Marketing to physicians is about being “Available, Amiable, and Able”—in that order. It’s also about attaining and sustaining the trust and confidence of your patients, referring physicians, and staff. Some say the goal of marketing is to build your practice today; the wise include tomorrow. Like everything in life, it’s all about balance.

In competitive environments, “delay” translates to “Good- Day”—at which time you’re out of the game. You may only have a few opportunities to create a good impression, so don’t blow it.

Meet and Greet—Can’t Be Beat!

Some good locations/activities include the following:

• Doctor’s Lounge: Breakfast is good. Lunch is great.
• Wards: There is nothing wrong with walking the halls and paying respects to the staff and making small talk with physicians as they conduct their rounds.
• Conferences: Specialty-specific conferences (family practice, internal medicine, and surgical) are good, and cancer-related conferences are great. Always arrive a few minutes early if you can. Avoid being late (wrong image). Say hello to those setting up the conference, such as the moderator, pathologist, radiologist, administrative staff, and, of course, attending physicians. With respect to conferences, be positive in expression. If in disagreement, address the issue later away from the conference. One of the best ways to impede referrals is to embarrass your referring physician in front of others. Ask questions and participate. Stand up for yourself and our profession. Few people (medical oncologists included) appreciate the nuances of our profession. Bring cases. Consider preparing a couple of slides in PowerPoint format, and bring them on a flash drive.
• Operating Rooms: Remember and respect our special- ty’s heritage, which is surgical in nature. We both focus on the management of loco-regional disease. Express an interest in visiting the operating room at the moment of tumor removal. Take a picture of the site and the surgeon—it’s a nice touch at the cancer conferences and sets the stage for lively intertwined discussions. Present your brachytherapeutic procedures at tumor board whenever possible. Once again, take a photo of the implant and the plan, and show them. Remember: “A chance to ‘stick’ is a chance to cure.” Don’t forget to obtain a photographic release, which can be easily obtained on the date of initial consultation.
• After-Hour Activities: Friendships are fostered by after-hour activities. In our practice, over the years, partners have enjoyed relating to others via:
  • Sports, such as golfing, boating, hunting, hiking/ biking
  • Card game nights
  • Movie nights
  • Kids’ nights together

Be inclusive and enthusiastic.

Amiability

If you are not amiable, connecting, attaining, and sustaining relationships based on trust and respect with your referring physi- cian may be more difficult than you expect. How many people do you know who like to be around an arrogant and/or aloof sourpuss?

While it is impossible to please everyone some or all of the time (as ill will is an unfortunate part of the competitive process), you can mitigate it by being assertive (not aggressive) in your manner, and polite in disposition.

Cultivate friendships, and make sure you note the names of the wives and children of your colleagues. Send a snail mail or e-mail birthday and holiday cards. Take full advantage of Outlook’s “Contacts” section to keep track of your friends’ birthdays, etc. A postcard and/or small gift to your staff acquired while on your trip to a conference or on vacation is never harmful. Thoughts do count.

Ability

These days, almost everyone is well-trained and respectably able. Residency programs see to that. It’s wonderful if you have trained in a well-known program, but it’s foolish to assume that such will ensure success in a competitive environment. A great program may guarantee opportunity, but it cannot guarantee success. When an opportunity arises to demonstrate your knowledge, however, take it.

The actions of your staff speak of your ability to lead others. Rest assured, your patients will sense this. Be your staff’s mentor. When a problem arises, document and address it within channels. Be fair but firm.

Referring physicians come from many cultures, and they all appreciate those who demonstrate respect and understanding of their culture (just as you would if you were in an adopted country). Fluid communications facilitate understanding of your abilities.

Marketing to Patients & Families 

Marketing to patients is fundamentally about creating trust and confidence in your professional skills and in your humanism. Never discount the importance of the first impression—be clean, well-groomed, and well-dressed. Wear a clean white coat, a kind sincere smile, and a pleasant manner. No matter how busy or tired you may be, never be brusque. Begin with basic pleasantries. Listen. Be positive and truthful. You will be surprised how fast word gets around when a good “Doc” comes to town. And remember, there is no better consult than one requested by a patient based on your “word of mouth” reputation.

It is important to see the patient as soon as possible. A ten-minute visit can do wonders in calming a worried family or patient if a formal consultation must be delayed. If in the hospital and you can’t see the patient until the next day, consider an explanatory phone call to the floor, the referring physician, and the patient. If in a clinic, have your nurse call the patient, outline the consultative process, take a little history, determine where records are, and outline the purpose of your visit.

Make a point of joining and participating in local service organizations. The American Cancer Society is a well-known volunteer organization that can serve as a platform for introductions to dedicated lay members. In addition, organizations such as Rotary prove an excellent platform to meet community leaders through conversation at meetings as well as speaking opportunities. Whenever possible, choose an early morning meeting.