How to Bring a Steady Stream of Patients to Your Nurse Practitioner Practice …
without buying ads or hiring expensive consultants
Starting a business is one thing but staying in business is another.
To stay in business, all companies – small and large - must market their products and services. And this includes your medical practice!
Marketing is a Key Business Activity.
Are there exceptions to the rule? Sure …
Some practices are:
- well established, with full panels
- the only choice for miles around
- they work by referrals only
For them, marketing may not be necessary.
But even so, many of them still do it …
Because patients change insurance and move on, referrals dry up, and new clinics move into the community.
For most practices, however, marketing is a must. It’s non-negotiable.
It certainly is for practices that:
- are new, just starting up
- struggle to gain traction
- and have to deal with “competition”
For those businesses, marketing is a must!
But there is a problem …
Practice Owners Don't Like to Market
They struggle with the idea …
Often, marketing is an afterthought, done sporadically, if it happens at all.
But why is that?
- For many, marketing is akin to selling, and nobody likes to be sold to.
- People think of the “barking” used car salesman… and nobody wants to be that guy.
- And there is the fantasy of “build it, and they will come.”
But there is more behind it …
You see, up until the 80s medical marketing was frowned upon.
The belief was:
- marketing a medical practice was unnecessary
- marketing medical services was in bad taste
- marketing, in general, was to be avoided
And for years, it was the official stance of the medical establishment.
But changes in healthcare technology and consumer expectations led to a new approach.
So today, marketing is accepted even in healthcare, and all types of medical establishments compete for patients.
The medical landscape today is more competitive than ever.
And that’s why you, too, must market your practice!
Of course, not every practice will fail if they don’t market.
But some do struggle to keep their doors open. They don’t see enough patients because they don’t do enough marketing or none at all.
They May Not Know How to Market
Most business owners know they should market … if they want to build a solid, revenue-producing business.
But instead, what most do is market sporadically (as in “I need more patients tomorrow”).
And there is a reason …
Knowing you should do something is not the same as knowing what to do.
In all fairness, marketing is confusing.
There are too many marketing channels. It’s overwhelming and difficult to figure out.
And so the question is: where do I start, and what should I do?
- Should I start with offline or online methods?
- Should I do both?
- What about newspaper ads (don’t laugh, they’re still around)?
- Or would it be better to go with Facebook and Google ads?
- How about advertising on billboards?
- Would sending postcards be a good idea?
- What about giving talks to local service organizations?
- Do local networking groups still work?
- And what about business cards, flyers, articles, online directories, a website, posting to social media, and everything else?
But too many choices lead to confusion!
Now, let me share a marketing quote with you. One that applies to marketers and customers alike …
“A confused mind always says No!” (… and takes no action)
And here’s something else I want to share with you, a golden nugget of marketing wisdom. Please take this away if you gain nothing more from reading this letter.
When marketing your practice, you don’t have to do everything. Pick one or two things that resonate with you, get to know, and understand how they work, and apply them … Consistently! That’s it!
And once you’ve mastered them, and only then, move on to other marketing methods. Don’t think you have to do everything, no matter what some people say …
Big companies spend big, big money on marketing. And even though they have deep pockets, they focus their efforts on select marketing channels to get their message across.
Now think about your education. Did you learn everything there is to know about being a Nurse Practitioner in a few hours?
I think not!
There is a process… you start with the foundation and add additional layers of knowledge.
It’s no different here.
Don’t be fooled. Don’t let someone sell you tips, tricks, and quick fixes. They don’t exist!
Let Patients & Providers Know About You
In real life, it’s up to you to let people know:
- you’re open for business
- where they can find you
- how you can help them
And it’s up to you to invite people and give them a reason to do business with you.
Essentially, that’s what you’re doing when you market your practice.
You let people know you are open for business, offer solutions to their problems, and are here to help them.
Grow your Practice
To grow your practice, you must first announce you’re open for business and tell people how you can help. How else would they know?
But if you skip this step, there is a price to pay.
