The Hope for Docs 5-Day
COVID Challenge
[email protected] www.TargetingDoctors.com/challenge.html
The 5-Day Challenge Goals
• Offer a helping hand to doctors today• Set the stage to help docs tomorrow• Strategically position yourself for success
A win-win-win solution
What We’ll Cover Today
• What doctors’ lives were like • What doctors’ lives are like • Options about whom to serve
What We’ll Cover This WeekMonday: Find your focusTuesday: Where to find doctorsWednesday: How to begin a conversation Thursday: How to nurture relationshipsFriday: How to build digital sales funnels
• You’ll get insider secrets about the world of medicine from a physician
Why This is Different
• You’ll get insider secrets about the world of medicine
• You’ll get an outsider’s perspective (your prospect!)
Why This is Different
• You’ll get insider secrets about the world of medicine
• You’ll get an outsider’s perspective
• Our intentions align
Why This is Different
• Most marketing advice is dead wrong
Why This is Important to You Right Now
• Most marketing advice is dead wrong
• Physicians are immune to conventional marketing messages
Why This is Important to You Right Now
• Most marketing advice is dead wrong
• Physicians are immune to conventional marketing messages
• We live in a new world
Why This is Important to You Right Now
• Most marketing advice is dead wrong
• Physicians are immune to conventional marketing messages
• We live in a new world
• Physicians have acute financial pain
Why This is Important to You Right Now
• Most marketing advice is dead wrong
• Physicians are immune to conventional marketing messages
• We live in a new world
• Physicians have acute financial pain
• You can stand out by offering true financial leadership
Why This is Important to You Right Now
Vicki Rackner MD
Welcome!
13
Vicki Rackner MD
Welcome!
14
Copyright ⓒ 2014. Vicki Rackner MD All Rights Reserved www.MedicalBridges.com (425) 451-3777
HelpingFinancial Advisors
Acquire More Physician Clients and Keep Them
for Life.
Dr. Vicki RacknerPresident, Targeting Doctors
How to Enhance Your Marketing Magnetism And Attract--Not Repel--
Physician Prospects
Welcome!
Help physicians achieve their personal, professional and financial
goals
My Mission
Characterizing the differences between the world of medicine and the world of business
The Secret Sauce
2008This is about YOU
How Will YOU Position Yourself
for Success
Pivot
PIVOTA change in strategy without a change of vision~Eric Ries
Sutton’s Law
800,000 9 out of 10
40%
The Numbers
50%
Copyright Ⓒ 2015. All rights reserved. Vicki Rackner MD Proprietary Content. www.AcademyofPhysicianEngagement.com
Goals
1. Why physicians? 2. Why now?
3. How do you do it?
Copyright Ⓒ 2015. All rights reserved. Vicki Rackner MD Proprietary Content. www.AcademyofPhysicianEngagement.com
Goals
1. Why physicians? 2. Why now?
3. How do you do it?
Escape Velocity
Copyright ⓒ 2014. Vicki Rackner MD All Rights Reserved www.MedicalBridges.com (425) 451-3777
Physicians and Money
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The
of !eMYTH
RICHDOCTOR
DOCTOR, WHAT IS THE STATE
OF YOUR FINANCIAL HEALTH?
V I C K I R A C K N E R , M D
A CANDID CONVERSATION ABOUT
A TABOO TOPIC FROM ONE DOCTOR TO ANOTHER
Theof !
eM
YT
HR
ICH
DO
CT
OR
RACKNER
DOCTOR, ARE YOU IN A FINANCIAL POSITION TO DO
WHAT YOU WANT TO DO WHEN YOU WANT TO DO IT?
Author Vicki Rackner MD invites you into a frank peer-to-peer conversation about physicians’
ultimate taboo topic—money.
For physicians, wealth-building if fraught with complexity. Read this book to gain insights about:
�The forces that shape physicians’ relationship with money,
�Common financial mistakes physicians make,
�Habits that separate wealthy physicians from struggling physicians,
�A process to assess your financial health, and
�Elements of a physician’s wealth-building plan.
CNN SENIOR MEDICAL CORRESPONDENT ELIZABETH COHEN
SAYS, “DON’T MISS DR. VICKI RACKNER.”
