Hospitals or practices can aim at their potential patients better by using target marketing as a tool. In the context of healthcare, target marketing can be understood as a concept that requires the practice to develop a specific niche or target, and hence the name. It believes not in mass targeting, which may prove futile, but in focused targeting, where aim is taken at the core, or the bull’s eye, so to speak.
The analogy of going deeper and zeroing on the target rather than going wide is used to describe the focus of target marketing. Target marketers first zone in on a target that they then train on. This consists mainly of the cream –the segment of the market that understands and appreciates the value of the product or service being offered. This is a very important and productive sector because a well-treated patient advertises a practice like no ad agency. This layer of the market helps the practice to save on huge advertising expenses, acting as near spokespersons for the practice.
Understand the elements of target marketing
This interesting concept of target marketing will be enunciated further at a highly interesting and valuable webinar that is being organized by TrainHR, a very well-known provider of professional trainings for the human resources industry. The speaker at this webinar is Drew Stevens, who President of Stevens Consulting Group, a renowned keynote speaker and author in customer service and selling who works with businesses to create higher efficiencies in sales and service. Dr. Drew is the author of Split Second Selling, Selling the New Norm, Customer Momentum, and Grand Slam Customer Service.
To enroll for this webinar, which has been approved for 1.0 HR (General) recertification credit hours toward aPHR™, PHR®, PHRca®, SPHR®, GPHR®, PHRi™ and SPHRi™ recertification through HR Certification Institute® (HRCI®), just log on to http://bit.ly/2dYiYWl
Relishing a sample to assess the whole
The core of this training session, from which designations such as President, Sales Professional, Operations Executive, Logistics Manager and Customer Service Manager can benefit immensely, is in teaching healthcare practices the ways of acquiring more customers in less time and with reduced spending. The way of building a target market is likened to considering the entire market as one large pizza or dessert pie. Since it is impossible to consume it fully; what one does is to eat a small piece depending on the appetite level.
Target marketing works along the same lines. The taster will first assess the total market and then decide on what to do based on the feelings gained by eating that small sample. This should serve as the representative of the whole, meaning that one can take a call on the wider and fuller market by first taking a bite and evaluating its taste and other factors.
At this session, Drew will cover the following areas:
- How to Develop Perception in the Market
- Learn 5 Methods of the Brand Experience
- The Seven Laws of Building Relationships with a Marketing Mindset
- Developing Awareness
- Building Community around Awareness
- Deciding who Your Patient is
- Establishing the Mix to Define the Brand
- Communicating Your Message with Value
- Creating Pathways to Clients – Marketing Magnetism
- Evaluating the Marketing Action Plan