Marketing with Mansfield

Forest, Meet Trees! Why You Need to Market to Your EXISTING Customers.

SeeingForestI got a call from a salesperson friend of mine in O&P. They had an interesting anecdote they wanted to share. The company they work for had received an unsolicited testimonial regarding a component they sell and the happy customer/patient wanted to know if they’d be able to “be active, like the amputee guy I saw on TV?

The sales-friend was taken aback. The patient’s prosthetist is a well known and respected practitioner. Capable, compassionate and talented. The patient using their component was certainly physically able to be just as active as “TV guy.” Sales-friend’s first thought was “Why are they asking us and not their prosthetist?” Their second thought was “I better call Elizabeth and let her know!” (What a good friend!)

So here we are – getting ready to talk about why it’s so important to market to your existing customers. By market I mean, of course, let them know what services you provide, what products and services there are available, what your other patients are up to. It’s also important to solicit feedback regularly. I wonder if the patient who yearned to do more only realized that it was possible AFTER watching ‘TV guy” do his thing?!?!

Your current customers – referral sources, customers, patients, family and friends – are as close to a captive audience as you can possibly get. Whether they are physically visiting your office or if you are providing them with written or digital communications, they are most likely receptive and interested in information you can share with them. For any business to grow, it needs new customers but it also needs its existing customers to remain and to stay happy and satisfied.

If the yearning-to-do-more patient happened across information, word of mouth or marketing materials for another practitioner, one that they felt offered them something they weren’t able to get, even if it was as simple as encouragement to pursue their dreams, more than likely they’d be a lost customer. People like to feel like they belong! They like to feel like they are understood. Sharing testimonials from a wide range of patients with the rest of your patients is an excellent way of marketing to your existing customers.

I am a big fan of using short, sweet, “in their own words” types of testimonials in marketing materials. Facebook, websites, Instagram and EMAIL NEWSLETTERS are where you want to use these accolades. It’s content you don’t need to create yourself! It’s more authentic. What’s more effective? “We provide our patients with the highest quality orthotic and prosthetic devices.” Or “My prosthetist, J.P., worked with me every single day after school until I was confident enough with my running leg to try out for the track team.”

A lot of people in healthcare professions are in them because they really truly want to help people, to make their lives better. They are uncomfortable doing what they feel is bragging or boasting. “I’m just doing my job” when someone thanks them for changing their life for the better.

As my grandfather used to say when he wanted to change the subjet – “Let’s get off that kick!” You need to work harder at letting your existing customers know how you can make their lives, and the lives of their friends and relatives, even better. Take an active role in communicating your successes to your captive audience and have them help you grow your business. Let’s get ON that kick!

General, Marketing with Mansfield

No Marketing Department? So What!

Any worthwhile marketing plan uses different tools and strategies to achieve its desired outcomes. Advertising, direct mail, email newsletters, education-based marketing, webisodes, tweets, tv commercials, facebook ads, etc., are all used in an attempt to reach the target markets.

But some of them can cost money, sometimes lots and lots of money.  If you don’t have a marketing department or a marketing budget, not to worry. You just need a marketing plan. That plan should include press releases. While the marketing landscape has changed enormously in the recent past, one thing never changes and that is the need for content.

All of the channels – not just your “typical” old-school channels like an actual television channel or radio channel – but ALL the channels need content. So, put your thinking cap on and start brain storming about how you can make someone else’s job easier. Someone whose job is to create content.

Say that you’re the owner of an orthotic & prosthetic patient care facility. Say that you have an adorable puppy or an endangered bird or a miniature horse that required some type of prosthetic or orthotic device. You could post the story on your business facebook page, of course. You could show the before and after photos on your instagram account. You could tweet about it. You could send out updates in your email newsletter. BUT, you could also send a press release with photos to… your college alumni magazine or your hometown newspaper or the humane society where the dog was adopted from or the marketing department of the zoo or… there are so many “content-craving” channels out there that need to be fed. Don’t ignore them just because it’s so very easy to feed your own channels.

People expect that you’re going to be marketing to them, targeting them, utilizing your own content channels – like facebook or instagram – but by sharing your content with others you can boost your credibility. Sure, the zoo magazine or your alumni publication might have a slightly different focus or angle to the story but so what? We all can use help getting (and keeping) the word out there. Don’t be afraid to spend a little more time and effort making someone else’s job easier – you’ll be pleasantly surprised at the results!