Saturday, June 8, 2013

Welcoming the physicians who will join the medical comunity July 1st is an effective summer marketing campaign for financial advisors, according to Vicki Rackner MD, President of Targeting Doctors.

Rackner offers several suggestions for members of the financial services industry who want to leverage summer opportunities. 

1. Look for public announcements of new physician members of the medical community. You can check the web sites of hospitals and clinics, read the local newspapers and watch for announcement postcards sent to your home or business.

2. Send a welcome note. Take a moment to learn about the new physician's background, accomplishments and interests, and reference those in the note.

3. Attend an open house or a welcome event. This is a great networking opportunity. Make sure you have a crisp and magnetic positioning statement. "I help physicians protect the dreams that drew them to a career in medicine" is more magnetic than "I sell disability insurance."

Here are three great conversation-starters:

• What drew you to a career in medicine?
• What is the proudest moment in your career?
• What's your favorite patient to work with?

Your success at the event is measured by your ability to take the next step with a physician who fits the profile of your best-fit client. Gather enough information to deliver something of value that the prospect.

4. Invite the physician out to breakfast/coffee/lunch. Physicians are very busy people who have to make concerted efforts to eat with their families; your chances of inviting them to breakfast or lunch is normally slim to none. The first few months in a new practice offer a rare opportunity.  

5. Create a welcome package. Create a list of resources someone new in town wants to know about. Go to local businesses and say, "I work with physicians. Would you like to offer physicians new to town a promotional coupon/service?"

6. Ask members of medical organizations how you can help welcome new physicians to town.

Rackner says, "Will you leave an open house or breakfast meeting with more assets under management? It could happen. That would be like a grand slam home run. Just get on base. Position yourself in a way in which the physician prospect says, "yes" to taking the next step with you. It may take three or four or ten more "yeses" and contacts with you before a physicians trusts you with their assets."

The first step in physician engagement–the first yes–is the hardest. Take advantage of the opportunities July brings. 

Dr. Vicki Rackner, physician and founder of Targeting Doctors works with financial adivsors who want to acquire physician clients and keep them for life.  Go to www.TargetingDoctors.com to sign up for weekly marketing tips. Learn more about her web-based Cracking the Physician Code  course. Dr. Vicki can be reached at (425) 451-3777 or by email DrVicki@TargetingDoctors.com

Vicki Rackner MD

Targeting Doctors

Mercer Island, WA

425) 451-3777