As a practitioner, you know that the body works as a system and that there are many parts that contribute to the system running effectively. This is also true to your business, and your marketing.
Operating a successful practice requires a foundation of expertise in the services you offer, and a steady flow of patients who want to work with you and who need the services you provide. One of these does not work without the other.
To continuously and effectively grow your business through marketing, you need a system. A marketing system begins with strategy, and then utilizes tactics for the functions of this system. Having a clearly defined strategy dictates the tactics you use, and allows you to clearly identify what will work for you and what won’t.
For instance, if you know that your ideal patient is over the age of 55, using the Yellow Pages might be one good option for you. However, if they are younger and/or tech-savvy, you’d probably do best to make sure you can be found online with a powerful website, SEO (search engine optimization), and social media.
Whether you’ve been in business for a while, or just starting out, you have probably been contacted a number of times by marketing and advertising professionals trying to pitch you on their services. In many cases, there might be some value to what they are offering, but they may not be valuable to you. Having a strategy for your business gives you a tool which you can use to evaluate these offerings and services.
What is your marketing strategy?
There are three major elements to consider for your preliminary strategy. These are your market, your message, and your medium.
Your market is your ideal patient. The people you most want to attract, who you can serve the best and who will be best served by you. You need to also consider the profitability and likelihood that these patients will refer you. Targeting patients who are profitable and likely to refer helps to compound the effectiveness of your marketing efforts.
Your message is then defined by your market. Once you know who you are speaking to, you will know how to speak to them. Your ideal patients will be more likely to respond if they feel they are being spoken to directly, and when they identify you as being the person specifically for them.
Your medium then is the method in which you choose to communicate. Once you know who you are speaking to, and what you want to say, you can then choose the proper way to get your message out. If you know that your ideal prospect is a busy professional who has a morning commute, a radio ad might not be a bad consideration.