Here's what's coming at you in this month's newsletter... |
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- Featured Meeting: Matchmaking Open House
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- Tricks of the Trade - DPMs: Consider Your Vendor Loyalty
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- Speak Up DPMs: Last Month's Feedback
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- Sponsor Feature: Canodyne CBD Gel - 7 Reasons Why
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- Practice Partner Academy - Don't Miss Tomorrow's Event
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- Tricks of the Trade - Vendors: What Have You Done for Me Lately?
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- Speak Up Vendors! Getting the "Right" Booth Traffic
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- Tricks of the Trade- Planner: Rewarding Your Champions
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Featured Event: Matchmaking Open House
Find Your Match, Find Your Practice
A special event for associates and practices.
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Let’s Face It. It’s hard in today’s industry to find the right person to join your team; or the right team for you to join. |
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John Guiliana, DPM will discuss all facets of finding the right placement, followed by introductions of practices looking for associates and doctors looking for positions, followed by an open question and answer time. |
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Questions That Will Be Answered:
How important is location? Where does ownership fit into the discussion? Where can I find opportunities? Where can I find a physician to join me? What are physicians looking for? What are practice owners looking for? What does it mean to join a corporate group? What should be included in a compensation and benefit plan?
We will cover all of these considerations and more!
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TRICKS OF THE TRADE - Quick Tips for DPMs
Knowing the Worth of Your Vendor Relationships
Sarah Breymeier
When it comes to browsing the exhibit hall, we have always encouraged you to take at least a couple of laps even if you're not looking for anything specific. Nothing changes there, but that doesn't mean you have to necessarily be on the lookout to replace your current vendors.
Sure, if someone has been consistently dropping the ball, it may be time to find something that works better for you. If the skies are not sunny and bright with one of your suppliers, however, use the time available in the exhibit hall to visit their booth and give them the opportunity to fix whatever issues may be present.
Yes, it can be awkward to tell someone you're not happy with their performance, but it could benefit you to step out of your comfort zone and be honest with them, especially if you've had a long-term partnership. There is a strong amount of value in practice-vendor relationships that continue for years.
This has actually become very apparent to me as I have several vendor clients for my tiny marketing agency, Ten Toes Marketing Communications; and a couple of them have been with since I first started. Recently one of my clients - now a friend - make a remark that he feels my work has become more creative and effective in the last few months than it ever has before. It got me thinking.
Because I have been creating marketing campaigns for his product for over four years, I am able to recall various communication materials (ads, articles, testimonials, videos, etc.); almost like a marketing catalog inside my brain. The point, is that by having the vast familiarity with these materials, when he wants to feature a specific benefit for his product, I am met with thoughts like, "Oh! I know a testimonial that would fit perfectly with this feature because Dr. Johnson specifically mentions it!" If he were to start working with a new agency, there would be no history to draw upon that eliminates having to recreate the wheel. It made me realize how much content we actually have that we can continue to utilize and get value from versus spending a more money and time on new pieces.
Like any long-term relationship, you know your vendor and your vendor knows you. They know how you like things and they have the history to better understand how their products/services would more work best for you.
Think about the patients you've seen forever. Your protocols are likely much more effective when you know their medical history and their routines. Plus, they trust you just like you have created trust with your suppliers.
So before you decide to cut all ties, or let the relationship fizzle, give them the courtesy and do yourself a huge favor by chatting in the hall to determine if the relationship is salvageable.
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SPEAK UP, DPMs
Monthly Quick Poll
Last month we asked our DPM audience....
If there are more niche meetings to attend, which types of niche content would you be most interested in seeking out?
The responses are below:
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MINIMALLY INVASIVE SURGERY |
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The FABI Nugget: Bite-Sized Chunks For Your Practice
"P" -ing Your Way to Patient Prosperity
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This FABI Nugget is brought to you by the letter P. We have to look no further in the alphabet to find the key to building rapport with your patients. Keeping these P’s in mind can ensure a Positive
experience with each encounter.
