Case Study Three

A Good Example

Doctors’ and dentists offices are frequently epitomized by the tale of the “Shoemaker’s Children”. They are so busy providing medical care to others that they frequently don’t have coverage for themselves. But they are people too and get sick as well.

So the tale goes like this; I originally met with *Becky, the office manager of a local practice a year prior to review their current group health and dental plan. While the meeting went well they had another broker who played golf with the boss much to the chagrin of the office staff. However, since I was the one approaching them I gave her a second opinion and then stayed in contact. Well, lo and behold, almost exactly a year later I get a call. Becky was now working at another medical practice for a doctor just out of medical school who was trying to establish her new practice. After a good 4 or 5 months after this second meeting, we finally settled on a plan and will be enrolling them in about two months about the same time this website will be up and running. Huzzah!

I am using this example not because it is so special but because it is so common. Selling is hard work and it requires persistence. The average acquisition time for us to get a new group client is somewhere around 1–1.5 years but because we have an established practice and a system for acquiring new clients we can take the long-term approach on everything. This means we never push and always respect the client’s wishes. This makes a real difference, however, because by cultivating the relationships and working with clients who are a good fit everybody prospers.

*Most marketing gurus advise that it is always better to use real names and examples when doing case studies. While we agree with that in principle, most of our best examples we could give would reveal private financial, business, and medical information so we keep it anonymous.