but here is my 2cents, and I have had client docs in your situation.

    I think the free workout thing is way off base. A free workout and physical therapy are two very different things. I have been having major neck and back issues and belong to a gym where I went 3x a week. I barked at the thought of PT after all, "I go to the gym", I quickly learned and am grateful for the difference. In fact that is exactly where you don't want to be.

    Realize the comment "I am happy with my provider" is a stall not an objection. And obviously it works, it sent you packing. You need a pivot comment "a lot of clients like you have said that, but after speaking with us, they see how we can compliment your current supplier".

    How many contacts have you made before you decided you can't get it? Cause its' going to take more than 1, more than 3, in fact, it will take as many as it takes to get it. This doc knows the lifetime value of a patient and that his referral puts his reputation on the line-- he is not going to give it lightly.

    Understand the doc's true fear of a new supplier-- they won't get the client returned to them and/or the patient will be unhappy with you and since this doc referred them, they will be unhappy with him. He wants to be communicated with.

    If you do local advertising make sure you advertise where the docs are. Make sure they are medical type media and you will have credibility. Again, being a gym with a PT guy isn't the right credential.

    Be lazar sharp in your selection of docs. Bariatric docs, ortho guys, geriatrics, hospital case workers, stroke and accident rehab are just a few that come to mind this late (early) hour of the day.
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