Medesthetics

SEP-OCT 2013

MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.

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PROFESSIONAL NETWORKING Physician-to-patient referrals rank among the most effective referrals. Hence, the best places to start your networking efforts include professional societies and events where you will meet individuals who work in your field and share common interests and knowledge. Focus first on nurturing your relationships with professionals who currently refer patients to you, then expand your network by meeting and attracting other healthcare professionals into your referral network. These may include general practitioners, OBGYNs, podiatrists and other dermatologists and plastic surgeons in your area. In addition to professional associations, hospital fundraising events and corporate health fairs are effective avenues to meet other healthcare professionals. Create what is known in the trade as an "elevator pitch"—a brief introduction to you and your practice. In less than 30 seconds, your pitch must make your listener want to learn more about you. Find ways to differentiate yourself from others in your field. Give specifics about what you do. If you are in a niche market with special skills and talents, mention that. Be memorable. If your alumni association has a local chapter, you have several ready-made connections available. Because your elevator pitch is your door opener, practice it on staff, family members or friends and keep working on it until you feel comfortable. When reaching out to physicians in your area, start with phone calls or professional-to-professional handwritten notes, and follow up by email. Build toward asking for a face-to-face meeting at a restaurant or coffee shop that is convenient for the other party. NETWORKING BEYOND HEALTHCARE When you are ready to reach out beyond your professional contacts, there is a wide variety of networking opportunities for cosmetic practitioners. They include: Complementary Businesses. The majority of your patients will come from a geographic area within five to 10 42 SEPTEMBER/OCTOBER 2013 | MedEsthetics miles of your office. Reach out to the owners of complementary businesses within this zone. These may include health clubs, salons and spas, and weight loss clinics. Charitable Organizations. Aligning yourself with a charitable organization that is near and dear to your heart or to those of your patients is an effective way to enhance your reputation within your community. Not only is it personally rewarding to take an active role as a volunteer, fund-raiser or event organizer, it allows you to introduce yourself and your practice to a new audience. Once you identify an organization that you feel will be a good fit for your practice, make a point of becoming an active participant in fund-raising; volunteer for a leadership role; or offer to host an event. Plan to stay active for at least one year before evaluating the benefits of your involvement. Alumni Events. If your alumni association has a local chapter, you have several ready-made connections available. Take advantage of these contacts by attending gatherings and planning social events with members in the community throughout the year. Civic and Business Groups. Civic and business networking groups often offer online member listings with profiles. Review these lists to determine which organizations are a good fit before investing time and resources. These groups typically meet once a month—generally around a meal—while others hold mixers. They will often allow you to attend their meetings and events as a guest, at least at first. Additional entities that may prove valuable in generating new patients include events or associations that cater to your target patient base, such as art galleries, chamber music groups or local theater programs. In selecting potential networking opportunities, ask yourself a few questions about the group's ability to help you network successfully, such as: © ISTOCKPHOTO.COM CONNECTING WITH OTHER HEALTHCARE PROFESSIONALS

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