Marketing and Business Development for Professionals in Private Practice.

Basic Marketing Tools Your Private Practice Should Have

Basic marketing tools for your practice can be fun to develop. To ensure that they are effective, take care of the basics first:
  • Identify your target market
  • Identify the benefits you offer (WIIFM*)
  • Determine your USP** (why would they select you over other choices)
  • Know that your marketing tools must appeal to your target audience
  • Develop a "look and feel" that is right for your market and niche, and that supports the image you want to project for your practice
Creating basic marketing tools to appeal to your target market can be a challenge, especially when your personal tastes get in the way. Don't plan to design based on your own preferences. You must appeal to your target market.

While it may be tempting to say "well, if I like it...", or "it's my practice, I should be able to...", these thoughts lull you into forgetting the purpose of the piece: to attract new clients into your practice.

If your marketing tool does not appeal to your target market, it cannot do its job.

Check-out our resources, tips and suggestions for: We also provide a template for a letter that you can use to request referrals to your practice.

BTW, there are additional articles and checklists related to getting referrals and developing referral sources located under the topic "Rainmaking".

In addition to the marketing tools mentioned above, there are also other tools that you can make more effective:
  • your fax cover sheet
  • your voice mail message
  • your email signature
These are fairly simply to set-up and don't require a financial investment to implement, yet they can be very effectice in carrying and repeating your message.

Our Ask the Expert column responds to the question:

My direct mail marketing campaign was a total disaster.
I didn't get any responses! What went wrong?

Here you'll find a review of some of the common misconceptions concerning direct mail campaigns.

There's lots to consider in developing your marketing tools. Take your time to do it carefully, and you'll have an effective tool that will play a significant role in building your practice with the clients you want to serve.



*  WIIFM - that radio station that everyone is tuned into: What's In It For Me?
** USP - Unique Selling Point. What makes your practice any different from all the others out there? Why should they select you over the other choices, including the choice to do nothing?
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