Practice Management Alert

Question: I am working at a practice that is just starting to see clients in a new area. We are trying to attract new patients to the practice; how can we get the word out about our new practice?

North Carolina Subscriber

Answer: According to blogger Stewart Gandolf, who writes for healthcaresuccess.com, you might start by checking the list of local employers.

Example: Let’s say that your town is dominated by technological companies. You might consider looking for the top tech companies in the area.

Recruitment: In order to recruit new patients from these organizations or local businesses, Gandolf recommends that you:

• Contact the top local businesses and organizations to find the “point person” who makes healthcare decisions for the company. “Always remember to discuss the benefits you provide to BOTH the employer and employees. This is key,” Gandolf writes.
• Meet with the point person and offer to present talks, conduct health fairs, or participate in other activities, such as a “lunch-and-learn,” to promote your practice.
• If the company has a monthly newsletter or some other type of publication, offer to write articles on healthcare-related issues. If you can get your practice’s name in a company newsletter, it’s almost like free advertising. “Newsletters typically don’t accept paid advertising, but good articles will be more effective,” Gandolf writes.
• Get someone in the office to design a poster to give to companies for posting on their bulletin boards. These displays could “present educational, healthcare information [or] promote specific events,” according to Gandolf.

Bottom line: If a company “is a source of new patients that you want to attract, target them specifically with the message that you and your practice consider them to worth special attention,” Gandolf writes. The message should always focus on how the employees can benefit from the practice.

Get social: You might also employ similar tactics to find new patients at local business and social organizations, such as your community’s:

• Rotary International
• Jaycees
• Entrepreneur’s Organization (aka Young Entrepreneur’s Organization)
• National Federation of Independent Business (NFIB)
• Chamber of commerce
• American Independent Business Alliance
• Lions Club International
• Knights of Columbus
• Kiwanis International
• Samaritans.