Building a business takes a strategy that requires the exploration of many roads and venues. Of course salespeople, operations and management all must
by Louis Feuer, MA, MSW
Friday, December 1, 2006

Building a business takes a strategy that requires the exploration of many roads and venues. Of course salespeople, operations and management all must play a part in developing the company's image. But another key component in your marketing plan must be the involvement of both your patients and referral sources. Their positive experiences with your company and staff should become the basis for building a network of potential new clients.

The best way for anyone to understand how you work and what you offer is by coming into your store. This experience is what you want shared. It is the message about that experience that needs to be heralded from your rooftop!

Here's how can you involve your customers in your marketing plan:

  • If one social worker or one physician in an office is sending you patients, remember to ask him or her to introduce you to their colleagues and associates. Make sure everyone in the office knows you and knows that your company is providing services to their colleague's patients. And just in case your key referral source quits working in that particular office, make sure you will continue to have contacts in that professional group who know you and can introduce you to new staff.

  • Work to expand your network by asking colleagues to refer you to other professionals in the hospital, other staff in clinics in other parts of the community or to other physicians they may work with. Ask if they would be willing to call or contact these professionals — not to ask for their business but to share with them the outstanding services and products you offer. You may be surprised at how often your contacts are willing to tell their colleagues about the excellent companies and services they use for their patients.

  • Learn about the community associations and professional groups your referral sources are involved in. Ask them about what meetings they attend.

    The local Case Management Society of America chapter or local chapters of the Society for Social Work Leaders in Healthcare might be the right place for you to network with key decision-makers. You also may find that there are a variety of health care coalition groups that would allow you increased exposure in your community. Your referral sources may be active in local Alzheimer's organizations, American Lung Association groups or Breast Cancer Awareness meetings, etc.

  • Determine the interests of your customers, and begin to integrate yourself into the associations in which they are involved. Keep in mind that you not only want to attend the meetings and functions but, hopefully, want to get involved. Show interest in taking a leadership position, serve on a committee or assist in the planning of the next meeting. Each of these activities will bring you closer to your customer and provide you more mutual interest.

    These groups will welcome your involvement. Most associations are eager to locate people who can assist with their many committees and other activities. Get to know as many people as possible — and make sure they get to know you and your company. You will not only find great rewards through your community involvement but also will expand your list of professional colleagues.

  • Gather testimonials. You may find it appropriate to ask special customers if they will write a letter about your work. Gather any letters from patients or referral sources. (But make sure you have a signed release from the author before using any of these letters in your advertising.)

    These letters can send a powerful message to those deciding whether they want to give you a try. Many Web sites now use comments from previous customers so that new customers can immediately feel confident about calling you and entrusting you with the care of their patient.

  • Your patient can be another valuable marketing partner. When delivering equipment, leave several additional business cards or brochures. They may want to tell their friends and neighbors about what a great company you have, so make sure they have something to share that includes your name and telephone number.

There is nothing better than a satisfied customer to help build your business.

Louis Feuer is president of Dynamic Seminars & Consulting Inc. and the founder and director of the DSC Teleconference Series, a teleconference training program. He may be reached by phone at 954/435-8182 or at www.DynamicSeminars.com.