Create a marketing plan that is 'All Play'
By Kim Beebe

In the game of Pictionary, drawing an "All Play" card can be exciting, since it allows your entire team to play even though it's not actually your turn.

By including your staff in the marketing of your practice, the staff members can have those same feelings of inclusion and excitement, as well as a feeling of responsibility — all key elements in creating a productive work environment.

When you do your marketing in an "all play" style, you:

• Create a team effort. Marketing can be more effective and produce greater results with a team effort. It generates a commitment and negates a "that's not my job" mentality.

• Generate synergy. More people equal more ideas, as well as more talents to tap into.

• Draw on team talents. If one team member enjoys coordinating mailings, let him handle the task. Not only will he enjoy the job, he will more than likely do a good job. Doing it this way also allows another member of the team, who doesn't enjoy that particular aspect of public relations, to focus on something she is good at, such as presentations or news releases.

• Expand possibilities. Including the entire team can add elements or a few new promotions throughout the course of the year. Although one person may be responsible for your overall marketing efforts, as a team, your practice can handle more marketing and promotion initiatives.

• Commit the team. Including the entire team ensures everyone buys-in and has a stake in the success and overall results.

YOUR GAME PLAN

The benefits of marketing all-play style are clear. Here's how to put this "game card" into play in your practice:

1. Post an event calendar. Post a large calendar so all team members are aware of upcoming events. Designate it as your office's event calendar and be sure the entire team knows what is going to take place this week, next week, and next month!

2. Give team members the opportunity to help. Allow your staff to utilize their strengths and talents to support your efforts. It makes it more fun for everyone and because your team is "involved" they are more aware of the event and the details. They will also have a stake in the overall results and success.

3. Communicate! Include a marketing update in your weekly team meeting.

Develop a checklist for each event and clearly note who is responsible for each task. Include tasks, such as sharing the details of your event or promotion with practice members, or spreading the word to family and friends.

4. Set goals. Set goals for your initiative so your team has a clear picture of what success will look like.

Whether it is a specific number of referrals as a result of an internal promotion, the numbers of participants in attendance at a workshop, or the number of new patients scheduled from a health fair, make the goals realistic, measurable, and attainable.

5. Follow up. Brief everyone after the event on how things went. Discuss what you would do differently next time and celebrate your successes.

Marketing promotions and events is hard work. However, if the team knows its efforts had positive results, everyone will be energized, ready, and excited for the next one!

Create an all-play marketing style for your office and team. After all, it is more fun to play and be involved than just sitting on the sidelines waiting for your turn.

SIDEBAR:
An example of an all-play marketing style

Kim Beebe is a marketing coach and consultant for the chiropractic management firm of Chiro Advance Services (www.chiroadvanceservices.com). She specializes in public relations through community outreach initiatives. She can be reached at kbeebe@gtcwb.net.