Harness the Power of Your Signature Platform
You might be wondering what it means to harness the power of your platform, or whether or not you even have a platform! Your platform is your niche, or your specific area of expertise and your brand. According to Forbes, it is what you are to the marketplace and more importantly to your patients. It is your reputation and the value that you bring to your patients, and the reason they come to see you. For one practitioner it might be focusing on brain health, and for another it might be how he helps elderly patients deal with arthritis. Whatever your platform is, it is important for you to identify it and then become an expert at it. Once you have your platform set, you can harness its power to retain existing patients and reach new ones. You may also find an additional revenue stream!
Leverage Your Expertise
People trust experts. Now that you have identified your platform, you can leverage your special expertise to launch an extension of your practice. This extension can take various forms. Maybe it’s a book, a cooking class or video series, newsletter, DVD or event. Let’s look at the practitioner who helps patients improve brain health as an example. We’ll call her Dr. B. She has honed her skill and has become practically synonymous with brain health in her community. Dr. B would like to leverage her expert status to have a cookbook published. Who in her community wouldn’t want her collection of recipes that have been shown to improve the aging brain? And with a large population of aging baby boomers in her area, Dr. B knows this is an area she can grow her practice with.
Sell Complementary Products
Shoes and socks. PB & J. Chips and dip. What do these items have in common? They are companions and complement each other. No matter what your platform is, there are probably some things your patients already associate with your brand. You could try offering these products in your practice. Dr. B could display her recipe book along with flyers for the local farmer’s market. To add an additional revenue stream, she could consider selling supplements that focus on brain health, and host seminars discussing the science behind these products and how they work. She could even have crossword puzzle books and other brain teasers in her waiting room, or print puzzles off for her patients to take with them.
Gather info from your patients
Your relationships with your patients are a critical part of your business. Don’t be afraid to ask them for ideas. This strategy relies on the trust and rapport you’ve built up with your patients. Conduct a survey to find out what products or services they expect from you. Or simply add a few questions to your initial patient survey.
Another option might be to create a focus group that includes a mix of new patients and patients who have been with you for a long time. Meet with them monthly or quarterly to discuss the services your practice has been providing and ways you can improve or expand your offerings. Use your patients to find out what they like and don’t like to be sure you are providing the services they need and want.
Harnessing the power of your signature platform is a great way to capitalize on your brand’s equity to sell new products or services. This can help you grow your business and strengthen your brand.
When you are ready to expand your practice and take your platform to the next level, use the above as a starting point to get your ideas flowing. With proper research and planning, you will be able to use your signature platform to take your practice to new heights.