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Stay on target!

11:02:2009

I imagine that you are now being very careful about where you spend your marketing budget - I hope so anyway!

The current economic conditions have made all of us think more carefully about where we spend all of our money. This is a good thing in terms of marketing as it ensures we only spend money on what works. A couple of key points:

1. 1.Make sure that you measure response of all marketing. Whether it be word of mouth, website, Yellow Pages or patient newsletter, all responses (good and bad) need to be saved in an easy to read format eg. Microsoft Excel. How can you decide where to spend money if you don’t know what works?
2. Target. If you are in Devon, don't advertise in a national magazine. It will only be relevant to a tiny percentage of readership. If you are convinced of the value of the title, why not consider targeted inserts to the proportion of readers in your area? Magazines often don’t volunteer this information as they make less money!
3. In terms of print media, concentrate on the local - eg. the local paper, Lifestyle type magazine and press for editorial opportunities as well as advertising. Push for discounts - an economic downturn hits advertising hard.

Before you do anything ask yourself, "Will this reach people local to my practice who have income to spare?" If it doesn't, don't do it!

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