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.
In the previous video I talked about the importance of having a clear marketing vision for your practice. Once you have established this, it is time to develop your SMART marketing goals.
SMART goals, as you may already know, stands for specific, measurable, actionable, relevant and time bound.
Let’s start with …
Specific - When creating a goal, you want it to be as short, crisp and specific as possible. “Growing my business” doesn’t provide enough information about what you want to achieve.
Measurable - Often companies say they want to "increase their brand awareness”. While that is a goal, it needs to be quantifiable so that you can plan the size and scale of the actions involved and to know when you’ve reached the goal posts.
Attainable - While stretch goals can be motivating, they must be realistic to avoid disappointment and discouragement. Make sure you can actually achieve the goals you set.
Realistic - Make sure you set goals that matter. If your maximum capacity is 100 patients per month, there is no point setting a goal of 1,000 unless you change your resources. You must be able to deliver your goals.
Time bound - Each goal needs to be attached to a timeline to ensure it is met. Without this accountability, there will always be something more pressing that takes its place and your goals will be overlooked.
An example of a SMART goals is ...
This year I will increase my local area marketing activities (by doing X, Y, Z) to generate 15 new patient enquiries per week. I will have this in place by June 20XX.
Once you have summarised your goals into short, sharp statements, communicate these to your entire team (exclude sensitive information) and place them where you can see your goals on a daily basis. As a further step, link the KPIs of your team members to the organisation’s goals so your people are part of the big picture.
Then put a note in your diary every quarter to review your goals and progress.
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.
Previous videos in this series
001 "Modern Healthcare Marketing Has Changed" [3:30]
002 "You Need to Establish and Maintain Your Referral Ecosystem at All Times" [2:44]
003 "It's Time to Take a Leadership Position in Your Field" [3:41]
004 "A Healthy Marketing Approach in Private Practice" [3:43]