Finally, The Most Common Goof Of Old-School Healthcare and Physical Therapy Marketers Explained
(If you are a practice representative, we mean no disrespect, but it is our job to call ?em like we see’em).
1.      The days of traditional selling in healthcare are over. Relying on a representative to communicate on your behalf is like driving with the brakes on. That is why many practice managers give up on this after turning over a few reps. In the words of the esteemed late Peter Drucker, modern marketing techniques make selling superfluous.
2.      When relied on as the engine for developing and maintaining your referral relationships, even good representatives may be an inefficient use of your budget. With the right communications (marketing) system, you will get much more for your money – reaching more people, more frequently, with a well-planned message.
3.      A bad representative can set you back rather than move you forward. What they say and how they say it is a reflection on you, and you have very little control over how many people they see and what they say on your behalf. Nothing is more frustrating than listening to excuses as to why the rep was unable to make an appointment. Problems may not be obvious until it is too late.
4.      Unless you have an iron-tight non-compete agreement that you are willing to enforce, you always run the risk of having your investment train and prepare the rep to move on to greener pastures with your competitors.
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