Vicki Rackner, MD, calls on her experience as a practicing surgeon, clinical faculty
at the University of Washington School of Medicine, and entrepreneur to help
physicians achieve the personal, professional, and financial rewards that attracted
them to a career in medicine. She is the author of several books, including The
New Thriving Medical Practice, is a nationally recognized keynote speaker on
doctors and their money, and is a coach for physicians who want to thrive.
www.Mythofth
eRichDoctor.co
m
Thriving Doctors Press
Doctors are high earners
50%
TRUST
MDs’ and Money
The culture of medicine
MDs’ and Money
The culture of medicine Low financial literacy
MDs’ and Money The culture of medicine Low financial literacyVulnerability
MDs’ and Money
Benign neglect DIY Delegate
MDs’ and Money EmbarrassmentGuiltShame
FAILURE TO PLAN
THE BIOLOGY OF BEHAVIOR
FAILURE TO MANAGE TAXES STRATEGICALLY
FAILURE TO HARNESS THE POWER OF LEVERAGE
FAILURE TO EXECUTE
HABITS OF WEALTH
FAILURE TO NEGOTIATE
FAILURE TO EMBRACE SOUND BUSINESS PRACTICES
FAILURE TO PLAN FOR COSTLY AND IMPROBABLE DISASTERS
Doctors need financial expertise
I thought I was set for an early retirement. I even had passive revenue from investment properties. Now my tenants are telling me they can’t pay rent.
How to Find Your Focus
75
The B2D Blueprint
The B2D Blueprint
StrategyThe B2D Blueprint
1. Like-minded2. Gather regularly
3. Affinity
The B2D Blueprint
How-to Tactics
The B2D Blueprint
•MD •DDS •Pharmacist/PA/ARNP •Executives
• Physicians (MD or DO)• Dentists and Orthodontists (DDS or DMD)• Podiatrists (DPM)• Veterinarian (DVM)• Optometrist (OD)• Chiropractor (DC)• Psychologists (PhD)
Please note: chiropractors hold marginal standing in the
All physicians are doctors, but not all doctors are
physicians
ExecutivesEntrepreneurs (SOPE)Real Estate InvestorsOwners of Surgi-Centers
Physicians (MD, DO)Dentists (DDM, DMD)PharmacistsNurse AnesthetistsPhysician Assistants
The B2D Blueprint
•Medical Specialty •Owner or Employee •Career Stage •Ethnicity/ FMG •Religion •Gender •Non-clinical
The B2D Blueprint
Target by Medical Specialty
The B2D Blueprint
Vicki Rackner MD (425) 451-3777 www.TargetingDoctors.com
1. Category of Doctor
•Physicians ( MD or DO)•Dentists and Orthodontists (DDS)•Podiatrists (DPM)•Vet (DVM)•Optometrist (OD)•Psychologists (PhD) •Chiropractor (DC)
IncomePower
Social Standing
Net Worth over $5M by Age
• 17% 70+• 14% 65 - 69• 11% 60 - 64• 8% 55 - 59
Nurses
The B2D Blueprint
Target by Owner vs Employee
The B2D Blueprint
Target by Career Stage
The B2D Blueprint5 Financial Stages
(Medical School)Residency/ Fellowship
Career LaunchMid-career
Professional MenopauseRetirement
The B2D Blueprint
Target by Gender or Skin Color
The B2D Blueprint
Target Women
The B2D Blueprint
Target Women
The B2D Blueprint
Target by Religion, Mission or Ethnic
Affiliation
The B2D Blueprint
Vicki Rackner MD (425) 451-3777 www.TargetingDoctors.com
The B2D Blueprint
Vicki Rackner MD (425) 451-3777 www.TargetingDoctors.com
The B2D Blueprint
Vicki Rackner MD (425) 451-3777 www.TargetingDoctors.com
Treating COVID-19 Patients
Flatteningthe
Curve
Employed Self-Employed
The B2D BlueprintAction Steps:
Read Seth Godin’s book about tribes or watch his TED talk. http://www.ted.com/talks/seth_godin_on_the_tribes_we_lead.html
Gain clarity about your revenue model (Income vs assets)Make 5 copies of the “Find Your Focus” worksheet. Identify 3 to 5 tribes you think would be good fits for you.
How to Learn More
•Visit the association web site •Read a publication •Look at a medical meeting agenda •Visit a meeting •Speak with members of the group
High performers focus on select groups of like-minded doctors. To begin, choose 3 to 5 “tribes.” Imagine that each worksheet describes one person in this group. If you have 3 tribes, you will complete 3 worksheets.
Step #1: Choose a category of doctor. Select only one.
PhysicianMD or DO
Dentist or Orthodontist
DDS
Podiatrist, Optometrist
Vet
PharmacistPA
ANRPPT
Step #2: Narrow the focus. Select one to two.
Medical Specialty
Practice Setting Owner
Employee
Career StageResident
Retirement
Medical Executive
Gender Religion Country of Origin Special Interests*
* Find Association
Step #3: Describe your tribe.
I work with _____(Your Group)________ who want ____(An Outcome)____
so that __________________ (Benefit)____________________________
Find My Focus Worksheet
ⓒ 2014. Dr. Vicki Rackner ALL RIGHTS RESERVED www.TargetingDoctors.com (425) 451-3777
[email protected] www.TargetingDoctors.com/challenge.html
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