For any practice, the lifeblood comes from our patients. If we have no patients, we have no income and no business. Oftentimes when we think of marketing, we think of advertising which causes us to see dollar signs all over the place. But does marketing have to cost lots of money? Yes and no.

There is definitely cost involved for some things. Early on, one of the things I heard a lot was (and sometimes still do) is that my patients could not find me in the phone book. While not necessarily the least expensive form of advertising, in my community it seems that it is important. I get lots of new patients from those yellow pages. Be sure and check out a few different ones in your area.

The newspaper is also not free unless you can get an article written on you, or get some letters to the editor sent in. However, that is no guarantee. I sent two different letters to the editor highlighting the federal programs that allow women to obtain free mammograms and pap smears. Those letters still have never run. And my paid ads…well, I don’t feel they have paid off at all.

Here are some ideas off the top of my head.

1. An NP/friend opened her clinic in a rural but growing location. She’s been going gangbusters since she opened. One of the things she did was to offer a contract to the larger employers for drug screens and physicals. It’s worked beautifully.
2. This same NP also offers a walk in/urgent care component to her practice. She’s open 6 days and extended hours. Because there is no ER in her town…she has little competition. (Of course, she is not solo, and when we last spoke, was looking for a third NP).
3. What are the community clubs in your area? People are always looking for interesting speakers. Can you offer to speak at their meetings?
4. Churches often have opportunities to promote health to their congregation.
5. One practice, again in a rural location, took one morning every year and did sports physicals at the high school for anyone who wanted to participate. Of course, it brought them lots of new business.
6. Can you do some cooperative deals with, say the local gym? Offer to do a health information session or offer a discounted coupon for a physical to their members. They win as well…”when you sign up for membership today, you get a coupon for $50 off your physical exam/cardiac screening/etc.
7. Do you have a specialty? How about a diabetes health fair for the community? It’s easy enough to get your pharm reps to bring in pt education material. Heck, they may even want a table. The more, the better. Perhaps a church will let you use their space for this.
8. Senior Program: What about screening for hearing, balance, diabetes, etc at the senior center? Foot care?
9. Network with other programs! I get new people just from interfacing with various senior programs in the area. I also offer to see patients in one of the assisted living facilities in town. I see them THERE. That sets me apart from anyone else.
10. DME Suppliers – our local oxygen company sends me folks all the time. Make sure your business cards are everywhere.
11. A website. You do have one don’t you? Mine leaves a lot to be desired, but people find me. There is also a lot of health information, as well as practice information.
12. Use the internet: Get listed in Google for local businesses. And send us a link to your practice as well – we’ll post is on www.NPBusiness.ORG .
13. Leave your cards in real estate and property management offices. They see new people moving into the area all the time.
14. Do you have a local radio station? Do they have a health show? Can you host one yourself?
15. Can you write a column for the local newspaper? Weekly or bi-weekly?
16. If you know of practices that are closed to new patients, let them know you ARE taking new patients. Make sure they have your cards.
17. Let the local health department, urgent care centers, ER, hospital discharge planners, and the front desk at the hospital know you are taking new patients. While our local hospital does know seem to know me (not on staff – a discussion for another day!), the ER has referred to me time and time again. So do individual staff members.
18. Come up with a good slogan – I’m amazed at how many people chose us because of our byline….”We Listen…We Care”. I didn’t realize it at the time…but that is exactly what people do want…to be listened to.
19. Your patients. The best referrals are always word of mouth. I let my patients take as many cards as they want. If they love you, they love bragging about you.
20. Nurses – people love nurses and trust nurses. Get some of them on your side. And please don’t forget other NP’s.
21. Pharmacies – The Pharmacists is your friend. Make sure you treat him or her so. They will pay you back in all sorts of ways. They are wonderful for word of mouth as well…and can also be selective when it matters.

So there are 21 ways with tons of variations that you can market your practice. I’m sure with time; we can come up with more. Some of these will work for you in your situation, and some will not. Either way…give it a try. And let us know how you do!

Barbara C. Phillips, NP, (c) 2007

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