O CC U PAT I O N A L M E D I C I N E Using Education as an Occupational Health Marketing Tool ■ FRANK H. LEONE, MBA, MPH A s marketing initiatives become increasingly self-serving, it behooves an urgent care clinic to differentiate itself by “playing the education card.” Why Education? Many employer decision-makers are still strikingly naïve about the value of a well-integrated, proactive approach to their company’s health and safety activities. Educational information does not come off as self-serv- ing and is perceived as a “kinder and gentler” form of mar- keting. In our information-saturated world, it is imperative to find a way to stay in front of prospects in an unobtrusive, yet memorable manner. Education can do this. An urgent care clinic that positions itself as an educator inevitably is also viewed as an expert—an important image to foster. Live Seminars Although invariably there is intrinsic value in providing such programs, seminars’ value vis-à-vis their opportunity cost is often questionable. Seminars consume scarce financial and human capital—capital that may generate a greater return to an urgent care clinic if expended on other activities, such as direct sales or targeted mailings. Offering live seminars, however, can be valuable under certain circumstances, such as: Ⅲ if your clinic is a recent entrant to the occupational health market Ⅲ if your clinic is far from the occupational health market leader and needs attention Frank Leone is president and CEO of RYAN Associates and executive director of the National Association of Occupational Health Professionals. Mr. Leone is the author of numerous sales and marketing texts and periodicals, and has considerable experience training medical profes- sionals on sales and marketing techniques. E-mail him at fleone@naohp.com. w w w. j u c m . c o m Ⅲ if there is a hot new topic (e.g., a new federal or state regulation). Should your clinic develop a seminar, remember the following: Ⅲ Ask prospective participants what they want to learn about, rather than assume that you know. Education- al session topics should be market driven. Ⅲ Offer the seminar at a hotel, restaurant, or confer- ence center. We have found that midweek, morning ses- sions tend to be well attended. “Providers of occupational health services are, by definition, educators.” Ⅲ Forget the “if it is free, they will come” maxim. Charge enough to cover expenses and create a perception of value. When I am invited to a “free” investment semi- nar, I never attend because I assume that the session is little more than a thinly veiled sales pitch. Your clients/prospects are likely to feel the same way. Ⅲ Go first class. Find an attractive venue; offer quality food service and recruit knowledgeable, engaging speakers. Ⅲ Publicize the event well in advance and through multi- ple modalities. Use direct mail, e-mail blasts, calls to prime prospects, and even radio spots in appropriate markets. A big turnout makes your program look good; a dismal one has the opposite effect. Ⅲ If need be, throw it into fifth gear. If attendance looks disappointing a week out, do something about it. Emerging Educational Tools E-mail is a rapid, low-cost mode of communication. Yet, JUCM T h e J o u r n a l o f U r g e n t C a r e M e d i c i n e | J u n e 2 0 0 7 35