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Wednesday, November 20, 2013

So What’s The Big Idea Anyway? (Part 2)

Recently, I had my annual meeting with a longstanding client to plan our marketing work for 2013. The meeting started with a recap of the previous year’s marketing activity. Along with being pleased with their 2012 campaign’s return on investment, they were thrilled by the positive impact their new office window graphics had on attracting new patients. In previous years, window graphics was simply an idea for consideration, but never executed. But last year, they gave us the okay to proceed. Their only regret was not doing it sooner, as this tactic helped create awareness for their practice with everyone passing by.

On a grander scale, some of the more common ideas I have advised on include business to business marketing with local banks and other businesses next door, sponsoring an event at the dance academy down the road, introducing yourself to the local community health club, outdoor advertising on a bus or bus shelter, or getting involved with a local community event or festival.

This past summer, I coached a client who wanted to target market the business professionals working in their local banks. My first message to them was that B to B marketing (business-to-business) required a different approach than B to C marketing (business-to-consumer). B to B is much more about professional salesmanship so that one can professionally introduce themselves. The next advice I offered my clients was to ensure they had the right advice. The mindset and the needs of the business professional are much different than the general public who generally have the needs of their
family in mind.

Whatever the size and scope of the idea or opportunity, make sure that you do it well, so it helps build on your professional brand identity. Here are 5 simple ideas to help you tap into your best unique practice marketing opportunities:

  1. Identify the opportunities: You are an entrepreneur after all, and the gathering of ideas starts with opening up your mind and taking a look around your practice. Get in your car and take a drive around, see what others are doing in other industries and get your team involved with suggestions. Challenge yourself to make a list of ten opportunities.

  2. Qualify these opportunities: Take your list andrank them in order. You should base your rankingson those that best compliment your practice brand. Also, determine which opportunities have the most potential to provide the best benefits, whether it be immediate new patient generation or longer term brand building in your area to your target audience.

  3. Select your top two: For the next twelve months, make it about delivering well on your top two opportunities. You have a lot on your plate already, and focusing on two tactics should be manageable and allow you to execute both of them very well.

  4. Bring your “A” game: Whatever the opportunity, set a budget for the initiative and do it well. Whether you are participating in a community street festival, or introducing yourself to a class of toddlers, make sure that you exude the image of a successful practice.

  5. Be professional in your approach: When other parties are involved, the best way to start is to have a meeting to discuss each other’s business goals and needs in terms of how you will be working together.
At FCM, one of our most important jobs is to get you noticed and standing apart from the rest. We've had great success consulting many clients with strategic business-building marketing ideas to help them grow their business. Every practice is unique and has its own set of opportunities.

So what’s your big idea anyway?

Bottom Line: This article contains tips from a dental practice marketing professional who helps clients discover the ‘Big Idea’ for their practice from a marketing perspective.

Author: Dan Pisek, Practice Marketing Coach

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