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Click image to watch video. |
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Punctual: Nothing says respect better than punctuality. Seeing a patient at their appointed time is not only surprising to many patients, but shows them that a) you value their time and b) you prefer to keep a schedule.
Polished: So you show up on time to the appointment and the patient is already Pleased, but you’ve entered the room in wrinkled scrubs and tarnished shoes - not a good look. You’ve gone from wow this doctor respects my time to gosh does this doctor respect him or herself? Being Polished means you’ve taken some time to make sure you “appear” to take pride in your appearance. A pressed white clinic coat, a nice watch, polished shoes - patients are looking for a healthcare provider and yes this
matters probably more than we think.
Present: Now you’re in the treatment room on time and you look the part of healthcare professional, but your cell phone keeps pinging and you’ve got other things on your mind. If you can’t be present with a patient, why are you there? With each visit, the only person that matters at that time is the patient in front of you, so be present for them. Turn off all alerts or simply don’t take your phone in the room. Patients will appreciate it and you will be focused on providing better care.
Personal: You’re on time, you look the part and you have no distractions. It’s time to get personal. This is the time to connect with your patient - to understand who they are, why they’re in your treatment chair and what goals you can help them achieve. The importance of a personal connection
cannot be undervalued when it comes to compliance and referrals.
Professional: But let’s not get too personal with patients as that can be a recipe for disaster, so always remember to keep the visit professional. Sure a patient may be a family friend or bring you a cake, but always maintain a respectful distance physically and emotionally.
Personable: Now that you’ve gotten to know the patient in a personal yet professional way, let them in on who you are by being personable. This is the friendly handshake or fist-bump, the smile, and the eye contact. It’s also about offering the patient some insight to your life - did you suffer from the same problem that brought them to see you? Do you have kids or elderly parents you’re caring for that resonates with the person in front of you?
Positive: Keep what you share with a patient positive and focus on their goals in a positive way. Positivity trumps negativity in every way when it comes to patient care and results.
It’s a Pivotal time for you to Practice with Purpose. I Promise Prosperity comes from Persistence - you must be Patient to become Prolific.
So go ahead and “P” all over your patients - figuratively speaking of course. Literally doing so would lead you to yet another P - Prison.
Peace Out,
Matthew C. Dairman, DPM MS
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SPONSOR FEATURE:
7 Reasons Podiatrists Recommend CBD Gel
Cannabidiol is one of the most promising and exciting new natural healing treatments to come on the scene in a long time. When derived from hemp, it will not get you high like its cousin, THC. That means it can be used effectively by patients who need relief from painful conditions.
It doesn’t stop there! CBD does more than relieve pain and inflammation. It also has a lot of potential for enhancing your skin's health. CBD gel is one of the most popular ways to get this healing oil into your system or onto your skin.
Here are seven reasons podiatrists recommend CBD gel.
Reason #1: CBD is non-psychoactive
CBD gel contains the non-psychoactive cannabinoid found in the hemp plant. Studies indicate that CBD can help reduce pain and inflammation while also improving sleep quality and reducing anxiety. This has led many podiatrists to recommend it to their patients for inflammatory conditions such as arthritis or tendonitis.
Reason #2: CBD Can Produce Targeted Effects
CBD gel is a topical solution, meaning that it can be directly applied to the area of discomfort for maximum efficacy. This makes it an easy and convenient choice for patients who need quick relief from their painful conditions as they go about their daily lives.
Reason #3: CBD is Legal
While the CBD market has exploded in recent years, it has done so from products that use hemp. The difference between cannabis and hemp is that cannabis contains high levels of THC which creates a psychoactive effect. Hemp contains only trace amounts of THC or no THC at all, depending on the product you choose. It won't make you high, meaning you can legally purchase CBD gel. Canadoyne CBD gel is 100% THC-free.
Reason #4: CBD Can Help Reduce Inflammation
One of the most exciting potentials uses for CBD gel is its ability to reduce inflammation. Studies have shown that topical application of CBD can help reduce joint swelling and pain in those suffering from conditions such as arthritis, plantar fasciitis, tendonitis, and more.
