Before you begin planning your marketing strategy, you need to sit down and decide exactly what kind of practice you would like to have. Will you focus on occupational care? Chiropractic care during pregnancy? Sports Injury? Will you have a blended focus? Envision your ideal practice as you would like it to exist in five years.
Think about the types of patients you would like to treat. Who are you most comfortable treating? Unless you can clearly define and target your market, you will have considerable difficulty developing and communicating a message that prospective patients both understand and respond to. If you don’t know who your target audience is, how will they?
Before you begin actively working to reach your target market, take a look at your practice. Are your practice systems developed to the point that your entire team can process new patients in an organized, efficient manner? It is pointless to spend time, money and energy looking for your new patients, unless you will be able to process and care for them once they come to you for care.
Once you are absolutely sure that your practice will be able to effectively care for new clientele, you are ready to work on the next phase of your marketing plan development – figuring out how to reach your desired target market. Think again about the type of patient you would like to work with. Once you have the patient in mind, think about what types of marketing would be likely to reach and attract this kind of patient.
Perhaps you would like to have a significant sports injury component to your practice. Where might you find these patients? You might consider things such as speaking before the local PTO, putting on an injury prevention seminar for local coaches, sponsoring local teams, and purchasing advertising in the school newsletter and yearbook. Initially, you may simply need to show up and introduce yourself at local athletic events with business cards so people actually know who you are, where you are, and what you do.
Taking the time to thoughtfully consider each of these areas will help you to develop a marketing plan that is much more likely to deliver the results you desire.
Tomorrow we will talk about calendaring your marketing plan to ensure success. Please feel free to join the discussion. We look forward to hearing your thoughts.
Dr. John Hayes, Jr.
Perfect Practice Web