This marketing strategy will require you (or your staff) to do a little research. But once you are finished with this research, you are going to find a gold-mine of NEW business within your practice/business.
The strategy/goal? To figure out the trend(s) of patients, clients or customers you attract to your business, AND the similar characteristics to those trends.
For example, what does your current client/patient/customer base look like? Are the majority of your clients/patients/customers a specific gender? A specific age group? Do most people come to you with a specific type of problem or in need of a specific type of solution? Do they come from a specific part of town? Are they in a certain tax bracket?
The more specific you can get with your research, the more targeted all of your marketing can be.
You may be a specialist and not even know it. Are you a podiatrist whose patient base is 85% female, age 65-85, who comes to you for diabetic foot problems? If so, you just figured out whom you need to target with most of your marketing.
Sit down with your staff and make a plan on how to research this information. Once you realize the statistics, you can target your marketing efforts – both internal and external – to attract those types of people.
This is a worthwhile effort that will provide you with the kind of information you need to potentially double your business/practice in a relatively short period of time.
To Your Success,
Dr. Len Schwartz