Home Forums Discussions General Discussion words of wisdom for new practice

Just started a new practice, yes from scratch, about 6-7 wks ago. I did advertise in the local newspapers and did a direct to consumer mailing(10k homes). We were doing well with the numbers but last week was a little disappointing. I know it is summer and many people are on vacation, any words of wisdom regarding getting people in the door? any other sources of revenue or insurances to avoid? I currently leased a laser machine to help bring in some cash, but that too is slow going right now. Any pearls would be greatly appreciated!

Thanks!

We are doing cable television advertising $5.00 per 30 seconds followed by mass mailing. Newspaper and radio just aren't effective. Good luck.

Bert,
That is dirt cheap for TV!
Anyway to answer the thread.... We have been running ads in our directly mailed to every house in the area you pick PennySaver (Scotsman in our area). Yes probably half of them end up on the recycling pile, but still half of them are read by folks shopping for something. What ever you do, DO IT VERY CONSISTANTLY! You need to break thru to people's minds. They'll see it sometimes for months and years and only call if and when they are ready or really need you. We use cute family photos and a few good slogans I as an old media person created. Our image is on a regular soccer mom who is a great personal family doc and old fashioned service. Right now our photo is one of those old fashioned in period costumes western parlor style.

Does it work? Now after spending lots of money for about two years we are hardly advertising at all but the entire community pretty much know who we are...sort of. I was having a conversation yesterday buying propane about bee stings and the stinger staying behind. I mentioned "my wife" had one girl in the office just the other day with a stinger stuck in her foot. The young women behind the counter goes; "that's where I know you from, your wife is that doctor in the local pennysaver, right". I said "yes" obviously. Now I run the ads every 2-4 weeks, just to keep our faces in the public's eye and remind them. It takes time to build up "recognition". Also don't forget you get free advertising in about 6 months to a year from now as your name gets into the carriers PAR provider books. But unless folks go on line, the books only get published once or twice a year so you're not in there now unfortunately when you need it most.....Hope that helps.

Paul

Join your local Chamber of Commerce. You would meet important people and they will spread your name around.

Consider Welcome Wagon
They would give your name/handout to each new home buyer in your community. I have never used Welcome Wagon myself, but other doctors said it was quite effective.

Open your office on Saturday, for example, one Saturday a month, or late evening once a week, so those who work during the day would see you after working hours.

We just opened a few years ago. One thing we have done is offer free sports physicals 1-2 times/year, and let the local schools advertise for us! The parents appreciate it, and we have gotten quite a few return patients. We schedule these for a few hours after school hours and dont schedule other appts during this time. Everyone lines up to pee in a cup, then sees our PA and they're out the door with their little forms.
Hope this helps! Donna

We are just two years old, a cash practice and the curve says there will be profit in the bottom of the 3rd quarter in 08.
A few things that work for us

1) Do you practice near your old high school? The Alumni Newsletter, a quarterly, has brought in 10 new Pts in six months. Not too many patients you’re thinking. Well maybe Dr Volmert wasn’t the most popular girl on campus back then but that "10" has multiplied by almost 4! The campus grapevine is alive and well and some just love the thought of seeing a former classmate. 1/4 page ad $150... a year.

2) Are you or do you have a holistic side?
One version of our brochure is about yoga and the healing process. I can find every yoga studio within 10 miles of here blindfolded. And I keep them stocked with brochures and cards. You don’t have to be a yogi or burn incense in your office. Just “yoga friendly” and somewhat open-minded. Many are looking to yoga for chronic health issues, if they find a practitioner that's at least in line with that, they’ll see you. There are some great benefits to yoga.

3) Network with other healthcare providers. The obvious ones of course- local ortho’s, urologists etc. But since you’re REALLY new, Think of ANYBODY that might refer a patient to you.
Talk Therapists, P.T.s, SMALL local pharmacies etc. Call them- meet them- find a common thread with them and talk. You meet somebody three times; chances are they will remember your name. Do that with people who you know get asked The Question. "Who should I see about this?"
Good luck!

In addition my practice, I started a blog a few months ago for nurse practitioners who are in practice, want to be in practice, or are even thinking about it.

Last week I wrote something thing on a post with 21 tips on marketing your practice. Perhaps you can find something there that will help.

http://npbusiness.org/2007/07/16/marketing-your-practice-2/

Rainy, I love your blog and the marketing suggestions for the start-up. I do some practice consulting (I have a marketing consulting background) and many of your recommendations coincide with mine.

Wcogill, thanks for the feedback. If you'd like to add any further suggestions, please do so. I think we can all benefit from various ideas on how to grow our practices...new or not.

