Are You Sitting on a Diamond Mine?

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I remember hearing a tale of a wealthy farmer in South Africa that sold his land to go searching for diamonds. The farmer exhausts his fortune in this quest and becomes destitute while the person that purchased the farmer's land stumbles upon great stores of diamonds that are buried in the farmer's own back yard. The moral of this story is that we should never go off looking for treasure and miss the opportunities that we are sitting on.

How many of us as business men and women in our lust for new clients, stumble past a large cache of diamonds that are hidden right in our office, under our noses, if only we knew where to look. Wouldn’t it be great if there was a way to find and harvest these leads with campaigns to stimulate new business from these existing relationships?

In your practice are the records of clients, doctors, lawyers and associated professionals that you can market your services to. This group of people is already familiar with who you are and what you do and will be more likely to utilize your services than someone that has never been introduced to you before. There are several keys to maximizing these relationships and creating a continual interest in your office.

  1. First, you need to decide the types of client-generating campaigns you wish to run. Each of these programs can be used to successfully maintain a steady interest in your office.
    1. Reactivation letters
    2. Newsletters
    3. Flyers – for lectures or events
    4. Inter-professional marketing letters
  2. Second, you must have a way to systematically gather the information on the prospects you wish to contact. This can be done with filters or reports that can be run in some of the better practice management software programs which allow you to gather specific data you need without wasted time.
  3. Third, be consistent in sending these materials out. Depending on the type of campaign you are running, it would be best to have a system for disseminating that information.
    1. Internally, events can be promoted using flyers, alert reminders for table talk, and messages on office media such as video screens and computers.
    2. Externally, promotions can be done via mail or e-mail to people in your database. For promotions such as reactivations or inter-professional letters, you may not want to hit your whole list at once. Dividing it up into smaller bites will not overwhelm the staff and will give you a steady stream of promotion through out the year.
  4. Then choose a date that you are going to begin your promotion. Having a defined date creates more urgency to get the system in place and enables you to set goals and timelines.
  5. Lastly, automate the system so that it can be managed by a staff member and run with minimal effort in the future.

In any economic market, the best source of revenue for any business is from clients that already know you. Rather than looking for a constant stream of new prospects, which are ultimately far more expensive, it is wiser to first look in your back yard.

Dr. Meinhofer is a customer sales representative for Integrated Practice Solutions, the makers of the ChiroTouch Chiropractic Software; a complete practice management software system designed to make your job easier and your patients experience better.