Dominate in Business Via Powerful Gap Marketing Strategies

Gap marketing

How do you standout in your industry? Do your patients know you’re the best option around? Learn these key Gap marketing skills so you can dominate your market.

 

This piece is designed to show you how to expand your marketing reach by establishing yourself, and your practice, as a regional expert in the medical field. Our aim is to teach you how to separate yourself from your competitors by communicating those vast differences between you and them.  The strategy is known as Gap Marketing.

The mission is to create a platform after which you will be the only logical choice for a patient’s healthcare needs.

I contend that no one goes into business to be mediocre or to barely get by; it just isn’t part of the entrepreneurial spirit. Therefore, if you took the time to secure a business loan, promote your medical practice, lease a location and set up shop, you that is a sign that you are probably extremely motivated to excel.

What you will learn in this piece is how to compete to win.

Have you ever read an ad where the advertiser declares that “they are the best,” “they’re available eight days a week, 25 hours-a-day,” or some variation of this same theme?

Do you know why advertisers state these things? It’s because they don’t know how else to communicate their “superior” skills.

That brings us to the next question; what do you to attract patients? How do you let others know you’re the best option?

As you develop your display advertising platform, you must develop a noticeable distinction between your practice and your competitor’s practice. You must begin implementing the principles of “GAP Marketing.”

In point of fact, gap marketing is an extremely powerful marketing strategy that has been around for millennia.  Moreover, companies like Apple Computer, Harley Davidson, and Disney Corporation are masters of the tactic.  As a marketing tactic, is a crucial component in an approach of solidifying your brand as the absolute best in the market.

Further, the creation of vast chasms between you and your competition is such an important tactic, that it should be a critical cornerstone of your core marketing model.  Plus, this promotional model will also allow you to pinpoint why your medical services are not selling.  Also, why your marketing copy doesn’t work the way you expect, or why your headlines are sometimes powerless.

Again, the strategy refers to creating the widest difference possible between an expectation level and an experience level of a person [your patients].

Additionally, as a concept, it offers the most profound insight and explanation for human behavior and reactions imaginable. The reason the divergence model works is that “people make decisions by comparison.”  Prospects are coming from a position of “what you say” and transforming to “where they are.”

If the difference between the two is significant enough for them to feel their current condition is unacceptable, or in the case of an unproven company (a new, never-before-seen on any advertising platform) the proposed offer is unacceptable, then they will react positively, and you will generate a business relationship.

Therefore, you will not get a lead, an appointment, a trial offer, or a sale if the prospect’s differential is too small.

Primarily, you will be practically applying Newton’s third law of motion to your Gap Marketingmarketing campaign. The law states that: “Every action produces an equal and opposite reaction.” For advertising and sales purposes, let us change that to: “Every emotional divide produces an equal and opposite reaction.”

Your display advertising, social media promotions,  direct mail packages, etc. are subject to following after people.  These recipients read your materials and compare them to their current condition: Continue reading “Dominate in Business Via Powerful Gap Marketing Strategies”

3 Easy Steps for Eliminating Your Competition

eliminating your competition

It’s a crowded marketplace, you have to do everything you can to stand out from the crowd; this means, eliminating your competition and leaving as far back as possible in your rearview mirror!

 

Easier said than done; right?   You read mountains of articles which promise helpful tips but they don’t really deliver enough meat on the bone.  Success can feel like a treasure map that’s missing a few key steps — you have the map but you’re far from the prize.

That’s what makes this article different. As you read on you will learn essential, step-by-step, elements for eliminating your competition.

Please don’t misunderstand my statements at the onset. Business success and marketing articles covering topics like branding, attracting more and better patients, writing better ads, etc. are necessary.  In fact, I would argue they are imperative — but only if implemented.

By the same token, I believe that eliminating your competition is an underserved market.  Interestingly, there appears to be an unspoken disapproval, an attitude of “ungentlemanly-play” when breaching the subject.

I say too bad!  Unless these critical people are paying your monthly bills, I say forget them and carry-on my ambitious scholar!

The name of this game is success through separation.  My mission is to help you create a massive crevasse between you and your biggest competitor. In short, we want patients to believe that it would be a colossal mistake to use anyone but you.

I aim to teach you how to become the undisputed authority in your county.

However, if your desire is not to reign supreme, then this piece is not for you.  I respect your position; and, I’m not here to twist your arm.  I would suggest, though, that you read our many other detailed articles covering business enhancement.  I promise these pieces are worth your review.

So, without further ado, let’s get started.

Maybe you’ve never thought about this; every day when you open your doors for business, your competitors are actively and aggressively targeting your patient-base.  How do they do this you ask?

