“After you pin-down the right location, the most important step to assure success for a new office may be your promotional plan,” says Joe Klein, director of marketing for POS. Here are Klein’s pointers to assure a steady stream of patients for your new location:

#1 Determine Key Patient Benefits
Of course your new office will be nice, but what patients really want to know is, “What's in it for me?” So first, determine how patients will benefit from the office. Physical location, office size and the new equipment are office features. But the benefits may be that it's easily accessible for patients, there's no trouble finding a parking spot and that office visits will take less time. Make patient benefits the focus of your new office communications.

#2 Erect a Large Sign
Highly visible, outdoor signage that's easy to read is a powerful marketing tool. So don't wait for the installation of a permanent office sign. Erect a large temporary sign as soon as you can. Your sign might even include one of those key patient benefits as a tagline. And, make sure the sign's appearance is in line with your professional image.

#3 Outline Your Promotional Plan
Focus your promotional efforts with a budget and timetable that carries you through your new office opening and 11 months thereafter. Keep it simple and keep patient benefits in mind. To help protect your new office investment, follow the plan, or assign a staff member to implement it.

#4 Develop a Branding Package
This is the time to develop new communications and marketing materials that will brand your practice. The design department at POS can help with everything, including a new logo, stationery, brochures and other marketing materials. Use them year-round to attract new patients.

#5 Inform Your Current/Prospective Patients
Promote your new office well before you move with in-office easel boards, and have your staff "talk it up" with patients. Communicate benefits with a professionally designed direct-mail program. For prospective patients, a mailing that includes a special offer can help fill the new office appointment book quickly. Request a radius carrier route map from the post office to target potential patients who live within a few miles of your new office. Much of your existing patient base will follow you to your new location, but you’ll need to replace those who don’t. Your convenient location can be very attractive to your new neighbors. POS can help you through every step of your direct-mail program.

#6 Generate Free Publicity
Prepare an error-free announcement on your letterhead that describes your new office, its unique aspects and your staff. Distribute it to every local media outlet, and make follow-up calls to answer questions. Because local news stories are very effective and cost-efficient, do everything you can to encourage editors and to assist with development. You might even host a special press-only event in the new office prior to the opening.

#7 Hold a Fun Open House – for Several Weeks
Attract extra attention by holding an open house that's unique, special or fun. Brainstorm ideas for decorating, unique refreshments, special staff attire, educational sessions or medically helpful handouts for visitors. Arrive at a formula with elements you can carry through for several weeks after the open house.

# 8 Maintain Your Momentum
Don't stop after the open house. Stick to the plan and promote your new office every month. Check your progress after six months and tweak the plan. After a year, do a full evaluation and develop a new office plan for year two.