One of the more common mistakes people make when creating their medical practice promotion is becoming too focused on a just one marketing strategy. This might be a bad choice as they are putting themselves at risk of failure. Focusing on only a single strategy is actually akin to putting all your eggs in one basket.
It is very important for a medical practice promotion strategy to be diversified. By varying your strategies, you help your practice by being able to reach a wider audience than if you are simply focused on a single strategy. It also helps your medical practice promotion because you can have safety nets in case one of your strategies fails.
Here are some of the ways where you can diversify your medical practice promotion strategies:
Go for both offline and online marketing
When people hear of marketing, they usually think of traditional methods such as tri-media advertising (newspapers, radio, and television). These are offline avenues that are usually used by companies who do their own promotion. It would help your medical practice promotion if you also engaged in some form of offline marketing, targets prospective patients through advertisements placed in magazines, on radio stations or TV channels that they are used to seeing, reading or hearing.
Another marketing approach would be the online (internet) route. Nowadays, more and more people are connecting to the internet to hunt for information, engage in communication, and shop for products. Having a part of your medical practice promotion utilizing this online connection helps reach a larger audience. It is also useful to note that online marketing is usually significantly cheaper than the traditional offline marketing methods.
Mix up your strategies
After deciding to go online and/or offline in your marketing approach, the next step in diversifying your medical practice promotion would be to ensure that you can tackle the different ways or methods used in these marketing avenues.
For offline marketing, this could mean using both “in-store” promotions (in this case, it would be in your medical practice providing items such as discount coupons for services not covered by insurance, a distinctive ambiance, or a well-trained staff). You can use offsite promotional tools such as posters, fliers, and advertisements. For online marketing, this could mean using a variety of tools such as an updated informative website, search engine optimization, or even email marketing to enable you to cover a wider ground.
By employing this wide array of marketing and promotional strategies, you would help raise awareness in your prospects about your medical practice.
Of course, you should also guard against becoming too diversified with the result that your medical practice promotion becomes too watered down and ineffective. Instead, strive for a balance between having enough focus that your strategies are able to deliver their message but still diversified enough that you can encompass a variety of avenues.
If you conclude that diversifying your medical practice promotion strategies is too difficult for you or your staff, you may benefit from the help of a well-qualified medical marketing company.