How to Improve Business Marketing
Marketing a Travel Medicine Practice
There is little room for error in marketing a travel medicine practice in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.
For every travel medicine practice winner, there many more travel medicine practices struggling to survive.
When done effectively, marketing is a coordinated and comprehensive strategy that raises the visibility of your travel medicine practice using a carefully crafted mix of techniques and tactics.
Do We Really Need A Logo?
The question of whether or not to create a logo for a travel medicine practice makes an enormous difference in your company's promotional impact. We live in a visual world and logos are tangible expressions of your organization's key messages. Creating a unique logo is more difficult than it sounds. In addition to quality design, you need to be concerned about infringing on the proprietary rights of other logos in your industry and throughout the marketplace.
Media Monitoring
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? With the help of marketing professionals, media monitoring can provide up-to-date assessments of the amount of influence your travel medicine practice has in the public sphere. Even more importantly, media monitoring can alert you to negative commentary early, giving you the opportunity to counter negative mentions with more accurate and more positive messaging.
Broadcast Advertising
In an entertainment on-demand universe, broadcast TV and radio have been the big losers. However, it would be a mistake to discount broadcast advertising entirely. Many travel medicine practices 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. For travel medicine practices, 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.
Share this article
Additional Resources for Entrepreneurs