You should have a book to market your practice because books are the absolute best offer you can make when marketing a medical practice. They offer people something valuable: information they need to manage their healthcare. This information answers the questions that are plaguing them at the moment and offers possible solutions that you offer to treat their condition. It is far more interesting and attractive for people looking for answers about their foot and ankle problems than just hearing about you and your years of experience. Sorry to break the news, but people really don’t care about you, your education, or your great in-office technology—they care about whether or not you can solve their problems.
Books are only the first and essential step in a comprehensive marketing campaign. You also must reach out to your book requestors regularly and automatically by email and traditional mail. “Traditional” marketing has an average ROI of less than 1%—meaning less than 1% of the people impacted by your marketing will convert to being patients. Using a book, and then following it up with consistent, informative communication, leads to an ROI that’s anywhere from 12% to 30% after 8 months. That’s why Top Practices has full book campaigns available for our members. If you don’t already have a book, you’re missing dozens, even hundreds, of potential new patients.
Don’t waste a good book! If you’d like more information about getting a book for your practice, or if you’re interested in how Top Practices can help you grow your marketing, contact us. You can reach us by calling (717) 725-2679 or e-mailing [email protected].