Four Low-Cost (or No-Cost) Practice-building Strategies
Whether you're a new owner of a mature practice or a new associate eager to help build the business you're joining, these tips should help.
Brian L. Schwam, M.D., Jacksonville, Fla.

After training in two large academic medical institutions for my ophthalmology residency and fellowship, and a brief stint in an academic group medical practice, I bought a practice from a retiring physician. Although I had a ready-made patient base, I knew I'd need to attract new patients to grow the practice. I found that these four simple marketing strategies worked wonders for my practice.

1.�Get a Little Help From Your Friends.

In my experience, nothing is a more effective practice-builder than developing and maintaining referral relationships. When you're just starting out, you need to set aside time to call and personally meet potential referrers. When you receive referrals from primary care physicians or optometrists, be sure to close the loop and send them timely reports on their patients.

Also, remember to send thank-you notes to patients or acquaintances who refer their friends and family members. These suggestions sound simple — and they are — but they will help differentiate your practice.

2.�Empower Patients With Knowledge.

We're all told how important patient education is, but until you see first-hand the effects of properly educating patients, you may not understand its power.

I offer all my patients brochures and handouts about ocular diseases, surgical procedures and other eye-related topics. Knowledgeable patients who understand their medical conditions will participate in decisions about their care, and they'll credit you, their doctor, with building that confidence.

These materials should always include the practice name, logo, address and phone number because they serve a dual purpose: To educate patients about eye health, and to build your brand. In fact, you should develop a stand-alone brochure that talks specifically about you and your practice.

Well-informed patients who feel comfortable in your office and confident they're receiving excellent care will become ambassadors for your growing practice.

3.�Ask Patients How You're Doing.

You won't know what you're doing well or where you can improve unless you ask. A semi-annual patient satisfaction survey will tell you how you're doing. These confidential surveys give

you and your staff insight into how patients see the practice and how they feel about the level of care they receive. Surveys need be only one page with a simple rating scale from excellent to poor. Questions can include: Were you able to schedule a convenient appointment? Was the office staff courteous and helpful? Did the doctor explain your exam results and answer your questions? Another helpful question is:"Would you recommend our office to your family and friends?"

4.��Spend Ad Dollars Wisely.

Explore your advertising options carefully and make sure they fit your budget. Depending on your market, ads in the newspaper or phone book can be costly with limited value. You may be better-served by redirecting some of your advertising dollars toward internal marketing or taking a potential referrer to lunch.

Remember the Basics

Whatever approach you take to strengthen your business — and you might not choose the same methods I did — just remember to keep these basic tenets in mind:

1. Know your local market.

2. Meet and greet potential referral sources regularly.

3. Do the little things. Patients and referring doctors will notice.