subject: Biggest goof-ups in marketing & advertising for physicians [print this page] Biggest goof-ups in marketing & advertising for physicians
Mistakes are a part of life for the professional beginning to promote his or her practice. For some, they are a costly way. However no one can afford many mistakes in a tough economy, and now it need not be so; here are some of the biggest mistakes in practice marketing so that you can avoid them.
Although judgments of taste and creativity are often called for in promotion, there are some absolutes especially absolute mistakes. As such, in order to assist you in your learning curve and save you money and time. Here are the some of the biggest mistakes in marketing and advertising for physicians. Now you will know how to spot them and how to avoid them.
1. Promoting at the wrong moment
On a limited budget, begin your promotion just before your busy season and end it just before a seasonal fall-off. Do not spend your money promoting during dead times unless you have spent sufficient money promoting during the up times. It is always less productive and costs more.
2. Selecting the wrong office location
The right one is an area with an advantageous professional to population (or company) ratio. The wrong one is chosen solely on the basis of where you want to stay.
Selecting the wrong office location (part II)
A freestanding building always offers better outdoor signage opportunities than a professional building. Signage is so important in drawing the public that, if done well, it can produce a third of your new patients or clients.
3. Not knowing how to handle objections
If some professionals can hear their staff members handle an objection from a caller, they might well be distraught. Then they'd certainly know they are losing big money as their front desk often shoots answers from the hip. In its place: Script out sample answers for each common objection no money, no time, no interest, no need and I will think it over. The result: optimal answers and many more appointments.
4. Not answering price queries the right way
When people call to enquire how much, do not just mention the price. First, explain the unique advantages of receiving the service or product from you. After this, quote the price. Minus explanation, your services are just like everyone else's; as such price can be the only determinant. You can charge even more with it.
5. Not drafting a marketing plan
Without analyzing your competition, your objection, your budget and to whom you are directing your promotion, you are vulnerable to two potential disasters. One- being swayed by salespeople into buying poorly designed and wrongly targeted promotions. Second, failing to consider all important variables. Both lead you to big losses and dead ends. In its place: Build a marketing plan first.
6. Sponsoring clubs/sports teams
If it is not mandatory that the players come in (or are brought in by parents) for a free service so that you can meet them, then recognize your sponsorship as altruism, and not practice building.
