Volume 30
October 21, 2020
  • Begin with end in mind
  • HealthScapes® environment
  • Why, What and How
  • Shop Local
  • Chambers of Commerce
  • Family and friends, by extension
In The 7 Habits of Highly Effective People, Steven Covey spoke of: “Beginning with the End in Mind means to begin each day, task or project with a clear vision of your desired direction and destination, and then continue by flexing your proactive muscles to make things happen.”

On patients’ journeys to well-informed decisions, educational décor shapes the HealthScapes® environment that is seen and discussed daily. For carefully crafted messages to have positive impact, they must be creatively designed, visibly placed and frequently noticed. Whether in person or online, getting attention and raising awareness can reliably trigger calls to action. Within your practice, by recognizing daily dialogue patterns and Diagnosing communication needs, we discover how to proactively Treat them with Influential Ideas which are In Sight and In Mind.
For each targeted design featured in this and upcoming issues we will focus on their:
  • Why, and tactical purposes
  • What, with versatile formats
  • How, and systematic methods
Why What How
To start, we focus on promoting your unique practice as one which is locally owned and operated.
Locally Owned
Why and tactical purposes: 

This Influential Idea’s rationale:
In cities nationwide, large and small, Shop Local campaigns are increasingly popular and important. While big box stores and online merchants become more dominant, many consumers eagerly support locally owned and operated businesses. As evidence of this, some progressive corporations develop campaigns to empower people like us doing things like this. For example, Shop Small from American Express; please check out useful resources and perhaps, inspiration: https://www.americanexpress.com/us/merchant/shop-small.html

In this context, as a hearing care provider with numerous competitors, it is important that your current patients and targeted prospects know your practice is locally owned and operated. With the growing market share of big boxes, retail chains and online sellers, it is imperative to differentiate. From community exposure to patient experience excellence, especially for practices with impressive longevity, there are many reasons Why extra awareness of homegrown roots is in your best interest.
What, with versatile formats:

Envision this Influential Idea being In Sight throughout these eye-catching venues:
  • Canvas artwork design showcased in reception area
  • Prominent website banner placements
  • Featured in E-Newsletters
  • Included in practice brochures
  • Highlighted in customized educational materials
  • Creatively marketed via social media
How and systematic methods:

With your Influential Idea more In Sight, here are high impact ways to keep it consistently In Mind.
  • Take pride and lead by example with team members, patients and other like-minded local healthcare providers.
  • Encourage team members to enthusiastically share with patients and others in their circle of life.
  • Network with your local Chamber of Commerce, an often overlooked and underutilized asset.
While most of us know local Chambers exist, we should strongly consider strategic collaboration. As a quick primer, here are examples of websites from smaller and larger markets, as we note Nashville’s brand promise phrase of Stronger. Together.

Just imagine the growth opportunities and fun that may naturally develop from meeting other independent business owners on their entrepreneurial journeys. Somewhat akin to forming medical networks of those you consistently refer to in various specialties, who are your local favorites for other products and services? By showing community spirit, including advocating for other Chamber members, they are more likely to do the same for you. Nurturing local referrals is a 2-way street and here is a helpful reference:

Further, think about how essential the ability to hear their best is to the owners and employees of fellow service businesses. Whether insurance companies, florists, banks or hardware stores, being able to communicate well is vital to their success. By the way, these same folks may have family members or friends also interested in hearing the facts about your scope of practice.

Speaking of which, that will be the Influential Idea our next issue will focus on. See you there.
Bruce Essman
High Definition Impressions (HDI)

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