Barbara

The suggestions listed here (and on Barbara's blog)are pretty comprehensive in terms of the different individual marketing activities for the start-up primary care practice. I might be able to come up with a few more, but I'm not sure that is what is needed in this case.

Some of the suggestions are kind of must do or really really should do (Chamber of Commerce, Website) while others are debatable, but not necessarily bad. Radio can be considered, but I'd probably recommend against it. Newspaper ads can be effective, but must be done correctly and will cost $$$.

One thing I didn't see mentioned is to walk around and introduce yourself at the different businesses close by. I'm not familiar with the actual environment the practice is located in so it may not apply, but I'll give you an example based on Manhattan.

When my sister asked me to help her market/grow her practice, I noticed that people didn't know she was there. Literally. She sublets from another doctor who has an active practice. Its located in a 46 floor office bldg. But people ON THE SAME FLOOR didnt know there was a female PCP in the bldg. Not to mention in the other bank of elevators. But the gyn who also was renting space in the same office started up 2 years after her was going "gangbusters." And alot of her patients worked right in the bldg. What did she do? She literally went to each floor and personally introduced herself to each office and left some cards. Yep, on all 46 floors. Then she targeted neighboring office buildings. "I'm right across the street." So while mass mailings are a good idea (and effective) there are also some basic low-tech and low-cost things that can be done.

What can make a real difference is some planning. Think about who your prospective customer is (45 yr old diabetic, 24 yr old mostly healthy person, or maybe a nitch market)and be sure to center your efforts around this customer. Think carefully here. For example, one new practice told me that their patients would be the middle-aged person w/ a chronic disease. Well, alot of literature says that this person is the bread-and-butter of a primary care practice (for obvious reasons). Problem is, most of these folk in your area may already have a doctor. And are they in proximity to your pratice? Maybe, maybe not. It may be that your most likely new patients will be the 24 yr old with a UTI or the sniffles. Or an unplanned sexual encounter. So your message needs to be designed to attract them.

I actually developed a new patient profile for my sister's practice. It included age, sex, insurance status, probable reasons for visit, and what issues might attract them. I developed it by analyzing her office location. It was dead on. The website helps bring in patients because it has information on it that her target audience is interesed in. So, while a website is really important (if your patients use the web, and not all of them do)you must insure that it says that you provide what they are looking for.

Wayne

Availability, Affability, Ability.

Most of the times the first 2 are the most important. Even if the doctor has less than 100% of the third one, with solid first 2, he/she will do fine practice wise.

Word of mouth is how your patients will come. Ads will spread the word, but not necessarily bring good patients. Watch for 50 patients signing up on day 1 with TV/Media ads, and you find out they are drug seekers.

Good luck.

I's like to think I have all three. I know I am available. I am on call 24/7/365. I am a solo provider and the only one who sees patients. Contrast that with the two hospital-owned practices with seven and nine providers, and I would think I would do OK. But, it's a struggle to get a new practice going especially with some of the insurances out there.

Bert,
Unfortunately for all you solos (my wife included), there is first an economy of scale for shared items and services. And sometimes those large ugly factories actually get better contracts and better fees for their inferior services and care. But that is just what our lovely Federal Trade Commission wants. Their tilted, un-balanced, delussion of a freemarket. Free for who? Doctors? I laugh at just the thought. Free for the carriers to pick you docs down to the bone. Factory care for everyone.

I seem to remember reading recently that the average visit with a PCP today is down to 7 1/2 minutes!!! Talk about drive by care. The local factories in our area are proud of it, they almost flaunt it. Yet some how these guys are getting away with billing the same level 3's and 4's that you more ethical solo docs spend 2 to 4 times as much time, actually talking with, examining and treating your patients.

For those of you who have not yet read your newest copy of "Family Practice Managment"; read 'em and weep, page 19. The FTC just reached a "settlement" with the AFL-CIO physicians union. Settlement, right? You accept our terms or you are all going to jail for many, many years (I believe I was told it's about 10 years for FTC freetrade violations!). The union can not assist or even educate it's members about contract negotiating! No less organize and negotiate fees as a group of only 120 GYN's from one city!!! If a union can not represent it's members in contract matters in terms of, fees, wages and benefits, just what can it actually do for it's members? Get them some group discounts to the local water park thru the AAA?

You are all being lead to slaughter my friends, care of your bought and paid for friends in gov't. This is a very sad day in deed. Well, on that pleasant note... in the words of both Keith Oberman and Edward R Murrow, "Good Night and Good Luck".

Paul