One of the most common questions I hear is “how do I drop PPO insurances?” This is a fair question since dropping PPO insurances ensures that you get paid fairly for your services, instead of needing to write off 20%-50% of the cost. But what happens after you drop PPO insurances? Does dropping it change your marketing strategy and if so, how do you go about it?
The simple answer to the question?
Start ground marketing to places that don’t provide insurance to their employees.
And if you’re ready to get started with some actionable tips, advice, and free downloadable scripts, keep on reading!
How to Ground Market to Places That Don’t Provide Insurance
For starters, it’s important to note that the strategies which you’ll use to ground market to these locations greatly differ from those that provide insurance for their employees. And in order to know the right strategies to use, you first need to identify the types of businesses that don’t provide insurance.
Businesses That Don’t Provide Insurances for Their Employees
Generally speaking, small businesses tend to fall in this category more so than large, corporate-owned businesses. Here’s a list of businesses that typically doesn’t provide insurance for all their employees:
- Local mom and pop shops
- Local coffee shops
- Realtors (since many realtors are self-employed)
Identifying these locations and businesses is the first step to your ground marketing strategy. And now that you have a few options to choose from, let’s dive into the “how-to” details of ground marketing to businesses that don’t provide insurance.
How to Ground Market to Local Small Businesses and Hotels
Like any effective ground marketing strategy, creating your starter list, performing your community research, and diving into your radius check is the way to go.
While I cover these 3 components in this post more in-depth, here’s a quick rundown and refresher…
Your Ground Marketing Starter List
Your starter list is a detailed document that will help you identify and target your perfect patients. This list will include information such as:
- Where your perfect patient lives (neighborhood)
- If they own or rent
- Where they work (in this case, it’ll be either a small business or self-employed)
- If they have kids
- Where they shop at
- What their habits/preferences are (such as where they like to shop, what they like to do, what their favorite restaurants are)
We’ve even provided a free starter list template, so you can download it and get started on it right away.
Community Research and Radius Check
This is the part of your ground marketing strategy where you’re called to do your due diligence. No matter what business you’re planning on ground marketing to - be a small business, hotel, medical office, fitness facility, etc… performing your community research and radius check is a must.
This will help you get on the ground and pinpoint if the business you’re ground marketing to is a perfect fit geographically.
Getting Your Foot in the Door with Business That Don’t Provide Insurance
Now that you’ve done your proper research and gone through the necessary steps, It’s time to make a phone call.
When you do that, you want to make sure that you’re speaking with the business owner, store manager, or director. Once you have them on the phone, you want to introduce yourself and propose the value that you’re providing them. This could be as simple as providing their employees with free dental kits because you appreciate how much they’ve taken care of the community.
And since you’re ground marketing to businesses that don’t provide insurance for their employees, a great incentive (and value add) that you can offer is a cash discount on your services. Offering a cash discount is a great incentive for individuals who do not have insurance.
In case you need a little help navigating your conversation, here’s a video of me actually doing this strategy in real time. You can also download the script that I am using in the video for free! That way you can head into your pitch with confidence.
What to Do After You Get Your Foot in the Door
Once you’ve downloaded the script and followed it, you’re more than likely to get a “yes” from the small business you’re ground marketing too. However, the strategy doesn’t end there. Remember, as you head into the business for your first meeting to drop off your hygiene kits/ freebies, pamphlets, and other resources you’d like to provide, you also need to leave a sign up sheet.
Your sign up sheet will work to capture leads, this way you will see immediate results from your ground marketing efforts. And if you don’t have enough hygiene kits to give out, you can always tell them that you want to give all their employees and their families a discount (or another incentive) so if they’d like to claim it, they can put their information on the sign up sheet.
At the end of the day, the golden rule of ground marketing is to provide the right value to the right person. By following the script (and tips) provided in this post, you’ll start building meaningful relationships with these small businesses in no time.