Marketing and advertising are designed to identify the market for your products and services and making people aware of them. Big companies keep their products in front of you all the time, and devote a large percent of their budgets year after year to doing that. Why? Because it is the only way to increase sales and the only way to maintain market share.
In a single broadcast of a golf tournament you may see just as much advertising as you do actual golf. In a three-hour broadcast you’re going to see hundreds of ads. Is there any reason to show 30 GEICO commercials during a one three-hour broadcast? The answer is yes, of course!
How many of those people watching actually picked up the phone or went online to get a quote? Probably not many, but keeping the name in front of people makes them make that call or go online when insurance is on their minds or when they have to have it. Keeping the name and product in front of people is essential to them finding you when they need you.
This is something small companies don’t understand very well. It is important to keep your name in front of people as much as you can. When they need your services, that’s when they will act, and hopefully remember you at that time. Or, if they know someone who needs you, they can refer them to you. That’s how it works.
Healthcare is all around us. In every community there are doctors and services. But, how many people are actually aware of those services? That’s what is needed for healthcare to grow and prosper. The understanding that across the street is the doctor, therapist or other service you need, but most people don’t even know it’s there.
Keeping your name and services in front of people should be a priority for healthcare providers. It isn’t because we have sick care and health care providers know that sooner or later people have to find providers and services. This passive approach works, but only to a certain extent.
Doing marketing and advertising in your community doesn’t have to consume a huge percentage of your budget, but it should include enough so the people in your area know your name and services you offer. A rule of thumb is that consumer-oriented businesses, like healthcare, should devote 5-10% of their budgets to advertising. If you’re not doing that, you are most likely missing out on opportunities right under your nose.
It takes work and commitment to understand your market and create marketing strategies to advertise to that market. Over time people become more aware of your services and business grows. It’s pretty much that simple.
If you need assistance determining your market and designing advertising campaigns, take a look at the healthcare marketing articles on this site.
