I hope you had a great weekend! My Saturdays are filled with projects around the house. My kids will tell you that if there’s nothing that needs to be done, I’ll create a project! (They’re not always happy about that!) I find it rewarding, and actually relaxing, to spend a day building things with my hands.
This past weekend, my goal was to build shelves in the garage. As I began the project, I realized that I had to have a clear idea of what I wanted to build…a vision of how the shelves would look. Next, I had to create a plan for building the shelves, complete with drawings and measurements, followed by a shopping list of materials needed.
Once I had the plan drawn up, I was ready to run down to the hardware store and get the material. The actual cutting and assembly of the shelves took very little time compared to the planning, drawing and measuring! I was careful in the planning stage, so the assembly went smoothly and the end result was just what I wanted!
Practice Management & Marketing work the same way!
Over the past three months, I’ve written about specific marketing methods and practice management concepts. As I’ve reviewed those articles, I realized there wasn’t a smooth, sequential flow to the information. So, I’ve decided to go back to the beginning and walk through Practice Marketing and Practice Management…two KEY processes…from start to finish. I anticipate each series will consist of 6-12 articles and I’ll be alternating each topic since the concepts build on each other. If you’re going to implement change, it really needs to occur in both areas simultaneously.
Today, the Focus is on Marketing!
Every practitioner I’ve ever worked with understands the need for a marketing plan. However, I’ve yet to meet one who could show me an actual plan they follow! If this describes you…don’t worry…you’re in good company. I get it, you’re specialty is in helping people feel better, not the tedious details of marketing. I’m pleased to tell you that by the time this series is over, you will have a working marketing plan to guide your every step.
Drawing out the Basics
The illustration below is a more interesting ‘Table of Contents’ than the typical, bulleted list. I’ll be progressing from left to right providing exercises, worksheets and analyses along the way. By the time we’re done, you’ll understand every box and arrow; the ‘why’ and the ‘how’ of practice marketing!
Case Study
Throughout the series, I will be discussing a fictional practitioner named Betty Li.
Betty is a Licensed Acupuncturist (LAc) and nationally certified Diplomate of Oriental Medicine (Chinese Herbology) with a Master of Science in Oriental Medicine. Trained in China and United States, she has worked is a registered Radiology Technician since 1995 and as a Diagnostic Ultrasound Technician since 1999. She has an understanding of the strengths and weaknesses of the western medical experience. Her specialties include: Acute & Chronic Pain, Headache Pain, Digestive Problems, Women’s Health, and Stress-Related Issues. In March of 2005, Betty opened her private practice in Tampa, Florida. For the first five years, she worked part time at Memorial Hospital and in her own private practice. In 2010, she left the hospital and is now practicing acupuncture full time. Many of her patients are winter visitors and her summer months are very slow. She averages 25 patient visits per week and employs one full-time receptionist.
In addition to the nuts and bolts of creating a marketing plan for YOUR practice, I will chronicle Betty’s experience as she applies the principles I’m teaching here; creating, implementing and measuring the success of her first marketing plan!
I’m excited to get started…watch your inbox for Article #1!
Alan
