How the “New Sales Strategies” Work in Physician Marketing

New Sales Strategies help tell the story As technology has evolved in the digital age, so too have the most effective sales strategies. By the way, please don’t be put off by the “S-word,” but if you prefer, label it business development, or even what you say to win patient compliance. By whatever name, healthcare providers and medical marketing professionals do it—you know, the S-thing—everyday. Often, “storytelling” is a good option.

In a recent blog post, former international sales executive Christ Westfall enumerated the 12 Most Important New Sales Strategies. The post was intended for sales professionals, but several of Mr. Westfall’s dozen work in physician practice marketing and advertising.

The core concept is about engaging the patient/client and fostering a lasting connection. In part, it’s how you tell your story. Here’s our spin on how these important new sales strategies translate to the world of healthcare marketing.

Trusted Advisor

Trusted advisors keep patients informed. A “trusted advisor” approach demonstrates your interest in maintaining a long-term relationship rather than a “one-time-visit” mindset. Patients remain connected with, and return to, a trusted advisor.

Painless Process

Westfall describes this strategy as showing consumers how your product or service avoids more pain than the competition. That means emphasizing how your medical care delivers solutions to problems or answers a patient’s need.

The Online Master

In the digital age, people are accustomed to gathering information online. Make it easy for patients to find you and navigate your site, to see you as an authoritative voice, and to discover the answer to their need.

Hi Touch Strategy

This is especially valuable for physicians, whose relationships with patients are personal. Patients relate to care they trust and an expectation of a positive patient experience.

The Referral

Cite examples of similar challenges and how you were able to resolve them. Explaining how your care and professional approach has helped in the past demonstrates experience and helps shape patient expectations.

Similar Values

People like doing business with people who share their values. Communicate with people on a personal basis such as your ties to the community. Building personal bridges can reinforce trust in you as a professional.

In our experience, more than one storytelling approach—to best fit the listener—is useful in making lasting connections. Read more about mastering the art of healthy storytelling in this previous article. And for more information about effective physician and surgeon marketing for your medical group or individual provider, click through here to the Healthcare Success website.

 

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.

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