“Word of Mouth” is not marketing.

Just a few generations ago, doctors simply had to graduate, open up shop, and patients would come to see them.

Many of those patients would be happy with the outcomes and the physician, so they’d tell their friends and family, and they would become patients as well. This is what we call word of mouth. And ever since, physicians have alluded to it as “their way of marketing”.

Unfortunately, “word of mouth” is not marketing.

Marketing is the action of selling or promoting your products or services.

When you rely on word of mouth, you’re not taking any action.

In fact, it’s the opposite. When you rely on word of mouth, you hope others take action for you. But your business is not their responsibility; it’s yours.

Every medical entrepreneur must take responsibility for their own marketing efforts.

While they don’t teach marketing in medical school, it’s a skill you can learn and develop.

And no, that does not mean you need to pursue an MBA or some other degree or certification. You learn by doing. Remember see one, do one, teach one? Hire a mentor who can teach you a few basic principles, apply them and improve upon them as you learn more.

Ready to develop your marketing skills? Try these books:

1. The E-Myth Revisited by Michael Gerber
2. The Entrepreneur Rollercoaster by Darren Hardy
3. Business Made Simple by Donald Miller