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I am constantly being asked, "What is
the best way to market my practice?" Alas, as much as I would love
to give a concrete answer to that question, it is impossible. No
one-size-fits-all formula works. The marketing venues you choose are
best determined by your target market(s). The trick to marketing success
is determining what is important to your potential clients, and
informing them how you can meet their needs and goals. Of course, some
activities tend to be more effective than others.
Setting The Stage
Marketing techniques can be divided into four major acts: promotion,
advertising, community relations and publicity. Promotion involves the
activities and materials you produce to gain visibility. The money
invested is indirect (e.g., it costs money to print business cards; it
does not cost anything to distribute them) and the activities are often
free of cost. Publicity is notoriety given you or your business, usually
for an event you have done or are about to do. Advertising differs from
publicity and promotions in that you must pay directly for your
exposure, such as a radio spot, a display ad in a magazine, or a
billboard. Community relations are goodwill activities you do to create
a positive public image for you and your business.
Successful practitioners include a good mix of promotion, advertising,
publicity and community relations in their marketing plans. The methods
available for marketing your practice are vast. You do not have to go
the traditional route, and it is unnecessary to spend a lot of money
(although it is so easy to do). The crucial factor for selecting a
marketing venue is: Does it appeal to your target market? Many years ago
I heard a speaker talk about how we must learn to broadcast on station
WIIFM (What's In It For Me?). This is particularly true in marketing.
Your marketing endeavors need to convey to the recipients exactly how
you can help them.
Promotional Tricks
Promotion is the most popular form of marketing for massage therapists,
mainly due to the low cost and easy implementation. Some of the most
effective promotional techniques are: networking; holding open houses;
presenting workshops and demonstrations; writing articles about your
services or general well-being for local newspapers, magazines and
newsletters; having booths at community events, health expos and state
fairs; sending direct mail pieces and newsletters; providing your
services at conventions, store openings, sporting events and at malls
during the holidays; obtaining referrals; offering specials and
incentives; wearing massage apparel; and having professional brochures
and business cards.
Personalized items such as pens embossed with your name and logo also
fall under the category of promotion, even though they are commonly
referred to as specialty advertising. In this article we explore several
of these promotional techniques.
Open Houses
Hosting open houses is an excellent stage for promoting your practice.
Open houses provide low-stress, relatively inexpensive opportunities to
meet your neighbors, network with allied practitioners, introduce
potential clients to your services and products, and inspire current
clients to increase the amount or type of treatments they receive.
People often avoid hosting open houses
for fear that no one will attend. The following steps help ensure a
successful event:
- Decide the purpose, priorities and goals of each open house. Incorporate an educational element such as a presentation (on stress-reduction techniques, self-massage or stretching), or a demonstration of a specific technique, product or piece of equipment. Make sure that the educational segment's duration is under 10 minutes, and perform it several times throughout the open house.
- Envision the event and outline the flow of activities. If possible, create a theme such as
"Spring Rejuvenation." (Refer to MTJ Summer 2000 issue, for tips on presentation skills.)
- Compile a guest list of specific people and include general categories such as all the allied health practitioners in a half-mile radius or people with
fibromyalgia.
- Pick a good date and time. "Good" depends on your office location and the flexibility of your intended audience. For instance, if your office is surrounded by other professional practices, and your main purpose is to network with your neighbors, perhaps an open house during lunchtime or one that takes place midweek from 4 p.m. until 6 p.m. might be most appropriate.
- Design attractive flyers. Use an attention-grabbing headline, describe the planned activities, and highlight the benefits of attending. Always offer some type of freebie that everyone receives (e.g.,
"All guests receive a sample of XYZ product.") and offer at least one major door prize such as a free session. Also boost attendance by mentioning that refreshments will be served.
- Distribute flyers. Hand deliver them to the nearby offices. (This is also a great opportunity to introduce yourself and network.) Post them in places where your intended guests are likely to see them such as bulletin boards in specialty stores. Mail flyers to potential guests (e.g., your current client list).
- Send personal invitations to key guests and follow up with phone calls.
- Post an announcement on your Web site.
- Send press releases to the local print publications.
- Place reminder calls to key guests several hours before the open house.
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