Advertising Mistakes: How Many of These Costly Errors Are You Making?

Advertising mistakes: if your advertising results don’t deliver a steady stream of new patients, chances are you’re making costly, but correctable, errors!

 

The only purpose of advertising is to generate higher profits for your medical practice! Your ad MUST be a salesperson in print, online, on the radio, in your television ad, etc.  Unless your ad convinces the patients to pick up the phone and call you or come into your office, your ads are useless; also known as “Doctor Advertising Mistakes.”  Sadly, depending on the type of error, you even be pushing potential business directly to your competition!

If you look at many Doctors’ display ads, you will quickly notice that most of the ads look alike, and they say the same things.  Worst of all, they all have nearly identical advertising mistakes, such as: “Free Consultant”, “Urgent Care”, and “Medical Care for The Entire Family.”

* Though all these services and details are important, and they all stand on their own merits!  Unfortunately, as it applies in most cases, the only elements that change in the ad are the names of their practice.

Though many (if not most) media conduits provide their basic elements, essential ingredients, and software for an ad.  Too often they [the media outlets] just offer some variation of a cookie-cutter formula for their “advertising platform.”  Which is fine for their needs; however, too often some essential “components” are left out of your ad.

The importance of these elements becomes apparent when you look at your advertising from the perspective of what your ad (In a magazine for example, but it applies to all other mediums as well.  For simplicity, for rest of illustration we will use print advertising) is indeed designed to do for your medical practice.

Every ad is created with two purposes in mind:  1) To attract a stream of new patients; and, 2) To have those patients who see your ad choose your practice over everyone else in your field and demographic area.  Unfortunately, your competitor is counting on the very same benefit!

Print advertising is a medium that allows your biggest competitor to sit next to you in the periodical for easy comparison. Whatever your advertising medium, shortly after your ad appears, or is heard, your competitor’s ad will also be seen or heard. Therefore, as part of your marketing strategy, you have to do everything you can to stand out.

“What business strategy is all about and what distinguishes it from all other kinds of business planning is, in two words, competitive advantage. Without competitors there would be no need for strategy, for the sole purpose of strategic planning is to enable the company to gain, as efficiently as possible, a sustainable edge over its competitors.”  ― Kenichi Ohmae

To stand out and have your next patient pick up the phone and call you is beyond important.  It is life and death (for your medical practice).  Your ad must be Chiropractic Advertising Mistakesdifferent!  Shockingly, some doctors merely state their name in their ads, and besides a phone number — that’s all.

Interestingly, every consumer has one trait in common with every other buyer.  We all like to buy; we just do not want to be sold!  Additionally, we buy using unique triggers that appeal specifically to us; in marketing terms, it is called the “What’s in it for me?” quotient. Continue reading Advertising Mistakes: How Many of These Costly Errors Are You Making?

Firm boosts e-mail efficiency by 1,200% with B2C marketing automation platform

The marketing automation platform SALESmanago has been implemented in some of European online stores of Yves Rocher, a worldwide cosmetics and beauty brand.

 

In a crowded marketplace, where your potential patients have lots of choices, they don’t need to use or stay with you!  This means that you MUST standout as the very best option available in your area.  Technology is constantly moving and improving; so in order thrive, you must implement the available marketing automation software to target your market and developing a reputation as a great resource – trustworthy, knowledgeable, and close at hand.

Without exception, every doctor we have ever worked with had the desire to be as successful as possible!  Well, isn’t that the entire point of starting your own medical practice?  Think about it, when you started you practice, was it your desire to be mediocre or just get bye?  Of course not; but, in order to stand out and succeed you need to embrace all aspects of available marketing automation.

An excellent example of this strategy comes from the world of cosmetics and beauty, in a recent article in CSO.com, that very point is demonstrated beautifully (once again, the example isn’t in the medical industry, but you can’t deny the effectiveness of the campaign as you read on).  The cosmetics company,  Yves Rocher, implemented an e-mail automation software program which boosted the company’s e-mail marketing efficiency by 1,200%.  Additionally, it increased the number of new users who buy the suggested sets of products displayed on Medical marketing softwaredynamic recommendations boxes as their first purchase to 30%.

