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Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. At this stage internal marketing meets traditional ‘change management.’ Firstly you should identify your internal customers.
Always make sure that you have thought through your approach before starting the implementation.
Appoint a change agent, or champion for change that will help to ease your changes through. The change must be correctly marketed to your target audience using an approach such as Jobber’s (above). Try to anticipate the arguments against change, and decide how to counteract them positively. In previous lessons, you will have seen that the process of marketing follows a familiar pattern for which we use the acronym AOSTC – Analysis, Objectives, Strategies, Tactics, and Control.
Tactics would include an internal application of the marketing mix, and could include staff forums, presentations, an intranet, away days, videos, personal visits by company directors or newsletters. Evaluation would consider the take up of PRP against your objectives, attendees at away days, visits to an intranet page, and so on. Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals. Pre-owned equipment, practices for sale, open positions, helpful practice management resources and more! In these times of ever-tightening budgets, dwindling profits, and increasing competition, how do you plan on continuing and increasing success? For most of us in eyecare practice, external marketing is advertising or communicating with people you do not know (potential patients) while internal marketing is advertising or communicating with people you do know (your current patients). Internal marketing usually doesn't cost much and can be much more successful as you have a captive audience already. These numbers indicate that almost all were at least somewhat interested in contact lenses. If you are interested in building your contact lens practice, the first thing you should do is discuss lens options with all of your patients. In my office our technicians are trained to ask patients as they are pretested if they're interested in contact lenses.
Also, confirming appointments via text messaging will save time and money, but only if you have the information and technology you need to do it.
You may think that service agreements are a thing of the past now that most patients wear disposable lenses, but communicating your expanded services is never a thing of the past. Open houses are a fun way to introduce new technology to patients and extend a casual atmosphere of congeniality. Rewarding patients who send a friend with referral discounts is truly the best practice builder that we've used. I like to highlight my favorite contact lenses and spectacle lenses that coincide with the latest in technology advancements. Here is an example of an invisible recommendation by Tom Stout, OD, FAAO, of Morgantown Eye Associates in Morgantown, W.Va. The conclusion of every examination should begin with the words, "I recommend." For a patient, everything begins and ends with your recommendation.
Contact Lens Spectrum is the most respected source of clinical contact lens information for optometrists, opticians and ophthalmologists.
Adding This New Breakthrough Weight Loss System Inside Your Office Can Explode Your Income and Change Your Practice Forever!
But Don’t Take My Word For It, Read Below to Learn How Hundreds of Doctors Have Increased Their Monthly Income…and How Thousands of Patients Have Finally Lost Their Weight with This New and Amazing Natural Weight Loss System! These mysteries of this incredible program have been revealed to hundreds of doctors…and now it’s YOUR turn! This is a wonderful new way to bring cash (and lots of it!) each month right into your practice.
By the Time I Had My “Dream Practice” – We Were Able to Bill Out $650,000 a Month!I thought I had it made…..I had arrived!
So, I never even considered that a third party could pull the rug out from under my empire! 99% of our accounts receivables were tied up with the insurance companies…to the tune of over $1,000,000.00! I had no cash system to see me through, then an investigation began and insurance companies told us they would be holding all of our claims! That terrible and unfair experience made me determined to find a rock-solid cash system for my chiropractic office! If I wouldn’t have been treated so unjustly by insurance companies, I wouldn’t have gotten so fed up with them….. I wouldn’t have made the pledge to find a rock-solid cash system so I’d NEVER have to bill insurance companies if I didn’t want to!
So because I went through all of that, I became determined to devote all of my time, resources and attention to creating this incredible CASH weight loss program. I was just so upset with the insurance companies, that I didn’t want to bill insurance anymore. I wanted something that I controlled…so no third party billing company had any control over my success! It became very evident that the best thing I could do to get back my financial freedom was to help patients with their weight loss struggles! A Rock-Solid, Comprehensive Weight Loss Program, that Really Works, Would be the Best Way to Get the Highest Percentage of the Population Interested in Coming into my Office! I didn’t want any multi-level marketing miracle pills….that patients could also buy from their neighbor along with their Avon and Tupperware. I wouldn’t be hiring an MD to prescribe injections for weight loss or anything else that I wouldn’t give to my family or take myself.
