MARKETING YOUR CLINIC
According to HubSpot, the third top marketing challenge for companies is the lack of budgeting resources. Unless you are a start-up with venture or angel capital, you probably have a limited marketing budget or you just want to get your feet wet and are not looking to spend a healthy sum of capital on marking initiatives at your current status with your practice or clinic.
With the wide variety of methods out there for marketing a medical practice from search engine digital marketing, social media, blogs, direct mail, to traditional “gorilla” marketing and advertising, it’s easy to feel overwhelmed and confused.
Here are some ways you can market your business / Clinic on a limited budget and still be effective achieving your goals.
“Setting goals is the first step in turning the invisible into the visible.” – Tony Robbins
Define Quantifiable Goals
The first step in setting business goals is determining exactly what you want to accomplish. Make sure your goal is worth your effort. Think about how you would design goals if you were certain that they would be successful. Conversely, what would your strategy be if this was your last opportunity? Be as specific as possible, so you are able to determine when you’ve reached your goal.
Make Your Goals Specific
Once again, make sure your business goals aren’t too vague. It’s critical to use a goal setting formula that gives your goal a built-in action plan. If you plan to run a social media campaign for example, determine your demographic target audience to maximize your budget spending and your end goal.
Commit To Your Goals
Make a commitment and stick with it. Once you’ve set your plan in motion, stay motivated to see your goals through to the end. Don’t procrastinate or second-guess your decisions, as this will only delay the process. Don’t forget to enjoy the process and reward yourself for staying focused.
Make Your Goals Public
An extremely effective technique for achieving business goals is making them public. Invite a team or even a single person into your plan; you’ll face accountability which can be very motivating. Once you share your goals with someone, you can determine what sort of involvement they will have with your plan. Will you ask them to check in with you every so often or not? What their role entails is up to you.
Set a Deadline
If you don’t set a deadline, your goal will fail. Goals without deadlines indicate that you are not fully committed. Determining a deadline puts your goal into context. Pick a reasonable date that isn’t too aggressive, but also not too far away.
Guerilla marketing looks to leverage creativity, imagination and originality in place of a big budget. Businesses with a limited budget often use guerilla marketing to compete with huge companies. Guerrilla Marketing is a creative content marketing strategy that prides itself on being unconventional. In your daily life, you may encounter examples of other business’ guerilla marketing tactics, without even realizing it.
A budget friendly and traditional option that can be used to your advantage to target previous attendees or your followers is to send out an online newsletter. While these are not effective if done badly they can still be useful and require minimal work or budget.
Acts of Kindness / Pay it Forward
Become part of the community for the day and hit the streets performing random acts of kindness. Take your branded staff and help people carry their shopping, offer free hugs and compliments or make people smile. This makes you more memorable and creates a sense of connection and trust with the public surrounding your brand which can make them more receptive to marketing in the long-term.
Local Event Sponsorship
An old classic that is frugal but particularly beneficial for local events you are trying to market. Attending other events such as street fairs or school fundraising evenings can be low cost sponsorship but still reach your intended demographic. By offering branded volunteers to help with the event or just by sponsoring and having a banner, stall or logo on the t-shirts you are linked to the local community and makes your name memorable to others, especially if their event is much smaller than yours or your brand. Get creative and save money!
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Cherno
Be Social on Social Media!
According to the Pew Research Center Report of Social Media Usage: 2005-2016, nearly two-thirds of North American adults use social media. The opportunity to reach that potential market with positive results is greater than ever now.
Social Media Channels
Popular social media channels include Facebook, Twitter, Instagram, Pinterest, Reddit, LinkedIn, Google Plus and Snapchat. Each of these social media platforms are unique in its own right and require unique ways of engagement. Rather than try to master it all at once, choose a few you like and try to master those first.
Always Be AUTHENTIC!
It’s no secret that people want honest and practical content. While your end goal is promoting your organization’s thought leadership, you risk credibility if you’re serving up content that isn’t reliably independent. Similarly, it must remain true to your association’s voice. Authentic storytelling can be the best way to grab and keep your audience’s attention.
Create Valuable Content
Not only do potential customers love great content, but so does Google. There are many ways to share information including blogging, creating videos, hosting podcasts, designing info-graphics or submitting articles to online authority sites. Not only do you gain authority as an expert, but you also get free web traffic! You can also offer to be a guest blogger for another complementary website or be interviewed on a podcast. Have issues with writing content? Hire freelance writers, graphic designers and personal assistants through websites like upwork.com
“Good content isn’t about good storytelling. It’s about telling a true story well.” – Ann Handley
Leverage Scalable Advertising Channels
Conventional advertising mediums such as TV, radio and newspaper ads can be extremely costly and hard to measure effectiveness, but online advertising can be cheaper and more targeted. Popular options are Google Pay Per Click ads, Facebook ads, LinkedIn ads, and even Instagram Ads. Listing your business in free online directories like Google Business for Google Maps and Yelp is also a great way to leverage your advertising strategies and make your business more searchable on Google, Bing and Yahoo search engines.
Promote Your Latest Product Or Services
- A telephone message that plays your promotions while customers are on hold. Window decals advertising your latest offer if you have a retail shop.
- Car magnets and bumper stickers displaying your advertising while you drive around town.
- Advertising on email signatures or letterheads.
- Sending special holiday discounts, birthday coupons and surprise rewards to your mailing list.
Help Yourself By Helping Others
All your marketing should be of some use to your audience. There are many ways that you can make your marketing efforts a welcome intrusion rather than an annoyance to your audience. Be different thinking outside the box and in doing so, you will create a bond with your audience, clients and patients.
Provide compelling information. Information marketing has proven to be highly effective in increasing sales. By educating your audience on problems that they care about, you are also not only growing your customer base but also positioning yourself as the solution.
Consider hosting webinars on topics that relate to your industry! You can be assured that many of your competitors are not doing this. Blaze that trail. Make your website informative and interesting. Your website should be a portal to your clinic or practice.
Take time to publish content that is worthwhile and engaging and not only will you attract more views to your website, Google will take notice and rank your site in a positive manner! Speaking of websites... You don’t have to spend a king’s ransom creating a great looking and functional website or have 5 degrees in Web coding or analytics to run it. Look into drag and drop, WYSIWYG (what you see is what you get) website providers such as Wix. com, GoDaddy, WordPress and many others that walk you through the process.
Engage Your Audience
Digital Content is Key to the Decision Process. By The Numbers!
Prior to booking any appointment:
- 77% of patients used search.
- 83% used hospital sites.
- 54% used health insurance company sites.
- 50% used health information sites.
- 26% used consumer-generated reviews.
It’s not enough to write a blog post, put it online, and hope that someone stumbles upon it. Integration is key. Your original content including blog posts, white papers, and webinars can live on and have a greater impact if incorporated into various distribution channels. For example, break down a white paper into shorter blog posts and turn its data points into an infographic. Get the most out of your content, but ensure it is reaching its target audience.
“Either write something worth reading or do something worth writing about.” - Benjamin Franklin
There you have it! Marketing strategies to help your business grow and improve. If you have any questions about this article, more tips and strategies? Hit the Contact Us link below and get MARKETING!