I want to share with you why you may be making marketing excuses, why they are holding you back, and how to get over marketing apathy.
? I don’t have enough time to market my Private Practice.
If you don’t have enough time to market your practice, it can only mean one of two things. Either, you’re fully booked for weeks on end and are earning a fortune (in which case, go lay down and have a ? Pina Colada?), or, you’re too busy doing other ‘stuff’ to do marketing.
Not marketing your practice is like turning up to ride the Isle of Man TT race on a bicycle. How could you expect to propel yourself around the course without a decent engine?
Marketing has a compound interest effect – for every hour that you put in, it will repay you grandly, and repeatedly.
Let’s look at why you don’t have enough time.
⏱ You’re still typing, notes, letters, and resisting cracking on with dictation and outsourcing.
⏱ You’re still doing your own billing. Really? Do you really love chasing people for money?
⏱ Your appointment times are too tight, so you leave all the admin to the end, or worse still, take it home with you…?♀️
⏱ You have five different clinics to travel between, so you’re wasting hours on the tube or in the car.
⏱ Your admin systems and processes are clunky, or you’re wasting time with duplication (why write notes and a letter, when the letter be the notes?).
⏱ Your laptop sucks and you’ve not invested in updating your hardware. (Imagine if opening a document takes 60 seconds vs 3 seconds on a brand-new machine. If you’re opening 12 documents a day, you’ve lost the best part of an hour by the end of the week – that’s half a clinic day a month.)
⏱ You have other clinicians working for you, who don’t engage in promoting themselves, so you end up seeing most of the patients AND having to run the practice.
? It’s going to cost me money that I don’t have.
Poppycock. I’ve never spent a dime promoting my Private Practice, because I’ve done it all myself. If you have a mobile phone, you have a marketing machine in your pocket.
Let’s be really clear about the term ‘marketing’. It is not synonymous with ‘adverts’.
Whilst it can be a good idea to shell out on an ad spend, the problem is, the vast majority of Clinicians I see doing this have no clue about how it actually works, and are blindly filling the pockets of SEO agencies, and not their own. Read this if you want to know if you’re wasting money on Google Ads.
? I don’t know where to begin.
Finally, an excuse I can get behind! And it’s hardly surprising. You trained to be a Clinician, not a marketeer. The good news is, it’s easy to learn and is very ‘doable’. (Watch this space for news about the Ninja Academy I’m launching,which can teach you all you need to know about successfully growing your Private Practice). Feeling overwhelmed right now? Why not book a Ninja Power Hour
The sooner you start, the sooner you’ll reap the benefits.
? I tried social media and it didn’t work. I just don’t get it.
I understand this. Let me enlighten you. The role of social media is to build awarenessand get the audience over to your website.It’s also aboutbuilding engagement, so that people get to know, like and trust you, and social media algorithms work to promote you.
If you put together some excellent website content on your website, then you can structure your social media posts around this. Want other social media tips?Read on to see how you can get social media working for you.
? I’m not techy.
Managed to see patients over Zoom during lockdown? Had a chat with your parents over Facetime? Congratulations! You’ve officially lost your tech virginity! Plus, we know you can’t be dim ? – you’ve got a big, fat, clinical qualification to prove it.
If you feel that tech is difficult, it’s probably because you’ve not be shown how to use it by someone who speaks human.
You may be worried that even if you’re shown how to do something, you’ll forget the steps.
These days it’s a doddle to screen record techy how-tosyou can refer back to (such ashow to post a blog in your website), and YouTube has a vast array of instructional videos that even the most committed technophobe could follow.
Tech means automation – and it means you can automate your marketing too. Lush.
? I don’t want to appear ‘salesy’ or show myself up in front of my colleagues.
This a really interesting one, because it’s all about mindset. I work with many orthopaedic surgeons to improve their marketing skills, and this hang-up seems rife in the surgical world.
Maybe this resonates with you:
“I was his registrar before I became a Consultant, and he has a Private Practice at the hospital I want to join. I don’t want to be seen to be stepping on his toes”.
“won’t people be thinking ‘who the hell does he think he is’, if I’m really new to the game and have only been a Consultant for a year?”.
The cure for this is to remember it’s perfectly OK and very allowed to have a Private Practice of your own. Do you really think the other Consultants will be taking care your best interests? Nope, neither do I, and nor should they.
Just like you, they should be taking care of their own best interests (but that still means you should play nicely together). There are plenty of patients for everyone to have a successful Private Practice. Get over yourself and get started.
? I start well, but then it all just fizzles out.
I get it. Showing up each week to write a blog, or post in LinkedIn takes momentum. But these small activities will rapidly help you to grow your Private Practice.
So, what’s the answer? It’s an accountability buddy. The kind that knows what you’ve promised to doand wants evidence that you’ve done it. It’s all about habit formation. Show up for three months, and voila! You’ll be a fully-fledged, self-propelling marketeer.
If you need help with getting a marketing strategy together or figuring out how best to use marketing in your Private Practice, then get in touch.
If you’d like to be the first to know about the forthcoming Private Practice Ninja Academy then hit reply, or email me at firstname.lastname@example.org