I wanted a system where patients would realize why they should stick with me for life…even after they had arrived at their goal weight! Oh sure, there were and still are all kinds of weight loss programs marketed to chiropractors—but none of them had the depth I was looking for.
But I began the hard work; studying, researching, testing, and investigating I needed to do, in order to get the program that I wanted. Luckily, because I had just lost $4,000,000 and my practice, I was able to spend my full-time efforts working on this incredible, comprehensive weight loss program.
I’m NOW Ready to Reveal My Secrets and Breakthrough Discoveries with You when You Come to Visit my Office for an Insider’s Peek!
It has been A LOT of work, but the beauty of it is that you or your staff can just use the system that has already proven to work in our office…and hundreds of other offices!
As you know only 7% to 12% seek chiropractic care…so weight loss is simply a better market. Most doctors that have come through our training system are reporting that offering weight loss has turned out to be the biggest referral source they’ve ever had for new chiropractic patients. We are different from Jenny Craig and Weight Watchers, because it actually does matter what patients eat…unlike Weight Watchers, where they can eat a Twinkie, as long as they count the points! I have developed a testing system, that all doctors get to use when they sign up for this program. For example, some patients may have a problem with Candida, and they need to get rid of before they can lose weight and keep it off. The typical program in our office is a 12-week weight loss program that patients purchase for $3000.
The first month we did weight loss we sold $25,000 with one staff person helping me by answering phones. We’ve Helped Hundreds of Doctors Now Set Up a Weight Loss Program In Their Practices. And Now It’s Time YOU Started Making the Money You’ve Always Dreamed of in Practice by Using 100% of Your influence as a Doctor! What do I mean by “Using 100% of your influence as a doctor?” Think about it, why did you go to Chiropractic school….it was to help people right?
And since 2006, when I added weight loss in my practice, I’m seeing results with patients that I was never able to get before.
Because you see, I offer weight loss….but what it really is, is a program that will change people’s lives. For years, I used to tell my chronic back pain patients that they needed to make some lifestyle changes in order to get their bodies out of pain. I found out that patients just wanted adjustments or therapy, but they didn’t want to change anything else to get their bodies out of pain. These patients coming into my office to lose weight KNEW and EXPECTED that I was going to tell them they had to make some changes, such as what they ate.
The outcome of these amazing results has been even more referrals and an even more diverse and STRONG CASH practice! And yes, because of that, I now have treatment programs AND MARKETING programs for all of these conditions…that you will be given when you attend my seminar!
Just the Neuropathy Program alone, brought in an additional $60,000 a month the FIRST month I started marketing it…and my Neuropathy Program was developed exclusively because I had been getting such incredible results with my weight loss patients who also had Neuropathy! Don’t stand by as your competitor down the street takes advantage of this multi-billion dollar market! I’m dying to tell you the many facets of this program….and I will when you come to my office and attend my seminar. The nutrition you learned in chiropractic school combined with the research and training I’m willing to share, will be everything you need in order to have patients calling you and begging to do your weight loss program!
Answer: When I first opened up my Weight Loss Cash Practice, I only had a 600 square-foot office.
Answer: Hey, I thought I had the Dream Practice…but when the storm came (and the storms always come), I wasn’t prepared with a cash system.
Answer: Insurance companies continue to cut our claims, require more documentation and make it harder to get paid. Answer: I know that I could educate FAR more Chiropractors through print and recordings than I could through having them come right into my office and it would be A LOT less work and expense for me!
