An important step in a properly executed marketing strategy is one that is commonly missed – having an objective. Establishing what you are trying to achieve in a specific statement can help gauge the effectiveness of your marketing strategy for your PT. Plus, an objective works best when it is used as a point of focus for your entire private practice team and staff.
The Keys to Defining an Objective
When you think about it, defining your private practice’s marketing objective draws many parallels to the creation of patient goals used to guide the clinical plan of care. In my opinion, objectives (marketing or clinical) must be functional, measurable, achievable, and time-based. What do I mean by that, you ask? Let’s take a look at each of these descriptions below:
A clear marketing objective should coincide and go hand-in-hand with the larger goals and visions of the practice. For example, increasing gym memberships by 10 percent in 2012 may not make sense if achieving this objective doesn’t result in a significantly improved bottom line.
Additionally, marketing objectives must be specific, detailed and easily measured. A specific number of new referrals, gym memberships, or client sessions can be easily measured whereas loose objectives such as “revenue growth” does not allow for detailed measurement against marketing efforts.
Sure, most people would like to increase volumes by 200 percent, but it also helps to be realistic. Taking a realistic approach to marketing objectives will keep the team motivated and intent on actual attainment and what can be done to get there.
Defining when your marketing objectives will be achieved is as important as defining them in the first place. Without a defined “due date,” objectives lack accountability for execution.
Make your marketing objective solid and concrete, so you can set your private practice up for success with your marketing efforts. Place the vision in your mind and discuss this objective with your team members. Doing so will allow you to waste less, aim higher, achieve more, and have a greater sense of control in the process.
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