THE MEGA 3 CONFERENCE
I was invited by the MEGA 3 triad to attend on 11/18/17 a closed group of healthcare professionals and entrepreneurs. The meeting in Chicago, IL was dedicated to brainstorm, explore and discuss various modalities for healthcare professional in the private sector to expand and grow their practice.
Methods that were brought up included marketing through social media, marketing through earned media; investment in patients’ recruitment and retention; implementing efficiencies in office practice; and re-investment in practice expansion.
The recurrent theme of the conference was ROI on any management action.
Bruce Serbin, Principal in Serbin Media, discussed the difference between buying advertisement and earned media publicity. Providers’ appearance on live TV shows are of immense value. He conducted an exercise in pitch-the-media scripting for live appearances on TV and in print media outlets.
Tristan Schaub, Principal at Chirosushi walked through a series of examples of investing in Google’s AdWords and ad clicks (ppc) and demonstrated the actual ROI calculations during life-time of practice-retained loyal patients. The discussion revolved around the relative benefits of Google, Facebook and LinkedIn. The value of patients’ video testimonials and provider’s Blog magazine writing.
Dr. Alok Trivedi discussed the value of the practice-owner’s time allocated to direct patient care versus practice leadership, creative planning and managing the enterprise.
The hard-to-account value of the conference was the informal free brainstorming across the boardroom table of the participants.