**Download free work-sheet at the bottom of this article**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.
Typically when I ask a private practice who their target audiences are they will answer “everyone”, but this is not the case. Only the big brands can afford to aim their marketing at “everyone”. Aiming at everyone can often end up creating chaos and confusion, as it forces you to try and be all things to all people (often leading to burnout or diminished results), you attract no-one as your marketing is spread too thin and the approach is too costly and unsustainable.
In the marketing industry trying to market to everyone is known as “spray and pray” where you give everything a bit of a go in the hope that it sticks. This type of approach does not work, it is very frustrating and gives marketing a bad name.
So here’s my advice ...
List out everybody who needs to know about your practice and categorise them into groups.
For your clients / patients you will have different conditions, stages of wellness or demographics as the delineators.
Then you will have family members of patients if relevant.
For your referral sources you will have clinical referrers and also community clinics, clubs and other groups. However only choose the ones who come into contact with the same group of people you are wanting to attract. You want to find database commonalities and ask yourself “do they have the list that is the same as the list that I want to create?” Otherwise attracting numbers for numbers sake is purely ego and is not effective.
Just a side note – finding people who already have your database will save you time and money in the long run. Let’s say you have a scoliosis screening program for 12 year old girls. You could advertise on TV (very expensive unless you are in a very rural area with a dedicated station) and the same applies for radio. You could run print ads, you could do a letterbox drop. Or … you could run an information evening for parents and teachers of grade 7s at the local school. This is what I mean by finding out who has the database so you can work with them in collaboration provided that you create a genuine “win win” and not a “win take”.
Getting started ...
Start by identifying the top four groups that matter most to your business. Who needs to know about you in order for you to make the difference you seek to make and keep your practice going?
Then focus in great detail on the wants and needs of these groups in the coming 12 months.
- Where do they live?
- What do they do?
- What’s their gender?
- Do they have children?
- What is their age?
- What is their marital status?
- What does a day in their life look like?
- What do they value most?
- What are they trying to accomplish?
- What do you help them with?
- What else can you help solve?
- Where do they go for health information?
- How do they find you?
- What experience are they seeking?
- What are their most common concerns or objections?
With this information you can choose the right marketing activities and present useful information to the people who need it most.
So it’s time to get started … who are your top four groups?
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.