Getting the Word Out
I started my career at an urgent care center in Lehi, Utah. After a few years I opened Pace Clinic in Springville, Utah – 40 miles away (due to a noncompete agreement). So when I opened my doors I was new to the city. I have found it tough to start from scratch. If I had been able to open near my previous practice I would have had a lot of patients who I could havetransferred over to my new clinic.
So after 6 months I have found that, as expected,word-of-mouth has been my best advertising. However, it is slow, so here is alist of some other advertising trials I have done to speed my name recognition. If you have any additional ideas, please let us all know.
- Referral bonuses: patients get some money off at next visit for referrals, this works somewhat.
- Newspaper ads: I have spent a lot of money on print advertising with little increase in patient load. I would save this money for something else if I wasn’t locked into a year contract.
- Drawing: I held a drawing for a sold out show to see Miley Cyrus/Hannah Montana and the Blue Man Group. I thought thousands would enter at my clinic or online. I had about 100 people enter. The tickets cost me about $350. I think the return was poor.
- Magnets in pharmacy bags: I spent $370 for 2,500 magnets that I put into the pharmacy bags patients get when they pick up their prescriptions. This has worked well, people usually put the magnet on their fridge and see it often. When they are sick, they have my number easily accessible. You could do this at a local pharmacy, store, or anywhere else that will let you.
- Sign: I have a large sign in front of the clinic. Since it is on a busy road, many patients say they saw the sign and came it. I have a place on the sign where I can change about 3-lines of words so I can announce a special on sports physicals one week then remind on-lookers about a tetanus shot the next week. It has really helped to be able to change the message.
- Sports and Scout Physicals: I made a deal with the local scout office and schools that I would do these physicals for $15 each if they would post my clinic as the place where these could be done. This was $5 less than most of the others. I have done many of these physicals which have then turned out to be regular patients.
- TV/Radio: I have been on one news talk-show on TV and another one for Radio. I got on to do a public service announcement and then put a plug in for the clinic so it was free. Generally these are quite expensive and I wouldn’t do it unless you can do consistently.