When I was a boy and I would see scary things in the news, my mother would say to me, “Look for the helpers. You will always find people who are helping.” — “Mr. Rodgers” (Fred Rodgers)
Many offices (chiropractic, dental, etc.) hold special events, such as a “Kid’s Day,” a “Patient Appreciation Day,” an anniversary party, or in-office workshops. (We have links to examples below.)
The objective is usually to generate new patients, increase goodwill, and motivate existing patients. Sometimes these events are productive… and, as you know, sometimes they aren’t.
To be effective, you have to offer something that the patient, or prospective patient, considers valuable. It could be a workshop on practical health tips or a discounted service for a patient’s family member.
This is obvious and I am sure this is what you aim for. But there is another ingredient that you may not have considered that will make your events even more effective.
Link your promotions directly into your office mission.
Your mission is to help people. You may have it more fully defined in a “mission statement,” but it comes down to helping people achieve their health goals. Your mission is altruistic and socially responsible – you aren’t selling oxycodone at the pharmacy, high fructose corn syrup drinks at the grocery, or glyphosate at the local Round-up store. You are the good guys.
Your community will support you to the degree that they understand your pure altruistic motives. Why? Because the members of your community, by and large, are altruistic too. Your neighbors also… want to help people.
It is not a dog-eat dog world like social media or the “news” wants us to believe. Money is made from controversy and opposing sides and so it appears like we are fighting our local townsfolk… or should be. But behind all wars there are vested interests. Fear and anger motivate people and help sell media, advertising, and weapons.
But the truth is, the vast majority of us want the same things and we are not as divided as we have been manipulated to believe.
The organic food business has been growing, as have companies that sell organic clothes. Pesticides, herbicides and other poisons are not only bad to eat, they are also not healthy for the workers that bring these products to us. People are realizing this. “Fair Trade” coffee has become a major selling point. More companies are integrating social responsibility initiatives as part of their long-term strategies…for good reason.
In a study done in 2015, it was shown that consumers wanted to take personal responsibility for social and environmental issues and indicated that they looked to companies as partners in pursuing improvement efforts.
“The leading ways consumers want to get engaged with companies’ CSR [Corporate Social Reasonability] efforts are actions tied directly to their wallets, with nine-in-10 just as likely to purchase (89 percent) as to boycott (90 percent) based on companies’ responsible practices.
“If given the opportunity:
- 80 percent would tell friends and family about a company’s CSR efforts
- 76 percent would donate to a charity supported by a company they trust
- 72 percent would volunteer for a cause supported by a company they trust
- 72 percent would voice their opinions directly to a company about CSR efforts”*
How do you better apply this public trend?
You can encourage your patients to make appointments for themselves, and their family and friends, in exchange for making to make donations to a needy local charity. You can have them volunteer at a food pantry or a shelter with you and your staff – and offer all who participate a free service.
Integrate you mission in all your promotions on a regular basis and you will create a positive “network effect.” Other residents who volunteered will begin to promote your business on their own – even if they never step in to your office.
You should be way past working for United Health Care and Big Insurance. You should work for your patients and their causes – which are yours as well.
If you lead all your promotions with your heart, with your mission, with your higher goals, and deliver excellent outcomes with extra-ordinary services, your patients and your community will support you.
You are “The Helpers.”
Be true to your higher goals and all else will follow.
Ed Petty
*References:
•http://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/study_81_consumers_say_they_will_make_
• https://www.forbes.com/sites/sarahlandrum/2017/03/17/millennials-driving-brands-to-practice-socially-responsible-marketing/#61519f914990
Links to special promotions article and list of special promotions