There’s no one-size-fits-all strategy in growing your practice. However, there are the basics that you can stick to and perhaps, along the way, test out new strategies, too. Every successful practice utilizes its own tactics; they may work for you or not. The key here is to try these strategies for yourself and see how it leverages your business in any way.
Growing your practice in 2021 doesn’t require big changes. After 2020, it may be even better to go back to the basics and re-assess your business growth. For now, you can start with these three:
- It is a business
Always remind yourself that your practice is a business, which means it requires you, as the business owner, to master the business basics. While revenue is always top of mind when doing business, remember that your practice shouldn’t only be gunning for profit. What’s important is you treat as many clients in need as you can and build a system that will allow you to do that. How can you do that?
- Improve your business model and patient experience – Use a business model where you can have predictable, measurable, and repeatable processes. This will make it easier for you to make changes and any improvements necessary to become more effective, efficient, and productive at work. At the same time, having predictable outcomes also helps with patient experience through working around treatment variations that can decrease cost and increase quality.
- Keep a record of everything – It may sound painstaking to record everything, however, it can help grow your practice in the long run. When you put measures in place, you will have more data to use that will determine how you can improve your business. You can assess the effectiveness, patient experience, timeliness, and efficient use of devices or tools based on comparing the data you have. With this information on hand, you can make little tweaks to your system.
- Keep the team aligned (if working with staff) – If you have staff working with you, work on establishing a good business culture in your practice. To have reliable staff, work on employee engagement, performance, and productivity. Keep them inspired, motivated, and empowered. Your clients will notice these traits right off the bat. Moreover, it is just as essential to find the right fit when hiring your staff. Skill and talent are needed, however, you’ll need people who are genuinely caring, compassionate, and empathetic, as well. Your staff will play an important role in the quality of patient experience.
- Create client profiles
If you haven’t made an ideal client profile in the past, then this is a good time to do so. An important aspect of growing your practice to make sure that you’re treating clients that you like to treat the most. Perhaps, you have an area of expertise that you find the most success in.
Many practitioners avoid making client profiles so as to not segregate who they can and cannot treat. Yet, the reality is that the bigger net you cast, the more fish you will get. And sometimes, your expertise is not the most suitable to handle their needs best.
To create a patient profile, start with this information:
- Family size
- Mode of communication
- Financial status
Additionally, you’ll want to grow your ideal client base for long-term business growth. In your practice, client retention is an important factor in your success. So if you continue to work with clients that you connect with the most and find success in treating, then you’ll have a community of loyal, satisfied, and happy clients for years to come. And from then on, referrals won’t be hard to come by.
- Focus on referrals the most
Sure, the year 2020 has given you various online opportunities to continue your practice despite the pandemic. Technology has played and will continue to play a big role in reaching out to a market that you could not reach before. From creating and improving your website, social media marketing, and even hosting online workshops, podcasts, and webinars, all these are great marketing ideas to get your name out there.
However, you should keep in mind that while advertising is great, it is the message in your advertising that will draw clients in. Your message is what will make your business grow. This is why it’s important to target clients you believe you can help (reiterating point #2). This is also the big reason why referrals should always be in your marketing strategies because word-of-mouth advertising always triumphs.
How can you create a message that clients can relate to?
- Reflect on the common words your clients use and use them to attract new clients who are in need
- Address and acknowledge the pain and problem they have
- Reassure them that you are there to listen and will help them
- Direct them to a call-to-action, which is usually to contact you and book an appointment
Now this message is just the beginning. When that person finally becomes your client, you will now use (point #1 and #2) to ensure that you provide the best quality service you can. And once that happens, referrals will be easy.
People who are happy with their experience, regardless if it’s a product or service, will always be happy to give a good word for your business. Your clients can now tell their family, friends, and colleagues about you, and those people can also tell others about you, and the cycle continues.
This alone will be a sustainable marketing tactic for your business that can offer steady business growth. Of course, you will also have to do the work and be consistent in providing top-notch client experience and healthcare service.
Keep the Drive Going
Don’t let 2020 dampen your spirit any longer. Look at 2021 as a fresh start, a new opportunity to take your business to new heights. Be patient with your business’ growth and success. Slow and sure is the best way. As you continue to keep assessing your business model and system, you will eventually develop a system that works best for your business, may it be in operations or marketing. It’s really all about finding what works for you and your clients.