Utilizing Data for Effective Marketing
May 12, 2008 | Leave a Comment
Heidi Mueller, sales and marketing consultant for wound care companies
While repetition and communication may be the cornerstones of effective marketing; it is the use of relevant, focused data that relates to specific target markets that provides results. There are literally thousands of giveaways that will help referring practitioners with name recognition and contact information. Answer these questions: What do referring physicians remember about a clinic or its services? Do they remember the case study information and clinic services?
For most wound clinics and wound specialists, marketing budgets tend to be relatively small. Billboards, radio spots, newspaper ads, and television spots do not typically fall within the allotted dollar amounts for the budget. To focus a large portion of the budget on giveaways is not practical. While some are necessary, it is impossible for clinics to compete with the amount of swag distributed by medical companies. More importantly, the author has found that direct-to-physician marketing provides the largest number of patient referrals for the wound care specialty. The greatest challenge is the retention of referring physicians. This becomes crucial as the specialty of wound care takes a larger presence in most communities. Competition for patients and physicians is more difficult with the number of facilities and physicians increasing. Focusing resources in this area will allow your marketing dollars to stretch further.
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