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Wouldn't it be great if you met a doctor prospect, who decided on the spot to hire you and pulled out a checkbook? As you know, that's not how it works. The doctors you meet will walk through a "sales funnel" that leads to the conversion from a prospect to a client.
Here are three tips to create sales funnels that optimize your outcomes.
If you have a hard time getting doctor prospects on the telephone, you are not alone!
Here's a video with three tips to help you.
Thank you to the beta readers; I appreciate your comments.
Our beta testing is now closed, and we are in our final stages of production, The book will be available on Amazon soon!.
Based on the success financial advisors are getting with their names on the cover of The Myth of the Rich Doctor, this new book will also be available as a custom marketing tool to engage doctors. Click here to see your options and pre-order your custom version of this new book.
You will also have access to a custom package that includes the book AND nine video scripts--one script for each of the 9 mistakes. With this you can create monthly drip marketing materials.
How do you inspire doctor clients to schedule meetings with you--and keep them?
Here are three tips.
Do you want to work with more physician clients? Align your actions with the Golden Rule of Physician Engagement:
If you want to conduct business with physicians, conduct yourself as one.
You know that people do business with people they know like and trust. Now neuroscience explains why. Our brain is wired with cells called “mirror neurons.“ The statement “I like you” really means “I’m like you. I see part of myself reflected in you.”
Here are a few ways you can put the Golden Rule into action.
Manage your encounters with doctor prospects and clients the same way doctors manage your medical visits when you’re a patient.You have an intuitive sense of the steps you can expect when you see your doctor.
Step #1: The story The medical appointment usually begins with your doctor asking a general question like, “What brings you in today?” A series of questions help your doctor uncover your story.
You want to uncover your prospect’s story too. Ask questions like these:
Step #2: The exam Next, when you're the patient your doctor collects the observed, objective data. She might review lab tests or look at x-rays.
When you're the expert, your discovery process is an effort to collect the objective information that will help you decide whether you can, in fact, help this doctor. If you are a financial advisor, for example, you look over a doctor’s portfolio, tax returns and insurance policies.
Step #3: The assessment After the exam, your doctor puts together all of the puzzles pieces and arrives at a diagnosis —or a list of possibilities.
You, too, put your prospects’ puzzle pieces together.
In this stage, you can put your story and the doctor's story side by side. “I heard you articulate a fear that one day you would be a bag lady. However, based on what I observe of your spending and saving habits, you could comfortably retire today and never outlive your money.”
Step #4: The plan Your own doctor visit ends with a plan. Your doctor might order further tests, or suggest a treatment plan.
After you perform complete assessment of your doctor prospect, you may believe that your product or service will improve the doctor’s condition.
Buying your product or service is one choice for your doctor prospects.
However, there are other choices, including doing nothing differently than they did before they met you.
Lay out these options, and talk about the potential risks and benefits of each approach.
Respect your prospects' autonomy. Generally, people will make the choices that serve their best interests and alight with the value they hold most dear. Please remember that no one likes being sold; however people like solutions to their problems.
Don’t skip steps.Imagine how you would feel if you walked into your doctor’s office and said, “I have a cough.” Then, without any further questions or an exam, the doctor said, “You just need a dose of antibiotics. Fill this prescription and you’ll be fine.”
While the doctor could be right, you would not have confidence in the plan because the evaluation was incomplete.
Do your doctor prospects and clients trust that you have done a complete assessment before you make a treatment recommendation?
Diagnose before you treat.
Tell doctor prospects and clients what they need to know to make informed choices.When I described the proposed surgical intervention to patients, I told patients what they needed to know to make an informed choice.
I showed them where the incision would be, and the expected post-operative course. I did not tell them what suture material I would use, although I would happily answer any questions patients asked.
As you speak with doctors, are you discussing the incision—or the suture material?
Use medical metaphors.The familiar feels safe to us, and the unfamiliar often feels scary. How do you make the unfamiliar less scary? Use velcro learning. Hook new unfamiliar ideas into familiar cognitive frameworks.
If you are a financial advisor helping physicians build wealth, your client might ask, “What kind of return will I get on this investment?”
Say, “I’m sure that when you treat patients you would love to promise a great clinical outcome; however, factors outside of your control influence results. While I can quote historic returns, I don’t have a crystal ball.
Be the person you want your own doctor to be. If you could create the profile of your ideal doctor who would care for you and your loved ones, what qualities would be on the list? Do you value compassion, strong listening and communication skills or humor? Embody those characteristics yourself!
Avoid actions that would constitute medical negligence.Just as you would avoid a negligent physician, so, too, doctors avoid business people who do not uphold professional and ethical standards.
Align your actions with the Golden Rule of Physician Engagement:
If you want to conduct business with physicians, conduct yourself as one.
.© 2019. Vicki Rackner MD. All rights reserved.
You may reproduce this post with this byline:
Vicki Rackner MD is an author, speaker and consultant who offers a bridge between the world of medicine and the world of business. She helps businesses acquire physician clients, and she helps physicians run more successful practices. Click here to get a complimentary copy of her latest book The Myth of the Rich Doctor .
In order to grow your practice, you want to meet new doctor prospects.
Building relationships with key physician opinion leaders will help you accelerate your practice-building efforts. Maybe you want to create a physician advisory board, or invite doctors to your seminar or approach physicians to write a blurb for your new book.
How do you find them?
Here are three ideas:
1. Explore the web sites of medical associations. Looked at the physicians who hold elected offices. These are the recognized key opinion leaders.
2. Google Top Doctors. Many organizations list the top doctors in your area.
3. Explore ZocDoc.com Patients use this service to schedule medical appointments; however, you can identify physicians whom you might want to meet on the basis of a medical specialty or language spoken.
You can hire others to compile a list of doctors for you.
Your practice grows at the rate at which you build trust with the people on your list. Grow your list, of leaders, deliver value on an ongoing basis and watch your practice grow.
Click here to download a pdf of the slides.
Every January I share my thoughts about the current trends that impact your ability to acquire doctor clients TODAY. I offer the lessons about what’s worked in the past 12 months—and what’s not working as well any more. I see what's helped financial advisor clients increase their assets under management by tens of millions of dollars and generate 6-figure commissions in 2018. (Thank you for your trust in me!)
In 2019 I see an unprecedented convergence of forces that offer unprecedented opportunities for you to acquire doctor clients:
You’re invited to my annual “What’s Working in 2019” tutorial Tuesday, January 15th, 2019 at 9 AM Pacific/ Noon Eastern. You will leave with:
Please register today to assure you have a seat.
Before you attend, please feel welcome to review these complimentary one-hour tutorials:
Wishing you much success in 2019!