Why Meaningful Connections Are Still the Best Marketing Strategy
When I started my Podiatry Practice in 1996, I had no idea how important personal relationship marketing was. During my last year of residency, I tirelessly searched the map to find the perfect state to live in and then the perfect city to start my practice. I visited numerous office spaces to find the perfect place to call home, a place to hang my shingle. I filled out every insurance company application that I knew existed. I endlessly called these insurance companies to make sure I was on every plan and sometimes begged my way into closed plans. I became an IT expert, or so I thought at the time. I set up my computer systems and telephone systems. I put together my X-ray unit, waiting room chairs, and a credenza that kept me in the office into the wee hours of the morning. I stocked every cabinet and perfectly arranged every countertop item to show off my new degree, new space, and new life as a practicing foot and ankle surgeon. I knew I had made it.
The First Call That Changed Everything
And then I waited….. I expected my phone to start ringing as soon as the lights came on that very first morning. I didn’t know how I was going to manage answering all of those phone calls while seeing patients at the same time. Though somehow I knew I would manage it all. But then I waited some more. After a week or so, I finally received my first phone call from an advertisement that I had previously placed in the yellow pages. In the mid-1990s, there was no such thing as social media or Google AdWords for marketing advertising.
After waiting six months, I had my busiest day ever. I can remember that day clearly. It was a perfectly sunny December day in Colorado. Unfortunately, as proud as I was to see thirteen patients in that one day, I knew this was not a path to growing my practice, to being able to pay back all of those student loans, let alone pay for a mortgage, buy a car, save for my children’s college and retirement, and put a measly ramen noodle on my table.
That’s when I finally realized that I had to do something to get more patients in the door, and I had to do it quickly. I needed to put myself out there. No one was knocking down my door. That’s when I decided to call Dr. Z. I was so nervous to make that first phone call. I picked up the phone, dialed the number, and introduced myself to Dr. Z’s receptionist. I asked if I could bring lunch to their office and introduce my new practice. That’s when I learned the true power of personal relationship marketing.
When the day of this first meeting arrived, I had so many mixed feelings. I was excited but also insecure. My inner critic was on fire that morning. I had my spiel all planned out. I knew exactly what I needed to say to win Dr. Z’s confidence in me. As the conversation started, it slowly became clear to me that Dr. Z didn’t care about how awesome my surgery skills were. He didn’t care to discuss how many years I went to school. Dr. Z. already knew I had graduated from Podiatry school. He knew how many years I had gone to school. He was personally acquainted with the process. He assumed that I was good at my skills and that was that.
Relationship Marketing Builds More Than Referrals
What I learned that day was the importance of personal relationships. Dr. Z. cared about where I grew up, how I made it to Colorado, what my interests were and how many children I had. He was thankful that I had moved into his community and was excited to start referring patients to me. I couldn’t believe that something so simple as making a personal connection would excel my practice forward so quickly. The relationship that I made with Dr. Z. will always be near and dear to my heart.
From that day forward, I used personal connection marketing as the primary marketing source for my practice. While there are many other advertising sources, like social media, to advertise your business, the personal and professional benefits you gain from relationship marketing provide value like no other. When people know you, they remember you. When they trust you, they refer to you.
Relationship Marketing in Action
So make that phone call, write that letter, send that email. Grab coffee, a glass of wine, or talk on the phone. You don’t need to have the perfect words or an elaborate presentation. Just show up. Be sincere. Let people get to know the human behind the profession.
You’ll never regret investing in relationships. I never have.
Want to grow your practice through meaningful, authentic connections?
Work with Dr. Cindy to develop a leadership and marketing strategy rooted in trust, confidence, and relationship-building.