Lessons From Exceptional NP Practices
I spent a lot time last week going over submissions to the ADVANCE for Nurse Practitioners Entrepreneur of the Year contest. All the judges' scores are in, and the editorial staff is meeting this afternoon to determine a winner. I'm afraid that meeting will take some time — we had so many exceptional submissions this year.
Your private practice colleagues really are a brave cohort. One started her practice with a million dollars, and another has plans to expand his two businesses to four in the next couple of years. They serve the rich (aesthetics), the poor (uninsured, older adults), and niche populations ("John Doe" patients with STDs, kids with ADHD). Several opened their doors decades ago and fought to establish the rules of practice that other NPs enjoy today. Several are still fighting those battles.
In this third year of our contest, I was struck by a few things that you might want to incorporate into your own practice to stay competitive:
- Marketing materials have gotten a more professional look. Pamphlets and fliers are printed in color on good paper stock. There are tons of refrigerator magnets (something I always appreciate) and postcards. One NP sent in audio clips from his radio ads!
- Almost everyone has a Web site with a user-friendly, professional look. If you don't have one, you should.
- Several NPs forwarded newspaper articles that they had written or that featured their practice. One NP sent in video clips from TV news show interviews. She did a great job explaining what nurse practitioners do!
- Several NPs designed their businesses in nontraditional ways to serve a population they're passionate about — a school for children with learning disabilities, a nonprofit organization to help older adults pay their bills, a seminar to teach other NPs the latest in incontinence treatment, a company that makes a better compression stocking to speed wound healing.