The ASHA Leader - August 11, 2009 - (Page 11)

Marketing to Potential Patients The following two strategies worked well in raising awareness of our services to potential patients: • Free screenings. Free or low-cost screenings advertised through the media often provide an ongoing source of new patients. • Events. Partner with another business or organization to host a mutually beneficial event. Through a partnership with local bookstores, for example, we offer a free program about using books to stimulate language development; in return, the bookstore attracts more people to the store. We offer a valuable service, and we receive free publicity and books. Marketing your program doesn’t require a billboard on the expressway or a sign on a bus. Instead, marketing typically involves direct communication with potential patients or referral sources. Marketing can be done while serving others and, therefore, has more credibility and value than advertising. Regardless of the size of your program or budget, marketing should always be part of your strategic plan. Ann W. Kummer, PhD, CCC-SLP, is senior director of the Division of Speech Pathology at Cincinnati Children’s Hospital Medical Center and professor of clinical pediatrics and otolaryngology-head and neck surgery at the University of Cincinnati. Contact her at Ann.Kummer@cchmc.org. Building an Audiology Practice by Gail Linn hen I opened my private practice in the early 1990s, I had little money to spend on marketing. However, I did develop an overall marketing strategy for my practice: Do a good job and be trustworthy. I reasoned that if I made my patients happy, I would keep them for life and they would refer family and friends. I have a very high retention rate in my practice and approximately 40% of all new patients are referrals from existing patients. Referrals are the best way to build a practice. W both helpful and entertaining is important, so I bought books with funny quotes and sayings to intersperse in presentations. In the beginning I was stiff and selfconscious while making presentations, but I soon found that I was actually enjoying myself and engaging with the audience. At the end of each presentation, several people usually wanted to make an appointment, and those were my first patients. Exceptional Service Once you get those first few patients in the door, provide exceptional service. Every morning when I walk into my office, I view it as though I am walking in for the first time. Is it clean and well-organized, with attention to detail? Patients will judge you by the look of your office. Exceed expectations—provide more service than clients expect. I schedule patients so there is rarely a wait. This feat involves scheduling blocks of time so patients are not rushed. Develop protocols that are shared with patients verbally and in writing, so they know exactly what to expect from the services you provide. Return phone calls promptly, answer quesSee Marketing page 12 August 11, 2009 Educational Seminars But how do you get those first few patients? When I opened my first private practice, I gave as many educational seminars as possible. Getting the first few speaking engagements was difficult, but soon I received invitations to speak regularly. I started by going to the Chamber of Commerce and signing up for its speakers’ bureau. I called service organizations, like Rotary International and Lions Club, and retirement communities. Public speaking is an art. The more you do it, the better you get. I developed a number of presentations to have at my disposal. Providing information that is

Table of Contents for the Digital Edition of The ASHA Leader - August 11, 2009

The ASHA Leader - August 11, 2009
Contents
Four Members Elected to Board of Directors
Readers Respond
Audiology
Congress Begins Health Care Reform Debate
Medicare Private Practice Poses Concerns for Some SLPs
Custom Fit Your Marketing
Personal Music Players
From the President
Convention Preview
2010 Dues Change
Ethics in Private Practice
Missouri SLPs Win on School Retirement Issue
Classifieds
A Deluge of Human Kindness
First Person on the Last Page

The ASHA Leader - August 11, 2009