Every marketing plan should start with an overarching, ‘big picture’ strategy to ensure the correct audience is being targeted, the budget is being used wisely across mediums that produce opportunities and everyone within your business is privy to and educated on how to capitalize on the marketing efforts.
When approaching your marketing plan, it’s imperative to take an integrated approach when choosing the strategy. By ‘integrated,’ we mean incorporating the initiatives that drive traffic to your business while targeting both your current and future target markets.
Why is this type of strategy important now? We’ve been saying for a few years that direct response marketing to your current customer [the 65+] should be your focus. Your marketing strategy still needs to rely heavily on this goal, but you also need to plan for your future target [the Boomer] via multiple marketing mediums.
The Marketing Pyramid
No doubt you’ve heard us talk about the strategic importance of the ‘pyramid’ approach. That’s because it’s the best use of your time and marketing dollars, plus it produces the most opportunities.
The crux is this: focus 80% of your efforts on your current patient database, physician referrals and patient referrals. These are your most qualified leads and will produce opportunities with the least amount of effort.
The other 20% of your focus and budget will be prospect marketing [i.e. direct mail, newspaper, telemarketing, etc.] to continuously feed the pipeline with new customers.
Using this combined strategy will leave no stone unturned and produce a constant flow of opportunities
Marketing is a Collaborative Effort
In order for your marketing initiatives to be as effective as possible, your entire staff needs to be on board. Successful marketing is a collaborative effort between all facets of your organization, from the front office through the audiologist/dispenser and everyone in between.
For example, make sure the front office personnel are generating patient referrals, identifying out of warranty opportunities and rescheduling cancelled appointments. Plus, ensure that they understand the all current marketing initiatives [direct mail, newspaper, etc.] to handle incoming calls and set appointments.
Apply these same principles to all positions – practice development representative, telemarketer, and audiologists/dispensers – so the entire office is ‘on the same page.’
Ready to Get Started?
Beginning with these ‘big picture’ strategies will keep you organized and focused while working towards a path of positive return on investment when it comes to marketing for your business. Reaching the appropriate target audience, capturing opportunities from both your current customers and new ones will keep the pipeline full and creating an environment where all employees are working toward the same goal will collectively help your marketing dollars go farther and produce better results!