Designing an effective marketing mix is like having the recipe to the signature dish at your favorite restaurant. You may have a list of all of the ingredients, but when you put them together it still may not taste quite like it does when the trained chef prepares it and a tuxedoed waiter serves it on fine china.
Many physicians and group practices I’ve worked with had previously fallen into the trap of buying advertising that never reaches their target audience or investing in marketing pieces that don’t provide a return on the investment.
An effective marketing mix is just that – a mix. It’s the right combination of advertising, media, public relations, outreach and marketing to produce results for your practice.
Consider incorporating a broad mix of activities, while maintaining precision focus on your target audiences. Keep in mind that you may use a variety of outlets to reach the same group of people. These people drive to work while listening to the radio, they read newspapers and magazines during the day, they download podcasts to their iPhones and they log onto Facebook and follow Twitter. Whether you target patients, or other physicians as referral sources, you can reach and influence these individuals through multiple touchpoints, both standard and non-traditional, as part of your overall marketing efforts.
Common Mix-stakes:
Putting all of your eggs in one basket. It may be tempting to spend all of your money on a television ad campaign or local billboards, but a more effective strategy is usually diversified.
Ignoring online media. People of all ages and demographics access the Internet on personal computers, laptops, smart phones and public computers. You may have avoided online marketing at one time, because the majority of your patient base was not online, but that is simply not the case anymore.
Missing the low hanging fruit. Current patients can be your best referral sources. Take advantage of opportunities to use them as ambassadors for your practice.
Straying off message. Consistency is key and is essential to protecting your brand. Develop your key message and stick to it. It should be simple, easy to understand and easy to remember.
Seasoned chefs prepare savory dishes better than most amateur cooks, because of practice, perspective and usually a little panache… and people are willing to pay for that experience. The principles of strategic marketing work similarly. Your recipe for the right mix will be unique to you and your practice, but should include ideas from seasoned professionals, a dash of what has worked in the past and finished with your own panache!
