A themed approach to marketing wellness
By Susan Hoy

Marketing experts preach consistency. And consistency begs systems. So, it should come as no surprise that I would recommend taking a systematic approach to marketing nutritional supplements and other ancillary products.

Some practices choose a product and market it abstractly. Instead of doing that, I recommend putting into place a system based on a marketing theme and developing monthly marketing activities around that theme.

• Choose an appropriate monthly theme. Think about what is on the minds of most people during that time of year or consider what the news media are focusing on.

For example: The theme for January could be “Getting Fit,” since getting in shape and losing weight from holiday overindulgence are high on the agenda of most people.

• Select a condition. If your theme is “Getting Fit,” your monthly condition might be obesity.

• Develop treatment protocols. Develop them for the condition. For example: An obesity protocol might include checks for cholesterol and body fat, diet recommendations, and exercise, along with regular adjustment.

• Conduct a ‘seminar of the month.’ In our “getting fit” example, consider networking with trainers at fitness facilities within your community and invite a personal trainer to present a seminar and demonstrations at your clinic.

Many trainers look for new clients and will be happy to give a seminar at no charge. Speakers often provide a complimentary one-week pass to their gym.

During this seminar you can offer cholesterol tests and other appropriate testing to attendees.

• Offer nutritional supplements. Always include a supplement of the month in your theme. (In the January example, digestive enzymes would be a good choice.)

Make available to your patients an educational pamphlet about the supplement. You can design it yourself or contact your supplement company, which may be able to give you assistance or possibly provide you with brochures. Consider offering a special price for the featured supplement.

• Feature an activity of the month. For the January “get fit” example, one activity to consider is sponsoring a patient walk-a-thon. Or, meet your patients weekly at a mall, gym, school, or another facility to walk. This is a great opportunity to bond with patients and network with facility managers.

• Recommend reading materials. Choose a “book of the month” for staff and patients to read. Select it based on the theme of the month, of course.

This integrated approach serves many purposes:

• It educates your patients. Patient education is an absolute must when it comes to retention.

• It trains your staff. For thirty days, you and your staff will talk about this monthly theme and by the end of the month, everyone should be well versed on the topic.

• It creates ‘bonding’ opportunities. You get to know patients, their friends, and their families better.

• It makes your practice more visible. Because this method takes you out into the community, you network with area businesses and create more opportunities to make your practice known.

Susan Hoy is an award-winning team trainer and consultant. She presents training seminars for teams throughout the country and is the author of two team training manuals. The newest is entitled, Systemize Organize Simplify. Susan can be reached at 215-674-0130, suzzhoy@aol.com, or through her Web site at www.beefitup.net