Marketing versus advertising

Marketing involves analysing the competition by researching pricing, products, where they sell, and who they sell to, with regard to age, gender, and other specific characteristics of their customers. As a small clinic, you may wish to use your own market research to test ideas and products on potential customers and obtain feedback from them. This will also help you to identify what price consumers would pay for a proposed product or service, and how often they would have it done. Marketing for clinics should have a multi-faceted plan that includes an optimised website, pay per click ads, blog, social media platforms, and an email marketing campaign.

Email marketing is one of the most affordable and potentially engaging ways in which to market a new product. Clinics that have built up opt-in email lists have a large base of customers who have already expressed an interest in learning about new offers. Public relations also falls under the category of a marketing plan. For example, sending a press release to your local market announcing that you have added a technology to your clinic can be very effective. Creating a compelling social media experience using Facebook and Twitter, and interacting with customers and encouraging them to share your product information with others, is another good method of spreading the word.

On the other hand, advertising is paying to get your message to potential customers. Unlike public relations, advertising lets you control your message. For example, advertising may extol the benefits of a product or service. A classic advertising strategy for a new service may include demonstrating an unmet need or a concern to your potential customers, or offering a solution to meet that need or address their concerns in a new and better way.

Marketing functions should always come first when adding new technology to your clinic. Advertising supports marketing and applies a specific message to specific audiences that you have identified as your targets. For example, highly targeted Facebook advertising can be a useful tool to promote a new technology offering in your clinic.

Effective promotions

Promotions, events, competitions, and contests are frequently used to increase awareness of your product or service. For example, rewarding your loyal VIP customers with a free mini treatment or a special deal on a new device for a limited time, may serve your clinic well to get experience with the technology and potentially develop vocal advocates who will carry the word about your clinic. Promotions should be geared toward the consumer demographic your market research determined is your best potential customer. For example, for facial skin tightening, you may be targeting the  female customer over 40 years, while for non-surgical fat reduction, you may be going after new mothers or men with belly fat they want rid of.

Clinics should evaluate the effectiveness of their marketing, advertising, and promotions on a regular basis to ensure that they are getting a return on investment. Frequent audits may reveal flaws or incorrect assumptions in your marketing plan that can easily be redirected to be more worthwhile.

Finally, don’t rely on the manufacturers or distributors to create a need or interest in their technology in your clinic. It is your responsibility to drive awareness. The complaint, ‘but no one is asking for it’ is not an excuse for piece of equipment to turn into a coat hanger. Marketing and promotion are a key factor to success.