Answer: When you sign up for the seminar, you are given three months free access to our website that has all the training on it. My new “Doctors Goldmine Seminar” will allow you to start and promote your very own Weight Loss Program, using the SAME strategies I’ve used to grow from no cash system at all, to over $100,000.00 in cash collected monthly. Since this is held right in my office and there are space restrictions, I can only allow a limited number of doctors to attend this breakthrough seminar…So register now before you are left out of this amazing opportunity! Bring a Support Person with You: Because you will actually be right in my office being taught exactly what I do, space is extremely limited.
The Seminar is held in Salt Lake City, Utah: As soon as you register, you’ll be given the exact location of the seminar, and the names of hotels where you can stay. A Turn-Key System for Adding a Cash Weight Loss Practice: This system took me years of full-time work to put together. 7 Weight Loss Programs I Offer Patients: I will give you all of the details you’ll need to start selling these programs to your patients.
All the Marketing Programs I Use to Get 88+ New Patients a Month: You might not want that many additional new patients, but if you had a system where you could handle that many new patients, you definitely would! 11 Secret Closing Techniques Specific to Weight Loss Patients: Weight Loss Patients have specific needs.

Staff Training: You’ll be given all the tools necessary to delegate as little or as much as you’d like to your staff. A to Z Weight Loss System: We’ll review everything you need to know during the seminar, but we’ll also give you everything you need to run things when you get back to your office. You’ll Be Processed Though Our Office: In training my staff, one of the things I started years ago was to run all of my new employees through as a new patient and as an existing patient. The Cost of the Full Two-Day Seminar $5997: You have the option to pay one payment of $5997 or to break it up into 12 easy monthly payments of $597. So For an Initial Investment of Only $597, You Can Learn How to Make $25,000 to $100,000 a Month! FREE: 3 Months of Monthly One-On-One Follow Up Telephone Calls with me to ask any questions you’d like about implementation, specific patient weight loss concerns, marketing, staff management, etc. Well, after starting a weight loss practice, I wanted additional tools to help me run this new and amazing weight loss business…. However, there is NO OBLIGATION to continue with the website, it is simply an additional tool for you to use. And the great news is that this brand new website, Club Reduce 3.0, gives you everything you need to help these people lose their weight! This Club Reduce 3.0 site is so content rich and has so many tools…that it’s hard to say what the most important component is. Club Reduce 3.0 equips you with the best solution for weight loss, but if people in your area don’t know about your amazing program, what good will it do?
If you want to have the most popular weight loss practice in your area, look no further than your marketing! If you hired an in-house creative marketing director to do everything you’ll find at Club Reduce 3.0, you’d have to pay at least $40,000 to $60,000 a year!
Guarantee your success by finally implementing the programs you need to fill your practice with new weight loss patients!
But it doesn’t stop there, we also show you the direction you should take for your ONLINE MARKETING!
For example, by utilizing Club Reduce 3.0, we will follow up with your leads that sign up for your weight loss seminar and the leads that sign up for the free weight loss report. With the assistance of Club Reduce 3.0, you WILL be keeping in touch consistently with your leads, so they’ll think of you immediately when they are finally ready to lose their weight! This phenomenal follow-up email service provided by Club Reduce 3.0 has been years in the making! Following up on your leads alone would make Club Reduce 3.0 an invaluable tool…yet there is so much more to this new website! Once your marketing is on track, you will want to make sure that you are giving your patients the best service possible. With the new Club Reduce 3.0, you will be able to offer income producing patient membership sites. Your patients will pay you for their membership site because it will help them lose their weight and maintain their weight. For those who don’t want to come into your office for weight loss services, you can offer them the “at- home” program. They’ll simply pay monthly for the information….that has already been done for you at Club Reduce.
Your patients will be able to order Solutions4 right from their own membership site, thus you will be making money while you sleep! When a patient places an order from Solutions4, you’ll get your percentage of the sale in the form of a check from Solutions4 each month. You will be able to make more money, without having to be the one to physically deliver it!
There are certain products like the Nutritional Shake that patients use for meal replacement that they order month, after month, after month. Women also fall in love with the skin care line and continue to order it over and over again. Your patients will order what they want, when they want it…right through the patient membership site you set up for them!
