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The Lesson of Magnets?
[By Vicki Rackner MD]
http://www.CertifiedMedicalPlanner.org
Whether you’re a clinic employee or a private practitioner, you reap the greatest career satisfaction when you see more of your best-fit patients. How do you attract them?
Magnets
Magnets offer an important lesson.
Depending on the orientation, two magnets will either attract or repel each other. The strength of the magnetic force is called the magnetism.
The way you present yourself to would-be patients, referring physicians and other SENDERS–people who send you patients– will either attract them or repel them.
Your goal is to optimize your magnetism so you will attract the attention of people you want to engage.
It begins with hello. They say you only have one chance to make a first impression.
One of the first questions people ask you at a social event is, “What do you do?” To generate referrals, answer in a way that increases the chances of attracting your best-fit patients to your practice. You want your listener to say, “Wow! I know someone who needs to see you!”
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The Three Answers
There are three ways of answering this question:
- By title: You could say, “I’m a rheumatologist” or “I’m a pediatrician.”
The problem with this approach is that your title brings an image to the mind of the listener over which you have little control.
I was at a wedding when a budding Barbara Walters-type started interviewing me. This child said to me, “You’re a doctor.” I nodded. She asked , “What kind of doctor?” I told her, “I’m a surgeon.” She asked “What kind of surgeon?” I told her, “A general surgeon.” Her eyes got big as saucers as she said, “Oh, you’re the person who puts those warning labels on the cigarette packs!”
- By diagnostic and therapeutic activity: You could say, “I treat orthopedic injuries.” or “I treat diseases of digestion.”
The problem with this approach is that you’re asking your listener to become a diagnostician. Is their mother’s sub-sternal burning angina or acid reflux?
- By result: You could say, “I help women make a gracious transition through menopause.” Or , “I help parents set their kids up for a life of health.” This is the approach with the highest magnetism score.
The most attractive positioning statement answers these three questions:
- Whom do you help?
- What results do you help people get?
- Why is this result important ?
Ideally you craft a simple, memorable, repeatable sound bite. You and your staff members use it. People calling your office repeat it.
Assessment
The most magnetic positioning statements are deceptively simple. Keep working at it. You’ll know when you’ve found yours. You pique the curiosity of your listener. They want to learn more
About the Author
Vicki Rackner MD, author, speaker, ME-P thought-leader and President of Targeting Doctors, helps financial advisors accelerate their practice growth by acquiring more physician clients. She calls on her experience as a practicing surgeon, clinical faculty at the University of Washington School of Medicine and nationally-noted expert in physician engagement to offer a bridge between the world of medicine and the world of business.
Conclusion
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OUR OTHER PRINT BOOKS AND RELATED INFORMATION SOURCES:
- PRACTICES: www.BusinessofMedicalPractice.com
- HOSPITALS: http://www.crcpress.com/product/isbn/9781466558731
- CLINICS: http://www.crcpress.com/product/isbn/9781439879900
- ADVISORS: www.CertifiedMedicalPlanner.org
- FINANCE: Financial Planning for Physicians and Advisors
- INSURANCE: Risk Management and Insurance Strategies for Physicians and Advisors
- Dictionary of Health Economics and Finance
- Dictionary of Health Information Technology and Security
- Dictionary of Health Insurance and Managed Care
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Filed under: "Doctors Only", Career Development, Practice Management | Tagged: Doctor - “What Do You Do?”, Vicki Rackner MD |
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CONNECT WITH ME – TELL ME A STORY
One of my pet peeves is when I first meet someone and they introduce themselves by what they do. Please don’t do that. I guarantee your are an interesting person with a real personality.
Tell me stories about your beliefs, desires, passions, fears, or just some interesting random facts about you – not what you do. I will like you much better for doing that and you will be better remembered!
To get the conversation started, here are some interesting unknown tidbits about myself:
• I love listening to and telling stories; and have shared over 200 of them in the form keynotes and talks. My first ‘hook’ at speaking was giving my high school graduation speech. What a thrill.
• I prefer talking to people who are authentic and not afraid to ‘lay it out there’. I hate ‘fake’ people. So be real!
• Growing up, I always wanted to be an ‘architect’. In retrospect, I attribute that to my inner desire to create amazing experiences for people.
• Started playing the drums at age 10, then picked up the congas and bongos in college under the mentorship of the lead conga player for Miami Sound Machine (remember them?)
• My biggest fear and desire combined is to write a book. I’m actively addressing that now with my upcoming book.
• I’m an adventure junkie and love the outdoors. I’ve climbed four 14,000 foot mountains out west, and have white water rafted in some of the most dangerous rapids in the country. While things have certainly slowed down with kids (read as being a responsible parent), I jump on any opportunity to experience a new adventure.
• I am also a music junkie – all genres – but especially Dave Matthews Band. Back in my yester-years, I actually used to DJ and throw massive parties.
Gautam Gulati MD
http://drgautamgulati.com/about/
via Ann Miller RN MHA
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