People desperately want to see doctors who know what they are talking about—doctors who understand patients’ pain and the best ways to manage or end it. No one wants to visit a doctor who doesn’t seem to know his or her stuff. Patients want and respect a podiatrist with authority. Notice the word “author” hidden in “authority?” That’s no coincidence. What is one of the best ways to develop authority? Author a book.
People trust books and the people who author them. They recognize the effort and knowledge that goes into producing one. Books have “inherent value,” so they tend to be perceived positively as resources. They can get passed around between friends and family, too, allowing a single copy to reach multiple people. A book focused on podiatry issues such as heel pain, running problems, diabetes, or fungal nails, for instance, also provide patients and potential patients with answers to the pressing questions they already have about their foot and ankle concerns.
All of this provides you with authority. So when Mrs. Smith recognizes her or a family member’s foot pain symptoms in the book, she has proof right in front of her that there is a doctor in her area who can help her. It’s educational marketing at its finest, particularly since people tend to keep books around where they can be picked up again and again. You’re not simply shouting out your practice information and hoping people remember you. You’re giving them a good reason to think of you again and again.
Of course, the book is just the first step in a whole process that allows you to build on your authority and maintain contact with the people who requested it. This process lasts for several months, using several different avenues to reach out. Letters, CDs, e-mails, postcards—the whole nine yards—allow you to keep up steady communication packed full of pertinent information with a person who is already interested in what you have to say.
Not sure you believe authorship gives you authority that translates to discernible practice growth? Consider this: normal marketing efforts have an average return on investment (ROI) of less than 1%. Offering a book for free to people in your area, and then following up aggressively, has an average ROI of 12% to 30% after 8 months.
“Authority” and “author” go hand-in-hand. That’s why Top Practices has full-scale book campaigns available. One book can make a significant difference for your practice. If you’d like to know more about our books, or are interested in how Top Practices can help you achieve significant practice growth, contact us for more information. You can reach us by e-mailing [email protected], or by calling (717) 725-2679.