Here's what you can expect in the beast of content below: |
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- Announcing a New Monthly Segment: The FABI Nugget
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- Tricks of the Trade - DPMs: You Don't Know Who You Don't Know
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- Speak Up DPMs! Feedback Reveal
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- Sponsor Feature: Game Changer - The Remy Class IV Laser
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- Practice Partner Academy: On-Demand Sessions
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- Tricks of the Trade - Vendors: Say Yes to All Social Events
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- Featured Meeting: TPMA Southwest Foot & Ankle Conference
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- Tricks of the Trade- Planner: What Are You Competing For?
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ANNOUNCING A NEW MONTHLY SEGMENT
The FABI Nugget: Bite-Sized Chunks For Your Practice
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You Can't Afford to Ever Stop Marketing
Nugget Contribution from Chris Milkie, DPM
Foot & Ankle Business Innovations
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Most people think that when a new patient calls to make an appointment their marketing job is done. I say it’s only just begun!
We all know that the rate of patients not showing up for an appointment is higher now than ever. Engaging with new patients after they’ve set the appointment will increase the chances of them keeping the appointment.
The two mediums I use most for this are Email and Texting.
Since nowadays it’s hard for someone to miss a text, this medium is the one I prefer. Since videos are viewed at a higher rate than written copy, I use this method mainly.
You can simply create a single welcoming message using your iPhone that can be used for all patients. Don’t overthink it, create a one-minute script, turn the phone around and speak from the heart.
Once that patient does arrive, your NEXT marketing job consists of choreographing and delivering a Five-Star Experience. Don’t think for a second that patient is coming back if their visit is less than pleasant. It’s important that your team knows specifically what a 5-Star Experience means to you. We talk about this in EVERY monthly team meeting.
How about after their first visit sending them a Welcome Letter thanking them for choosing you and including something of interest to them. Direct mail is more impactful now than ever because most businesses have converted to 100% digital in their patient communications.
I could go on and on in terms of marketing strategies you could consider for each new patient but the main point is… just because someone schedules an appointment, doesn’t mean your marketing should end. A welcome text and/or email and is even more important if your new patient no-show rate is higher than you would like.
It can take 3-7 touch-points with a patient to really connect them to your business; where it would take something unusual for them to leave. Connecting with your patients consistently through texting, email and direct mail will easily differentiate your business from most other businesses your patients patronize.
This is one way to turn a satisfied patient into a loyal one. A loyal patient keeps coming back and has a greater chance of making referrals to you.
Remember, the best marketing system consists of executing marketing tactics before the patient arrives, during their visit and after you’ve discharged them.
Doing anything less than these things means there are holes in your
marketing funnel. Creating a system like this is part of building marketing assets that keep your phone ringing and the cash register humming. It takes a lot to get people to schedule an appointment in the first place, dropping the ball on engaging with them throughout your journey is like throwing money away.
If this quick tip was helpful for you then click here to get instant access to our free e-book ‘The 7 Foundational Principles’ to scaling your podiatric practice.
To Your Success,
Chris
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TRICKS OF THE TRADE - Quick Tips for DPMs
You Don't Know Who You Don't Know
Sarah Breymeier
So many times Ann and I have asked you to "step outside your comfort zone" in one way or another when it comes to your meeting participation. It's not about making you UNcomfortable; it's more about discovering that there are people and experiences you didn't event realize existed which could benefit you.
You know the saying, "you don't know what you don't know".... well you also don't know who you don't know. You may feel you have made connections with all the individuals you need to continue your path of success; but how can you really know? Until you start to have conversations with people you've never met before, there's no way of knowing if you can find someone who could teach you something new, partner with you in some way, or introduce you to people who could also do those things.
So how do you do it? I am 100% not a fan of the, "walk up to a stranger and start a conversation" method. There are few people comfortable doing that (including me) but what's more important - it's likely you're going to make that stranger uncomfortable. So now, someone who could have been very helpful to you, is avoiding you.
Instead, figure out if there is someone you already know who is going to be at the event, reach out to him/her and begin networking together. It's likely he/she also knows a few other people at the meeting and simply by hanging around you're going to find yourself in conversations with these new acquaintances. Will they all be winners? Probably not; but you don't know until you know.
