The Art of Business Success!

Business Success is an art

Business success is an Art, but it is also Science and Strategy!

 

Recently Forbes Magazine, published an excellent and intriguing article called Business Success: Art, Science and Thinking Strategically, written by Ty KiiselThe article is based on Paul Butler’s superior book called: Think to Win: Unleashing the Power of Strategic Thinking, which points out what too often is taken for granted when the immediate solution to building up one’s patient base is found in a “pre-packaged” product.  Truth, business success is an art!

Like a creation by DaVinvi, there is a whole lot of science and strategy that goes into making a notable of of art!

This is a highly important and vital concept!  We have been writing and speaking about the creative aspects of business capturing and retention for years.

To be successful in business, you [the medical practice owner] must implement strategies to increase the amount of viable business opportunities in their area as possible.  They need to be able to convey their message clearly, concisely and efficiently in order to insure that those prospective patients do business exclusively with them.

The successful medical practice owner implements game plans in order to get all new  Business success is an artpatients without advertising, develops strategic network relationships, they alter the paradigm of the marketing in order to create steady streams of new referrals; and more importantly, they enrich their patient platform.

According to the article, regardless of the business you’re in, we all understand the importance of making data-driven decisions.  In reality, the idea of “following your gut” without any information to back up your instincts, has about the same odds of regular success as flipping a coin.  While Butler argues data is essential to good decision-making and strategic thinking, he says the right data isn’t always very complex data. Continue reading “The Art of Business Success!”

BUSINESS DOMINATION: Stand out and separate from the crowd

Business domination

The content within your marketing message allows you to stand out in a crowded marketplace; business domination requires solid communication, your success depends on the value you provide!

 

Not enough medical practice owners treat their practice as an actual business.  Too often they [medical practice owners] don’t think about where their patients come from.  Generally speaking, most cities have a finite number of citizens living within them.  Those numbers vary a bit when you consider travel between cities (but that too is limited when adding drive-time).  However, to thrive and enjoy business domination, you must entice other doctor’s patients to come to you instead!

We often receive calls from clients who ask us how they too can stand out from the crowd.  This is the first in a three-part series of our on-going business development strategy.  Actually, it is more of a mantra (Business Domination and Strategically Confiscate Your Competitor’s Best Patients). We also teach these strategies through our report, entitled “PR Secrets Used by The Top 1% Chiropractors in America.”

An essential element that these top doctors excel in is the message that they convey to their patients; also known as the content within their message.

We have found that the desire to stand out from your competition is a universal trait regardless of profession.  For example, as a Chiropractor, what evidence do you provide that you are “the best solution in town?

If your advertising message doesn’t separate you from every other Chiropractor, you are just one more ad in a crowd!  Merely pointing to a sign in the parking lot or a generic “I fix back” in your ad won’t be enough to dominate your marketplace?

According to Robert Rose, Chief Strategy Officer for Content Marketing Institute, says that,

As content becomes an increasingly important element in business, it moves beyond being a support activity like human resources or accounting. It becomes a core activity, and joins the ranks of cost, technology, service, logistics and design as a potential source of differentiation and competitive advantage.“*

You must pay very close attention to this extremely specific, yet subtle, detail for business domination; it lays with the content within your message!  Think about it, what are you saying that compels clients to select you over every Business dominanceother provider of your service in your area — it’s a choice you know!

Essentially, desire to dominate your marketplace seems to be universal; however, actually taking that step requires a deliberate action!

If you don’t wish to lead your marketplace; then this series of articles really isn’t for you!  However, if you truly yearn to capture the lion’s share of business in your area, then you absolutely have to separate yourself from every other chiropractor in your town, county, or region.

At the risk of sounding cheesy, while driving the point home, Superman doesn’t assume his super-powers only when he puts Clark Kent to bed.

Once of the surest, most time-tested, ways to get immediate attention is to tweak your current public relations and marketing campaigns.  But what do you say and/or do to create that push?  Maybe, at this point, it is time to consult someone who can provide clarity on this subject.

Listed in this special series, are a few ideas that, even if you are already working with a PR agency or marketing company, you can implement immediately in order to separate and differentiate yourself from every other business professional in your area.

Again, the goal, through your company’s message, is to make you/the firm into the leading expert in your geographical area!

Large companies (like Coca~Cola, Toyota, or Apple Computers) aspire and carefully craft their actions towards total market domination.  Small businesses with a leading expert strategy flourish by establishing themselves within a carefully selected segment of a market; they target a market niche that they can realistically hope to dominate; often times that means displaying their unique business approach in order to create separation between all the other similar businesses in the area.

