One of the most common questions we get from NPs who just opened their practice is:
“How can I get patients into my clinic fast?”
We understand, because most practice owners have been there at one time…
You invested time, money, and energy into opening your doors… and now you need patients, and you need them fast!
And while there are many ways to market your practice, including a website, social media, paid advertising, email marketing, and more, none of those necessarily produces patients fast.
If you want to create momentum quickly, one of the best things you can do may seem old-fashioned, but it’s free, and surprisingly simple:
Get Out Of The Office And Get In Front Of People
For a new local healthcare practice, getting in front of people can often accomplish what online marketing cannot do nearly as quickly.
It lets people know who you are, what you do, and that you are available to see patients.
A common mistake new practice owners make is assuming that opening the doors will somehow bring in patients.
But it doesn’t work that way.
Don’t wait for people to discover you. Be proactive and let the people in your community know about you and your office.
You may have a beautiful office, an excellent website, a Google Business Profile, and years of clinical experience.
But none of that helps if people in your community don’t know you exist.
When you are new, your first marketing job is not necessarily to persuade someone to choose you.
It is simply to make people aware that you are there and open for business.
And that means introducing yourself to the community instead of waiting for the community to find you.
Start With Other Providers
One of the easiest places to begin is with other healthcare offices in your area.
Think about the physicians, specialists, therapists, pharmacists, chiropractors, urgent care centers, home health agencies, and other healthcare professionals who regularly encounter patients who may need services they cannot provide.
Some have long wait times, some may not accept certain insurance, and some don’t accept new patients at all.
Visit their offices and introduce yourself. Explain what your practice does, who you serve, and how patients can reach you.
You don’t need an elaborate presentation or a polished sales pitch. In fact, a simple conversation may be much more effective.
You can say something like:
“I recently opened a practice nearby. I want to introduce myself and let you know we’re accepting new patients. My office provides the following services _______.
If you have patients you can’t accommodate, or who need the services we provide, we’d be happy to see them.”
Leave behind a business card, brochure, referral information, or simple one-page description of your services.
The goal is not to pressure anyone for referrals, but to make sure they know your office exists.
Get in Front of Your Local Emergency Department
Depending on your specialty, another place to introduce yourself may be the local hospital or emergency department.
Emergency departments often see patients who need follow-up. Others need a primary care provider. Some have difficulty finding someone who can see them promptly.
So, if your practice can meet those needs, let the ER or hospital know.
Find out who handles discharge planning, case management, social work, community referrals, or provider resource lists.
Again, introduce yourself and your practice and explain:
“We are accepting new patients, and if you have people who need appropriate outpatient follow-up and are having difficulty finding a provider, we would be happy to be considered as a resource.”
Again, you are not asking anyone to guarantee referrals. You are simply making them aware of another option.
You are making yourself known as an available option.
Talk to Local Organizations
While this option is not as fast as the ones above, you should consider it. Healthcare happens in communities, not just medical offices.
Think about where the people you want to serve already meet.
Depending on your practice, that might include:
- Senior centers
- Churches and faith communities
- Schools
- Daycare centers
- Gyms and fitness centers
- Community organizations
- Employers
- Retirement communities
- Chambers of commerce
- Support groups
- Local nonprofit organizations
Introduce yourself to the people running those organizations and get in front of their members. Offer to speak to them about a health topic that fits your expertise and is of interest to them.
Participate in community health events. Attend local business gatherings. Volunteer to participate in community programs.
This gives you broad exposure and lets you become a familiar healthcare professional in the community.
And familiarity matters when someone later needs care.
Consider participating in community events regularly; it’s a great way to get in front of people, provide useful information, and build your practice at the same time.
Tell People Who You Can Help
When introducing your practice, don’t just say:
“I just opened a new clinic.”
That doesn’t tell people anything.
Instead, help them understand who you are, what you do, and who they should think of when they hear your name.
Instead of giving bare-bones, useless information, you could say:
- “We’re accepting adults who need a new primary care provider.”
- “We work with women going through menopause who are looking for ongoing support.”
- “We’re happy to see patients who are having difficulty getting a timely appointment elsewhere.”
- “We provide psychiatric medication management for adults.”
The clearer you are about the patients you serve, the easier it becomes for someone to recognize and make a referral.
People can’t refer the right patients to you if they don’t understand what your practice actually does.
A Low-Tech Marketing Strategy
New practice owners sometimes believe marketing has to begin with complicated strategies. But that’s rarely the case.
Social media, search rankings, funnels, advertising campaigns, and content marketing all have a place in building a practice.
But when your schedule is empty, and you need patients now, your fastest marketing strategy involves nothing more sophisticated than comfortable shoes, a stack of business cards, and some friendly conversations.
Here’s What To Do Next…
- Use AI to make a list of 20 or 30 organizations and healthcare offices in your community.
- Then start introducing yourself.
- Do a few every week.
- Follow up periodically.
Build relationships instead of making a single visit and disappearing.
Over time, people will begin to recognize your name and understand what you do.
And when someone says, “Do you know anyone I could see for this…?” your practice has a much better chance of being remembered.
And Finally, Don’t Confuse Fast With Instant
There is one important caveat.
Getting in front of people may be one of the fastest ways to build awareness for your new practice, but that doesn’t mean patients will immediately start filling your schedule.
Relationships, referrals, and trust take time… especially in the beginning.
Don’t hide behind your computer waiting for your marketing to work; go where your people are!
So when someone asks, “How do I get patients fast?”, our answer stays the same…
Get out there, introduce yourself, and talk to people.
Scroll down a bit and tell us what you think – leave a comment…
By Johanna Hofmann, MBA, MAc., regular contributor to the NPBusiness blog.