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Medical Practice Business And Marketing Articles
Article #22B (Part 2 of 3)- May 2011
“Marketing Your Medical Practice---Tips On How
To Motivate Your Employees To Help”
(Part 2 of 3)
Training your employees requires an effort that
magnifies your practice income.(Continued from Part 1---where you learned how to motivate employees
by understanding your employee’s needs—interview questions that allow
you to correctly evaluate a prospective employee’s capacity for marketing.)
Employee training program for business and marketing strategies...
Employees, to be of significant assistance in the marketing side of medical practice, must be trained. If you have the knowledge, you train them. If you don’t feel qualified, hire someone with the expertise to do it for you. It would not be too difficult for you to read a chapter in a small business book or in a book on marketing the evening before and present those thoughts to your employees as a group the next afternoon. You learn along with your employees.
You may discover that another doctor is doing the same thing with her own office staff and arrange for your staff to attend her discussions. You may find that the local junior college is giving courses on business and marketing, which you could very inexpensively send your office staff to.
You might hire the junior college teacher to train your own office staff. By arranging for several office medical staffs to join yours, the expense can be shared among the doctors.
In the end, it will be necessary for you to separate out the various marketing strategies and methods you intend to use for your own goals and get deeply into those methods with your staff before you begin your marketing campaigns. You can pull the specifics out of your marketing plan you have personally created. Yes, you do need a detailed marketing plan to use whatever you decide to do with your medical office staff.
One very important issue relating to hiring the best people is one of demographics. The trend in our society is towards an aging population. That fact offers one great advantage for physicians seeking employees capable of accomplishing great things in their medical practice.
For physicians starting medical practice, already worried about how they will pay off their huge educational debt, hiring young people who are starving for work is less costly to your medical business. However, attached to that are obligations you have to educate and train them about marketing that they have no knowledge about.
It’s wise to consider hiring people who are older, already have marketing knowledge and training to some degree, are more loyal, more reliable, and are much less concerned about wages. Their maturity after 30, 40, or 50 years of experience in the business world is something you can tap into to increase your practice growth.
This “gray power” carries with it extensive additional experience in customer service, lists of contacts you can take advantage of, and a work ethic that younger people often lack.
Tips for implementing your office staff into the marketing process...
a. Have an employee marketing idea box-- Make each employee once a week drop a marketing idea or suggestion in the box. It has to be a mandatory recurrent weekly job.
The ideas can be from what they’ve heard other offices doing, what they’ve read in magazines or newspapers, what they’ve learned in previous jobs, what they’ve thought up themselves, or what they’ve seen on TV, movies, or road signs. It forces them to consciously look at all kinds of marketing and advertising during the week, recognize how what they saw could be adapted to market your practice.
b. Recognition incentives-- You’ve seen in other offices such things as placks on the wall for employee of the month with their photo—recognition for performance above and beyond the call of duty or requirements of their job.
It seems so simple to do such a thing, but it is highly effective in motivating employees to go the extra mile. Any employee at the bottom of the totem pole looks for any form of appreciation and recognition, no matter how it is shown, no matter how simple it is. (www.motivationusa.com)
The employee incentives can be much more than a paid half day off work, a coupon for a meal at a restaurant, movie tickets, or small salary bonus. They can be extended to include a short vacation for “employee of the year” status, airline tickets to go visit family or friends, or a special gift that an employee might need at home, like a new refrigerator.
A recognition program for your employees gives them a goal to strive or compete for, especially when the reward is something they probably would not ever get otherwise.
Placing a small handwritten note in the envelope with the paycheck telling them how much you appreciate their work efforts and that makes them aware of their importance to the office team and the office business, even when you have already told them so verbally.
c. Money incentives-- Of all the incentives designed to stimulate employees to exceed their usual work ethic, money speaks the loudest. Once your office personnel are knowledgeable about the marketing process, they can use the tools they have been taught to dramatically increase the influx of new patients, regain old patients, and draw in more referral patients.