Market niches can be defined by region, by special client needs or by demographics, such as a particular ethnic or age group; sometimes just a product that’s a variation on an established one can generate a market niche.  (Interestingly, the word “niche” comes from the French meaning “nest.”)   As a small business you want to build your nest somewhere away from the hawks of big business.

How to Position Your Business as the Only Solution – In a crowded marketplace, it may not be enough just to carve out a niche.  You’ve narrowed your focus, but you still have competitors.  This is the time to distinguish yourself as a per-eminent source of solutions by refining your expertise and conveying it to your target audience.  You need to know more about something, or be better at something, than anyone else, and you have to let people in your area (geographical) know you are that person!

When you can honestly convey such a message, potential clients see you as the obvious answer to their problems and challenges, and the logical choice when they’re looking for a supplier or provider.

To conclude, if you closed your eyes to, and don’t acknowledge the fact that after you leave the presence of your client, you cannot stop your competitors from knocking on their door, calling them on the phone, or sending them an email or an Instagram message, you may be setting yourself up to be the next business owner who has their clientele stolen away by truly compelling messages from hungrier competitors; if this happens too often, then your next “best” move is to close your doors!

 

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From the desk of Steve Cox, Co-founder of StevenVonLoren Marketing Strategists; Direct: 916.750.6319; My personal eMail: stevenvonloren@gmail.com, Amazon Author Profile, Facebook, Google+, LinkedIn, Twitter

Get More and Better Leads: 15 Effective B2B Lead Generation Ideas

Get More & Better Leads

Lead generation is extremely vital for the very survival of every business!  What are you doing to get more and better leads and new patients?

 

Many medical practice owners do not consciously think about the fact that success in business is an on-going competition for survival!  In order to thrive, you need to get more and better leads — every day!

For your practice to truly be successful you need to meet the needs of both patients and the people you do business with every day (a.k.a. business-to-business networking).

The question becomes which is the best way to reach all segments of available clientele?

I was reading an article in PureB2B.com, and the author Johanna Rivard wrote an excellent piece titled, “15 Effective B2B Lead Generation Ideas for Your Marketing Campaign.”

I was struck because this is exactly what we have been advising our clients [the Doctors we work with] for years.  It’s not that we’re so smart, but this information is so important and can mean the difference between success and failure!

Ms. Rivard states that lead generation is at the heart and soul of every business, and today, there are multiple ways of generating prospective customers—either through traditional or online methods.

Why must a clinic owner, who desires success, embrace the strategies listed below?  Because sadly, despite all the technological advances that our world has made in the last few decades, no one has created the “new client factory.”  The kind of company whose only function is to crank out a fresh batch of new patients, like baby chicks.  The product is a patients that have never used your particular services or thought about this subject before.  However, all they need is to be imprinted with your brand…

The above comment is a bit tongue in cheek, but Ms. Rivard is absolutely spot on Lead generationwhen she says that having a constant flow of new leads is vital to staying in business, but finding different ways to attract leads that will eventually turn into sales is quite a lot of work.

To get positive results and stay ahead of the curve, here are 15 compelling lead generation ideas for your marketing campaign.

Here are some great examples:

1. Online Generation via Social Media: Social media has changed the landscape of lead generation, and has become one of the primary ways of reaching and engaging target customers. Continue reading “Get More and Better Leads: 15 Effective B2B Lead Generation Ideas”

Medical Practice Growth Vs. Stress, Heavy Workload, and Productivity

Are you allowing undue stress to sabotage your medical practice growth?  If so, you need the solutions provided in this article!

 

Let’s face it, we all want to do well and excel in our careers.  However, is the temptation to always say “yes” getting in the way of your medical practice’s grow and success, and ultimately holding you back?

The accumulation of all these “yeses” creates anxiety and increase tension which adversely effects the work environment and eventually erodes your best employees moral.

In an excellent article, written by Onrec.com, titled “Stress and heavy workloads create barriers to business success as leaders struggle to be effective and ‘present’ in the moment” this very issue is explored.

According to the article, business leaders and managers in the UK are struggling to manage their emotions when dealing with teams and difficult situations.

This is a phenomena that we have seen in the US as well.  In fact, typically we see Medical practic growthit when we are asked to help a company with their marketing, either with their content or the actual campaigns themselves, and the person the task is assigned to is wearing too many hats.  Therefore, that person’s nerves are frayed, they have an overloaded agenda, and nothing gets done.

