When it comes to marketing your agency, thinking outside the box works. From behavioral health centers and mental health practices to public health departments, federally qualified health centers and everything in between, part of the marketing plans I implement require my clients to have an open mind. I ask them to change their thinking from being that of a government employee to that of a business owner who has a vested interest success.  

If you’ve read my book Selling Public Health or attended one of my marketing boot camps you know that I am a big believer in utilizing every tool your agency possesses to not only reclaim lost business, but also how to beat your competitors at their own game. One such tool is offering incentives.

The local Publix supermarket in my home town offered shoppers a $10 gift card for getting a flu shot last season. With everyone from Wal-Mart to big box pharmacies like Walgreens and CVS offering tantalizing incentives how do you stand a chance?

Answer: Offer your own incentives.

Last flu season I instructed one of my client health departments to seek out three local businesses that to offer incentives for a flu shot or back-to-school immunization. The administrator was concerned that no business would ever want to do something so radical. With some assurance that it would work, they were able to partner with a local bowling alley, a coffee shop and a water park.

It worked! They had a huge increase in immunizations last year and because they utilized the tracking mechanisms they learned, they had proof.

Another health department tried the same thing but with a twist. In an effort to deal with a Hepatitis situation in his area, the administrator had an out-of-the-box idea and partnered with a local Hooters and Wing House to offer “A shot and a beer” to people that came for a Hepatitis vaccine. “In the middle of heavy rains we still managed to give 300 Hep A vaccines at Hooters, 150 at the Wing House and nearly 100 Hep B shots over two days”, said the administrator.

He simply made the connection, marketed the event, had their van park at the restaurants and administered vaccine.

Remember, every business owner is looking for new customers, even if they have to give things away to get them in the door. At last count the local Hooters had 50 come in to get their free beer. I would bet that most ordered food too and created far more value for the merchant than the cost of a free beer…

A brilliant win-win for everyone involved!