Wow, we just got back from the BONES conference (the largest annual gathering of orthopaedic practice managers), and talk about a success. We met a ton of practice managers and learned what they’re looking for in their sites. Now comes the hard part: following up with everyone in a reasonable time frame.
Conferences are funny because you’d think that Vendor A has as good of a chance as Vendor B to meet people that might be a good fit for their services. You’d think. In reality, we got pretty lucky by having a *great* booth location:
What exactly does “great booth location” mean? Well, if you look at the illustration above (click to zoom), the purple arrows (drawn by us) represent the flow of traffic. In the hopes of applying otherwise useless knowledge, I even made these arrows “vectors”, which is a fancy way of saying that the length of the arrow indicates how much traffic flowed in a particular direction.
As you can see, people naturally walk in and talk to the first vendors they see. Then they branch out, but they get distracted along the way. Maybe they see a friend, maybe they see food; who knows. Either way, the “flow” of traffic decreases considerably with each row down that you go.
Our booth was well-positioned because we were on the corner of the main thoroughfare, and also — and this counts as proof that luck matters as much as anything in business — the vendor across from us bought up four spaces, and had a wide-open area, meaning our bright purple-colored booth could be seen from the back of the hall.
Once we get our pictures together, we’ll upload a picture of the booth itself.
At any rate, this rather fortuitous flow of traffic meant we got to meet *lots* of people, and hear from them what they were looking to do with their sites.
There was nothing really surprising. I’d say maybe 90% of practices have a site. Among those 90%, I’d say 75% haven’t thought about their site in the last year. Among the 25% that have thought about their site, I’d say 50% are unhappy with what they have. Thus, our target market = 10% (the people who don’t have a site) + 90%*75% (The people who have a site but haven’t thought much about it) + 90%*25%*50% (the people who have a site and thought about it, but aren’t happy with their current vendor) = 89% of all practices. WOW.
It’s not that our competitors are bad. In fact, I would honorably say that our competitors produce decent-quality sites (not quite Omedix sites, but well, that’s another posting). I think what’s really happening is that most practice managers just haven’t looked into their websites and how they use the Web in their practice. Interesting stuff.
Anyways, so we’ll be busy following up with people and seeing what kind of new innovations are out there. Of particular interest to me was the growing interest in patient education (finally!), and the nascent interest in practice intranets. There are lots of cool solutions, there, so we’ll have to figure out the best way to set something up.
Thanks for reading!