There is a domino effect that takes place when you begin this process; the more people you know, the more they will continue to introduce you to other people they know (and vice versa).
So next time you are going to an event, do a little bit of work to see who you know that's also going and simply let them you're going to be there and would like to catch up and then join that person for lectures, lunches, dinners, etc.
Another resource for meeting new people is through your vendors. Avoid feeling that your vendors are constantly trying to "sell you" and begin a true relationship with your rep. You wouldn't believe how many other DPMs they know and could introduce you to.
Ask your rep to go to the lobby bar with you once lectures are over and have a cocktail and/or an appetizer. Those areas are flocked with people trying to find familiar faces and ready to spark up a conversation.
Your rep may also know of events taking place that include dinner with other DPMs; there are always ways to "get in" on a social event.
If being the social butterfly is not your cup of tea, I get it. But if you put yourself out there and utilize the relationship you already have, you will find the people that fit in with you, make you feel comfortable, and hopefully make you feel inspired!
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SPEAK UP, DPMs
Monthly Quick Poll - Feedback Reveal
Instead of asking a new question this month, we want to share some of the interesting stats we've received from some of our recent polls...
EXHIBITORS - YOU MAY FIND THIS INTERESTING TO KNOW!
DPM Question: Give us some insight... what pre-meeting communication tools do you notice most from exhibitors?
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Personal Email from My Rep |
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Emails from the meeting that incorporate exhibitor information |
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Emails that run like ads (i.e. bulk via Constant Contact, Mail Chimp, etc) |
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MEETING PLANNERS - YOU MAY FIND THIS INTERESTING TO KNOW!
DPM Question: Would you be in favor of a SINGLE exhibit hall time block per day that was extended for a couple of hours to ensure you have the necessary time to fit all your shopping and networking goals?
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Yes that sounds interesting |
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DPMs Share Their Experiences with The Remy Class IV Laser |
Over 500 Remy Class IV Lasers have been placed in podiatric practices in the U.S. in the course of four years. This is because The Remy is an ideal combination of power, portability, function and affordability. |
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If there’s one word that’s been used over and over as DPMs share their experience, it’s “game changer.
Brad Schaeffer, DPM | New York, NY
“The Remy Laser has been a game changer in our practice. I'll just be honest. We already have two recently purchased a third. Patients come in asking for this. They're expecting modern updates to all practices.
It’s been great for injuries and tendonitis. We also use it for neuromas and of course toenail fungus. It’s just been great for the practice and you should check it out.”
Fausto Ramos, DPM | Perth Amboy, NJ
“It’s been about a year that I've been using the Remy Laser in my office, and it's been a game changer for our practice. It's allowed me to treat different pathologies in a conservative way.
You can treat pain, diabetic neuropathy; you can treat plantar fasciitis; you can treat postoperative patients to reduce their scarring and swelling. Also instead of sending the patients to physical therapy, they can come to your office for laser therapy. I also like that I can treat patients for nail fungus.
It’s been a game changer and it pays for itself.”
Suzette Clements, DPM | Decatur, GA
“As a surgeon, I'm always looking for natural ways to help my patients heal and to enhance healing.
The Remy has been an exceptional addition to the practice. I've used it successfully on plantar fasciitis, Achilles tendonitis, ankle sprains; pretty much any inflammatory conditions.
Immediately after treatment, patients walk out and they will verbalize either no pain at all, or significant decrease in the pain.
It also is FDA-cleared for toenail fungus. So it has multiple healing modalities and it has been a game changer in my practice.”
Nikki Alexander, DPM | Philadelphia, PA
“I have had the Remy Laser for six months now. Two words - game changer.
It’s affordable and multi-functional; I’ve seen a significant increase in my cash revenue.
The added bonus is that it comes with the, the coaching of Dr. Zuckerman who is always available. There's never any questions too small and he’s always available to answer.
Superior technology and affordability matter – but so does the provider you partner with. In addition to providing ideal technology, the support David Zuckerman, DPM of Zuckerman Future Technologies provides is unmatched.
