After working with one client after another to create physicians letters for the purpose of spurring referrals, we’ve learned some lessons. Not only have we learned from physicians about what makes the difference between an effective letter and a throw away, but we have also learned from clients what it takes to get them results. Simply put, it’s a three-step process.
First, you need to have something good to say.
This may sound obvious, but take a minute and think about what this really means. From a physician’s standpoint, something “good” probably means how you help solve their problems. For example, if your letters talk about how much experience you have, happy patient testimonials, and your convenient location with flexible hours, do you think physicians will draw the conclusion that you solve a problem for them in a way other physical therapists do not? Do you think these letters will do the job you want to help separate you from your competition? We don’t think so, and this is what we mean when we say, first, find something good to say.
So how do you find something good to say? Train yourself to think about what problems you solve from the physician’s standpoint. The stuff of something good to say is all around you. For example, just a few days ago I had a conversation with a physician about a treatment method used by specially trained physical therapists called ASTYM, researched and developed by Performance Dynamics. The physician started telling me about the great results he sees with ASTYM resolving frustrating conditions including degenerative tendinopathies like lateral epicondylosis, plantar fasciopathy, Achilles tendinosis, etc. He also talked about how ASTYM reduces or eliminates scar tissue resulting from surgery or injury, and it is instrumental in full recovery from things such as knee surgery, shoulder surgery, crush injuries, C-sections, mastectomies and other conditions. But did you know that only a select few physical therapists have this unique training? If you are one of those select few, do you think you have something good to say that separates you from your competition in the minds of physicians?
One final word about having something good to say – you don’t need to limit the “good” to treatment issues. Physicians have other problems you can solve related to added value and service that save them time or provide opportunities for added value and service they can pass along to their patients. So having something good to say is about being better than the competition before trying to out-market them.
Second, you need to say it well.
It is one thing to have something good to say, and quite another to say it well. Creating powerful communications that quickly communicate your unique advantages takes special training using a time-tested proven formula. When you apply the formula, you produce professionally managed strategic content. This approach can make the difference between getting zilch from your mailing investment and measurable results that produce positive returns. We use a formula from tested methods to break down each letter and evaluate how to make it work better. We teach this formula during our 60 minute complimentary live webinars. If you are wondering how your current materials stack up, upload them for a complimentary review and critique here.
Third, you need to say it often.
Once you have something good to say, and a strategic message to systematically say it well, you simply need to say it often. Your prospects will be at different points in their decision process when they receive each communication, and this means that frequency not only helps them absorb your special value proposition, but see at the right time when they are ready to take action. To learn how to automate your system to make sure you “say it often” click here to watch a short preview video.
That’s it. Have something good to say, say it well, and say it often.
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