Do you have a new office or physician you want to introduce to your community? Although time is tight and schedules overloaded, a properly executed, well-timed event (local election years are great!) can still build awareness and strengthen referral relationships for your practice. Here are a few things you might not have thought of that will help to make your soiree a success:
- Invitations are not enough. Yes, you should still send them. But you need to go a step further. Make a list of the top 20-40 people you really want there (i.e. top referring physicians, friends of the practice, community leaders, etc.). Then have your physician(s) pick up the phone and call them. Have several docs in your group? Divvy up the list. Just about anyone can squeeze in five quick phone calls a day. As I’ve said before, never underestimate the power of that personal touch.
- Invite local media. While the major newspaper and TV stations probably won’t find your event newsworthy, your local business journal and especially, the smaller community magazines or newspapers in your area may. Many will at least send out a photographer. Once again, make that call and extend a personal invitation. Then, once their stories and photos are published, be sure to add links to them on your Web site.
- Consider your Chamber of Commerce. Are you a member? If not, look into joining. If so, see if they will do a ribbon cutting or add the event to their calendar. Often, they will invite their membership (many of whom are well connected and will help generate buzz for you) and help market the event for you. Plus make the Chamber a part of the program and you help establish your leadership presence in the business community.
- The devil is in the details. Think of the little things that can make a big difference. Place outdoor way-finding signs with balloons attached. Have umbrellas with your logo on hand in case it is raining. Make sure your staff is dressed “in uniform” and prepared to greet guests and help educate them about the practice.
- Want music? Sure you could pay professionals but consider inviting a local student performing group. Many of these kids are as talented as the pros and welcome the performance opportunity for a small donation to their program. Plus it shows goodwill to your local community.