Targeted marketing is about ensuring your messages and positioning aligns with who you want to engage with.
It is far more effective than a generic marketing approach, as it is more likely to capture the attention of your ideal client and will highlight that you understand their needs – making you the best choice as their service provider.
Although the concept of targeting marketing is simple, it is often not done. Why? Because it takes time, research, and effort to get it right. Let’s look at a couple of different scenarios.
Scenario 1: Orthopaedic Surgeons
Orthopaedic Surgeon – Dr A
Areas of interest and marketing focus: Hip and knee joint replacement.
Target: Older patient cohort.
Orthopaedic Surgeon – Dr B
Areas of interest and marketing focus: Sporting injuries of the knee and shoulder.
Target: Athletes, sports enthusiasts.
Everything about these target markets and what will resonate with them is different, including:
• Their age
• Their interests
• Their focus on what they want to achieve through specialist intervention
• The imagery that will appeal to them
• The language used in the copywriting
• The different communication channels that can be used to reach them
Scenario 2: GP Practice
GP Practice 1
Bulk billing practice in a busy shopping precinct.
Targeting: High volume of patients for short consultations.
GP Practice 2
Private billing practice in same suburb.
Targeting: Business professionals, corporate clients.
As with scenario one, the patients being targeted by the two clinics will have different expectations of their care providers.
GP Practice 2’s targets will have distinct trigger points that need to be appealed to and a “once size fits all approach” that is likely to work for GP Practice 1’s patient volume goals will not work for them.
How do you create the right marketing to gain the attention of your target audience and achieve your marketing goals?
Successful targeted marketing has a number of steps:
1. Understanding your goals of the type of patient/referrer/client you want to attract
2. Working out their trigger and pain points
3. Effectively communicating that you understand them and can meet their needs
4. Utilising the right communication channels
5. Making your service stand out from your competitors
To create successful targeted marketing campaigns for your medical business, the starting point is the development of a strategic marketing plan. This will look at your current business position, identify your goals, examine your SWOT, research your competitors, set positioning statements, identify suitable imagery, develop key messaging, and formulate a communications plan to get in front of the audience you want to reach.