Mark Poplawski, DPM | Toms River, NJ
“As far as ROI, there couldn’t be out there. Not only get a quality laser, but the support that I've gotten from Dr. Zuckerman is second to none. I can't tell you how much it, it meant to me that Dr. Zuckerman has been by my side the whole time, getting adjusted and acclimated to the laser, but also supporting the practice with marketing materials.”
David Petersen, DPM | Laguna Woods, CA
“I do want to share a story about how Dr. Zuckerman helped us. There's a ceramic hand piece we use when we treat fungal nail; well the cord was left, hanging out and one of my patients caught it with her walker, flinging the hand piece to the ground and cracked it. My heart sank because we had just purchased it, made the investment, and now it was broken. I called Dr. Zuckerman and within three days, he sent out a new hand piece at no cost to help us continue to treat our patients.
He personally trained me and my partner and has always been accessible. When I’ve had questions about supporting documentation and research patient experiences, he responded in less than 24 hours. He even responded to me while he was on vacation in Europe.”
LEARN MORE NOW ABOUT THE REMY CLASS IV LASER
Contact David Zuckerman, DPM
Zuckerman Future Technologies
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PRACTICE PARTNER ACADEMY
Helping You Choose Strategic Partners for Your Practice
CURRENTLY FEATURING
ON-DEMAND SESSIONS:
Utilizing a carbon fiber, 1st Ray orthotic to treat a myriad of patient conditions.
Presented by Jeffrey Oster, DPM, FACFAS
Proven Legacy, Reliable Products:
Why I Chose DARCO and My Go-To Products
Presented by Kevin Brown, DPM
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TRICKS OF THE TRADE - Quick Tips for Vendors
Always Say, "Yes," to a Special Event
Sarah Breymeier
I am definitely a believer in "different strokes for different folks," however there is a single truth that we must all accept as podiatric vendors...
WE ARE IN SALES!
You probably already knew that, right? Then, I will be honest when I say I cannot accept it if you go to your hotel room right after a long day in the exhibit hall and stay there. Sorry to be harsh, but you're wasting some of the most valuable sales time that you're going to receive at any meeting.
There are still "different strokes for different folks" when it comes to this strategy, however.
Some love, and find success, networking in the lobby bar area after an exhibit hall is closed. Some may find this environment uncomfortable, especially if you don't partake in alcohol consumption. (note alcohol consumption is not required in this type of space; but I definitely get it if you feel out of place). Keep reading, I have a recommendation for you soon.
If you do feel comfortable in that space, but don't have a buddy to go with, that can also be intimidating because you're surrounded by others who seem to know a lot of people. In this case, I would recommend that you offer one of your current customers to join you for a happy hour cocktail AND TO BRING A FRIEND. Yes, you will have to spend a few company dollars because you should definitely pay that tab, but make it worthwhile by ensuring your customer brings a colleague. Now you've put yourself in a position to have a new lead and a happy customer to sing your praises to that new lead.
If you do not want to be in that space; there's always the offer to take some DPMs out to dinner; it can get really pricey, though, so you'll want to know if this is in your travel budget before you leave the office.
You can also utilize your exhibit hall neighbor... you know, your new best friend. When you stand in a booth for an entire day next to another person just waiting for some action, you get to know your booth neighbor pretty well. It's likely he/she knows some people you don't. So be brave and ask that person if they would like to meet up once the hall is closed. You will both bump into others that you know and are in a position to make new introductions.
If they already have plans, they may ask you to join. Don't feel like you're intruding; they didn't have to ask if they didn't want to. So say yes!
If they say no, they say no. It's not the end of the world, so do your best not to feel dejected. Instead, you've gotten out of your shell and you will be able to do it again at another show. The more you throw yourself into this situation, it will become a habit.
Finally, if you are aware of any type of social event that the meeting is putting on and is a part of your exhibitor fee - YOU BETTER BE GOING.
Or if a DPM or another company representative has asked you to join something they are invited to and can bring a friend/guest - YOU BETTER BE GOING.
These are your golden opportunities to meet people that you didn't even realize could either become a new customer, a new partner, a new mentor; or could simply be someone you just have a blast with!
People are always amazed at how many people Ann and I know in the industry. Well, we've both been here over 10 years and it's not like we knew everyone right away. Even people who have been in the industry longer than us can't understand why we've been able to make so many connections. I didn't realize it early on, but now I can see how this is all a domino effect of networking and saying yes to invitations.
