In Search of the Ideal Doctor-Client: A Marketing-Savvy CEO

February 19, 2014
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ideal doctor-clientMost healthcare advertising agencies will not admit it, but some clients are simply better than other clients. The people and personalities are part of the chemistry, but more than a retail transaction, two business entities share mutual success goals.

ideal doctor-clientMost healthcare advertising agencies will not admit it, but some clients are simply better than other clients. The people and personalities are part of the chemistry, but more than a retail transaction, two business entities share mutual success goals.

It’s similar to a doctor-patient relationship. Privately, many doctors have patients who they favor over others. In virtually any business interaction, it’s easier to work with some customers/clients/patients. But with others…not so much.

When the chemistry is right, the rewards are magnified; better outcomes, mutual success, and greater satisfaction all around.

Our job is to provide hospitals, medical groups and physician practices with a marketing expertise that achieves defined goals, measurable results, and continuing success. Over the years, we’ve found that there is a significantly higher measure of success in working with the client who is both medically skilled and business smart.

The MD as a CEO and CMO…

Searching for and working with the ideal, marketing-savvy CEO has personal and professional rewards for us. When the MD is also the CEO and CMO, there’s an added measure of satisfaction in working with a business-smart doctor-owner, entrepreneur or administrator. We are challenged to make our best work even better.

Here are a few of the ways that the CEO is our ideal doctor-client. In addition to good marketing instincts, he or she:

  • Thinks bigger. Their perception of what is possible is often on a larger scale. They think beyond the horizon, past the competition and about taking things to the next level.
  • Has a competitive nature. They are challenged to win at what they do, and to do what it takes to achieve the goals they set.
  • Understands marketing fuels the flow of business: A constant and reliable flow of new business, repeat business, or referral business does not happen spontaneously. Marketing strategies and tactics achieve defined goals and drive success.
  • Recognizes marketing is an investment, not a cost. Performance is measurable and the client closely monitors the Return-on-Investment (ROI).
  • Takes calculated, “smart” risks. There are no guarantees in business or advertising. But well-informed clients minimize risk, understanding the risk/reward ratio, and take reasonable risks to seize opportunity.
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It’s difficult to describe all the winning characteristics of the ideal client. Fortunately, we have many such clients with these and other success characteristics. It’s challenging work, but it’s a winning formula when the client hires the best, demands the best, and ultimately trusts their agency to exercise their experience and do the work at hand.