Your patients can also purchase Self-Mastery Technology (SMT) products from you on their Club Reduce membership site. Patients using Self-Mastery Technology (SMT) are experiencing incredible results with losing their weight and keeping it off! Zero effort required – save your staff the trouble of sending email after email after email. Keep selling supplements and products to your patients even AFTER they have completed a program! But when you sign up for our seminar, you get this Club Reduce 3.0 website FREE for three months. After your three months are up, you can pay $597 a month to utilize the website…unless you place your order before the three months has expired. But we have taken the site we launched in January, improved it 1000%, done a MAJOR overhaul, renamed it Club Reduce 3.0, and SLASHED the price! As we’ll be adding new material each and every month, we want to make sure you never miss out on all these amazing benefits…so we’re offering special monthly packages. But utilize everything and you have a complete business model to make you $100,000 or more a month! We never take a break when it comes to delivering you the absolute BEST tools to grow your practice. There are even more easy-to-use, revenue-generating tools coming your way each month and you’ll be the FIRST to know about them! Don’t get locked out by delaying your registration… because, in this seminar, you will be given exclusive information nobody else is getting.
I’ll show you how to take bite-size steps toward building and growing your Chiropractic Weight Loss Business—and increasing your profits. I’m telling you, I have the system and the plan…you just need to work the plan or have your staff work the plan. If you don’t offer a comprehensive Weight Loss program to your patients, I PROMISE they will go someplace else to get it…and it won’t be anything like the incredible program you could offer them! Driving strong and sustainable financial gains through leveraging corporate potential, enhancing top-notch marketing solutions, innovative branding strategies, and dynamic corporate events. More than 14 years of solid B2B marketing experience, delivering profitable solutions to drive sales, attract and maintain customers, and build a solid corporate brand. Spearheaded all planning activities from concept to execution for events with up to $100,000 budgets.
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WorkBloom's goal is to help job seekers find work and reach their highest aspirations, one step at a time. Internal marketing obeys the same rules as, and has a similar structure to, external marketing. In the diagram above, Jobber (2009) uses a similar approach as a structure for the implementation of internal marketing. Robinson, who received her doctorate from Indiana University School of Optometry, is in private group practice in Indianapolis, Ind. I believe you can be successful even in the midst of a recession by implementing a few of the marketing ideas in this article. Examples of external marketing are the Yellow Pages, practice Web page, billboards, direct mail, TV, or radio.
It's a known fact that the number-one way patients find practitioners is by personal recommendation from friends, family, or colleagues.
Gallup polls have shown that many practitioners have missed a huge opportunity to even discuss the option of contact lenses with their patients.
Next, these same consumers were asked if they discussed contact lenses with their eyecare practitioners. If the answer is no, the next question should be, "Have you worn contact lenses before?" Many patients have discontinued lens wear for a variety of reasons, but few practitioners inquire about past lens experience. Today newsletters have to be unique because our patients receive so much of this type of mail almost daily.
Providing a brochure to patients with information about lens care, fees, and services ensures that each patient receives the same communication — even if you get behind and are unable to discuss these things individually during the exam. We give patients a card that encourages them to refer a new patient if they have been more than satisfied with our service.
I've often seen them use these cards to upgrade to a more expensive frame or sunglasses, or even to get a second pair of glasses. Having every contact lens manufacturer's pamphlets all over your office not only looks cluttered, but sends the message that you have no specific recommendations. For example, a poster about anti-reflection coatings is crucial to making the recommendation that vision is better without all those annoying reflections. From that point, you can explain your services as you hand the patient your contact lens brochure. The key to your professional success is what you already know how to do best — communicate with your patients.

And don?t ever forget to remind patients of how your care will not only help them to see their best, but to look their best as well. Each month, it offers timely editorial on fitting, overcoming complications, utilizing new technologies, gaining patient compliance and more — written by contact lens practitioners for contact lens practitioners. So during selected months, I let a small group of lucky Chiropractors into my office to see firsthand exactly how I do it! We went the extra mile and had an outside attorney (non-employee) come in and do Medicare compliance seminars…even though we didn’t have to….
