How to Establish a Homeopathic Practice

By Allison Maslan, RSHom (NA)

Okay, you have this incredible idea for a new gadget. You spend umpteen dollars creating a prototype and manufacturing your product. Then you present your wonderful product and guess what? There you sit, with no customers! What is missing? Marketing and public relations. Getting your message out to potential customers so that they will, in turn, purchase your product or service. You can have the most unique item or, in this case, be a highly educated and skilled homeopath, but if you do not have a method of delivering information to potential patients, your business will struggle. This is where homeopaths often get stuck.

I recently had the pleasure of presenting a "Marketing Your Practice" workshop with Miranda Castro at the NASH Conference in September 2000. Participants seemed to share the frustration of seeing a limited number of patients per week and not knowing how to build on this base.

As a homeopath, you are not selling a widget. Your product is intimately connected with who you are. Many of us have a difficult time talking about ourselves, much less promoting our skills. But it is not as complicated as you may think. Hopefully, these tips will remove the mystery.

There are several ways to market yourself and your practice. As you begin to think about this, first consider these questions:

1) What personal qualities do you want to promote?

2) How do you define your market?

3) How do you present yourself to your market?

4) What words do you use to describe yourself and homeopathy?

5) How do you get the message out to the public?

6) What do you do once a potential patient calls?

7) How does your office come across on a patient's first visit?

8) How do you create long-term relationships with new patients?

Though we all share a love of homeopathy, we differ greatly as human beings. To effectively market yourself, you must first tap into the particular qualities with which a potential patient might resonate. Define why a patient would want to come to you rather than someone else.

Successful businesses are those that capitalize on their own unique features. Once you pinpoint your own personal assets, you can begin to share them with potential patients. Take a personality check. Are you a nurturing type, humorous, enthusiastic, self-assured organized in your presentation? I am told I have a calming, healing quality about me that makes my patients feel comfortable and safe. What parts of yourself can you project to your market? Once you have identified these qualities, utilize them in your advertising, presentations, and one-on-one meetings.

Next consider how you want to define your market. Though homeopathy treats all ages, you may want to specialize. Do you want to treat children, families, the elderly, certain disorders, or behavioral problems? If you want to treat children, you might lecture to parenting groups, schools, or children's stores. Choose topics that are relevant to children such as: First Aid Remedies, Get Healthy for Back to School, or Tips for a Safe Summer. If your focus is depression, you might promote yourself to therapists and write articles about homeopathy and depression for local newspapers or magazines.

Now that you have defined your market, you need a presentation packet. Include a business card, letterhead and envelopes, and a promotional flyer or brochure that includes a description of the benefits of homeopathy and a bio that lists your qualifications. Your promotional package should reflect your personal image and the style of your practice through the use of an eye-catching design that is used on each piece. When we designed the NASH logo, we aimed for a classic, elegant design that would endure and build recognition.

It's also important to know what words you want to use to describe yourself and homeopathy - before someone asks that all-important question, "What do you do?" We all need a 30-second, 2- minute, and 10-minute description that we are prepared to share whenever the opportunity presents itself. Write up a few ideas and practice. A confident delivery will make just the right impact and may cultivate a new client!

You can get your message out to the public in a variety of ways. To build a name within your community and promote your practice, try lecturing. It gives people an opportunity to meet you face to face, and you get to present your special qualities. There are many possibilities: health food stores, professional groups, parenting groups, schools, local businesses, and more. I have even lectured at clothing boutiques. The sponsoring group or store will often offer to promote your talk. You may also want to create your own flyer to maximize the response. Ask stores to put a copy in every customer's shopping bag. Whether the turnout is large or small, I always walk away with a handful of new clients.

Send press releases to local papers to announce the event. Include a short paragraph with the theme of your talk, where and when it will be held, a bit about you, and a phone number for more information. I often require reservations, with my number as the contact. This gives me an opportunity to discuss my practice prior to the event. Also, people are more likely to show up if they have reservations.

Bring your appointment book to the lecture. People are more likely to make a commitment to come see you when they are enthusiastic about getting healthy. Once they get back to their busy lives, even with the best of intentions, your services may be forgotten. Of course, give everyone your promotional packet. Include a news article and basic information on homeopathy, and encourage them to pass it on to a friend.

Get to know the healthcare providers in your area. I have sent information and homeopathic books to local psychologists, pediatricians, chiropractors, etc. I have even given them a complementary initial consultation so that they can try homeopathy for themselves. This way they can present homeopathy and your services to their patients from first hand experience.

Once you have made the contacts and potential patients start to call, it is crucial to plan how you want your phone answered. This is your first introduction to the world. It needs to be clear, professional, and concise. Just as we view patients as whole beings, the whole picture of our practice needs to be considered as we promote our services and ourselves. If you use voice mail, try to convey your special qualities through your message. Write down several ideas and try them out.

How helpful and patient are you when someone calls to book an appointment? The impression you make will set the tone for your entire relationship. If someone feels comfortable with you at Point A, she/he will be more relaxed and open during the interview.

I send each new client a packet with information on homeopathy, my background, a health history to fill out, directions to my office, etc. This serves as a reminder of their appointment, saves time in the interview, and gets them excited about their upcoming meeting.

If you have problems with no-shows and missed appointments, try confirming appointments. Since I began confirming my appointments one day ahead, I have had a 75% increase in patients keeping their appointments. It only takes a few minutes and clients always appreciate the call.

Before your patient arrives, check out your office appeal. Try sitting in your waiting room for 15 minutes. Make sure it is clean and welcoming. Get rid of clutter. Are the chairs comfortable? Provide interesting reading materials. I always offer my patients something to drink when they arrive to help soothe them if they are nervous.

As the consultation comes to a close, I always ask patients if they have any questions or concerns. As a practitioner, your goal is not only to heal, but also to develop long lasting relationships with your patients. To do this, patients need to feel understood and supported. It is not just about booking that one appointment or finding that right remedy. If you build partnerships, your practice and reputation as a healer will flourish for years to come.

Most important, reflect a quality of certainty, belief in, and passion about your work. Your confidence will help clients feel more at ease and motivate them to stick with you throughout their healing process.

Last fall, I created a new vehicle for staying in touch with patients between visits - a quarterly newsletter that I send to past and present clients. The results have been amazing. Each newsletter is designed around a theme, with regular features, historical tidbits, interesting cases, and more. People I have not heard from in several years have called. Many have commented that they enjoy reading it. It is often a reminder for patients to come in for a follow-up. Get as creative as you like. Depending on your budget, you could hire a graphic artist to help you with the layout or use a computer program that has templates already set up.

Follow-up reminder cards are also beneficial. Though I usually book follow-ups when patients are in my office, I occasionally lose track of someone. My follow-up card has my logo and a polite reminder that, in order to ensure their continued healing, it is important that I monitor their progress. You might also pick up the phone and call patients you have not talked to in awhile. Let them know you are checking to see how they have been doing. Most people appreciate your interest and concern for them. This is also a good way to track how many of your patients are still benefiting from your hard work.

Tactfully displayed gift certificates are a nice way for patients to coax friends and family member to come to see you. I sell quite a few around the holidays. What better gift than the gift of health?

Marketing yourself and your practice takes some extra effort beyond case taking and analysis. At first, you may feel awkward about putting yourself out there. Yet, I assure you, the more you do it, the easier it will get. And, as time goes on, your phone will begin to ring and ring and ring.