Publicity Hound Christie Scott of Chicago, Illinois writes:
“I’m starting my business as a certified coach for doctors. When doctors have communication issues or want a more profitable practice, they call me. I work with them to eliminate stress—from relationship problems to medical malpractice risk, because the problems are usually communication-based.
“I’m looking for ways to let them know about me and my services. I’d love to speak at their medical society meetings and conventions. But this presents challenges. Until they are familiar with me, they are skeptical to book me. And until they hear me or see me speak, they are slow to hire me.
“I am open to new and innovative ideas and I will do what it takes to reach them. But I need some ideas of where to go next. Can your Hounds help?”
You can learn more about Christie here.
Christie,
Your situation screams out for creating a tips booklet. It’s a way to give meeting planners and your soon-to-be-physician-new-clients-of-yours a sampling of your knowledge base, promoting yourself every step of the way. What’s better is when an association you want to speak to buys a quantity of your booklet(s) to distribute to attendees, who are prospective consulting clients. Whether the association hires you to speak yet or not, you get promoted to their attendees. It really doesn’t get a whole lot better than being paid for your marketing materials.
Dear Christie:
Set up some half-day workshops focused on how doctors can improve their communication skills. Public speaking is as much a pain for them as other people. The topics can range from one-on-one discussion to presentations to groups.
Christie,
Do you have some good video of yourself in action? If not, can you round up a group of pals and make one? Then just edit a few bits (with good audience response) and also a moment of you addressing the camera to your prospective new client. Keep it short, 3 minutes maybe. Put it on a mini-disc – just to drive home the point that you aren’t taking up too much of their time to watch, and include some cookies, packet of gourmet cocoa or whatever you think they would like that wouldn’t be too fussy. Mention that it’s their treat to enjoy while they relax a moment and watch you. I’ve done that to get myself on television with good results. I wish you the best!
I understand that OB/GYNs have the highest medical malpractice insurance rates of all types of doctors. What a great starter niche if you can help lower stress about this topic (also dear to every doctor’s heart). Start with your own OB/GYN, and develop tailored “5 tips” for that specialty with their help, hopefully also with a recommendation from him or her. You can easily branch out to other specialties from there.
Good luck!
Margaret
Hi Christie
Your business is going to be based on word of mouth initially. I do not mean Dr. to Dr. necessarily but with testimonials. These get the Dr’s to put their wins and gains into words that you can then use, with their permission. This builds you instant credibility as now your prospects have the word of one or some of their peer’s. As the list of credentials grows these can be used onthe web site and put into mailers and fliers to hand out to Dr’s offices.
If you can do it video them giving their wins and gains and these clips can then be put into a CD which you can then mail out with other fliers.
But start off with a Dr’ you know or one you go to. Get one coure delivered on a 1 – 1 basis and work from there. Good luck
Tony
Christie,
To be invited to meetings ( each specialty has a local society) you will have to gain some credibility by having consulted for several doctors. How to get your foot in the door? By a listing of Chicago-area MDs from the Chicago Medical Society. Then send some letters offering a complimentary one-hour consultation and include in your letter the
” The 5Most Common Communication Errors Doctors Make” Phone follow-up 5 days after the letter hits. At the consultation, you can tell them the solutions. A few of those under your belt and you can ask for testimonials and an intro to the doctor’s specialty society. If you want to call me, I can even give you some doctors’ names; I am a Chicago native; trained in Chicago, love the Cubs and have many professional contacts there. Visit my web-site for info re reaching me.
Robert Kotler, MD,FACS
PS: Paulette’s booklet idea is great. Her booklets are superb. I bought them and gave out as promos to doctors’ office staff; that is how you get in the door!!! Get in touch with Paulette, soon. I am awaiting my kickback from her for this great testimonial.
I agree with Tony’s comments. Testimonials are an important factor if you want to gain credibility. I work as a third party PR expert obtaining client testimonials for executive coaches. I recently completed a campaign for an executive coach who markets his services to dentists. Testimonials are great also if there is an underlying theme you wish to convey to potential clients.
Christie, you need a good website, or a blog that looks like a website.
I Googled you and all I could find was your sales letter at http://www.extremesuccesscoaching.com/
Include free articles, a section for your speaking services, an online media room, etc. Also, start blogging about your topic to pull in onoine traffic from doctors. Gather email addresses at the blog and at your website from doctors who want to receive an email tip of the week.
Don Crowther wrote an excellent ebook called “Blogging for Business.” You can find it at http://tinyurl.com/7fjrk
MS.JOANHOUND,
IN RESPONSE TO CHRISTIE SCOTT PLEA FOR IDEAS CONCERNING TRYING TO COACH DOCTORS. MAYBE SHE CAN START LOCALLY IN YOUR AREA BY GETTING THE ADRRESSES OF DOCTORS WORKING AT LOCAL HOSPITALS AND PRIVATELY AND SEND THEM COLORFUL FLYERS ANNOUNCING WHAT SHE DOES.
MAKE SURE TO INCLUDE A S.A.S.E. SO THEY WILL HAVE NO PROBLEM RESPONDING!!! A “CATCHY PHASE COULD WORK ALSO”. ALSO STIPULATE THAT INTERNS ARE WELCOMED TO PARTICIPATE. HOPE THIS HELPS HER! MY INFO. FOLLOWS.
ARTHUR