So Many Choices

Over the past 25 years I have been often asked which form of marketing will bring the best results for the least amount of money in the shortest time.

As you might have expected, there is not one answer. One practice will have excellent results with a newspaper column, while another will find a direct mail campaign more beneficial.

Which of these you use and where you start is very much a personal preference. The size of your practice, the makeup of your patient base, and your marketing budget will help determine where to start. Your marketing plan should cover all aspects of your strengths, weaknesses, opportunities, and threats to be successful.

When you involve your entire team in the planning phase with a specific purpose in mind, you can create a customized marketing plan. It is vital to measure your marketing efforts and their return on investment.

Make sure you know who your target patient is and rifle your message to meet their needs.

Be sure to let your current patients know that you are looking for and willing to accept new patients. A personal patient referral still remains the most cost effective and leading marketing strategy for new patient growth.

If your goal is to be more visible in your community, you will need to use a complete mix of external marketing tools.

In your copy or advertising make sure to highlight benefits not features, use "you" whenever possible and make sure a lay person understands the action you are asking for or want.