SALESmanago was initially implemented in an online store of Yves Rocher in Poland, but shortly afterwards it was also rolled out to the company’s e-commerce sites in the Czech Republic, Hungary, Romania and Slovakia. By implementing marketing automation the company wanted to streamline the conversion of website visitors to customers and to differentiate offers taking into account customers’ transactional histories. Continue reading Firm boosts e-mail efficiency by 1,200% with B2C marketing automation platform

10 expert tips for business-blogging success

Scores of business studies show that blogging works! But if you’re shooting blind and don’t know what our readers want — it’s not too effective.  This article delivers expert tips for successful business blogging!

 

There isn’t much debate when it comes to business success; if you can’t communicate effectively your practice will suffer!  Blogging is an exceptional way to connect and impart your knowledge with your patients; these 10 tips for successful business blogging will allow you to do this better!

Let’s face it, everyday medical practices close their doors and doctors must then practice their skills for a medical group that isn’t theirs, that has a different vision and a contrasting flow.  There are many reasons why this occurs, but clearly two of the biggest and most often sited are the lack of sufficient patients, and the practice’s inability to compete against rival doctors’ daily marketing to their existing patients!

If your practice can’t communicate effectively with your patients, in time, this will affect your current and future patients, and their willingness stay with you and not be swayed away by another doctor!

Recently, author , wrote a great article for The Tennessean (part of the USA Today network), that speaks directly to the specific needs of medical practices!

Mr. Delany writes that using a blog can drive a considerable amount of traffic to 10 Expert Tips for Business Bloggingyour site, which can result in more revenue and a stronger bond with your patients and your business contact (your venders) and their staff.

But why is this such a concern? Because, every business school around the world teaches that the only way to increase your profitability is for these three the events to occur: You must increase your traffic, you must convert prospects into patients, and you must retain these patients so as to provide additional services for years to come.

Hence, you are blogging plays a vital role in achieving the aforementioned necessities for increasing your clinic’s profitability.

A study by Hubspot found 81 percent of companies consider their blogs “useful,” “important,” or “critical” to their business.

Mr. Delany goes on to say that: When I first connect with a new client, I conduct an extensive content marketing audit. One thing I often discover is a neglected company blog. There is nothing worse than a blog with the last post from months or even years ago. Excuses can vary from not having the resources or ideas, to not having the time to compose blog posts.

If you are tasked with blogging for your business or seeking ways to improve the company blog, here’s some advice to get you started. I reached out to several blogging experts to share their best tips for creating great business blog content.

1. “Quantity over quality. That doesn’t mean bad or unprofessional grammar. It means stop waiting for the perfect blog post. There is always something to write about: New hires, company culture, product details, upcoming events and conferences, executive team profiles … I could go on and on.” — John Ellis, @johnwellis. Continue reading 10 expert tips for business-blogging success

Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers

If you desire success with your clients and patients, you must apply emotions within your marketing content!

 

In a recent and very enlightening article, written by Wendy Marx, for business2comunity.com, titled Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers she points out that the approach with which a client is contacted is makes the difference between long term success and a single transaction.

She states that when it comes to business to business (B2B) buyers, you may think that a more calculated, technical approach to content marketing should be used.

Is that true?

Ms. Marx checks out why you need emotion in your B2B marketing, what types of emotional responses to elicit, and how to make your content more emotionally appealing.

The big question is: Why B2B Buyers Need Emotional Content Marketing Techniques?  The truth is, if ever there was an occasion to use emotion in content marketing, it’s with B2B buyers. Why?

  • Because the sales process for B2B buyers takes 22% longer than it did seven years ago.
  • Is this because today’s buyers are more indecisive? Not at all.
  • In fact, 82% of B2B buyers think that everyone is pretty much selling the same item. The competition is huge.

Continue reading Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers

Medical Practice Growth Vs. Stress, Heavy Workload, and Productivity

Are you allowing undue stress to sabotage your medical practice growth?  If so, you need the solutions provided in this article!

Let’s face it, we all want to do well and excel in our careers.  However, is the temptation to always say “yes” getting in the way of your medical practice’s grow and success, and ultimately holding you back?

The accumulation of all these “yeses” creates anxiety and increase tension which adversely effects the work environment and eventually erodes your best employees moral.

In an excellent article, written by Onrec.com, titled “Stress and heavy workloads create barriers to business success as leaders struggle to be effective and ‘present’ in the moment” this very issue is explored.

