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Marketing a Medical Imaging Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a medical imaging business, exceptional marketing may well be the determining factor in your long-term survival and success.
Multiple marketing factors affect bottom line profitability. However, great marketing strategies share a common characteristic.
To start a successful medical imaging business, you need to be familiar with both medical imaging technology and medical billing procedures.
In general, good business owners make good marketers. But as an innovative business leader, you need to follow the marketing tactics competitive medical imaging businesses utilize in the marketplace.
Mailings
It makes sense for medical imaging businesses to participate in direct mail marketing tactics. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. Top-tier mailing list providers consistently deliver high impact and affordable lists to clients throughout the industry. 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.
Broadcast Advertising
No doubt about it, the Internet has had a dramatic impact on TV and radio advertising. Rather than tuning in for information, many buyers now prefer to get their news and entertainment through online sources. However, it would be a mistake to discount broadcast advertising entirely. Many medical imaging businesses continue to find ways to attract audiences to their brand through broadcast media. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When marketing medical imaging businesses, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.
Hiring A Marketing Firm
Eventually nearly all medical imaging business operations turn to marketing firms for guidance. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your medical imaging business, experience should trump other considerations. Additionally, you'll want to make sure that the firm you hire is familiar with how technology is being used to forge connections with customers in your market niche.
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