Step 2 - Build Synergy between your Existing Efforts
Using the Marketing Checklist ? Print or make an editable computer copy
Use the copy to collect notes
Consistency
Repetition builds Familiarity. The Repetition may be in terms of a slogan (Tag Line), image (Logo), specific words, colors, Typeface or emotion that is created. It is by repeating Marketing elements that Big Business anchors there ?Brand? in your minds.
It is the consistent re-use of the elements you choose for your Practice that will "Brand" or associate Your Practice in the minds of your Patients and Potential Patients.
How to choose these elements:
If you have not implemented a consistent marketing plan, then choose from the elements that you have previously been using. Look for the elements of:
For example:
Pick the items that have been working for you. Maybe you don't have a logo you like, but your office has been recently painted and you love the colors. Then you have the colors for your logo.
You have a great logo, but your office schemet doesn't match your logo. Find simple methods to build visual synergy. For example, see if the logo colors wouldn't make reasonable accent colors. Its as easy as adding the colors in as plant pots or other décor items.
The same holds true for business cards, stationary and brochures. Pick the same typeface, colors and images and repeat them reasonably. Being that much of what we do comes out of computers, it becomes easier to match the elements.
Make a List of Element you wish to use.
Make another List of all of the Marketing Tools you have and what you wish to do to improve them.
Prioritize you lists
Think about phasing in your new coordinated look. As you run out of one item, replace it with one that is more consistent with Your New Brand.
Building Synergy
Bringing consistency to your visual appearance the verbiage that you use is as important as consistency in your Practice Management procedures, it develops a Professional appearance that communicates skill, proficiency and quality.
Creating Synergy between all parts of your practice is an art. Review how each of the items on the Marketing Checklist relates to another item and Practice Processes. How can you simply make each of these items support and enhance each of the other items.
Start simply. For example, look at your stationary, business cards, signage, patient information, yellow page directories, internet listings, etc. Does each one of these have all of the current phone, emergency numbers, fax, email and Web domain name? Make sure that it does. When a Patient has a question or an emergency, have you provided them consistent and easy methods to communicate to the correct person at your Practice, fast.
Think of the added safety a Patent may feel if they know that answers are only a phone call or email away. Response times and the entire process is reasonable. If your Practice can accomplish courteous, caring and efficient Patient communications you have created the emotion of safety and trust.
For the next example, look at the Patient intake process, from their eyes. Other than having your forms filled out, has your practice explained what the visit will be like for them, what are their responsibilities. With the constantly increasing number of forms, waivers, do?s and don?ts, it is easy to lose sight of the fact that we have a Patient that is concerned about health issues and may not really be focused on other issues. They may be concerned about what is going to happen in that first visit. If not properly informed their fears may allow themselves to talk themselves out of showing up. If they do attend and after the Doctor?s visit, when their health concerns are in perspective, if not properly prepared then cost, tests and insurance may cause issues. The balance is to inform the Patient in a way that is truthful yet allays fears. Next is that systems are in place that throughout the visit and during after-care, the Patient feels comforted and cared for. The perceptions of the Patient throughout their experience are what counts.
Balancing these systems is done by Integrating your Marketing, Practice Management and Staffs efforts. Remember when the Patient experience is consistently positive; compliance to treatment plans increase, complaints decrease, errors decrease, and the Staff experience increases.
Email to a Friend 
