Gem #48

"Marketing and Promotion of Your In-office Dispensing Products - Part II"

* This is a continuation of the Gem from last week's Volume 70 of FootZine *

Acceptance of a product is greatly enhanced by relating to a patient how popular the particular product is amongst your other patients with similar or identical conditions.  Make it clear that if they want to return the product for any reason, they will be given a full refund without question.  It is rare that a patient will ask for a refund, or need the product to be replaced.  You should consider not imposing any time frame for this offer.  If a patient comes back six months after obtaining a product, you should gladly refund their money.  You can then contact the vendor and ask that they send a replacement product.  This is usually not a hassle, because most are smaller companies that rely on word of mouth for business.

You will find that you will frequently have people who are not patients come to your office to purchase a product, upon the recommendation of a patient.  Remember that your patients are out in the community spreading the word about you and your office.  Many of the people who present to your office for purchases may eventually make appointments to be seen as patients, because they are so happy with the services that you render.

Your web site is an effective tool for promoting your in-office dispensing program.  You can link common conditions with the products and treatment protocol.  For example, if the visitor to your web site were to click on “cracked heels” there would be a discussion on the condition, etiology and treatment plan, including the high-quality products available in your office for this condition.  You can mention several products that work together to provide relief of cracked heels, such as heel pads, creams and buffing pads.  Focus your web-based discussion on why these products are superior to those purchased in a local store.  The company that manufacturers or distributes the product may have a link to provide additional information on a particular product.
 
When visiting the offices of referring physicians, bring some products that would be appealing to their staff, such as Biofreeze and foot cream.  Simply let their staff know that you have found these products to be of great benefit to your patients and you would like to provide these gifts for them to try.  Again, present the products simply as part of your treatment plan for the particular condition you are discussing.  The holidays in December also provide a prime opportunity for you to put a basket of products together as a gift for a referring doctor and his staff.  They will try the products themselves, and introduce the products to their families. 

As mentioned above, you should not be fooled by misconceptions regarding patients.  They are willing to spend any money necessary in order to improve their health.  It is your job as the specialty practice to inform them of the products that are in fact necessary to their care.  In order to convince your patients that you know what is in their best interest, you must speak in a manner that is confident.  Even the patient that might appear unwilling to spend a great deal of money on orthotic devices may be willing to accept the treatment plan if he has faith in his physician and staff.  Your job as a health care provider is to gain this trust by giving the patient what they need to feel better, and reinforcing the importance of your treatment plan.