Every time your competitor launches a promotional campaign, wheels are set in motion.  An action has begun can’t be stopped until it reaches its end — to get a new patient.

Fortunately for you, too many ads don’t feature the essential components to make them successful or profitable.  However, it’s just a matter of time before your competitor lands on a good one.  Remember, they are targeting your patients, and there’s nothing you can do to stop them!

Therefore, you have to do everything in your power to stand apart from youreliminating-your-competiton competitors. I am speaking about authority marketing and branding.

As a result of your authority marketing, you will distinguish yourself as the undisputed expert in your field. More importantly, you will brand yourself as the preeminent consul on a particular treatment.

From this point forward, you must look at your practice with a new set of eyes. If you are astute, you have approached your patients qualitatively.  Now, you need to also look at them quantitatively.

What do I mean by that?

From now on, you will need to categorize your patients by treatments they receive. For example, after you do an audit of your patients, you discover that most see you to treat their fibromyalgia.

Now that you are armed with this magnificent pearl of information, it’s time to put knowledge into action!

From this point on, your website, your blogs, and every promotional will be from “Dr. Jones, the fibromyalgia specialist.” If eliminating your competition is truly

Continue reading “3 Easy Steps for Eliminating Your Competition”

Do You Like Being Invisible In Your Marketplace?

Branding

Learn Proven Tips to Use Your Branding & Standout and Get Genuine Practice Dominance!

“When you look at strong branding, you see a promise!” — Jim Mullen

What if every time you send a promotional piece to your patients, that message gets received with great excitement?  It is possible to attain genuine dominance of your marketplace; and, it’s only a few key steps away.  An essential aspect of fruitful and predictable marketing begins with superior branding.

A properly developed brand identifies you as the absolute “go-to” doctors in the area.  Excellent branding allows you to accurately achieve your reward with stable, dependable, and genuine, programmable response and communication rates.

Think of your marketing promotion like a three-legged stool.  You need each leg to be sturdy, or the stool will fall. In this case, the legs of your stool represent your niche, your content, and your credibility.  Therefore, to achieve great branding, you must also focus heavily on the content of your message.  You must spotlight that segment of your market (your niche) for which you want to be known.  For example, prenatal care, make it your mission to provide fresh, innovative, and helpful information that compels Moms to read.

In fact, in an article written for the Balance.com, author Laura Lake says,

There is a lot of confusion around branding, there are multiple definitions, so what is branding?  Decades ago branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company. The brand was identified of the elements that differentiated the goods and or service from the competition.  Today brand is a bit more complex, but even more important in today’s world of marketing.

It’s the perception that a consumer has when they hear or think of your Brandingcompany name, service or product.   That being said, the word ‘brand’ or ‘branding’ is a moving target and evolves with the behavior of consumers, I think of it as the mental picture of who you as a company represents to consumers; it is influenced by the elements, words, and creativity that surround it.”

As you can see, to create a successful brand, you must understand the needs and wants of you patients!

You must also establish your credibility.  In a crowded market, where your patients have a lot of choices, you must stand out as a leading expert.  Incidentally, this would be the complete opposite of mass marketing.  You will never be an expert if you try to be all things to all people!

As stated earlier, credibility starts by targeting your market and developing your reputation as a great resource.  In essence, becoming a mini-celebrity to the right people because you’re trustworthy, knowledgeable, and close at hand.

Because of your status, everything you send must be excellent and incomparable.  You must position yourself as the best and only solution! Think about it; you’re not breaking new ground, organizations like the Mayo Clinic and Johns Hopkins set a masterful blueprint.  You too can achieve similar results, if you dedicate your brand to that level of preeminence.

*I would invite you to discover more about our unique strategy to develop your Authority Brand.  Read our article on becoming a “resident expert” in your field.  Learn how to create division (from a patient’s perspective) between you and every other chiropractor in town. Continue reading “Do You Like Being Invisible In Your Marketplace?”

5 Secrets for Building Deep Patient Pools

Successful and predictable marketing

If your desire is to create successful and predictable marketing campaigns; you’ve come to the right place!

 

What you share with your patients determines your desired outcome — developing deep pools and long-term relationships is directly tied to successful and predictable marketing efforts!

The sole purpose of advertising is to say to the world “Hey, I’m here and ready to serve your needs!”  Also, the only point of sending periodic notes to your patients is to give them information they want!  Successful and predictable marketing shouldn’t be some random thing that is merely thrown together.  You want to provide information that compels.

*Note, these correspondences include your e-mails, newsletters, special reports, etc.

