Physician’s Old Beliefs About Selling

Many physicians entered medical school 30 years ago believing, “Doctors shouldn’t sell; it’s unprofessional.”  Furthermore, many believed that they didn’t have to sell.  If they just took good care of patients, their practice would grow.

New Beliefs About Sales and Marketing

Here’s how some of those physicians made peace with sales and marketing.  They reframed marketing as the process of engaging someone in a conversation; they reframed selling as the process of inspiring someone to take action.

You sell everyday.  You sell when you persuade your kids to practice the piano, help a colleague see things your way, or get your food prepared as you want it at a restaurant,

You sell when you persuade patients to take medication as prescribed, change lifestyle habits or follow up with a specialist.

How do physicians overcome the professional and ethical barriers to asking patients to pay them for the value they deliver?

Physicians have an ethical duty to provide medical care regardless of a patient’s ability to pay.  In other words, physicians should be blind to financial concerns.  This sets up a culture in which physicians are taught not to talk about money with patients.

Patients want to talk about medical costs.  They live with the economic realities of both illness and the cost of medical care.  They expect to exchange money for the value they receive, just as they would with any other business transaction.

When you communicate the value you offer, it’s easier for patients to understand and express a willingness to pay.

While it may feel uncomfortable to talk about money, you can learn how to do it with greater ease.