Classically, “marketing” is usually a part of an overall business plan.  Marketing concerns a number of both formal and informal disciplines, including: product development, promotion, distribution, and pricing.

Marketing Objectives: Whatever your business, modality or specialty – you probably have (and definitely need) some Marketing Objectives.  Marketing goals or objectives are best expressed with an associated number so you can track your results and progress.  For example:

• I want to double my revenue. 
• I want to get five new patients every month. 
• I want to sell $900 worth of supplements to current patients. 
• I want to increase my new patient referrals to at least 10 per quarter.

Marketing Strategy:  Your approach to meeting your objectives is called your Marketing Strategy.  Your strategy explains how your objectives will be achieved, usually within a stated timeframe. Marketing Strategy determines your choice of target market segments, brand positioning, marketing mix, and allocation of your resources.  For example:

• I will to double my revenue in 6 months by focusing on referrals from Infertility Specialists.  (Relevant for an Acupuncturist.)
• I will to spend 6 hours a month during free time Blogging on my altMD site about the benefits of Personal Development Training for busy Holistic Practitioners.  (Relevant for Coach Ellen Cahill.)
• I will do 1 In-Service a week during lunch hour in local MD offices; during my presentation, I will be giving a hand massage to one of the staff – while I speak on the benefits of massage in stress management.  (Relevant for a Massage Therapist.)
• I will call 3 local talk show hosts when they are off-the-air in April to try to interest them in putting me on a segment of their show.  (Relevant for many Specialists.)

Marketing Tactics:  The actual things you must do or the items that you must create – in support of your strategy – to meet your objectives – are your Marketing Tactics.

• I will create a brochure promoting my new services (which will help me when I talk with targeted Infertility Specialists which I am doing in order to get me five new patients a month.)
• I will use Google Maps to identify contact info for local MDs and call a few every day (in order to set-up my In-Services which will hopefully lead to an increase in referrals to my practice – and help me reach my goal of 10 new referrals per quarter.)
• I will conduct research online about the various Holistic Practitioners in my area and learn more about their specialties (in preparation for my Blogging which should drive new visitors to my site in order to help me double my revenue this year.)
• I will listen to local talk shows and call station program managers and find out what they are looking for (so I can get on the radio and get more press to drive more patients to me so they will buy my supplements.)

Marketing is a lot like what you do.  There is a proven system.  There is a step-wise approach.  If you follow the basic rules, you will have a predictable and successful outcome. 

Be sure to come back to my Blog as often as you would like to learn more about how to maximize your everyday marketing.  Please feel free to email me now at joel@altMD.com to schedule a personal 1-on-1 Coaching session where we can talk about your specific marketing problems and find the right solutions.

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