Silkin Management Group clients often come to us wanting more new patients, but not knowing how to go about it. We have a variety of very successful internal and external marketing and promotion tools that have proven over the last 30 years to regularly get results with Silkin Management Group clients.
But there is a primary target that must be accomplished before any marketing and promotion will be effective: having someone who is overseeing the activity and accomplishing the marketing steps necessary to achieve a result. Someone must hold the duties of the “marketing secretary”. Unless the practice is very large, it is unlikely that this will be a full time position. The duties are most often handled by the Office Manager in a normal size practice but, even then, they must be clearly distinct duties – separate from the day to day administrative actions of the Office Manager.
Over the next few days we will outline the key job duties of the person overseeing the marketing and promotional actions of an office. These duties are elucidated and expanded upon in Silkin Management Group’s Job Description and Office Policy Manual.
For starters, today, we’ll outline what marketing and promotion are.
Marketing is a more overall encompassing activity which includes promotion. The full picture of marketing has to do with how you conceive and package a specific product into the hands of the public. The “product” can be a specific service or an actual physical product. Either one follows the same procedures and rules. It basically means how you prepare the product and take it to and place it on the market.
Promotion is one of the things that marketing does. It has to do with making something known. This can be done in written form through brochures, internet sites, social media, mailings, posters in the office, newsletters, talking with patients/clients, etc. It consists of what to offer and how to offer it so that the public will respond to it. You have to reach out to the public in volume, through numerous ways and vehicles, in order to get enough responses back to create enough income for a practice to be solvent.
How a “promotional secretary” goes about this will be outlined in future Silkin Management Group blogs covering the job duties of this position.
If you would like to know how Silkin Management Group can help increase the number of new patients coming into your office, give us a call at 800-695-0257.
Eric Korb
Silkin Management Group Consultant
www.silkinmanagementgroup.com
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