… like not enough patients to keep your doors open or new referrals from specialists.
And some NPs do struggle with attracting enough patients to stay in business. They can’t cover their overhead, not to mention generate a profit.
Eventually, they must pick up a part-time job to make ends meet. Naturally, they wonder if they can hold on long enough to stay in practice.
But other practice owners aren’t so lucky. Forced to close their doors, they must go back to working for someone else.
But once you taste independence, it’s tough to go back to working for someone else.
Most NPs prefer not to go back but stay in their own practice and make their own decisions.
They went out on their own, driven to work for themselves, fed up with being told how to practice. Wouldn’t it be a shame if they couldn’t grow their practice to stay in business?
Don't Get Me Wrong
Not all practices have problems because of marketing; other factors come into play.
And plenty of NPs own thriving practices that may not market as much as they should.
But even once successful, marketing should not stop!
Because attrition is a fact of life for every business.
People move; they lose or change insurance. They want to see a different provider, and some die.
Ongoing marketing helps maintain a stable number of patients in your practice.
Of course, marketing alone is not a guarantee your business will succeed.
But it will tip the odds in your favor and boost your chance of building a successful practice.
Where to Go from Here?
If you’re actively marketing your practice, great.
Keep doing what works!
But if you do one-off marketing, or worse, none, perhaps you want to rethink your approach.
It may be time to decide because you’ve come to a fork in the road …
Will you continue doing what you’ve done in the past, hit-and-miss marketing?
Or commit to ongoing marketing that brings a steady stream of patients to your doors?
The choice is your …
If you’re ready to grow your practice with marketing, you’re in the right place. We can help …
But first, let me introduce myself.
My Name is Barbara C. Phillips
You may know me already, but perhaps you don’t …
I’m Barbara C. Phillips, APRN, GNP, FNP-BC, FAANP, and I’m a Nurse Practitioner like you.
For over 30 years, I’ve been in the trenches, working in various settings.
And for the last fourteen years, I’ve also been teaching NPs about business, covering all aspects of starting and running a practice.
Here is what some NPs have said about working with me …
“I wanted to share I heard Barbara C. Phillips speak at an NPACE conference in Clear Water, FL. I will never forget what she said. Job security is not job security. Create a pathway in business, put NPs name out there, and write up news articles so people know what and who are NPs. Michigan is a restrictive state but I am bound and determine to make a name for me and other NPs.
Thanks, Barbara C. Phillips for being an inspiration.
Patricia Wells, NP
“It’s been over four years since I attended your course in Nashville about how to start a practice and here I am with two practices that are growing every day. So first and foremost, THANK YOU!
Genny Sanders, APRN”
As a Nurse Practitioner, I firmly believe it’s vital that NPs understand the “Business of Healthcare.”
A deeper understanding helps us advocate for our patients, ourselves, and our businesses.
Because healthcare today is not what it used to be. It has developed into a massive industry that is complex, competitive, and highly regulated.
And both consumers and practice owners benefit from understanding how it works.
How Do We Help?
We help by providing business information and educational programs to the Nurse Practitioner Community.
Our newest program, “Marketing Basics: Simple Steps to Grow Your Practice,” introduces basic marketing steps that anyone can easily implement.
It’s for Nurse Practitioners who want to improve their marketing or get started with marketing to grow a profitable business.
Here is what you will find inside “Marketing Basics: Simple Steps to Grow Your Practice.”
The course is organized in bite-sized videos that are quick and easy to consume.
In addition to the videos, included are a workbook, audio recordings, and the transcripts of the videos (in case you prefer to read).
Now here is an overview of the information in the course.
Let's Talk Modules
Introduction & Overview
A brief welcome to the course and NPBO™.
- We’ll go through an overview of what’s included in the course.
- We’ll introduce you to the platform, so you know how to move around, get from A to B and find what you are looking for.
- Lastly, we’ll talk about how you can get in touch in case you have questions or need more help, so you’ll know how always to get a hold of us.
What is Marketing?
