Marketing for a practice is just as important as a retail store or online business. With patients having the ability to choose their general practitioners and their specialists alike, it's more important than ever to have a marketing strategy so you aren't lost in the mix. Long gone are the days of there being only one doctor in town that everyone went to see with no questions asked. Now, people have the opportunity to make their decision based on patient feedback, ratings, etc.
Have you begun your business planning for 2018? If you’re looking for a few places to start, I’d like to offer some recommendations. The process of putting together a detailed plan is what I refer to as The 2018 Business Imperative. There’s an old adage, “If you aim at nothing, you’ll hit it every time.” Quite frankly, we work too hard to let that be the case.
Over the past few years, many firms have realized the advantage of a well-
One of the most important aspects of a business sale is the due diligence process that the buyer and perhaps her/his advisors undertake. The buyer due diligence process serves to verify information represented by the seller and to also gain a more complete understanding of the business. It’s a critical part of the process and can take a little as few days or much longer depending on the size and complexity of the business.
Content driven marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience in niche magazines, local publications, with your website, and with social media for the specific purpose of educating the targeted audience. Content Marketing is not a tactic, but is a strategy. Think of farming by tilling the fields, planting the seeds, watering and finally harvesting the crop. It’s not a trick, but a form of creating educated clientele.
For years, the given way a physician grew a practice was through referrals from colleagues and associations with certain hospitals and/ or insurance plans. The environment is changing. While these traditional channels remain important, the consumer is more empowered to seek out information about a specific physician. That shift is impacting how physician groups and individual practioners grow their respective practices.
Let’s talk leverage this quarter. Leverage is doing ever more with ever less, and your team is the group of people that can make that happen. In fact, without leverage and a team you are never going to take your business to the next level and have a business that will work without you. You are stuck in a job that you own and nothing more. How does one leverage their business?
The world of sales in general, and the “behind-
Some businesses are created around this passion because it’s something they love to do. For me, my passion was always to help others. In the past, I have worked with seniors in helping to aid in placement in a senior community such as, independent living, assisted living or nursing level of care or helped them to stay in their home by facilitating all of the things they would need to have in place that would be necessary to do so safely. This included caregivers, transportation, home modifications, etc.
In 1990 Jim McClanahan and Maurice Adkins founded a business called Hi-
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1. Location, Location, Location
Where you place your content is key. Reach greater numbers of potential customers by placing content on high-
If you’re about to launch an aggressive content marketing campaign, it can be easy to let this key aspect fall off the radar. Make sure all of your content is succinct and to the point. Go through each piece of content line by line and eliminate all unnecessary verbiage. Be quick and to the point.
3. Know what you aim to achieve with your content
Apart from your messaging, you need to know your target audience. Do you want to reach 10 people, or 10, 000? Also, each time you produce a piece of content, you need to review your audience and explore what interests them. Measure which articles receive responses from people through phone calls, e-
4. Resist the temptation to push product into everything
Marketers are often tempted to slip a product message into everything, but some pieces of content are more about how people feel about a brand and what it stands for and less about the sale. In the Content Driven approach, avoid referencing products. People tend to switch "off " if they think you’re trying to sell them something.
Content driven marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience in niche magazines, local publications, with your website, and with social media for the specific purpose of educating the targeted audience.
Content Marketing is not a tactic, but is a strategy. Think of farming by tilling the fields, planting the seeds, watering and finally harvesting the crop. It’s not a trick, but a form of creating educated clientele. The intent of Content Marketing is not just to get cool articles or build your ego, but to deliver information and services that truly help people. By reaching your target with content, you help them know you care. Consumers tend to do business with those they believe care about them.
Content Marketing is not about the immediate selling of your services, but is powerful in the long term. It is about educating and sharing. It is about giving before getting. It is about respecting your audience’s intelligence to make their own decisions if provided with the right information. We do this by providing them with clear, valuable and useful information to address their needs. Information breeds credibility which causes the person to seek more information that in-
A misconception that some have about Content Marketing is that it only applies to your website.
Your website will be one of your biggest engines in the delivery of content but it should not be the only tool in your tool box. Some tools – like print magazines – reach a target audience you with articles, testimonies and even feature stories to help people know how you are able to help them. Content-
As mentioned above, the information that you deliver must be valuable and useful. It also must connect in a branding sense to who you are as a company and what you deliver. If the messaging is incongruent with your branding, the mixed message will be recognized immediately in an unfavorable manner.
4 Tips for Content Marketing