Once the weight loss patients gain your trust, they want to know what else you have to offer…like for their back pain. Your staff or your patients answer questions on the computer and the results tells you what type program to put patients on. If you are a Chiropractor, I can help bring you up to speed on everything you need to know to help treat the people in your community that I promise, are looking for answers to their weight problems.
You can use this program with your existing patients…in fact, there is a GOLD MINE in your current practice…just waiting to be mined! Then after losing my dream practice in 2003, I was able to spend 100% of my time studying exactly what worked and what didn’t work in healthy, nutrition-based weight loss. When you come to my office to see all my secrets and learn how I can collect $100,000.00 in cash a month, you will also get to bring a spouse or one key employee.
Even the experts in our chiropractic insurance industry say we can only count on insurance for another 3 to 5 years. That’s why I’m having the seminar in my office, so you can experience the entire thing firsthand. We HIGHLY RECOMMEND you come to the seminar, but if you want to get started IMMEDIATELY, but can’t come for a month or two, you can start the learning process online just as soon as you sign up and get this system mastered BEFORE you even attend the seminar. This information-packed seminar will leave your head spinning with all the new ideas you’ll be able to implement in your office.
By the way, the Salt Lake Airport is a hub for Delta Airlines, so it’s easily accessible from anywhere in the country. They have been subjected to programs that don’t work; and most of them have actually gained weight by being yo-yo dieters. The Webinars will cover everything you and your staff will need to implement all the systems you will learn at the seminar.
When I taught the first hundred doctors or so, we didn’t have this amazing tool, and they still did well. If you do that, you’ll be able to get the website for only $297 a month…which is a fraction of what it’s worth! We have the Dream System All Done For You So You Can Add $25,000 to $100,000 a Month in YOUR Weight Loss Practice! Special talent for enhancing corporate marketability through electronic and print marketing tools as well as clear, effective corporate messaging. They create dynamic, best-in-class resumes and cover letters that consistently  deliver results.
The main differences are that your customers are staff and colleagues from your own organization.
But, before you take that step, let?s review the difference between external and internal marketing. Use that knowledge to impress your patients with your expertise and care so they will spread the word for you.
If they are not good candidates, I explain why I feel that way and at least they don't leave wondering. To increase your sales of annual supplies, make your patients who choose this option feel valued and appreciated. Frame trunk shows, dry eye seminars, and multifocal consultations are just a few ideas to get you started.
For every new patient referred, patients receive a credit on their account that they can use toward anything in our office.
The most effective internal marketing comes from a free flow of information from the patient to the staff and doctor. In addition, Spectrum shares valuable information via a weekly e-newsletter, Contact Lenses Today. These wraps are a terrific fit in a weight loss program, and we include them in the larger programs.
You’ll be amazed that although this is comprehensive, it’s easy to understand and makes a lot of sense. People are most successful when they get hands-on experience—and see exactly how things are done. But weight loss is hard work for a patient, so I’ve been very careful to include some pampering services into the weight loss program, so it makes it easy for the patients to stay involved. We’ve had doctors make thousands of dollars…and completely pay for their investment before they even attend the seminar by going through all of the training online.
Because you will be getting hands-on experience, you’ll easily be able to go back to your practice and duplicate the same processes that allow me to collect $100,000.00 a month in cash! Once we added this tool, doctors fell in love with it, and we originally charged an additional $897 a month for it. Stellar organizational and planning skills, as demonstrated in successful event planning experience. Found innovative ways  to market ABC brand, including highly successful e-mail  marketing campaigns.
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It is simple to construct, especially if you are familiar with traditional principles of marketing. She currently serves as president of Women of Vision, a professional organization for women optometrists. If the response was yes, the next question was "Who initiated the discussion about contact lenses?" The overwhelming majority (86 percent) said that they did while only 14 percent responded that their practitioner began the discussion.
