We have a ‘marketing problem’ when:
“There are people who would benefit from your work who aren’t engaging with you.
There’s a change you seek to make in the culture, but it’s not happening.
You’re having difficulty persuading other people of your point of view.
The service or product you make isn’t resonating with those you seek to serve.
You’re fighting in a race to the bottom, and it’s wearing you out.
If you have a marketing problem, how much time are you spending working on a marketing solution? What are you investing in, learning, creating… Because you can’t solve your marketing problem tomorrow by simply repeating what you did yesterday.”
As you can see, marketing is a global issue, and must therefore be conceptualized in a comprehensive way.
There are only three reasons you are not doing more of the kind of dentistry with the kind of people you want to be doing it with:
- You are not very good at delivering on the promise
- They don’t know you exist
- There aren’t very many of those people close to you and you will need to communicate out to a broader audience
Most dentists naturally focus on #1, and struggle in the shadows with an amazing skill set that few people seem to appreciate.
By balancing your attention on all three of these issues, solutions emerge. But how do you best approach issues 1, 2, and 3?
That depends on what it is that you are trying to achieve. What’s your purpose? And what are the principles which stand behind that purpose? Because the principles are what you need to be promoting and projecting out into the public sphere, not just the flash…not the doctor dancing around the office or bragging about how great they are.
What is it that you can do which means something deeply significant to your target audience? And how can you best convey that information and feeling to them on a consistent-enough basis that they are more likely to act on what they value?
That is what marketing is about. Are you focused enough on it to achieve the outcome you desire?
Paul A. Henny, DDS
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