How to Market to the Medical Profession

By Drew Stevens, PhD

The world of health care is changing dramatically. When situations occur that cause expenses to increase, it is time for you to develop strategies that maintain and grow revenue. In order to maintain, sustain and retain business, doctors today must become allies with the medical community.

Let's discuss a scenario in which you and your local MD can engage in a fruitful relationship in which both sides win.

For many, starting any new relationship is as frightening as giving a public speech to 100 people. Ask any doctor, building alliances and creating new marketing opportunities is not practical. Yet the biggest hurdle is starting, and you really only have two options – you can wait for a medical doctor to call you or you can call them. I believe the latter is in order.
One of the three best methods for discovering the right doctor to speak to is to begin to ask for referrals from your friends, colleagues and patients. Asking your circle of influence will decrease the amount of time to seek a new alliance and also will decrease the barriers to communication. Since others are referring you, the barriers toward an initial conversation are lowered simply because you were referred by someone the doctor knows and trusts.
Second, you really must be actively networking; one of the best marketing channels is attending association, community and other health care events. The biggest challenge is not becoming a wallflower. You must have a goal in mind of meeting that one new person who can help bridge the gap between where you are today and where you want to be. And don't just attend any event; attend events that have a potpourri of talent you can meet and be introduced to.

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