I know it's exhausting to stand in an exhibit hall all day and then continue to put on your happy face after hours. But that's what the conference life is about. This is about hacking it.
Ultimately as a sales representative, it is your responsibility to take advantage of the environment you're in. If you leave the exhibit hall floor and go straight to dinner by yourself and then to bed... you are not maximizing your opportunities.
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SPEAK UP, VENDORS
Monthly Quick Poll
Over the years we've heard a lot of complaining... some valid, some just out of boredom. One thing I never understood is when individual exhibitors complain year after year... after year... after year that the show "sucks," I still see them back the next year... sooooooo what gives?
If a show "sucks" what keeps you coming back?
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Give us your best answer below:
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I don't want my competitors to get an edge.
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I am hopeful it will be different when I come back.
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I'm not in charge of the tradeshow/conference schedule.
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I'm just always a bummer.
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Not me! I have stopped going to events that didn't meet my expectations.
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FEATURED MEETING
Texas PMA Southwest Foot and Ankle
September 15-18
Watch the video below to learn more about this upcoming meeting from the Texas Podiatric Medical Association.
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BONUS!!
We're Going to Be There!
Be sure to visit us at our booth... tell us about your recent experiences or just wait to hear some of the awesomely hilarious things we may say!
Oh, and you'll get a super awesome badge ribbon to show the world who you really are!
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TRICKS OF THE TRADE
Quick Tips for Meeting Planners
What Are You Competing For?
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Spill It Sarah...
Let's chat about competition. We've been taught that the word "competition" is closely related to "enemy" or "foe." Then there are the inspirational quotes like, "you are your only competition," or "our competitors bring out the best in us." So as I continue, we can keep these concepts in mind.
Having exhibited at, worked with, or just listening over the last several years, we often notice that some meetings feel they are in competition with other meetings. It always semi-confuses me because if the goal is continuing education for physicians, how can that create competition? To me, that's like saying the Race for the Cure is in competition with the St. Jude Marathon. Why would one be trying to beat the other?
So where am I going with this? I guess, my challenge for you is to no longer think of your event as in competition with others (and vice versa).
My perspective on competition is that you have to be playing the same "game" for it to even be competing. So if I'm playing a tennis match - yes. I'm in a competition. I do not feel this mentality when it comes to my profession... I'll explain a little further.
Companies and organizations are created to solve problems; provide solutions for customers with products and services. They are not created with the goal to beat someone else. At least I've never seen that in any single mission statement - ever.
This isn't a sport. We shouldn't even be playing the same game. Products and services are in the same ballpark, but if you're really providing a true solution, you should be differentiated enough that there isn't anyone who could do what you do - hence no competition.
I would also challenge you to consider how you're spending your time thinking about this/them. If you are spending time, obsessing about what your "competitor" is doing, who's working on your business?
Ultimately, don't focus on tearing down other people's towers so that yours is the tallest; just build a bigger tower. But do it because it serves your audience. As soon as the purpose becomes about making money (money is a result of your fulfilling your true purpose) or tearing someone else down vs. the reason you started in the first place, I'm nervous for you.
Ann's Two Cents
I say it all the time - I don't believe we have competitors. "Competitor" implies that your customers must choose either your company or another company that provides a similar product or service. PodiatryMeetings.com is a media company. There are obviously other companies that are similar to ours. We advise our clients to spend money and partner with our “competitors” all the time. The more exposure and awareness for our customers, the better. Your "competitor" has a lot to offer. For example, I lean on meeting planner colleagues all the time, and each of us learns something from our conversation.
"You can copy the recipe, but the sauce won’t taste the same."
-Kim Kardashian.
All of us provide our own unique value. Focus on making continuous improvements, not on what someone else is doing. It’s ok to watch what your competitor is doing and try new tactics based on that market research. It’s not ok to waste time and energy feeling less-than.
The worst thing you can do is waste your breath talking about your competitors, especially negatively to your customers.
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90-DAY MEETING OUTLOOK
Click below to see industry events for upcoming months.
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PodiatryMeetings.com presents information about upcoming podiatric events, featured podiatry vendors, exhibiting and travel tips, and more!
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