Assure your patients that their e-mail address will not be shared or abused, but remember to utilize patient e-mail addresses for regular e-blasts about new technology in your practice.
Manufacturer's representatives are typically more than happy to help and usually provide the snacks.
Nothing is more powerful than your recommendation, so utilize those posters or brochures to help make your point (Figure 1).
This starts with a welcome form that asks the correct questions to elicit the needs and interest of the patient. When you explain this new, common sense and comprehensive approach, they’ll go from thinking you’re great to practically worshiping you…just wait! Combining the plethora of knowledge I gained and putting it into a comprehensive program wasn’t easy.
You will both leave with the tools you need to do this or to delegate this to some other staff member(s) to implement….if you were making an additional $100,000.00 in cash, could you take off a little more time? You should certainly keep running your insurance practice if that is working…but DON’T rely solely on that!
You’ll see everything you need to see in order to go home and duplicate a thriving, cash producing, weight loss program in your office! In addition to that, you really must experience this incredible program for yourself—in person! Let me say, this program is really a “wellness” program disguised as a weight loss program. However, we realized just how amazing this tool is for you to have from the very beginning because it will absolutely boost your weight loss business.
As Jobber (2009) explains, you can target three different segments namely ‘supporters,’ neutral,’ and finally ‘opposers.’ Each group requires a slightly different internal marketing mix in order that your internal marketing objectives can be achieved. New contact lens materials and designs, spectacle lens advances, even new frame styles might be some technology that you want to highlight. We post sign-up sheets at the front desk to get the conversation started from the moment patients enter our office. You see, I once had my “dream insurance practice”… It didn’t happen over night, but it happened–after years and years and lots and lots of hard work! But don’t take my word for it, check out the hundreds of testimonials from satisfied doctors who have attended my seminar! In other words, my first objective is to get the patient healthy, and along the way, they DO lose their weight. Bring somebody who will be able to help you implement everything you learn, or bring your spouse to support you in creating a new exciting Weight Loss Program within your practice.
Once you are processed, you will be able to go home and start doing the same things for your patients….this alone is worth the price of the seminar!
So we decided to give the Club Reduce website to the new doctors for FREE for the first 3 months. Gained extensive experience communicating with vendors and event support personnel, and effectively managed overseas marketing team. You'd be surprised how inexpensive and effective e-mail is to continue communicating with your patients about the services you have to offer.
I haven’t yet had a patient that I wasn’t able to help….in fact, I constantly get referrals of patients who say they have tried everything to lose weight…and I’m their last chance.
Then after 3 months, if you want to continue to use the website, you will only pay $297 a month…UNLESS you allow your membership to lapse over the 3 months, at which point the price of the website will be $597 a month.
And if for some reason you simply can’t come for awhile, you will have access to the training for free for the first three months of the program, and you can learn online…however, we STRONGLY advise coming to the seminar. First I test the patients (in office…I’ll teach you how too!) to see what is going on with them. Do whatever it takes to get to this seminar and solve your money problems once and for all!
You can easily make back the cost of this seminar by selling just one patients this incredible weight loss program—and I’ll teach you how to get hundreds of new patients each month! We offer some one-on-one support (done entirely by staff…scripting is provided for them.) We perform body wraps where the patients lose 4 to 14 inches in one hour…they LOVE this and it keeps them motivated! We have other tools for the patients for their emotional eating and maintenance….it’s a COMPLETE PACKAGE to ensure their success! It’s worked for thousands of my patients, thousands of other doctors’ patients…and it will work for your patients too! Solutions4 makes all of their supplements to Japanese standards, so you know that what you are giving your patients is pure and will work. One of the most financially rewarding things I’ve ever done is carry the Solutions4 line…because patients love it and continue to order month, after month, after month!
With the Solutions4 line, my patients lose their weight, love the product, and are compliant with my recommendations on supplements.

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