Reason #5: It's a Quick and Natural Solution
CBD can be used to help ease inflammation as well as pain and overall discomfort. This makes it a great option for those who don't like taking drugs or who are looking for an alternative that will also allow them to maintain their active lifestyle.
It doesn't matter if you're suffering from plantar fasciitis, Achilles tendinitis, or any other painful foot condition. CBD gel can help ease your discomfort while also making the physical activity less of a burden. With the ability to offer natural healing without potentially harmful side effects, CBD is quickly becoming one of the most popular options for those suffering from painful foot conditions.
Reason #6: CBD May Help Improve Your Foot Health
If you suffer from foot conditions that cause discomfort or affect your skin, there's a good chance that CBD gel can help naturally improve your foot health—without the potential dangers of medications. A 2019 study found that CBD may help with skin hydration and elasticity, which could help improve your foot’s overall health and skin texture.
Reason #7: CBD is an Antioxidant and Neuroprotectant
Beyond relief from pain, CBD gel can also help your body heal through antioxidants and neuroprotectants. This is especially valuable in conditions such as plantar fasciitis where inflammation is a factor that worsens existing issues or causes new ones. Using CBD gel can help your body repair itself—while also reducing the amount of pain you feel during movement. This makes it an ideal solution for those who are suffering from heel or arch pain.
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PRACTICE PARTNER ACADEMY
Helping You Choose Strategic Partners for Your Practice
TOMORROW
The Benefits of Cash Service :
Class IV Laser Therapy
Presented by Suzette Clements, DPM
Tuesday, November 1 @ 8pm EST
RECENT RECORDINGS
Have you registered for a PPA, but weren't able to show up for our live broadcast? Reminder! We record each and every one of our engaging sessions. Below are videos of our most recent, but you can CLICK HERE for all PPA archives.
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New Protocol for Treating
Chronic Heel Pain with the AeroSpring Bracing System
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Proven Legacy, Reliable
Products, Why I Choose DARCO
& My Go-To Products
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TRICKS OF THE TRADE - Quick Tips for Vendors
What Have You Done for Me Lately?
Sarah Breymeier
Earlier this month, Ann and I brainstormed with our exhibitor family about new ideas for "show specials." It's a staple in the tradeshow game, but it seems to have lost its luster. Show special becomes so expected that physicians know they can likely extend the savings into the next several weeks to months and it will be honored.
So as we were brainstorming, I started thinking about the traditional specials we see, and how so many of them are focused on acquiring new customers. What if we changed our focus to those that have been with us through thick and thin?
You may already have a show special that works for current customers, but what I'm suggesting is to potentially go all in and make it so amazing that they not only feel like you appreciate their loyalty, but they would be crazy if they ever decided to shop around.
Here are some current customer show specials that I jotted down during our sessions that you might want to consider trying...
GET 'EM BEFORE THEY ARRIVE
First, we now how critical it is to feel that you got immediate ROI out of a conference with actual sales versus leads. What if you took the stress out of that small window of time and made an offer before everyone gets on site. But, you still want to get booth traffic to make the time you are there worthwhile. Consider a promotion that includes something along the lines of, "Purchase XYZ product (or spend, say, $500) BEFORE the show, and when you get here, stop by the booth because we have a free gift for you." Or the pre-show purchase could be a domino-effect style sale where it unlocks another discount that they have to get on site. Now you've gotten immediate revenue from the show special, and you've generated a reason to have traffic at your booth.
AWARD REFERRALS WITH SERIOUSLY GOOD INCENTIVES
We know it's impossible to not have the need to acquire new customers at a conference, so how can we use a current customer promotion that leads to a new customer sale? Referrals of course! When a current customer comes to your booth and you have a show special of say.... 25% off, let's sweeten the deal a little bit! Tell the doctor to grab a friend/colleague and bring them to the booth for an introduction; then that 25% offer goes up to 50%! The best thing about referrals that happen at conferences is the conversation that ensues. You literally have to do almost no "selling" because the current customer is standing there singing your praises. So let them do the work, but make sure they get the rewards!
