There is a lot of debate about what marketing actually is and what a marketing plan should include. I like to think of marketing as anything that puts you in front of the right type of potential client you want to see in your health practice. This includes things such as what your product is; how you position yourself within your industry and how you are going to promote that to the right people. Of course the whole point of marketing is to get clients or customers.
Today I want to address the whole notion of attracting enough clients so that your health practice prospers. These are not just any client, but clients that want what you have, are willing to pay for it, and will refer others to you.
Too often, health practitioners rely on methods of promotion that is very passive, and does not expose them to enough of the right kinds of prospects. A few flyers on the local noticeboard or down at the local cafe, does not a flourishing practice make! I am not saying don't use these methods, as they can be very useful, but as stand alone marketing tactics they are not likely to produce a very big result.
BEFORE YOU START DOING ANY PROMOTION
Be clear on what you are promoting. Is it a workshop or a service? Try not to get too many ideas across at one time.
Be clear on your target group. Be as specific as possible. Is it working women, depressed people or men who like fishing? A clear idea of your target market or niche allows you to 'speak' to them directly, rather than being a jack of all trades who does anything for anyone. This is not the way to build a solid client base.
Know exactly what you want to achieve. Is it a certain number of clients per week? 10 bums on seats at a workshop? A particular income per month?
Where will you find the right people? Where do they hang out? How can you connect with them?
What tools do you need to reach them? An interesting presentation? Brochures, editorials or press releases?
What is your budget? Of money, of time, of energy?
NOW - THINK IT THROUGH....
-Are enough prospects being exposed to your campaign to get the DESIRED RESULT?
-Are they ready to receive what you are offering?
-Does the methods you want to use suit your target market?
-Do you have enough frequency and exposure to get a RESULT?
-Is your budget enough to get the job done? (Time, money, energy)
-Have you got the right tools?
-What help do you need? Can you delegate anyting?
-SWOT - be aware of any strengths, weaknesses, opportunities and threats.
If you are serious about having a prosperous practice, you must get serious about reaching good quality prospects who can become clients. The right message in front of enough of the right clients will bring you the desired result.
You can turn todays ideas into tomorrow successes when you work towards what you want with passion and persistance. You can do it!
To your health practice success,
Krishna
