In today’s world, there are many options for spending your advertising budget. Some examples are:
- Social Media.
- Online newspapers or magazines.
- Printed newspapers or magazines.
- Banners or billboards.
With so many options available, where should you spend your ad budget? How do you develop your advertising strategy?
What is your marketing goal?
There is no simple answer because it all depends on your practice’s goals. Do you want to grow your patient base? Do you want to maintain your current patients or cross-market your services to current patients? Do you want to partner more with general practitioners or a local health system?
When you spend any money on marketing or advertising you should be sure to align your plan with your goal. This will help you identify your target audience and research platforms where they are most likely to see your ads.
What is your strategy?
Take the example of cross-marketing services. You will need to reach two audiences, your current patients and potential patients, neither of whom is aware you offer a particular service such as sinus surgery.
According to the CDC, sinusitis is a chronic condition for adults. To reach adults in your area, consider advertising platforms where a high population would see an ad. Maybe in your area, adults frequently listen to local radio, read the local newspaper, and use Facebook. In this scenario, it would a good strategy to simultaneously campaign with like-content on local radio, in newspaper ads and on social media.
Benefits of thinking strategically
Approaching your advertising budget strategically will help you target the areas where your advertising dollars will get the most in return. Choosing platforms where your targeted audience is looking will help you reach the most people with the highest probability of conversion to appointments.