Purchase a domain name
Using Hover, you can search for a domain name consistent with your image. The average cost is about $150/year. This comes with email and other tools to allow patients to stay in touch with you. Dot.com and dot.ca (in Canada) are still the best domains to own. Purchase both domains to ensure others cannot use your name for other purposes.
Arrange for web hosting
There are literally millions of web designers out there so ask around for recommendations or research some of your favourite sites to see who designed them. Make sure your designer leaves you with the tools so that you can make minor changes yourself. Your web designer will also help to register a professional domain name and arrange for web hosting and a business email address. Using a Hotmail address is not very professional! If you want to research some of this yourself, Go Daddy or Hover are good places to start. You can actually have designers from all over the world bid for your job on Elance or if you are a true do-it-yourselfer (or just broke) try Squarespace.
Your designer should also make sure your site is optimized for a Google search.
About five months before opening, it’s time to:
Design and arrange interior signage
As mentioned, ensure you work with a professional to design your signs and your interior. Investment in design for your clinic will ensure staff and clients have a positive experience. Ask around or check the internet for a full service printer in your community. For example, a company like the Print and Paper Shoppe in Toronto handles a wide variety of printed material as illustrated by their list of services.
Design and print cards
Your business card is your introduction. The “look” of your card, including the stock you use, adds to your image. Consider printing on both sides of your card. You can list your services or appointment times on the back of the card. Hand out cards to everyone you meet. They are all potential clients.
Design and print advertising brochure
As with signage, website and business cards the first impression potential patients get is from your brochure. Work with a designer to create a brochure that reflects your practice. A picture is worth a 1000 words. Print on good stock and consider a mail drop in your area. Door hangers are also very effective. Keep your message short and simple.
Design and arrange website
Finalize your website and test it thoroughly. Make sure there are no "dead links." Avoid too many "bells and whistles" like fancy transitions and background music. Keep it simple like the Google site. Have your friends test it and give you their honest, critical opinion.
Meet with 10 people/wk about your practice
You need exposure. Even though you’re probably not too comfortable about this part you need to get out there! Think of any excuse. Introduce yourself in the elevator, on the ski tow! FluidSurveys is a great site that helps you design a simple survey to get feedback and encourage people to become involved in your venture.
When you’re two months away from opening day:
Design and arrange outside sign
Keep working with your graphic designer to insure a consistent look for your outdoor signage. Make sure you check with property manager to make sure your sign is within the city bylaws. Make sure you get approval first from your landlord and the city zoning department.
Develop or obtain patient handouts
“Take away” information is great for patients. The CAND and OAND have handouts you can purchase. Consider creating your own handouts that fit with your branding. Remember, time is money, and you want to spend the most amount of time on tasks that make money (seeing patients or marketing when you are not seeing patients). Check in with friends and colleagues for forms they have already created, or get into a group and divide up a list of important forms to create and share. Don’t forget to use the RSNC’s charts and forms included in your alumni association membership package.
One month away:
Arrange two speaking invitations
While this can be difficult for some people, the ability to make a presentation to a service club, school, corporation or chamber of commerce can provide information about your new practice and attract new patients. Create a presentation about naturopathic medicine and your practice and practice your presentation. Create a short presentation about a local health issue and leave lots of time for questions. Practice so that you are comfortable with the material. Use notes but don't read straight from your presentation. YouTube has lots of great videos to help you improve your presentation skills and here is a short one to start you off.
Distribute advertising brochures
Use direct mail and newspaper to announce your opening. People can’t come and visit you if they don’t know you exist. A postcard style mailer works best. Local printers can produce this inexpensively. Work with your designer to ensure consistency. This is a good time to use your "door hangers."
Search Listings
Once you have your name, address, website and phone number you need to register with as many search websites that you can. Many provide a basic listing for free. Here are a few to get you started.
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