| There are 8 primary marketing communication | | | | to assist in the selling of programs by following up |
| strategies that a business may implement (branding, | | | | with customers at time of check out, further planting |
| events, media, referrals, loyalty, connections, social | | | | the seed. They need to be able to verbally |
| media, sales & promotions). A successful business | | | | communicate details on how programs work and |
| does not necessarily use all 8 strategies but rather | | | | answer questions for the customer. |
| methodically chooses the best strategies for reaching | | | | Category 3 - Advertising your strategy. |
| their target market. Once the strategies are chosen, | | | | Assuming you are employing a particular strategy for |
| they are implemented at a time when their target | | | | 3 months, you want to have all the sensual tools in |
| market is most likely to notice and finally, a | | | | place to grab the customers attention and further |
| successful communication strategy is effectively | | | | infiltrate their minds with your message. This means |
| managed to guarantee that it's optimized. | | | | putting up specific signage throughout your facility |
| For best performance and optimal use of your | | | | (especially bathrooms, treatment rooms and waiting |
| marketing dollars we suggest that you choose one | | | | areas); updating your website and social media to |
| communication strategy per quarter equaling 4 for | | | | reflect the communication (ideally on home page); |
| the year. Once you choose that particular strategy, | | | | including it in all of your eNewsletter communications; |
| choose the quarter that it's best suited to based on | | | | have readily available hand out materials whether it's |
| your ideal customers likeliness to take notice. For | | | | a formal brochure or an informal handout; video |
| example, you don't want to choose events to do in | | | | messaging either through email or on TVs within |
| summer when your customers are on holidays and | | | | facility; verbal communication from all staff; direct |
| unavailable to attend. This requires some strategic | | | | mailed informational newsletters (refrain from using a |
| planning in advance. | | | | mailed newsletter to promote, it should be |
| Once you have chosen your communication strategy | | | | educational in content); thank you emails/cards to |
| and the respective quarter to focus on it, you now | | | | those customers who participate. |
| need to have all the management tools in place in | | | | Category 4 - Owner/Management Support |
| order for you to achieve the best return on | | | | As the owner or manager of a clinic, you must walk |
| investment. Management of a communication | | | | the talk. Set expectations for all staff to be |
| strategy can be broken down into 3 categories. For | | | | supportive of the program while at the same time |
| ultimate success of your marketing efforts you | | | | asking for their feedback and input giving them |
| MUST have all of these tools in place otherwise your | | | | ownership in the success. Follow up with questions |
| efforts will not meet your expectations. | | | | and meetings with staff on how it's going and how |
| Category 1 - Technical staff support. | | | | can you make it better. Verbally communicate with |
| Your technical staff need to be fully updated and on | | | | as many customers at all opportunities. |
| board with the strategy. Without their full support | | | | It is our experience that clinics very rarely manage a |
| and input your efforts will be wasted. They need to | | | | communication strategy completely and become |
| be able to build the relationships with the customers, | | | | frustrated with the lack of response. One of the |
| garner the customers support, sell your marketing | | | | biggest areas in which clinics fail is getting their staff |
| strategy by talking about it with EVERY customer | | | | to support a program. It's essential to the success of |
| EVERY time they come into your facility during the | | | | any marketing strategy no matter how much or how |
| focus period. They need to be able to answer | | | | little money you are spending on it. |
| questions around the promotion and explain any | | | | It's important to know that what you market today |
| details to the client. They need not come across as | | | | will really start to have its impact after 3 months of |
| pushy or salesy but rather information providers. | | | | consistent exposure, so you must be patient. A |
| Neglecting to do so deprives that customer of an | | | | customer usually needs to be exposed to a single |
| enhanced experience. | | | | message at least 3 times before it has any kind of |
| Category 2 - Front end and other staff support. | | | | recall and impact. The more you can stimulate them |
| Just like your technical staff, your front end staff | | | | with the same message the more impact you will |
| need to be fully updated and on board with your | | | | have i.e. Email, signs, verbal communication, handouts. |
| marketing strategies. Front end staff responsibility is | | | | |