by Dr. Vicki Rackner
You invite some friends over for dinner. You answer the doorbell and welcome your guests into your home. You take their coats, and they hand you a bottle of your favorite Merlot. What a delight!
A thoughtful hostess gift builds rapport.
But what if you don’t drink? Or what if your guest gave you a CD of their vacation photos--and you’re not in them? Further, your guest is not Annie Leibowitz.
The hostess gift divorced from the recipient’s preferences builds distance rather than rapport.
Marketing efforts, like hostess gifts, build either rapport or distance. A thoughtful object, word or action that delivers the message “I care about you” accelerates your business growth. Any materials with the message “Here’s why you should care about me” retards your forward motion. Especially with doctors.
A solution to a doctor’s immediate problem is like the Merlot.
As beautiful as your 4-color brochure is, a piece that’s all about you is like the vacation photos.
What are some great hostess-like gifts for doctors?
Think hostess gifts.