The days of hanging your sign outside your front door and waiting for new patients to arrive is long gone. The perception of how doctors, dentists, lawyers and other professional service providers should grow his or her practice has changed throughout the years. The evolution in professional services’ marketing has become tremendously sophisticated. Fierce competition has caused practices to seek marketing alternatives in order to survive and prosper. At Revved Business, we’re here to help guide your strategy for marketing for professional services.
In today’s business environment, it is not enough for these providers to rely on just the quality and reputation of the practice, but they must also create an image and brand to generate and sustain their patient base. A good reputation is still the cornerstone to success. However, to grow the practice big enough to earn that reputation, a new doctor must think outside the box. That reputation will come as a direct result of the doctor or dentist’s ability to market himself or herself in the community. These professional service providers are businesses just like any other sector, and they need to apply the same principals and strategies to be profitable as other businesses.
Marketing for Professional Services: Keys to Success
When marketing for professional services, it’s critical to keep in mind your target market. Target marketing is a direct and affordable way of attracting new clients and patients. Unlike mass marketing where professionals spend a significant amount of money on marketing to a broad audience, target marketing allows professionals to shrink their marketing budget and reach patients they are actually targeting. There are lists of names and addresses within a certain zip code or within a certain geographic radius of your practice. These lists are categorically defined by demographics or life-changing events. For example, a doctor can narrow down the population by selecting a number of different criteria. He or she may be interested in introducing the practice to new residents and/or certain consumer profiles. These might include gender, income level, age, type of treatment needed, etc.
In today’s competitive environment and tough economic times, it is important for professional service providers to spend their marketing dollars wisely. Target marketing will help you to focus your efforts and spend your advertising budget more efficiently.
Utilize Your Website and Social Media Accounts
A website is an essential key ingredient that provides information and transparency to any professional service. Social media is also a permanent part of our lives and will only continue to shape the way we live. More and more clients and patients turn to our websites and social media pages to find their providers. Your website should create an image that is consistent with who you are and what your business represents. It should list all of the services you perform and information about these services. That way clients can learn about your practice with a simple click of the mouse. Things such as personal bio, office hours, procedures performed or services offered, insurance plans accepted, payment policies, and even the ability to make appointments online should all be easily accessible to everyone that uses your site.
The objective is to impress and educate your new potential patient so they can make an informed decision and call your office for an appointment. Having your website positioned in the hierarchy of the top slots of Google is crucial to attracting new patients or clients. This emphasis on SEO is something we can help with at Revved Business.
Stay in Contact with Current Clients and Patients
Accumulating email addresses of your existing clients is a vital tool to a successful marketing campaign. It is not only an effective and cost-cutting method of staying in touch with your existing patients, but it can also be used to send reminders, promotional offers, and birthday wishes to them. Email marketing saves postage, printing costs, and enables communication instantly. Thanks to iPhones and smartphones, your e-mail campaigns are a cost effective, direct way to market to your patients.
Analyzing and marketing to your existing patient base is excellent method for generating additional revenue. Ideally, you should promote services and procedures that can be given to existing clients to enhance their current services. Reminders sent to existing patients for an annual checkup via letters, mailings, or email aid in bringing the client back to the office. Sending imprinted calendars, pens, and magnetic advertising will keep your name visible. Creating special offers during the holiday season or one-time discounts will draw patients to your business.
Specialty professional services need a referral base in order to thrive. Getting that new client as a referral from another doctor requires a relationship-building technique. You first have to identify which areas and businesses you think will recommend your practice. You then have to initiate a strategy to accomplish those goals. Our team at Revved Business can also help with this.
Learn More about Marketing for Professional Services
These are just a few simple ways to get your marketing off the ground for your professional service business. For additional help with marketing for professional services, don’t hesitate to contact our Marketing Gurus at Revved Business.