Every business and organization has an audience. It’s the group or groups of people that you most want to communicate a key message to. The message could be as simple as asking them to purchase a product or more complicated like asking them to donate to a specific cause by participating in walk-a-thon. But how do you know who your audience is? And are they the best audience for your practice?
Identify Your Audience
If your practice is already established, you can review the average demographics of your current patients. For example, the majority of your patients could be adults ages 25 to 55 or they could be pediatric patients. If you practice is not already established, you could review the services you offer or want to offer and align that with the ideal patient for that service.
Build an Audience Profile
Once you have a general idea of your audience, you can expand their details by building a profile. Their details can help you create customized, more effective messaging. Taking the example of patients who are adult women ages 25 to 55, their details could be expanded to the services they most use such as allergy, asthma and sinus treatments. You could extend the details into the anecdotes patients share with your staff, such as enjoyment being outdoors at the local parks and trails. A profile would look something like:
Jane Smith, age 31, visits our office every fall for allergy related asthma and sinusitis. Jane is an outdoor enthusiast and spends most of her weekend outdoors.
Building an Audience Message
Now, you can build a key message to use in your marketing and advertising that would entice “Jane” to follow through on a call to action of your choice. Perhaps you have a new allergy treatment that could help your allergy, asthma and sinusitis patients like Jane. Obviously, helping “Jane” overcome her allergy related asthma and resolve her sinusitis would be a huge incentive to her. You can also customize the message to let her know relieving these symptoms will help her be outdoors more.
Try building an audience profile of your own. Remember to abide by HIPAA guidelines when determining your audience. Use of any individual’s specific medical information is prohibited.