Hello my name is Megan Walker and welcome to the Market Savvy Program. This video series is designed to enhance your knowledge and awareness of effective marketing in your private practice so you can attract, retain and help more patients.
On a daily basis you probably hear snippets of marketing advice coming at you from all angles – your peak body, other advisers, news outlets, peers, patients, staff and your family members. I personally find that when I am busy working on or in my business, this bombardment is a confusing and unwanted distraction. Worse, it can lead to feelings of concern if you start to question “am I doing enough?”, “what am I missing?” or “what else should I be doing?” … and then I often see this turn into panic, marketing crisis, inactivity (the old “option 1 – do nothing”), or worse, overreaction and a scattergun approach that wastes time and money.
Let’s start by taking a deep breath and getting focussed and coming back to the key tried and tested basics of marketing. I have worked in this space for over 25 years, have three marketing degrees and I have worked with thousands of health and medical clients. I’ve seen the yellow pages era, the website era, email marketing, brand you, when Facebook was the silver bullet, influencer marketing and of course digital marketing. I want to emphasise that there are fads in marketing that come and go to fuel an industry but practicality and common sense never go out of fashion and always work.
Another important point I’d like to make is that by virtue of being in health, you are in the trust and relationship business and therefore everything that you do and that your brand does must be highly reputable.
So rather than buying into the latest craze, I recommend that you put in place a few simple but key elements to keep your marketing focus on track. Then if overwhelm creeps in, you can revisit your plan and remind yourself of your strategies and keep seeing them through.
And remember, chopping and changing is the death knell of marketing.
Proven actions to follow
When it comes to having a clear plan and achieving marketing clarity, you need to start by clearly defining your vision and your why. Next, have your business plan and marketing plan in place. I recommend creating this as a one page diagram for all staff to see as well. Then map out your target audiences and include the people who need to know about your practice. Then list out what actions you are going to take in the coming year to build your brand awareness, stay in touch and add value to your referral sources, add value and delight your clients and maintain innovative, relevant and valued in your local community.
Always look for opportunities where you can create “know, like and trust” with your target audiences.
It’s time to get started with establishing your vision for the coming one to two years. Write down – what do you want to achieve? What will be your legacy? Who are you trying to help? What difference do you want to make? What size and scale do you want to be? Who will you get to help you?
Thanks for taking the time to watch the Market Savvy Program. If you haven’t done so already, please sign up for our email updates “Marketing in Practice” where you’ll receive marketing tips, podcasts and event invitations to achieve success in private practice.
Thank you for the great work that you do and enjoy your day.
For more information, please contact Megan Walker firstname.lastname@example.org.
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