Many of us in health care are trained to believe that the best technical health professionals have the best and most successful health practices – well let me set the record straight – this is one of the great myths of business.
Unless you have been in business for more than 10 years and have an incredible following of loyal clients – the best MARKETERS actually have the best businesses. I have seen some of the most technically gifted therapists fail because they did not make follow up bookings, were sloppy in their administration skills, and were not aware of the importance of marketing to ensure a steady flow of new and repeat customers.There is absolutely no doubt that you need to have a fundamentally good product or service – so you must have a strong foundation and be certainly competent clinically. However I always remember one of the first things I learnt in my self development and business development journey:
“People do not care how much you know until they know how much you care”
This basically says that you can have hundreds of academic qualifications behind you but if you fail in the basics of customer service, follow up, rapport building, keeping in touch and making your client or patient feel special – then you will fail in business.
To go about correcting this health business myth – start working more on your marketing and management systems, your follow up systems and your marketing plan. Make sure that everything happens automatically and that your marketing is a continual and relentless process that involves getting leads and then converting them into “raving fans” of your business.
Once again this involves a mind shift on your part – remember there are some minimally qualified health professionals out there charging triple what you are charging – not because they are better than you technically – but because they have out marketed you.
I welcome your comments and feedback.