Taking Your Practice To The Next Level. Jill Blakeway, D.A.C.M. L.Ac.

Transcription

1 Taking Your Practice To The Next Level Jill Blakeway, D.A.C.M. L.Ac.

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3 Successful practitioners 1. Get Results 2. Are Respectful 3. Build Infrastructure 4. Spread the word authentically

4 How to maximize your clinical results Specializing vs. general practice Keep growing! Develop good boundaries but practice with an open heart. Learn to assess your own outcomes and efficacy. Learn to predict how different interventions will affect the trajectory of a disorder.

5 How to maximize your clinical results Specializing vs. general practice Keep growing! Develop good boundaries but practice with an open heart. Learn to assess your own outcomes and efficacy. Learn to predict how different interventions will affect the trajectory of a disorder.

6 How to maximize your clinical results Specializing vs. general practice Keep growing! Develop good boundaries but practice with an open heart. Learn to assess your own outcomes and efficacy. Learn to predict how different interventions will affect the trajectory of a disorder.

7 How to maximize your clinical results Specializing vs. general practice Keep growing! Develop good boundaries but practice with an open heart. Learn to assess your own outcomes and efficacy. Learn to predict how different interventions will affect the trajectory of a disorder.

8 How to maximize your clinical results Specializing vs. general practice Keep growing! Develop good boundaries but practice with an open heart. Learn to assess your own outcomes and efficacy. Learn to predict how different interventions will affect the trajectory of a disorder.

9 Be Respectful In public we love everyone and everything Lou Ekus, Media Coach

10 Develop an Authentic Network Medical practitioners Other business people Journalists and TV producers Community influencers

11 Self-Development Self-Care Three Aspects of Self Respect Self-honesty

12 Self Development Energetic Self Development Public Speaking Counseling Skills Biomedical Fluency

13 Self Care Schedule and plan for time off Find an organizational system Prioritizing the bottomless to do list! Physician heal thyself Energetic self-protection

14 Self-Honesty Beware confirmation bias. Don t market in a way that distorts the therapeutic relationship. Be honest about your own skillset gaps.

15 Which one is your weak spot? Communicator? Practitioner Manager Entrepreneur

16 Divide your operation into departments (even if YOU are your only employee!) Clinical Operational Financial Communi cations

17 Clinical (Treatment) Charting Treatment planning Monitoring clinical outcomes Patient education Clinical communication

18 Clinical (Administration) HIPAA compliance Herbs and supplements Assessing the patient experience Practitioner recruitment, training and supervision Practitioner development

19 Operational Reception Scheduling Developing office systems Internal Messaging Clinic Maintenance Inventory Control

20 Financial Annual income twenty pounds, annual expenditure nineteen six, result happiness. Annual income twenty pounds, annual expenditure twenty pound ought and six, result misery. Charles Dickens

21 Communications Brand and Design Coherence Market Research Website Printed Materials Content Creation Search Engine Optimization Digital Advertising Customer Relations Management Social Media Press and Public Relations

22 What is a brand identity? How the practice is perceived by others, based on: Pricing & services Online presence including social media Website and printed materials Name & logo Office design

23 How to develop a brand identity Clinicians usually base their brand on the ways they meet the needs of patients Teachers may base their brand on the personal qualities that make them unique Don t get the two mixed up!

24 Exercises that help hone a brand identity Building a brand identity from features and benefits Creating patient avatars

25 Questions about your patient avatar What solution is she s seeking from us? What influences her decision to visit us? What does she read/watch/listen to? Where does she shop for food/clothes/gifts? What are her hobbies/interests? How and where does she travel?

26 Website 1. Write your own copy and don t plagiarize someone else s site. 2. Develop landing pages for SEO purposes 3. Make sure your contact details are accessible 4. Have control over your website so that you can update it yourself. 5. Use a call to action on every page. 6. Include a hierarchy of information to help people dig a little deeper.

27 Podcast Video Blog Social Media Content Creation

28 Search Engine Optimization 1. Open a google analytics account at Google.com/Analytics 2. Use keywords and create metatags for them on your site and use them in your copy. 3. Create content using the keywords. 4. Your site must be mobile friendly

29 Digital Advertising aka PPC Start buying keywords on google through Google Adwords. Adwords.Google.com Stay active because the price per click changes daily depending on how many people are bidding. Track calls to your clinic by using specific phone numbers on PPC ads.

30 Other Advertising Buses and trains Sponsorship Billboards Product placement Events Print TV and Cinema

31 Understanding Your Advertising s ROI ROI means return on investment First measure your conversion rate. The value of each conversion should be greater than the amount you spent to get the conversion. For example, if you spend $100 on clicks to get a sale, and receive $125 for that sale, you've made money ($25) and received a return on your AdWords investment.

32 Community Relations Management (CRM) Segmenting your community Gathering data Newsletters Automated mailings Events and meet-ups

33 Post regularly. Social Media Post to pique the interest of readers. Use analytics to understand what followers respond to. Use an authentic and consistent voice. Engage with your followers. Stay on message. Remember people are sensitive to being sold to on social media. Maintain an editorial calendar and queue up posts.

34 Press and Public Relations Maintain good relationships with journalists Have a clear goal about the type of publicity you want Keep calm, professional and factual Remember nothing is really off-the-record Prepare your talking points ahead of time

35 Create an Editorial Calendar This should be mapped out 6 months in advance and guide: Blog content Social media Newsletters Press outreach Staff training

36 Get booked for TV & Radio Get a book deal Building a Personal Platform Start a podcast Write articles for the public

37 Policies No shows Lateness Non-Payment Antisocial behavior Discounting

38 Problem Solving Emergencies Complaints Cash-flow Legal Skullduggery!

39 The Five Elements of Your Business