By Patricia Hospy, DC

To make your marketing efforts to pay off, do the basics, and do them consistently, with the right attitude. Be a joiner and supporter, have an agenda, and stay visible. The more people you meet, the more people there are that can say “yes.” Remember that persistency and personal discipline are more important to your success than special marketing talents. And be sure to keep a mental focus on helping people through the valuable services you have to offer, rather than making them feel like they’re “being sold.”

Here are some more tips:

• Have a marketing plan and calendar. Maintain a regular schedule of activities and stay on track. Lapses in your efforts will create similar outcomes in your flow of new patients. Eliminate the thought that you can market intermittently and only when you need patients.

• If you need help, get it early. If inexperience or real discomfort with marketing methods is haunting you, don’t wait to find a solution. Ask for guidance from other seasoned DCs in your area, attend local classes and workshops, or consider some professional practice development counseling.

• Cast a wide net. Sample a broad range of activities and events, and keep the momentum going. You’ll have a hard time evaluating which ones should be “keepers” if your perspective is limited.

• Don’t work in a vacuum. Network with other business owners in your area to discuss marketing strategies and ideas. While the marketing of healthcare services does have some restrictions, most of what you will do as front-line marketing is just what many other small business owners in your community are doing. Don’t limit yourself to industry-specific information and methods.

• Avoid paralysis. Don’t become fixated on your fears or less familiar marketing activities. This mindset will put your energy into what you aren’t doing, rather than what you will. Find something you are willing to do now, and do it unceasingly while learning other desirable skills along the way.

• If they’re bonding, they’re buying. One-on-one contact is still one of the best ways to sell yourself and your services economically and powerfully. Build your community visibility early and intently. Future advertising is more effective when this foundation is well established.

• If it’s inexpensive, keep doing it. There’s no rush to stop a marketing activity that has potential if the cost is low. Give it time and compare its value against other available opportunities. You can always realign your focus and rebalance your efforts as you gain experience and try out more events.

• Look for the “warm ones.” Always talk to everyone you can, but be on the lookout for those who need your services now. Be sensitive to their signals and plan on spending more time with those who are closer to becoming patients and making the commitment to start care.

• Be prepared to do business. Have the right marketing materials and have them with you at all times. Put business cards or brochures in every pocket, glove compartment, briefcase and handbag. You never know when you will need them.

• Resolve to never hit and run. Developing realistic expectations about marketing opportunities, and their outcomes, are essential for your success and your self-esteem as a new entrepreneur. And showing others that you are business-savvy can boost your professional image, as well.

Dr. Patricia Hospy, DC, is president of the Parian Company, a consulting firm specializing in business development strategies for new entrepreneurs. She can be reached at 650-557-0071 or www.pariancompany.com.