You must tell in order to sell
I’m not a physician, but like doctors, I’m in a professional-services field.
As an independent businessman wholly dependent on selling my firm’s expertise to buyers, it took me nearly two decades to learn the most valuable business lesson yet: it’s not how good you are at your craft; it’s how often you convince others of it.
If I’ve learned anything in 29 years of work experience in the news media, public relations consulting and the business of growing medical practices, it’s that the more you tell, the more you sell.
Is this truer for anyone than doctors? I think not.
The first rule of marketing is to make the choice clear. You want your next prospective patient to think that you stand out from all other physicians.
Thanks to the gift of the Internet, online information and accessibility can and should be your differentiator in your local medical market.
It’s a great paradox that the doctors who profit most are those who offer their expertise for free. How else to explain the expanding empires of Drs. Chopra, Oz, Weil and a host of other TV, radio and newspaper docs?
Yet you don’t need a TV show or newspaper column to prosper. Your free blog on the ‘Net will do just fine.
My advice: Start using this medium better and you will never regret it as both a provider and as an independent business owner.
And please stay tuned to this space, offered also free in my quest to prove my advice to be correct.
About Vanguard Communications
Since 1994, Vanguard Communications has provided specialty healthcare marketing with a strategy focused on patient education guaranteed to bring new patients to specialist physicians, physician assistants, nurses and therapists in private, university and hospital practices. Through its MedMarketLink program, Vanguard combines the disciplines of online and offline PR, strategic marketing and information technology for healthcare providers coast to coast.