Marketing that Works
By Dr. Lee Wood, DC
Personalized marketing is no longer a luxury; it is a necessity. The phrase “personalized marketing” is becoming more popular. Whether it’s called personalized marketing, target marketing, or one-to-one marketing, it all means the same thing. It comes down to delivering customized, content-rich, and timely offers to consumers.
Studies have shown that one-to-one marketing generates six times higher transaction rates and revenue than traditional marketing.
Following are four simple steps to get started and create real value:
1. Make your marketing results the bottom line, not just activity. It’s easy to become wrapped up in the process instead of the outcome.
2. If you haven’t started sending personalized greetings via email, start now — birthday messages, content-rich emails, newsletters, etc. Stay in the forefront of your patients’ minds.
3. Statistics are the language of business. Planning and action steps should be based on collected data. However, don’t make assumptions and just collect data. Use the data to find out what is working and improve on it. Discontinue doing the things that aren’t getting results. Your net worth is equal to your network. Continually grow your databases.
4. Utilize “cross-pollination” to strengthen your marketing while growing your databases. Teaming up with other organizations gives you the opportunity to capture databases while sharing the cost and influence of an additional market influencer. An example would be marketing with the local chamber of commerce or a church.
Achieving a successful one-to-one marketing strategy doesn’t have to be complicated. Having monthly repetitive marketing programs or a marketing calendar is a good place to start.
Here are some examples:
Health and wellness class every month
Email newsletters
BNI group
Toastmasters
Birthday cards
Monthly information letters
Story of the day
Family health history
Testimonial book
Patient literature
Three-a-day game (tell three patients a week about a great result)
Holiday celebrations or internal events
Le Tipp on a weekly basis
Rotary on a weekly basis
Thank you and congratulations cards — at least ten per month
Referral gift (i.e., thank you for referring letter, movie passes, etc.)
PVA skills
Reexamination
MD’s letters sent to the patient’s primary care physician
Hand out 10 business cards a week
Ask for three referrals a week
10 Random acts of kindness per month
Billboards
Local cable TV
Talk radio
Bus stop ads
Corporate lectures
Social media
ZocDoc
Review Wave for reviews, texting, and emailing
Website optimization
Join civic organizations and work with schools, Boys and Girls Club, etc.
Taking a step toward a personalized marketing strategy can be intimidating. If you keep learning, experimenting, and adapting, you can become a one-to-one marketing master.
About the Author
In 1980, Dr. Lee Wood opened and directed an extremely profitable multi-clinician chiropractic office in Carlsbad, California. Today, Dr. Wood has been in active practice for more than 43 years and is a veteran consultant and international speaker, as well as the founder/CEO of One-On-One Chiropractic Coaching. He works with hundreds of chiropractors worldwide, guiding them on a host of topics that include acquiring new patients, practice management, prosperity consciousness, communication skills, and personal growth. As a passionate, enthusiastic speaker and coach with unmatched integrity, work ethic, and ability to raise the bar, Dr. Wood helps his clients achieve the practice and lifestyle of their dreams.
If you have any questions regarding this article or any coaching questions, please email Dr. Wood at [email protected].
