By Stewart Gandolf
Chief Executive Officer
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 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.
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.
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.
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.