You follow the same practice legacy checklist, regardless of where you are in life. Why? Whether the need is due to disability, lifestyle changes or retirement, the goal is the same—to sell or transition your earning legacy.
The three areas you need to examine are: 1) branding, 2) financial management and 3) human relations. Today, we’re going to talk about how to create a brand worthy of your legacy.
Practice Legacy Checklist – Branding
• Own your Internet Assets: As you create your website content (text, images and URLs), make sure you own (purchase) everything. Include alternate URLs and supporting APIs.
• Optimize Social Media. Set up your social media, including Google My Business, Facebook and other channels th
• Claim your Pages: Claim and correct all listings for your practice (alternate names, addresses, phone number. Search for listings in your name as well as your practice name. In addition, search names for current and past doctors associated with your practice.
• Establish Email Lists: You need email lists of your patients (by groupings) that have been used for at least 3 years at the point that you wish to sell or transfer your practice. In addition, it is good to have a 24 month cycle of monthly E blasts with statistical data on open rate.
• Analyze your analytics: Do you have solid data and rationale that confirm productivity of your digital marketing programs?
• Own Your Online Reviews: What is your average rating? Which sites are appearing in search results first? Do you have quality patient testimonials/testimonial videos on your website? Do you have first-rate reviews on your website and Google Knowledge Graph?
• Assess your Pay-Per-Click (PPC) Advertising: You should have at least 12 months of PPC advertising that is producing at least 3 to 5 multiples of your PPC investment. In addition, your PPC campaign should generate at least 25% of your practice income. Where do your numbers fall?
• Upgrade your Website: Can you validate that your website has gone through a major maintenance upgrade? Technology changes quickly, so it is important to stay current for SEO and website results.
“The Elite Facial Practice Surgery Practice”
This book by Gaylon McCollough provides steps to create a thriving facial surgery practice. We like it because it includes procedure and care information in addition to cultivating the right plastic surgery image. There are many great tips to build your plastic surgery practice in this book, even if you do not limit your practice to facial plastic surgery. Check out the sample or read the book for more information.
Need a Practice Legacy Checklist Consultation?
For cosmetic services and surgical practices, you need to prepare for the sale or transfer of your practice. It’s a must to provide for continuity of patient care, even if the goal is not to sell the practice marketing assets. Contact PUMC to discuss your options and how to move forward in creating your practice legacy checklist.