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Do you set goals for your Private Practice? If so, what are they all about? Do you ever find yourself with a great long list of ‘to-do’s which includes the word ‘marketing’, and feel overwhelmed at the idea of fitting it all into your hectic schedule?
Last time I talked about why you need to spend time working on your practice, and how to go about getting time back to enable you to do this.
In order to grow or increase your income, you must spend some of your valuable time on marketing your Practice. The good news is, it’s literally the best time you’ll ever spend in your Practice life.
But how should you spend your time to get the most out of your ‘marketing time’, and how much time does that need to be? Is there a way to get there any quicker?
You betchya there is. The problem most of the clients that I work have around marketing, is that they don’t set goals, or to be specific, they don’t set marketing goals.
You might be wondering what’s difference between marketing goals and any other goals you might have for your Private Practice?
Your Private Practice goals might encompass many areas, including finding the ideal clinic location, bringing onboard a new team member, or getting GDPR compliant.
The problem of is, that many clinicians lump together ‘marketing’ with the rest of their goals, and so ‘marketing’ becomes more of an afterthought, with no clear aims.
Your marketing goals might include:
Doubling your patient numbers in clinic
Getting a marathon preparation package up and running with 20 bookings
Attracting 50 new referrals each month for patients with acne (specifically) through online marketing
Doubling your number of self-funding, overseas patients who are seeking ankle replacements
Increasing brand awareness around the opening of your new clinic location
Gaining a new source of referrals from a clinician each week.
Setting goals is a great place to start, because it gets you really focused on what’s important. Having a vague goal of ‘getting more referrals’ doesn’t help you form a strategy about how you’ll execute on the goal, so get really specific.
Next up is strategy brainstorming time.
Let’s use the example of getting 20 people to sign up to your marathon preparation package.
If you’re a physio or osteo, providing these additional services is a great way to boost revenue. You’re helping (uninjured) people who might not otherwise be inclined to come to clinic, by helping them stay injury free and improve their run times – both of which are super appealing to runners.
So how could you get your marathon package folk into clinic? Well, you could appeal to other clinicians who treat marathoners (e.g. orthopaedic surgeons), but your efforts are probably best spent reaching out to runners directly.
For example, you could consider setting yourself the following tasks:
Look through your clinic diary around marathon season last year and see which names spring to mind who have had stress fractures, poorly achilles or ITband issues that kyboshed their training. Additionally, find the patients are you currently treating who are runners or who you know are planning a spring marathon. Time: 1 hour
Set up a landing page (i.e. a single page on your website dedicated to one function) which describes the marathon package, what problems it could help the runner overcome, and how it could make them a better runner. Describe ‘how it works’, what it costs, and contact details to book in with you (e.g. a contact form, a phone number, or even a link to your bookings scheduler in your practice management software). Time: 2 hours
Write an email (which you would personalise for each runner), inviting them to look at your marathon package website page, and send it out to the list of names you had previously gathered from your clinic list. If you have people who are tagged as runners on your email marketing list, send it out to them too. Time: 1 hour
Record a vlog or write a blog about how to stay robust/training to be a better runner etc., and refer to your marathon package as a call to action. Share the URL of your blog in your social media postings, and two weeks after you’ve posted the original article on your website, cut and paste the content into your social media sites as a post. Time: 2 hours
Takes some snippets from your marathon vlog or blog and repurpose them on your social media channels – don’t go straight for the sell, but instead, direct them to the full vlog or blog, or invite them to join up to your email list. Time: 1 hour
Once you’ve set yourself a clear goal, and broken it down into tasks, it makes it so much easier to conquer that goal.
You might be wondering whether it’s really worth the effort?
Let’s imagine, your marathon package costs £450, and it included an hour-long assessment with gait analysis, a half-hour treatment session to help correct biomechanical faults, a training and S&C schedule and 6, quick, email check-ins to progress training.
If you get ten sign-ups, you’ve made £4,500, and if you get twenty, that’s £9,000 of income you may not otherwise have acquired. You could even consider adding in ‘tier’s for people who’d like even closer supervision.
How much time will it take to you to set this up? Well, you could either do it all in one go on a Saturday, bring it together with 30 min sprints during weekday evenings over two weeks. It’s easily worth the return on investment.
The best news is, this is a strategy you can ‘rinse and repeat’ each year.
Now we’ve been talking about runners, but there will be your own particular examples in whichever sphere of clinical work you’re in. The trick is to be specific and focussed, so you’re really clear on who your marketing is aimed at.
Need help with setting your marketing goals, or executing those tasks?
Get in touch; I’m here to help firstname.lastname@example.org
Now it’s time for you to grow your Private Practice.