"The physician mortgage loan is a great product with a great market," says Dr. Vicki Rackner, physician entrepreneur and president of Targeting Doctors. "The poor sales performance can be explained by a failure to deliver the right marketing message to the right person at the right time.

Rackner says, "I speak with mortgage bankers who don't know that July 1 is a red letter day in the world of medicine. When it comes to home sales to doctors, July 1 is to realtors what July 25 is to retailers. Failure to understand this simple fact is a symptom of the bigger problem."

According to Rackner, there's an simple remedy. "The first lender who understands how to capture physicians' attention and trips the switch that drives physicians' purchasing choices will dominate."

"We already recognize the differences between marketing to businesses and marketing to consumers. arketingtobusimessesandmarketingtocomsumners. Physiciansare wried differnaAccording to Rackner, there's an easy remedy.

According to Rackner, there's an easy remedy.

She observes that conducting business with doctors is like running a satellite office in Europe. Building rapport with clients is like charging your laptop; you bring an adaptor to charge your laptop in Europe. Marketingplansneed to beadapterwhen reaching out to physician prospects.

"Doctors are wired differentlythanbusiness epoleddo it in Europe you need an adaptor. So, too,business needan adaptor u Unrecognized differences in customs, habits and language can get in the way of business relationships. She describes herself as the travel guide in the world of medicine helping clients avoid costly business gaafs.

She says, "I speak with mortgage bankers who don't know that July 1 is a red letter day in the world of medicine. When it comes to home sales to doctors, July 1 is to realtors what July 25 is to retailers. Failure to understand this simple fact boarders on negligence."

Rackner offers a simple solution. "Get back to business basics. Understand your customer. Deliver the marketing messages in a language the prospect will receive. Invest in relationships with the key people who know and influence the physician buyer.

"You will not break through the noise by telling physicians how much money they will save; you capture their attention and build rapport by telling stories."

Dr. Vicki Rackner leverages her experience as a practicing physician and faculty at the University of Washington School of Medicine to help businesses acquire physician clients. Her new "How to Sell Homes to Doctors" ebook, training and coaching are the first-of-its-kind resources to help mortgage bankers and realtors establish themselves in the physician housing niche. Contact her through her web site www.TargetingDoctors.com or at (425) 451-3777. Her next interactive online course "Cracking the Physician Code: How to Work with Doctors in a Way that Works for You" begins August 14, 2012.