Niche Marketing Strategies
Marketing a Hand Surgery Practice
Marketing plays a central role in any company. But when it comes to a hand surgery practice, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.
If you are a business leader who sees marketing as a path to give your hand surgery practice an edge over the competition you're not alone.
In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. On the upside, great marketing is a real possibility for a hand surgery practice willing to adapt its strategy to the demands of the marketplace.
Mailings
There are a lot worthwhile reasons for hand surgery practices to conduct direct mail campaigns. Unlike other marketing tactics, direct mail has the potential for exceptional ROI, as long as the messaging is strong and your mailing list is targeted toward likely customers. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. By investing in premium mailing lists for direct mail, email, and telemarketing campaigns, you gain the assurance that your lists are always accurate and up-to-date.
Loss Leaders
Smart hand surgery practices understand that more customers will walk through the door if a few products are priced at less than full retail value. Although you may lose money on one product, you can make up for it buy selling a higher volume of other products. A classic mistake of loss leader marketing is to create pricing without researching the competition. In a worse case scenario, you could be counting on pricing that is higher than your competitors. For the majority of hand surgery practices, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
Marketing Consultants
Small business owners sometimes struggle to justify the expense of a marketing consultant, especially if they don't appreciate the role of marketing in their company's long-term success. Although professional marketing advice does represent an additional cost, it's an expense that you will recover many times over through increased sales revenue. By hiring a consultant or marketing firm, you will improve your hand surgery practice' most important brand characteristics. Without the presence of an experienced professional, it's easy to miss opportunities in the marketplace and focus your efforts on outdated tactics. As we continue to experience changes in the hand surgery practice arena, businesses are relying on consultants for creative tactics and techniques.
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