Relationship Management

One of the current marketing buzz-phrases is "relationship management." Well, the Supremes had the answer way back in 1966. "You can't hurry love - no,you just have to wait. Love don't come easy - it's a game of give and take.

Attempting to build lasting patient relationships takes a plan. Here we encounter the established "7/12 Rule." It states that if you want your patients, current and potential, to take action and use your services, you need to connect with them a minimum of 7 times over 12 months.

Those impressions might be created by ads, publicity, the Internet, seminars, health fairs, newsletters, personalized letters from the office, or word of mouth.

Of course, once in a while you get lucky and add a new client the first time they see your Yellow Pages ad or visit your Web site. But it's far more often it will take those multiple impressions. The primary purpose of the 7/12 Rule is to build rapport, empathy and lasting relationships with your key audience: new clients; current clients and inactive clients.

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