New Client Informational Packets...are they worth it??

Hi Kimberley: I would be happy to take a look at the package. It does not have to be that extensive, and you could do it in a fairly economical manner. I myself do not do a new client "package" as a graphic designer, but it may be more a case of the "shoemaker's children" than anything else. Whether or not you need one depends on how much you need to manage clients' perception and expectations once they start coming to you, and also if you need to give them real nutritional information, exercises to do at home, etc. Eg. is there a lot of competition our there for you? Do you need to reinforce the difference between you and others? Is there real factual/medical info you need to be sure each client has at the outset? --Amy

Kimberely, I am the strategist for a medical service and we considered packets but chose not to use them. I don't know your business model so I won't make any suggestions. Here is how we considered their use.

Our business is a medical clinic that offers cash only services with no insurance or medicare. We do house calls as well as clinic services. Some of our competitors use packets but their model is based on mass appeal and having a large panel that is rarely treated. This is similar to most fitness centers. They want members, not people who actually show up. Most medical clinics are the same.

In classical strategy, opportunity is where competitors have not satisfied their customers. The reality is, no business can satisfy all their potential customers. Why? Reasons differ but it's always true. Even Wal-Mart, the post office, and the VA cannot satisfy everybody that needs their type of service.

Our opportunity is other clinics cannot provide a first name basis service and really care for patients. Patients take a lot of time and we take that time. Others cannot because they have such large panels. We charge more, take only cash, and treat each patient rather than their ailments.

Because of this close relationship, we don't need packets. Instead, when you sign up, you get a doctor, not a packet. Each patient is truly unique and no packet will cover them properly. In addition, our informal survey indicates, they don't read them, it just looks impressive.

This is a "rule" issue in strategy and I can explain it more if you have interest. You can see what we offer at www.drkarenj.com