Why? Because reliable and authoritative content builds loyalty within your patient base.  The more fidelity you build, the more consistent business you can count on, and the greater the referral possibilities.  By providing valuable tips, in easy to understand portions, on the topics your patients need, you create that allegiance.

You will be building upon your reputation as the authority in a particular ailment within your field.

Again, why is any of this so important?  There is an excellent article in HelpScout.com, titled the “The art of customer loyalty,” explains this principle succinctly:  In a world where your competitors are only a click away, customer loyalty really is the new marketing. Today’s customers have access to an endless amount of information about your business, and research shows that they’re ready and willing to stop dating around and stick with companies who go above and beyond to create a fantastic customer experience.

Therefore, if your intention, when sending out your communication pieces,  is to touch, educate, compel and build deep bonds with patients, then you have to make sure each piece is read.  Successful and predictable marketing

As you read on you will learn strategies  to achieve that very topic.

As such, the cornerstone of your practice’s prosperity is a proper communication strategy which yields both successful and predictable marketing campaigns.

What if every time you send an email to your patient, that email was received by that recipient with excitement?  An essential aspect of successful and predictable marketing includes superior branding.

Brand (ing): The marketing practice of creating a name, symbol or design that identifies and differentiates a product (your service) from other products. An effective brand strategy gives you a major edge in increasingly competitive markets.

A properly developed brand identifies you as the absolute “go-to” doctor in the Continue reading “5 Secrets for Building Deep Patient Pools”

10 Steps to Becoming a Patient Magnet

Winning In Business; Becoming a Patient Magnet, Jobs Depend On It!

 

Every business keeps it’s doors open because they attract a constant stream of new clients!  Medical practices are no different; unless you become a patient magnet, you will eventually have to close your doors.

Recently, author Rhonda Abrams, wrote an exceptional piece for USA Today titled “Strategies: 10 rules for small business success.”  Ms. Abrams is a long time business development consultant and strategist provides great insight with solid data that should pay serious dividends for all medical practice owners.

I have dealt with all different types of small businesses, and I’ve learned certain realities always apply. I call these “Rhonda’s Rules.” These rules are keys to small business success.  Ignore these rules at your peril: I’ve seen many new entrepreneurs fail because they ignored one or more of these business basics in order to be a patient magnet.

Here are 10 of the most important “Rhonda’s Rules” for small business success:

1. Go small to grow big. What’s the one sure way to fail in small business? Try to sell to everyone. A key to small business success is carving out a niche — a particular specialty or narrow market segment — rather than competing for every customer. Don’t just be a marketing consultant: be a marketing consultant patient magnetfor a certain industry. Don’t be a general store — focus on a specific type of product or customer. Small businesses just don’t have the resources of time or money to be a generalist.

2. Take care of your bread-and-butter business. Entrepreneurs have lots of good ideas, but those can distract you from your core business. Before you consider new directions, clearly define what part of your business brings in the money that pays your bills. Concentrate on that first.

3. Clearly define your target market. Analyze the characteristics of your customers; the only way to become a patient magnet is to understand exactly who buys from you. Having a clear target market enables you to be much more effective and efficient in both your product development and marketing efforts. Continue reading “10 Steps to Becoming a Patient Magnet”

Successful and Predictable Authority Marketing Success!

successful and predictable marketing

The cornerstone of business prosperity is a proper strategy which yields both successful and predictable marketing campaigns.

What if every time you send an email to your patient, that email was received by that recipient with excitement?  An essential aspect of successful and predictable marketing includes superior branding.

A properly developed brand identifies you as the absolute “go-to” doctors in the area.  Accurately achieve, your reward is a stable, dependable, and programmable response and communication rate.

I would invite you to discover our unique strategy to develop your Authority Brand.  Become a “resident expert” in your field; this creates a great divide between you and every other Doctor in town.

Every time you send out your marketing pieces, such as an email, write Targeting Specific Audienceinteresting, relevant, compelling, authoritative emails with purpose!  You want your emails to get opened, to get read, and you intend to build long-lasting business relationships! Your message must draw new patients; all of which result in more profits to enhance your bottom line!  Incidentally, your correspondences should even stronger to your existing patients — you don’t want them stolen by your competitors.

You have a purpose in your message; to be successful, you need to align yourself with a robust, comprehensive system.  You need a solid set of tools crafted by uniquely qualified, experienced and talented professionals.  What you don’t need is a “pre-packaged,” “cookie-cutter,” “miracle-in-a-box” marketing solution from the corner store.  You need a personalized system! Continue reading “Successful and Predictable Authority Marketing Success!”