Tools to Initiate Word-of-Mouth Buzz for Your Practice
Advertising has always been a difficult area for me. I know I need to spread the word about my clinic, but I cringe at the amount of money it costs to advertise. Despite all the money spent on advertising, I have found that word-of-mouth contacts are the best. To increase the chance that my patients will tell others about my clinic, I have purchased three tools or "toys" as my wife calls them. Despite the initial investment, I have had great success with them as an advertising tool. They are a digital camera, a stethoscope and a digital otoscope. I will explain how I use them, then how they catalyze advertising.
Digital Camera
I bought a Nikon digital camera for about $100. Whenever a patient comes in with a rare rash, a gaping wound, or a cool symptom, I ask if I can take a picture. I print them a copy and offer to e-mail one as well. They also have the option of having the picture put on the Web site. Recently I had a patient with classic hand-foot-mouth disease. His mom was excited to have the picture for her records. She also thought it would be cool to have the picture put on the Web site so she could have all her friends go to my clinic Web site and see the picture. This led to increased traffic to my Web site and to the clinic.
Stethescope
I spent around $400 on a Littmann electronic stethoscope with recording capabilities. It may seem expensive, but I spent more than that on my last one-day newspaper ad. When a patient comes in with a heart murmur or crackles in the lungs, etc., I beam the recording to my computer and play it back for the patient and family. They appreciate the ability to hear exactly what I am talking about. This also leads them to tell their friends about this toy and what they heard. I can also send them home with a copy of the recording.
Digital Otoscope
These can get pricey. I wish I had purchased the Welch Allyn Macroview version for $900. However, I went the cheaper route and bought a dino-scope for around $300. Anyway, parents love when I can show them a picture of their child's swollen ear-drum on my computer screen. Most of them never knew what it really meant when their son or daughter had otitis media. I print and e-mail them a copy. These pictures usually get forwarded by them to their family, friends, etc., to show off the red, bulging TM. Then when a neighbor says, "I think my son has an earache," the current client will tell them to come to my clinic where they can actually see it for themselves.
These tools have increased my business substantially. As you consider them, don't forget your state's HIPAA and confidentially laws. A waiver should be signed before taking a picture or recording and especially before e-mailing any patient information or posting any pictures, sounds, etc. I always make sure to have the waivers signed and to not include any identifying information with the digital media.
So, if your are looking to increase your clientele, for less than $1K you can buy these tools and jump start your word-of-mouth advertising, or you can put two ads in your local paper.
Aaron Hartle, FNP
Owner Pace Clinic and Nucea Health and Fitness