Serious Lessons Learned from Occupational Medicine Leaders
Writing an Occupational Medicine Plan for your Urgent Care Business
“Dictionary is the only place that success comes before work. Hard work is the price we must pay for success. I think you can accomplish anything if you’re willing to pay the price.” Vince Lombardi
Named "Coach of the Century" by ESPN, Vince Lombardi, former Green Bay Packers coach is remembered for his dedication, his infectious enthusiasm and his memorable quotes. That same sense of dedication and enthusiasm will lead your occupational medicine program and urgent care to success.
Hard work in the beginning will be well worth the efforts in the end. Incorporating occupational medicine services into your urgent care clinic is the winning play. It’s the business plan that will serve as your game plan. For this article, we will believe the urgent care business plan has been authored. With the exception of the marketing piece, the urgent care and occupational medicine business plan will share much of the same information. This article focuses on authoring the most important part of your business plan which is the occupational medicine marketing section. The marketing section is about identifying customer prospects.
Basic factors in your marketing plan include: develop a market-based mind set, identify your market/corporate clients, define your scope of services, create a service profile, and produce a lead list. Please note sales and promotion was not listed as components of the marketing piece. The sales and promotion portion of your plan will be much different from the market portion. Sales and promotion relate to how you convince corporate clients to buy your services, to be addressed in an article at a later date.
Market-Based Mind Set
The market-based mind set involves realization you are selling benefits. For your corporate clients the benefits of occupational medicine are increased productivity, decreased loss work time, and a safe work environment. Start envisioning yourself as the corporate client’s business partner. Develop marketing talk points that showcase that partnership such as decreasing OSHA recordability, return to work philosophy, and case management.
Identify Corporate Clients
Identification of potential corporate clients requires discipline and effort as you research details of your market. Today’s internet provides a tremendous advantage as a research tool. Potential corporate clients to research include your local:
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Manufacturing companies
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Service businesses
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Construction companies
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Nursing homes
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Transportation
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City and County Services
Scope of Services
Next define your scope of services. Do not promise any service you and your staff can not deliver. There is a strong temptation to be a “me too” marketer. It is damaging to offer services your staff is not competent to deliver or the appropriate equipment is not in place. Be deliberate in choosing the services you will provide then provide them with excellence. If a service is requested that you do not currently offer let the client know that you will investigate providing the service. Review the return on investment; if positive add the new examination/test/screening to your scope of services. Please let the client know your decision. This will build trust from your clients.
Suggested initial occupational services include:
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Post offer physical exams, screening and testing
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Worker’s compensation treatment
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On-site x-ray
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On-site pharmacy
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On-site medical supplies and equipment
Create Service Profile
Your service profile can best be described as the occupational medicine marketing Five W’s. Always keep materials/website up to date.
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What services do you offer – scope of services
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Who to contact for services – list your phone numbers, fax numbers, website, etc.
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Why should clients go to your clinic – you offer urgent care with occupational medicine services
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When are you open – list your days and hours of operation
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Where are you located – include directions and a map of your clinic in all marketing materials
Produce a Lead List
The lead list consists of potential clients you will pursue for their business. It is important to invest the time to create a strong lead list so your marketing efforts are productive. A few areas you will want to investigate are your states manufacturing guide, local Chamber of Commerce, and canvassing. Canvassing is one of the oldest, most traditional ways of gaining leads, but it can be very effective.
Once the marketing plan is completed you will have defined your overall approach to marketing your services and for maximizing success. Yes, it is hard work. Paraphrased from Vince Lombardi, you can accomplish anything if you are willing to work hard.
Wishing you great success.
January 2009
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