This point really needs to be driven home; business goes on, and your competitors don’t stop marketing to, and knocking on the doors of, your patients just because you company is having issues.  I would argue that there is no better time to go after you (as a competitor); because, your message is no longer crisp and attractive enough to provide a prospective client a compelling reason to choose you over every other professional in your area when your marketing person is overwhelmed and unreliable. Continue reading “Medical Practice Growth Vs. Stress, Heavy Workload, and Productivity”

10 Steps to Becoming a Patient Magnet

Winning In Business; Becoming a Patient Magnet, Jobs Depend On It!

 

Every business keeps it’s doors open because they attract a constant stream of new clients!  Medical practices are no different; unless you become a patient magnet, you will eventually have to close your doors.

Recently, author Rhonda Abrams, wrote an exceptional piece for USA Today titled “Strategies: 10 rules for small business success.”  Ms. Abrams is a long time business development consultant and strategist provides great insight with solid data that should pay serious dividends for all medical practice owners.

I have dealt with all different types of small businesses, and I’ve learned certain realities always apply. I call these “Rhonda’s Rules.” These rules are keys to small business success.  Ignore these rules at your peril: I’ve seen many new entrepreneurs fail because they ignored one or more of these business basics in order to be a patient magnet.

Here are 10 of the most important “Rhonda’s Rules” for small business success:

1. Go small to grow big. What’s the one sure way to fail in small business? Try to sell to everyone. A key to small business success is carving out a niche — a particular specialty or narrow market segment — rather than competing for every customer. Don’t just be a marketing consultant: be a marketing consultant patient magnetfor a certain industry. Don’t be a general store — focus on a specific type of product or customer. Small businesses just don’t have the resources of time or money to be a generalist.

2. Take care of your bread-and-butter business. Entrepreneurs have lots of good ideas, but those can distract you from your core business. Before you consider new directions, clearly define what part of your business brings in the money that pays your bills. Concentrate on that first.

3. Clearly define your target market. Analyze the characteristics of your customers; the only way to become a patient magnet is to understand exactly who buys from you. Having a clear target market enables you to be much more effective and efficient in both your product development and marketing efforts. Continue reading “10 Steps to Becoming a Patient Magnet”

Patient Magnets Don’t Try Being Everything To Everyone.

Patient magnets learn that the content they use within their marketing is crucial; therefore, you need to understand the myriad of targeting fallacies.

 

Of late, it seems that everywhere you read in business publications all you see are articles after articles discussing “content marketing;” but, no one is saying exactly what that is.  To be sure, these authors are writing pretty lofty articles and they sure get one psyched up to go out and conquer, but little else is provided.  Until you understand what exactly content marketing is, you will have a difficult time becoming a patient magnet!

From a reader’s prospective, who may not be a marketing professional, but rather the business owner who is very interested in improving their marketing results, it is the business equivalent of buying a burger without the meat!

It’s like a business version of the Abbott and Costello’s “Who’s on first routine;” everyone speaks in circles and no definite answer is ever given.  However, in this case, it’s not funny because we are dealing with real advertising dollars and jobs are at stake!

When discussing the topic of client targeting, content is everything!  But what is content marketing?  The best and most concise explanation that I have come across came from Robert Rose when he wrote “Traditional marketing and advertising is telling the world you’re a rock star.  Content Marketing is showing the world that you are one.

With all this in mind, I would like to draw your attention to a recent and exceptional article that was written on the very topic.  The most important take away is that, when it comes to audience targeting, don’t look for shortcuts for becoming a patient magnet.  Columnist Rebecca Lieb writing for Marketingland.com, explains in here excellent piece, called “Content Marketing And Targeting Fallacies,” how to tackle it the right way without skipping some essential steps. Continue reading “Patient Magnets Don’t Try Being Everything To Everyone.”

How to Become a Patient Magnet Via Your Content Marketing

Patient attraction is EVERYTHING in business! As such, you’re going to learn how to transform your clinic into a patient magnet via improved content marketing strategies!

 

The medical profession is no different than any other business. Part of your job, as a condition of keeping the doors open, is to attract as many patients as possible. In this piece, you will learn how you can achieve your goals and separate from your competitors through your messaging.  In other words, you will learn how to become a patient magnets via content.  Specifically, we will discuss every promotional piece that you send your patients.

You become a patient magnet by understanding the latest news marketing trends and understanding what your patients want.  This article is designed to teach you how to focus to achieve winning marketing strategies.

So, how do you pass along the greatest news?

You will curate the information that you receive from various sources. You will pass that information along your patients. A wonderful resource, and by no means the only source, for topics that are trending is Google Trends. Google Alerts also lets you know when something is written about’ on a specific subject.

