Five doorways to creating a thriving practice – your style, your way
Over the last couple of months I’ve interviewed a number of naturopathic physicians. They are passionate about their work. They love medicine. They are good at their work and their patients get better. Yet some of their practices are not reaching full potential. Why?
As I asked more questions, telling commonalities came into view. They see themselves as generalists. They are so committed to educating that they forget to ask simple questions about the needs of potential patients. They either shy away from public connection or get jazzed by interaction and forget to slow down and connect in memorable ways.
The more we spoke, the more it became clear. Their public outreach did not inspire relationship and trust. Without realizing it, their focus was more on getting clients than building relationships that reflected their values and personal interests.
I’m sorry to say that knowing your medicine is not enough. Placing brochures around town is too passive. Advertising does NOT take the place of personal connection. And educating people about health is great, but you must connect with their concerns and style of learning. The businesses that do best integrate their knowledge and interests with those of their clients and potential clients.
Where to begin?
When people start a new practice or re-vision their outreach, I often have them think of the five doorways to growing their business – each with a distinct purpose for connecting with people in meaningful ways.
Before we go further, you might actually draw five doorways on a large sheet of paper. As we go, write notes in each one. It will provide valuable information to move your business forward.
Doorway No. 1: WHAT
This doorway begins with you and your services. What do you offer? Take a moment and write down the specific services you offer.
The more specific your products and services, the easier it is for people to choose you or refer you. Once you list your services and programs, look at it through the lens of a potential patient. Can they share it with someone else in one or two sentences? If not, it’s too much.
Doorway No. 2: WHO
Who do you like to work with?
Start by listing 10 of your favorite patients. Then write the following:
Demographic- the issues they face, their age, race, socio-economic status.
Psychographic- the qualities of people you enjoy working with. For example, I love independent, creative, highly intelligent, passionate people. When I go into a room it is easy for me to relate to them. It becomes a mutual partnership.
Life Benefit- how their life changed by working with you.
By naming the qualities of people I enjoy working with I can speak succinctly to the needs of my clients. Being clear about “who” prepares you for how to reach out to others. A worksheet that helps you identify your clients is posted at http://www.thecoresource.com/images/identify_clients.pdf.
Doorway No. 3: HOW
If you’re like me, you avoid formal networking. I’d rather get a rabies shot than network. Yet building a community of support and camaraderie is essential to success.
How do you stay informed about life? How do you surf the internet? What newspapers do you read? What magazines? What are your favorite radio stations?
Online publications, newspapers, radio shows and magazines need people to write or speak. These outlets offer a no-cost and highly visible way to get yourself, your ideas and your persona out there. And you can share your articles with your clientele.
How do you enjoy connecting? As business owners you MUST get outside your office. For me, I am most at ease – and connect best – when there is focused interaction. A class, a creative project, even shopping. When I have a context, my nervousness recedes. I relax. I get curious about people and in turn, make meaningful connections.
How do you relax? When we apply this to your outreach we often can find ways that make it far more enjoyable and less stressful. One practitioner notifies his clients when he’s giving tours at the Japanese garden and invites them to join him.
It is key to recognize how you easily interact in the world and integrate this into your outreach…using your style and comfort to publicly connect.
Doorway No. 4: WHERE
Where do your patients or potential patients hang out when they are not with you? If you don’t know, ask. How? You might listen to comments people make in passing. Perhaps it is a group they are a part of, or a class they have taken. You might ask questions on an intake form to find out what their interests are. The key: get curious about their lives. One physician noticed that a patient sent many of her employees to see him. On one of her visits he offered to come and do a talk at her business. Without a pause, she said, “That would be great!”
Make a list of your clients’ common interests.
• Other service providers might be great co-referral partnerships.
• Where clients shop might be a great place for a talk. Here in Portland, three of the local natural food stores promote workshops and healthy living seminars.
• Where clients get their life information-radio stations, local newspapers, magazines, etc. They could provide a great resource for articles and advertising.
• The types of groups that clients belong to might be a great fit for you to offer talks or become a member.
And remember, think outside the “advertising” frame. How can you connect with your intended clientele?
Doorway No. 5: TAKE ACTION
Look back over your doorways. Notice what inspires you in an easy, fun way. Circle the ones that seem natural to you. Make a choice of one action and begin to get out into the world in a way that will foster and cultivate interactive relationships.
You will get no’s. You will get yes’s. When you intentionally seek meaningful relationships that strengthen connection AND inspire trust in your ability, the results can be astounding.