Targeting to the type of patients you want is on the mind of every marketing person. Do you have to hit every man and woman under the sun and hope that they will have an interest and/or the money to buy your service? How can you deliver your message to the people who most likely have the money, the desire, and the education to value your service?
Targeted marketing and effective spending
Marketing to the ‘desirable’ costs the same (if not less) than to the ‘not-so-desirable’. So you save money that you can use to do more marketing to the desirable group and thus snowballing your return on investment.
Focused message
An unfocused message, promoting everything to everyone is one of the biggest marketing mistakes. The belief that appealing to more people is better does not always work. Your general message may appeal to nobody. That’s why Yellow Pages, billboards and print ads are very inefficient in our Internet age. Focus and be heard!
Use of your time
Instead of spending time to convince the unqualified patient to use your service – get in front of able and willing prospects, who, because of your smart marketing endeavors, are actually pre-sold already.
The fall of traditional mass advertising
Cash paid aesthetic medicine and cosmetic surgery is not for the masses. Traditional advertising venues and messages with no particular focus no longer have the power to attract new prospects. Traditional billboard-type of medical advertising is ignored as your customers flock to the Internet to learn who does what and compare one doctor to another.