Marketing is a universal requirement … all businesses, small and large, must (should) engage in marketing.
- What most don’t understand about marketing and its importance.
- Build it, and they will come, right? Wrong?
- Dangerous marketing myths that are flat-out wrong! Are you aware of them?
Knowing where you are now is your first step. What are you trying to accomplish with your marketing? Consider these questions:
- What are the goals for your practice? Dig deep; you may be surprised what you find.
- How are you marketing your practice now?
- How effective is your marketing? Do you track your numbers?
The Ideal Patient
Do you know who your patients are? And who is your ideal patient? How to identify your ideal patient? Why is it important?
- What is the ideal patient concept? (it’s not what you think)
- There is no ideal patient in primary care… right? Wrong?
- Why a one-size marketing message may not be enough.
Benefits, it's about Benefits
Are you clear about your clinic’s products and services and their benefits? Perhaps you have clarity but do your patients have it too?
- What are the deeper benefits you provide to your patients?
- Why would someone come to see you over the clinic down the street?
- How do you communicate deeper benefits to patients?
The Marketing Message
Marketing is all about the message. Is your message clear, or do you leave room for interpretation? How specific are you in your messaging? Talk to everyone, and you talk to no one… What?
- Understand how to create a clear and compelling marketing message
- Not all messages are right for all people; true?
- The benefits of fine-tuning your marketing message.
General Marketing Principles
The attention span of a Goldfish? Anyone in business must deal with declining attention spans. We’re bombarded with marketing messages daily. How do you get through to people so they will hear you?
- How to use the principle of multiple touches …
- Don’t be afraid to tap into the power of asking for it …
- Why you want to tell them what to do next (they will thank you) …
Ways to market your practice, part 1
There is no shortage of marketing channels; we’ve never had so many choices.
- Mobile, online, local ... and what it means for your practice.
- Your website. Do you have the essentials covered?
- How to tap into the Google Business Profile. It's free and easy!
- and more ...
Ways to Market Your Practice, Part 2
We’ll continue our discussion of marketing channels:
- The power of video and why you should use it
- Social media in your marketing … the dark side of social
- When and why to consider other marketing channels
The Marketing Plan
It pays to have a plan, even a basic one ...
- Include the what, why, who, and when ...
- Outline the where and the how ...
- Why tracking results is a must.
- Discover what works and what doesn't
Now you know what‘s inside “Marketing Basics: Simple Steps to Grow Your Practice.”
You’ll learn everything you need to know to market your Nurse Practitioner practice so that you can choose what’s right for you and bypass the rest.
Join us inside Marketing Basics: Simple Steps to Grow Your Practice.”
What's the Investment?
The investment in the course is a one-time fee of $297.
Once you've made your purchase you get immediate access to everything included.
The course has been designed to quickly let you choose what works best in your practice and bypass the rest.
Finally start marketing your practice or improve the marketing you're already doing!
But now, let me take a moment to talk about who this course is and is not for.
The Course is Not for You ….
If you’re looking for a program …
- that covers every possible strategy in the marketing universe
- praises the benefits of one-off marketing tactics
- that wants you to throw your hard-earned cash at Facebook and Google ads (it takes time and skill to dial in ads, that’s why we don’t cover ads in the course!)
- that skips over marketing fundamentals
- or if you’re in search of the holy grail of marketing…
If that describes you, please close this page and keep looking for another solution to your marketing troubles.
However this Course Is for You …
- If you want to understand marketing.
- If you want to know why some things work and others don’t so you can improve your marketing.
- If you want to understand the fundamentals, the principles, and how to implement them (over and over again) to get results with your marketing.
- If you don’t mind rolling up your sleeves to implement simple steps and repeat them with consistency.
Because marketing, like anything else, is based on principles that must be understood before applying advanced strategies and tactics that may be unnecessary.
Keep it simple, be consistent, and you will see results.
Now, if “Marketing Basics: Simple Steps to Grow Your Practice” is for you, I invite you to click the button below and join us inside the course.
Yes, I'm In!
Still Got Questions?