Cooperative Marketing: Like-Minded Businesses Want to Build Your Organization

A line of 3D stick figures wearing ties with blue circles at their feet & red checkmark picking one It’s easier than you think to find a co-op friend in the neighborhood.

Whether you are a physician, surgeon, dentist, physical therapist, optometrist, veterinarian or other healthcare professional, developing win-win relationships with nearby businesses is always a great marketing idea… and something we have been teaching for years.

The trouble is, in the real world almost no one makes the effort. And that’s a shame, because it can work like wild fire and it’s often remarkably fast and easy.

In fact, in some types of organizations (such as medi-spas), cooperative marketing can be a key part of your larger marketing plan.

My hot-off-the-press real-world story:

I was at the gym a couple of weeks ago and noticed that a local cosmetic dentist had a tabletop display to extend an introductory offer to the appearance-conscious gym-goers. Wow! It was co-op in action. (I even sent an email to congratulate the marketing-smart dentist.)

Because I happen to be a partner in a nearby medi-spa, I asked to speak with the gym manager – and asked if our medi-spa could provide a similar display the following weekend. To my surprise and delight, the weekend manager said YES on the spot. Better still, he said we could do it for free!

It was just that effortless. It took maybe three minutes to arrange a powerful win-win co-op.

There was no corporate hierarchy, no protracted decision process, no calls, no letters, no complications. ALL I HAD TO DO WAS ASK! (The display was up the next weekend, and because we were so gracious, we have an “open door” to go back whenever we like.)

And since that was so painless, I asked the manager: “Would you like me to create a gift certificate for gym new members to receive a free cosmetic service at our medi-spa?” Again he said YES.

Why? Was it just because he is such a nice guy?

Well, it turns out he is a nice guy, but that has nothing to do with it.

He agreed to work with us because I was able to show him how our certificate will help his sales team sell more memberships.

I even gave him a script that his salespeople will use…

“Oh and one more thing, Linda. When you sign up for your gym membership today, we’ll throw in a gift certificate good for $60 in free services at a great local medi-spa…”

(He hands the customer my medi-spa’s flyer which Healthcare Success custom wrote and designed especially for the gym’s new member kit).

“That’s like getting your first two month’s membership dues back, to apply to whatever cosmetic treatment or product you like.”

(By the way, usually our real cost will be far less than $60, and the vast majority of gym members will spend a lot more than $60 with us, and then refer their friends to boot.)

Your lesson from my little drama is that it took a little bit of courage to ask and to win approval – and the strategy moves from concept to reality to results.

So don’t hesitate. The biggest obstacle to getting the job done is simply that most are afraid to ask.

Try this one for yourself today. And send me a note tomorrow to let me know how well it worked for you.

PS: Look for me at the gym. (I’ll be wearing my Ohio State t-shirt.)

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.



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