Strategy Series (Pt. 2) –
What’s Your Focus? (If You Don’t Know, That’s a Problem!)
- What do I need to focus on?
- What should my goals be?
- What—specifically—do I want to get out of this marketing strategy?
These are crucial questions! After all, you might understand why strategies are so important, and you might even have the technical skills to implement effective ones. But if your strategy isn’t targeted toward the things that really matter, even a nominally “effective” campaign isn’t going to do you much good.
This is the critical first step to your marketing strategy. The “how” (which we’ll cover in part 3) won’t matter if you’re pointed in the wrong direction from the very beginning.
So, what does that look like?
Every practice is going to be a little bit different, of course. Your individual business goals may vary depending on your market, the services you provide, what your competition is doing, and a million other factors.
Growing Specific Revenue Streams
So the first question you might be inclined to ask is, “Why not just make revenue growth, full stop, the goal?”
Well, in the big picture that is the goal, after all. Just about everybody wants to make more money. But it’s a little too broad to be useful as a standalone target.
Narrowing your focus will make it much easier to implement an effective strategy—which in turn provides exactly what you were looking for in the first place: revenue growth.
Let’s take heel pain as an example.
If your practice is like many others around the country, you probably see a broad spectrum of patients with different kinds of foot problems. Some people come to you with foot pain. Others have ingrown toenails. A few sports injuries. Probably a lot of diabetic foot concerns.
But maybe you’d really like to be spending a greater percentage of your time treating heel pain. In short, this is the specific revenue stream you’d like to focus on growing. These are your “perfect patients”—the ones you really want to fight for.
There could be several excellent reasons why you might choose to focus on heel pain, but they should include at least these three:
Create a Guide/Roadmap to Your Successful Outcome
- Heel pain patients and treatments return a higher-than-average profit compared to other services at your practice.
- Patient outcomes after heel pain treatments at your practice have been exceptional. In short: you are good at treating heel pain, with very high patient satisfaction rates.
- The doctors at your practice simply enjoy treating heel pain more than most other services.
Once you’ve determined that heel pain (or any other service) is the revenue stream you want to focus on, you’ll need to do some deep digging to figure out what questions you need to answer, and what materials you need to have, in order to effectively target this segment of potential patients.
Some things to consider:
- Take a look at the heel pain patients you already have. Why are they coming to your door? What is motivating them? What are their top concerns? How did they find out about you in the first place? The more in touch you are with where these patients are coming from, the better able you’ll be to target others like them with your marketing strategy.
- Do you have testimonials from these patients? If not, get some!
- List out the services you offer that bring in the best heel pain patients. Orthotics? Laser treatment? Physical therapy? These need to be focus areas for your strategy.
- Do you have systems and processes in place for treating these ideal patients? Does your entire staff have a plan to increase your PVV when working with these types of services? Do they know which ancillary services or products to recommend that produce the best results? Is everyone on the same page?
One very important final point here: You might have glossed over that bullet point about enjoying heel pain patients, but it’s arguably the most important one.
Regardless of what makes you the most money, you really have to want to see the patients you’re targeting. If you aren’t enjoying it, your patients will notice. It will be obvious. You can’t hide it—at least not forever. And sooner or later it will start to have a negative impact on your brand and your patient loyalty.
Which leads us to …
Don’t Miss Part 3!
To recap, hopefully you now have a great understanding of (A) why marketing strategies are so important for your practice success, and (B) what key considerations you need to take in order to make sure the strategy you’re about to build is truly aligned with your business goals.
Next time, we’re rolling up our sleeves and getting into how you can actually pull it off—so make sure you don’t miss it!
And of course, if you’re looking for an experience partner with a track record of marketing success for practices just like yours, give us a call at (833) 823-3335. Whatever you’re already doing strategically, we can help you do it better! That means more revenue, more of your perfect patients, and more time doing what you really love to do.