Assortment: How many marketing weapons are you using?

I had a meeting yesterday with an oral surgeon who had been running ads in a local magazine for several months. "I feel like we just advertise to check it off the list" he said. "I don't know whether its working and we are putting our whole advertisting budget into it."

Key lesson for today: Your Marketing Assortment

Instead of relying on a single marketing weapon, think of combinations. Remember that, your marketing will be the sum of all contact with people in your area.
Make a list of 5-10 marketing activities to use at any one time.
Do you go regularly to networking groups? Add it to your list.
Give presentations to local organizations? Add those too.
Ask you patients for referrals? Each time you do, you are marketing.

For easy implementation, create a simple and consistent action plan to keep track of what you’ve done each week. Then, work on your system for tracking new patient calls - and where they are coming from, and put more marketing money/focus in the things that are producing. That way, if you do decide to invest in an advertisement, you won't have all your eggs in one basket, and you will be looking at the return.

Ask yourself: How many marketing weapons are you using at a given time?
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