How to Market Your Private Practice
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How to Market Your Private Practice

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For small business owners and private practices. What do you do to market yourself? What should you not do? Information about networking, social media marketing, branding, and more.

For small business owners and private practices. What do you do to market yourself? What should you not do? Information about networking, social media marketing, branding, and more.

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How to Market Your Private Practice Presentation Transcript

  • 1. Practice Marketing Virginia Ginsburg, MBA
  • 2. Practice Marketing Your Sweet Spot Customer Knowledge Branding Customer Experience Marketing Outreach (e-mail, social media, blogging, direct mail, etc.) Constant Analysis/Refinement Constant Analysis/Refinement
  • 3. Practice Marketing Customer Knowledge: Know your audience – Demographics • Age • Gender • Location Customer Knowledge Branding Customer Experience
  • 4. Practice Marketing Customer Knowledge: Know your audience – Needs/wants • What are their needs/wants that I can address? • How are they currently meeting these needs/wants (i.e. competitors)? • What is missing – how can I fill a unique gap/what can I do better, cheaper, etc.? Customer Knowledge Branding Customer Experience
  • 5. Practice Marketing Customer Knowledge: Know your audience – Price sensitivity • How often do customers fail to begin/stop services based on price? • What is the price range for similar services? • How can I price my services to position myself appropriately in the market? Customer Knowledge Branding Customer Experience
  • 6. Practice Marketing Branding: Make it professional – Name – Logo – Core positioning statement – Business cards – Website – Office space Customer Knowledge Branding Customer Experience
  • 7. Practice Marketing Customer Experience: Make it work – Train staff – Learn about your professional style and improve upon strengths – Ask customers what they think Customer Knowledge Branding Customer Experience
  • 8. Practice Marketing Marketing Outreach – Networking • Build trust-based relationships • Build referral networks – E-mail marketing • Maintain constant email marketing to keep in touch with current/past/prospective clients + referral partners Marketing Outreach (e-mail, social media, blogging, direct mail, etc.)
  • 9. Practice Marketing Marketing Outreach – Social media marketing • Good way to stay in front of people • Post useful information that people will enjoy seeing • Avoid over-promotion – Search Engine Optimization • Get found in your neighborhood • Don’t forget social search engines like Yelp! Marketing Outreach (e-mail, social media, blogging, direct mail, etc.)
  • 10. Practice Marketing Marketing Outreach – Blog – Press releases – Parties/Events – Advertising – Direct mail Marketing Outreach (e-mail, social media, blogging, direct mail, etc.)
  • 11. Practice Marketing Primary Investments: – Time – Energy – Imagination
  • 12. Practice Marketing Primary Focus: – Getting referrals – Increasing transactions with existing customers – Larger transactions Constant Analysis/Refinement Constant Analysis/Refinement
  • 13. Practice Marketing Primary Measurement of Success: – Revenue – New relationships built each month – Ongoing relationships maintained over months/years Constant Analysis/Refinement Constant Analysis/Refinement
  • 14. Practice Marketing Your Sweet Spot Customer Knowledge Branding Customer Experience Marketing Outreach (e-mail, social media, blogging, direct mail, etc.) Constant Analysis/Refinement Constant Analysis/Refinement
  • 15. Final Thoughts: What NOT to Do 1. SPAM • It will stay with you for years (and not in a good way). 2. Be Slimy • Regardless of where or how you are marketing (i.e. online or offline), don’t talk more than you listen. People hate that, and feel like they have been “slimed.” They will drop like flies from your list of friends. 3. Panic • It can take a while for marketing to take hold and make an impact on your revenues. Try to be patient.
  • 16. Virginia Ginsburg, MBA Tel: (310) 453-7008 Email: vginsburg@SwellStrategies.com