Once the marketing strategy has been developed, you need a budget. How much should you spend? That depends on how much you want to gain. The general rule of thumb allocates 5-10% of annual gross revenue for marketing. In many cases, the more you spend, the more you have to gain; however, this is true only if your efforts are yielding positive results. While marketing initiatives may not be equally successful, the effort can be considered successful when, upon annual review, you generated more money than you spent.
Everyone or anybody might be potential patients. However, the average practice probably can’t afford to market to
Everyone or
Anybody. Decide who your target market is and focus your message to get them! A good marketing message should be a common theme that permeates every marketing activity. As the Bonnie Raitt song says, “Just give ‘em something to talk about.” You may be promoting balance testing, hearing assessments and various types of amplification, but your patients are looking for better relationships, improved communication, increased productivity, enhanced self esteem and a less stressful life. Your marketing message should promote the benefits of better hearing. It’s not about who
you are, but rather about the benefits
the patient will experience if they come to you.
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