By Stewart Gandolf
Chief Executive Officer
Like so many of the healthcare provider channels in medicine today, occupational medicine is changing. And there are marketing lessons in occupational medicine marketing for many other professions, medical practices, hospitals, clinics and healthcare organizations.
The key to success in occupational medicine is good sales acumen. The clinic, urgent care center or medical facility that provides occupational medicine needs to establish its credibility with the businesses and corporations that are its core business. Here are your starting options:
Your sales plan can either start at the top or start at the bottom. But in our experience, it’s far better to grow the business by selling to the big guys first.
Having one or two of the major employers or corporations on your client list rapidly leads to winning others. It’s a sign of significant credibility among businesses to be the occupational medicine provider for large companies. Others want to get on board. The alternative is to start with smaller companies and swim upstream, and sometimes that’s the only choice.
So the take-away sales principle—for occupational medicine marketing as well as other healthcare providers—is to sell to the big guys first if possible. It’s more challenging to aim for the top, but there’s rapid payback in the additional business that follows.