In the last several years the proliferation of social networking has increased ten fold. Millions of individuals are flocking to social networking sites to connect with friends, Romans and countryman. Herein lies the rub. While social networking provides an array of opportunities to connect with alliances and friends of yesteryear it is not the best business development tool.

Sales and Marketing are resources required by physicians to help manifest brand and increase visibility. In many instances physicians attend years of education for the clinical side of the business but develop little business acumen. Doctors similar to any other business are entrepreneurs and they require business development techniques that increase patient volume.

Believe me if Uncle Ernie were ill the last idea patients have is using Google or Facebook to find a physician. Patients that need physicians will reach for referrals and testimonials before they get behind a keyboard. The Internet is useful in obtaining background information however; physicians are better served using resources that build brand.

The increase in social networking for physicians is folly for those that know no better. These “Get Rich” schemes need to be ignored. If the result is a desire for more patients then it is necessary to use foundational techniques that increase patients for your practice. Forcing connections and waiting for replies is not a method for building a sound and lasting practice. Here are just three of over 25.

1. Writing Articles. There are more newspapers in circulation today then ever before. There is a multitude of newsletters, web sites, regional business magazines, and local newspapers starving for decent material. Articles need not be more than 500 to 1000 words. You are the expert in your field where cardiology, endocrinology, oncology etc. Others will be attracted to you when they are able to hear your views on healthcare and preventative maintenance, especially with high healthcare costs.
2. Referrals – So often overlooked, over 94% of doctors surveyed say they know they need to ask for referrals and do not. Referrals are required for business development. Referrals are the original social network. Buzz marketing is so helpful in developing brand recognition. More importantly in today’s competitive marketplace the tactic is not to ask only for one referral but as many as five. Return to your strongest patients often and ask them once every 30 days for up to five colleagues, friends and peers that would appreciate the value you provide.
3. Testimonials – Current market research shows that patients do not want to hear from doctors but rather doctor’s patients. Prospective patients devour learning form those that have received value similar to what they seek.

If you truly desire to increase patient volume then ignore the folly of those that seek your money. Invest in things that gain you business and help you focus on your most imperative asset- patients. Clearly, marketing and customer service are the pillars that support your strategy toward building a dense customer base; not attempting to find clients by Tweeting. Focus on those outbound items that create results.

Looking for techniques to build your practice, email me and I will send you a FREE chapter of my latest book Ultimate Business Bible – 10 Strategies for the Ultimate Practice.

©2010. Drew Stevens PhD. All Rights Reserved.

Drew Stevens PhD is one of the worlds leading experts in practice management and business development. Drew works with physicians to dramatically accelerate patient volume. Dr. Drew is the author of the best seller Split Second Selling and the soon to be released Ultimate Business Bible – 10 Strategies for the Ultimate Practice. He has extensive experience in assisting both entrepreneurs and physicians to experience higher efficiency and effectiveness. Dr. Drew’s expertise has been featured in The Chicago Tribune, Entrepreneur Magazine, and the New York Times. Drew travels around the globe providing over 50 workshops, and keynotes annually. To discover how he can assist your practice call him at 877-391-6821.

This entry was posted on Tuesday, February 2nd, 2010 at 10:43 pm and is filed under practice management. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.