For medical offices, one should consider giving cash rewards for great marketing ideas, generating increased referrals, outstanding customer service, and voluntary work on office projects done outside office
These incentives should be available to all employees willing to give the
d. Marketing Library for employees-- One of the best ways to increase an employee’s motivation to want to help with your medical practice marketing is to provide the educational tools and employee training program in a part of the office space where employees can extend their marketing knowledge. It should include such materials as marketing books, tapes, CDs, DVDs, marketing magazines, on a wide range of marketing topics.
Book—“1001 Ways to Energize Employees” by Bob Nelson (1994)
You must be forceful about employees taking advantage of the opportunity to learn more by taking the materials home and studying them there as well as in the office setting. Make it quite clear to your employees that this is what you expect them to do and you will be looking for evidence of their increased marketing knowledge. Add new marketing materials to the library often. (www.Amazon.com)
(Continued in Part 3 --- More tips to motivate your employees
to help with your marketing efforts.)
The author, Curt Graham, is a highly experienced business and marketing expert, copywriter, and entrepreneur who has been published in various media over 50 years while in medical practice and after.
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The Renegade Millionaire Way
by Dan S. Kennedy
"Lookin' for Luck in all the wrong places."
The Irish are a very superstitious lot. They believe a black cat voluntarily following you home brings good luck, but bringing a black cat home, or even moving one with you from old house to new, curses you with bad luck forevermore. There are so many Irish superstitions about good and bad luck and blessings and curses, they fill a book. I’m Irish. I don’t make a big thing out of it. Sometimes, on St. Patrick’s Day, I even forget to wear green. But my racing silks (I drive professionally in 200+ harness races a year) have a big green shamrock on them, and I have been known, after winning a couple races, to get attached to a lucky whip – until I again
lose a race.
I have my little superstitions and lucky objects and rituals; indulgences; for racing, selling and speaking. But I know (and constantly remind myself) that luck has very little to do with outcomes, and that we pretty much manufacture our own luck – bad or good. Usually by behavior, occasionally merely by attitude or thought.
People prefer looking at bad luck as purely circumstantial, yet if probed deeply and objectively enough, there’s choice involved. For example, when our very spoiled pet, who we affectionately call The Million Dollar Dog came up lame in her good rear leg and hip, and needed emergency surgery – delaying my wife’s travel plans, was this a week of bad luck?
The Million Dollar Dog already had this same surgery in the other leg, three years ago. This breed of dog is well-known for such problems, and she did pick the dog. That’s not to say I think a different choice should have been made; I do not; I wouldn’t trade this dog for any other on earth. It is to say, though, that the week’s trouble has little or nothing to do with bad luck, but with dog genetics, and human choice.
Belief in luck and all the superstitions that go with it, and variations of it to which we assign different names and terminology, clouds the core reality of success and failure: that it is up to the individual. The Renegade Millionaire Way is acceptance of responsibility; more responsibility for more things more often and more readily than the 95% crowd wants anything to do with – not because we are masochists, but because we know a secret: responsibility equals control, control is product of responsibility, and we definitely do want control.
When it comes to the category of ‘information’, whether acquired by attending a college, buying books, attending seminars, engaging a consultant or coach, etc., most people are eager to place the responsibility for outcomes on the information itself or the provider of the information. The kid with the Master’s Degree in 16th Century Literature asking you if you want fries with your Hero-burger blames the University of Finkelstein or his high school guidance counselor
for his fate.
But truth is, all information is neutral but for personal, targeted application, and all providers of information are, at best, informed, interesting provocateurs. Me included. If you want control over the outcomes in your life to be achieved via productive use of information, you can only get it to the same extent you are willing to embrace responsibility for those outcomes.
Then there is the eagerness and ease with which businesspeople have, in recent few years, been transferring responsibility to the recession and its assorted evils. For some, a ‘bad’ economy is actually obvious “good luck” and presents opportunity. Most view it as “bad luck”. But it is neither, in and of itself. It is for each person what he permits it to be and makes of it.
Most look for luck in all the wrong places. If you are familiar with Russell Conwell’s famous speech, oft-published as a book, titled Acres of Diamonds, you’ll know where to look. Clue: that source is very close at hand.
**********is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America. As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up. His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider’s Circle, is the largest paid subscription newsletter in its genre
DAN S. KENNEDY
in the world. Click below to get free gift........
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