In a recent article written by Jinger Jarrett, for the Inquisitor, she lays out Mobilemarketingwatch.com‘s 2016 marketing trends.  They believe that for this year, content marketing is the name of the game for becoming a patient magnet.  Note, this article was originally written in eMarketer on January 13, 2016.

The article goes on to say, Mobile Marketing Watch reported that the biggest Business-to-Business (B2B) marketing trend in 2016 will be an increase in content marketing. In a report released by eMarketer as stated above, the report said that content marketing will increase because it delivers results for brands.

Ms. Jarrett’s article states that: “No matter the reason, content marketing delivers results, Patient magnetespecially when it comes to the more traditional end goal: generating leads to feed the sales funnel. In a July 2015 Ascend2 study of B2B marketing professionals, 43% of respondents asserted that content marketing was one of the most effective tactics for lead generation.”

However, according to eMarketer, “The amount of content B2B marketers are creating is expected to drastically increase in 2016. With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies—they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is the new reality.

Too often the term content marketing is bantered about without any real explanation of what it actually means.  Let’s face it, advertising professionals and media personnel are getting caught in the trap of speaking in “mediaeez;” you know, the kind of talk that everyone in the company know, but no one outside understands.

Therefore, if eMarketer is correct (and there is no indication they’re not a highly reliable source), then how are we going to spend our eighteen months, or even shorten that timeline? Continue reading “How to Become a Patient Magnet Via Your Content Marketing”

Legally steal your biggest competitor’s best patients!

To succeed in your practice, you must develop better marketing strategies so as to legally steal your biggest competitor’s best patients!

 

The idea of stealing may seem rather provocative as business development strategy plans go.  Rest assured; we are not speaking about doing anything that is improper or felonious!  However, if you want more patients, read on and learn why it makes sense to legally steal your biggest competitor’s best patients.

For the record, we’re discussing something that occurs on any given day, in any number of businesses throughout the country.  Every day, at least one company is trying to get more clients/patients.  That means they are calling, emailing, sending 4-color brochures, or knocking on the door of new prospects.

Question:  Where do you think these clients come from? 

An obvious example of what we’re discussing lays within fast food industry. Companies like McDonald’s, Kentucky Fried Chicken, Pizza Hut, and Burger King find themselves in never-ending battle for market share. This means that they actively compete against one another for their customer’s stomachs and buying power.

Sadly, despite all the advances in the fields of manufacturing and DNA research, Legally steal your biggest competitor's best patientsthere is still no new patient factory!

You know, the kind of factory that churns an infinite number of new patients like candy bars. And all they know is that they need to do business with you!

That means that all those new patients must come from somewhere.  They either come to your competitors, or you try to convince people to have “never-used-a-chiropractor-before” to say “yes!”  Additionally, those patients who have never used your service before, they only account for 5% of the available market.

An astute business development strategy focuses on the 95% of proven believers in your medical services.  Incidentally, those patients are available from you and every other practice owners in town (generally within a 15-mile radius).  Hence, legally steal your biggest competitor’s best patients.

This article is designed to challenge the views of many doctors.  First, treat your medical practice, and its growth and development, like every other business — strategically.  There appears to be a mindset afoot that rejects traditional game plans concerning business development and attracting more new patients. Continue reading “Legally steal your biggest competitor’s best patients!”

Successful and Predictable Authority Marketing Success!

successful and predictable marketing

The cornerstone of business prosperity is a proper strategy which yields both successful and predictable marketing campaigns.

 

What if every time you send an email to your patient, that email was received by that recipient with excitement?  An essential aspect of successful and predictable marketing includes superior branding.

A properly developed brand identifies you as the absolute “go-to” doctors in the area.  Accurately achieve, your reward is a stable, dependable, and programmable response and communication rate.

I would invite you to discover our unique strategy to develop your Authority Brand.  Become a “resident expert” in your field; this creates a great divide between you and every other Doctor in town.

Every time you send out your marketing pieces, such as an email, write Targeting Specific Audienceinteresting, relevant, compelling, authoritative emails with purpose!  You want your emails to get opened, to get read, and you intend to build long-lasting business relationships! Your message must draw new patients; all of which result in more profits to enhance your bottom line!  Incidentally, your correspondences should even stronger to your existing patients — you don’t want them stolen by your competitors.

You have a purpose in your message; to be successful, you need to align yourself with a robust, comprehensive system.  You need a solid set of tools crafted by uniquely qualified, experienced and talented professionals.  What you don’t need is a “pre-packaged,” “cookie-cutter,” “miracle-in-a-box” marketing solution from the corner store.  You need a personalized system! Continue reading “Successful and Predictable Authority Marketing Success!”