Oh, marketing. The truth is, you probably either love or hate it. No matter how you feel, one thing is for sure, unless you’re a full-time marketing professional, you probably struggle to give your practice the marketing attention it so desperately needs.
Marketing is one of those tasks that is fundamental in growing your practice, reaching your current and potential patients, and ultimately, positioning you for success. As important as marketing your practice is, there are a lot of barriers that can get in your way.
The recent State of Inbound 2017 report, published by Hubspot highlighted the disconnect between sales and marketing. They found that “Only 22% of all respondents say their organization's sales and marketing relationship is tightly aligned.” As intertwined as these two departments are, your practice cannot afford to allow the misalignment continue. One of the best ways to get everyone on the same page is to outsource your marketing! Let’s take a closer look and see if it’s time for you to take the leap!
1. No Time
As you can probably relate, not having enough time to devote to marketing is a common complaint amongst practitioners. Your task list is already overflowing, add in writing email campaigns, managing social media, updating your website, and blogging to the list and you might as well forget about trying to meet with patients! The last thing we want you to do is to spend more time on promoting your business than you are serving your customers. The growth of your practice is dependent on your efforts to promote and raise awareness about the services you offer.
According to the State of Inbound 2017 report, “63% of marketers say their top challenge is generating traffic and leads.” We all know that these challenges are not solved easily. To push traffic to your website, you must have consistent and engaging social media campaigns, email drips, and ideally, well thought out offers to generate interest. To ultimately turn those visitors into leads, you need to have compelling enough content and call to action statements. Unfortunately, this content does not write itself!
If you constantly feel burdened down by your task list and are working all hours of the day or if you simply just can’t get into marketing, it’s time to get some help!
2. No One is Designated to Marketing at Your Practice
The challenge that many medical and plastic surgery practices have is that they don’t have one particular person designated to the task of marketing. Marketing tasks often get bounced around, fall on the owner of the practice, or are piled on the main administrator. No one is enthusiastic about the tasks, and your content shows it. As much as your team may try to put in a good effort, it’s understandable that your marketing efforts aren’t top notch when your team members are pulled in a million directions.
The beauty of hiring a marketing firm to market your practice is that you no longer have to burden down your staff that distracts them from the work they need to be doing.
3. Your Approach is Haphazard
We’ve all been there - posting at random times, sharing irrelevant content because it’s all we have, and confusing our audience with an inconsistent tone/style of our message. A haphazard approach will do more good than harm. When potential patients are deciding which practice to choose, the last thing you want is for them to be confused. Confusion will stop a sale in its tracks.
What you want is a cohesive and well-planned marketing strategy. A dedicated marketing professional who understands the ins and outs of a strong marketing plan and can guide you on what your practice needs to do to be successful. They can help you identify things that don’t align well with your brand and make sure that you’re presenting your practice in the best light possible.
4. Can’t Keep Up with Current Trends & Technology
When it comes to marketing, one thing is for sure - nothing will stay the same for long. Current trends, technology, platforms, and consumer preferences change constantly. As soon as you finally understand the last Facebook update, it changes again. If you don’t stay on top of things, your messages could fall on deaf ears, simply not show up, or even worse, be completely irrelevant. A survey respondent told the State of Inbound that, “The amount of research and analysis that goes in before employing a particular strategy has increased manifold and constant checks on the trends of consumer behavior are changing as well.”
Yes, you need to research these things, and you need to make sure you are on the right track with your marketing efforts. If you outsource it, you can hand that burden over to someone else. Because marketing firms are 100% focused on marketing, they easily stay up to date on all of the latest trends, standards, and expectations of consumers.
Outlet Creative Group is 100% focused on the outcome of your marketing
5. You Have Lofty Sales Goals, Without a Plan to Meet Them
Goals are fantastic. Unless you don’t know how to meet them. With every sales goal, there needs to be a strong marketing plan that helps you get there. If you don’t have a marketing professional on your staff, or if you are relying on your sales team to handle marketing tasks, you are making a big mistake. According to the State of Inbound report, “19% of salespeople say they’re struggling to incorporate social media in their sales process, and 13% say using sales technologies is now harder than it used to be.” By not giving your sales team the support they need, you are limiting their potential. Instead, enable them to succeed by partnering with an outside marketing firm who can teach them, or simply handle the marketing efforts for them.
As expected, the survey found that “71% of salespeople say their top priority is closing more deals.” But to close more deals, the groundwork has to be laid. Your potential patients have to be lead through the sales funnel, and the best way to do that is with a comprehensive, multi-phased marketing approach. You must break down your goals and tie them to marketing campaigns and tactics to realistically have a quality ROI. No, you don’t have to do this on your own. Outsource it and see how quickly you exceed those goals!
Outlet Creative Group aligns marketing and sales goals to increase communication and growth
6. You Hate Marketing
Let’s have a moment of truth. How often do you do things you hate? Probably as infrequently as possible. Most likely, if you hate marketing, you will spend more time avoiding it and trying to find reasons NOT to do it, than actually doing the tasks you have been assigned.
If you ever do get to your marketing tasks, your heart won’t be in it. The thing about today’s consumers is that they are ridiculously smart. They have seen about every type of advertisement and marketing campaign out there. They won’t buy into your half-hearted marketing efforts. You have to give them more.
Your potential patients want to be pursued, supported, and they want value. In the end, they want to know that you are interested in their well-being. Some people ask us if it is a cop-out to outsource their marketing efforts - if they don’t personally do the work, won’t it mean they don’t care enough? No, a thousand times, no. By handing your marketing tasks over to a professional who takes the time to get to know your practice and the needs of your patients, you will improve their experience and be more successful at your job. Investing in your marketing efforts is truly an investment in the future of your practice.
Outlet Creative Group loves marketing. So much so, it's getting a little weird.
Outsourcing your marketing will allow you to spend more time on what you do best - serving your patients! The people you hire to manage your marketing are there to give your marketing efforts their 100% attention. They can build a strategy based specifically on the goals your sales team has identified. No more wasting time and money on random projects you think might work. Say yes to calculated strategies based on clear direction, a true understanding of the needs and interests of your patients, and finally having a marketing approach you are proud of!