If you have more than one child or grew up with at least one sibling, you have probably experienced “segmentation.” That is, you have most likely used different tactics and strategies in dealing with each of your children or you were treated somewhat differently than your siblings. Segmentation within the urgent care occupational health market follows the same principle; a communication technique that is effective with one audience may not work as well with another. …
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October 2008
Occupational Health Sales and Marketing as a Team Sport
A thinly veiled secret in most urgent care clinics is the marginal role that sales and marketing plays in the mores of these organizations. Indeed, healthcare sales professionals tend to be like your Uncle Fred: it’s always nice to see him, but he’s not really woven into the inner fabric of your family. Why? To a large extent, urgent care owners have a hard time merging the healthcare side of their clinic(s) with the business …
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September 2008
Fear as a Factor in Occupational Health Sales
Avoidance, sometimes even more than appeal, appears to be a very real part of decision making at every level. Given sufficient probing, most sales prospects harbor inner fears that can be successfully addressed. Buyers of occupational health services have two basic motivations: helping their parent company save money, and making their own life easier. Most occupational health sales presentations emphasize the former: reduce injury/illness incidence and associated lost work time, save the employer money, and …
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July/August 2008
June 2008
Buyer Self-interest as a Factor in Occupational Health Sales
Avoiding something negative rather than buying on appeal appears to be a very real part of buyer decision-making. Indeed, with sufficient probing, most prospects harbor inner fears that can be successfully addressed during the sales process. Buyers of urgent care occupational health services generally have two motivations: helping their company save money and making their own life easier. Most occupational health sales emphasize the former: reduce injury/illness incidence and associated lost work time and save …
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May 2008
Perfecting the Clinic Visit as a Closing Technique
Inviting would-be employer clients to visit your urgent care clinic is an increasingly common and effective marketing tool. Yet, most such visits are done with insufficient forethought. The majority of occupational health closes are “soft” commitments—that is, there is no guarantee that the prospect will use your urgent care clinic. Hence, some type of follow-up to most sales calls is advisable. Further, it is best to actually involve the prospect in some manner, as prospect …
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