YOU KNOW WHAT THEY LIKE... SHOW THEM WHAT THEY NEED
Finally, it can be frustrating to know that you are going to, essentially, lose money in discounts because your best customers are going to take advantage of a show special. It can be hard to look at the books and see that someone who always buys product "X" would have probably purchased it at full price anyway, but we feel inclined to give a discount because it's a conference.
I'm not encouraging you to stop giving current customers discounts, but how can you benefit from it vs. "giving away the farm." Cross selling, duh!!!
You know they are going to come to your booth and order a good amount of their favorite product. Try this... "Get 20% off the product you purchase the MOST of, and receive 50% off a product you've never tried before."
They know they like your product line, so it isn't much of a gamble for them to spend a little bit more money on a new product that you don't need to feel inclined to give away for free.
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SAM23 Registration Now Open |
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SPEAK UP, VENDORS
Monthly Quick Poll - Getting the "Right" Traffic
Getting the "right" kind of traffic can be difficult at any conference. Even if the exhibit hall floor is busy, it can be frustrating if you're not getting to talk to decision-makers. Additionally, it's hard to know what to do when you have someone at your booth that you know is not the person you need, while those that are have to walk away because you seem busy.
So - not saying it's possible - but do you feel it would be beneficial to create an exhibit hall break schedule that allows for the staggering of different attendee types (i.e. DPM, practice managers, assistants, students) to visit the exhibit hall during different time?
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Give us your response below:
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Having just DPMs vs. others in the hall at SEPARATE times is a great idea.
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I prefer to have everyone in the hall at the same time with no separation.
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I don't think it will make a difference.
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90-DAY MEETING OUTLOOK
Click below to see industry events for upcoming months.
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TRICKS OF THE TRADE
Quick Tips for Meeting Planners
Rewarding Your Champions
Sarah Breymeier
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If you've gotten this far, you've likely noticed that the theme for this month's tips is customer loyalty. I don't think I've ever seen a more critical time where this comes into play for meetings.
I hate beating a dead horse, but I'll say it again - the game has changed. Exhibit halls are getting harder to fill, costs keep going up and vendors are getting more frustrated with the lack of ROI. It's not a great recipe for exhibit hall glory.
While the entire industry is still adjusting to all the new elements that have been created over the last 2 years, there is not going to be a magic button that brings us to where we feel we need to be - nobody even knows what/where that is.
So while the process for improvement is never-ending, something that needs to be blatantly recognized is appreciation for the exhibitors/vendors who haven't gotten out of the meeting game. Those that keep showing up to figure it out with all of us and make it work. Face it. They deserve it.
We're always brainstorming, and while some ideas are more practical than others, you may be able to employ some of these, or a version of them, into your own plans to acknowledge customer loyalty.
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Repeat-vendor Discounts. I know in these times offering discounts seems like the last thing you would possibly be able to do and I certainly don't know the ins and outs of your event expenses. BUT, if you are able to provide some sort of break for repeat-vendors, I know it would help anyone who may be feeling like it's just not worth it anymore
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5 Time Rewards. Think about some perks you could give to exhibitors who haven't taken a single break from your annual meeting for the last 5 years; obviously you can take the perks even higher to those who have been around for longer. If you create a program like this, vendors who have been around may come to realize it would be a waste to not show up again and lose the added value they are going to receive as your way of saying, "thank you" What are those perks? We'll have to brainstorm some more!
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Loyalty Recognition Materials. It doesn't cost anything to acknowledge the vendors who have been there year after year after year; so recognize them in meeting materials like the show program and/or app. Create a special section in the program that personally thanks those vendors who have showed support consistently. I would also encourage to create some sort of tower/banner that recognizes them too. I know signage does have an expense, but nothing in comparison to the peace of mind you experience knowing that you always have their support.
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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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