Set Your Sleep Center Apart
When I started my sleep career, little did I know all the options that would become available to me. At the time, my belief was that there was the night technologist (me, who did all the work) and then there was a daytime scoring technologist (who did nothing but complain about how I did my job). When I moved into the daytime technologist role, I finally learned how much work that was. I later moved into the manager role, and I realized there were quite a few more jobs I had to cover. One of those jobs was getting patient referrals from physicians to fill the beds in the sleep center. I was told it was “marketing.”
As my career progressed, I moved into corporate sales, and eventually corporate marketing; this time it was for real. I learned there was a lot more to marketing than simply printing out flyers that I made on my computer. I learned that I needed strategies, tactics and a voice — a voice that would set you apart from your competition. This article will explore developing a voice for your
Throughout my consulting career, I’ve found that many of my clients lacked a true voice for themselves. They could not establish a brand. They may have had a logo or a fancy name, but they did not have a brand message. They were not able to separate themselves from their competition. I walked them through an exercise to help them develop their own brand message, which is what eventually would help them develop their voice.
I know what some of you are probably thinking: “I have nothing to do with sales in my sleep center.” Well, I have some information for you. You can use this exercise to build your own personal brand message, particularly when you are looking for a new job, a promotion or a new position.
Let’s dig in. Pull out a pen and sheet of paper and answer the questions below. I’ll walk you through them, just like I’ve done with my clients.
In the rest of this article from the Q2 2018 issue of A2Zzz, Gerald George Mannikarote, MBBS, MBA, RPSGT, goes through questions that will help you figure out how your sleep center is differentiated from others.
This article is one of four designated CEC articles in this issue of A2Zzz. AAST members who read A2Zzz and claim their credits online by the deadline can earn 2.00 AAST Continuing Education Credits (CECs) per issue – for up to 8.00 AAST CECs per year. AAST CECs are accepted by the Board of Registered Polysomnographic Technologists (BRPT) and the American Board of Sleep Medicine (ABSM).
To earn AAST CECs, carefully read the four designated CEC articles and claim your credits online. You must go online to claim your credits by the deadline of Sept. 1, 2018.
After the successful completion of this educational activity, your certificates will be available in the My CEC Portal acknowledging the credits earned.