The world is FULL of experts. Your lover, partner, friends, people you meet down the pub.
Everyone’s got an opinion.
Especially when it comes to how you run your practice.
I very recently launched a Google AdWords campaign for a colleague, and he sent me an email this morning telling me that although he and all his friends are very happy with the website my webmaster built for them they all dislike the free ‘health check’ offer also on the page (despite initially being very happy with it).
The purpose of the ‘free offer’ of course is to make it more compelling for people visiting that page to make an appointment to see my colleague. It is an inducement to do so, an ethical bribe if you will. A special offer.
Now whether or not it will help his conversion rate to get more people to book an appointment or not, I don’t know. I can guess, but I don’t know.
Because when it comes to running your private practice or running your marketing campaigns,nobodies opinions matter. Not yours, not your wifes/lovers/friends/web designer, random person in pub.
None of them matter in the slightest.
Not even mine. Because although I might have a good idea of what is likely to work for you, given my experience working with other consultants in your specialty as well as in different specialties, I can’t possibly know.
So even my advice as a private practice growth specialist is only a start, open to revision based upon the only opinion that really does matter.
Which is….drum roll please…
Your customers – your private patients.
Theirs are the ONLY opinions that matter.
If the method and content of your marketing is one they like and connects with them, they will gladly pay to come and see you. And if they don’t, they won’t.
So Private Practice Success Tip #10 is this: Listen to no-one except your patients. No-one’s opinions matter but theirs.
If they like the marketing campaign you are running and there is a genuine need in the marketplace, they will come and see you in droves – in essence vote with their wallets.
If they don’t like what you’re doing (or there is no real need out there) they won’t.
By Dev Lall FRCS