According to the article, business leaders and managers in the UK are struggling to manage their emotions when dealing with teams and difficult situations.

This is a phenomena that we have seen in the US as well.  In fact, typically we see Medical practic growthit when we are asked to help a company with their marketing, either with their content or the actual campaigns themselves, and the person the task is assigned to is wearing too many hats.  Therefore, that person’s nerves are frayed, they have an overloaded agenda, and nothing gets done.

This point really needs to be driven home; business goes on, and your competitors don’t stop marketing to, and knocking on the doors of, your patients just because you company is having issues.  I would argue that there is no better time to go after you (as a competitor); because, your message is no longer crisp and attractive enough to provide a prospective client a compelling reason to choose you over every other professional in your area when your marketing person is overwhelmed and unreliable. Continue reading Medical Practice Growth Vs. Stress, Heavy Workload, and Productivity

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

Patient Magnets Don’t Try Being Everything To Everyone.

Patient magnets learn that the content they use within their marketing is crucial; therefore, you need to understand the myriad of targeting fallacies.

 

Of late, it seems that everywhere you read in business publications all you see are articles after articles discussing “content marketing;” but, no one is saying exactly what that is.  To be sure, these authors are writing pretty lofty articles and they sure get one psyched up to go out and conquer, but little else is provided.  Until you understand what exactly content marketing is, you will have a difficult time becoming a patient magnet!

From a reader’s prospective, who may not be a marketing professional, but rather the business owner who is very interested in improving their marketing results, it is the business equivalent of buying a burger without the meat!

It’s like a business version of the Abbott and Costello’s “Who’s on first routine;” everyone speaks in circles and no definite answer is ever given.  However, in this case, it’s not funny because we are dealing with real advertising dollars and jobs are at stake!

When discussing the topic of client targeting, content is everything!  But what is content marketing?  The best and most concise explanation that I have come across came from Robert Rose when he wrote “Traditional marketing and advertising is telling the world you’re a rock star.  Content Marketing is showing the world that you are one.

With all this in mind, I would like to draw your attention to a recent and exceptional article that was written on the very topic.  The most important take away is that, when it comes to audience targeting, don’t look for shortcuts for becoming a patient magnet.  Columnist Rebecca Lieb writing for Marketingland.com, explains in here excellent piece, called “Content Marketing And Targeting Fallacies,” how to tackle it the right way without skipping some essential steps. Continue reading Patient Magnets Don’t Try Being Everything To Everyone.

Legally steal your biggest competitor’s best patients!

To succeed in your practice, you must develop better marketing strategies so as to legally steal your biggest competitor’s best patients!

 

The idea of stealing may seem rather provocative as business development strategy plans go.  Rest assured; we are not speaking about doing anything that is improper or felonious!  However, if you want more patients, read on and learn why it makes sense to legally steal your biggest competitor’s best patients.

For the record, we’re discussing something that occurs on any given day, in any number of businesses throughout the country.  Every day, at least one company is trying to get more clients/patients.  That means they are calling, emailing, sending 4-color brochures, or knocking on the door of new prospects.

Question:  Where do you think these clients come from? 

An obvious example of what we’re discussing lays within fast food industry. Companies like McDonald’s, Kentucky Fried Chicken, Pizza Hut, and Burger King find themselves in never-ending battle for market share. This means that they actively compete against one another for their customer’s stomachs and buying power.

Sadly, despite all the advances in the fields of manufacturing and DNA research, Legally steal your biggest competitor's best patientsthere is still no new patient factory!

You know, the kind of factory that churns an infinite number of new patients like candy bars. And all they know is that they need to do business with you!

That means that all those new patients must come from somewhere.  They either come to your competitors, or you try to convince people to have “never-used-a-chiropractor-before” to say “yes!”  Additionally, those patients who have never used your service before, they only account for 5% of the available market.

An astute business development strategy focuses on the 95% of proven believers in your medical services.  Incidentally, those patients are available from you and every other practice owners in town (generally within a 15-mile radius).  Hence, legally steal your biggest competitor’s best patients.

This article is designed to challenge the views of many doctors.  First, treat your medical practice, and its growth and development, like every other business — strategically.  There appears to be a mindset afoot that rejects traditional game plans concerning business development and attracting more new patients. Continue reading Legally steal your biggest competitor’s best patients!