With A Specific Purpose
Continuing to better define marketing, allow me to explain ‘with a specific purpose’ as part of our definition of marketing.
In my opinion, we are constantly limiting ourselves because we think too tactically. As I work with chiropractors of all ages, from all over the country, I constantly hear:
“Because that¹s the way I¹ve always done it.”
“Because my practice management coach said that¹s how he built his [or her] practice.”
“The guy down the street is doing it.”
“I heard a speaker at a seminar tell me to do it.”
That type of thinking is tactical. It is old-fashioned. And it is not marketing.
The marketing mindset is strategic. That is, it has a purpose.
I jokingly tell my seminar participants that the two most important words in marketing are, ‘it depends’.
Because when people ask me questions like: should I do yellow page advertising? or
How can I grow my practice?
The answer can usually start with ‘it depends.’
It depends on the stage your practice is at.
It depends on your financial situation.
It depends on your competition. On the market. On how good of a chiropractor you are.
But no matter what it depends on‹it has to have a purpose.
Ask yourself, why are you thinking of doing this? What are you expecting to accomplish? Do you have a strategy?
Please don¹t get me wrong. Learning from others and taking ideas from those who have come before us is not wrong.
In fact, strategies without tactics, is no better that tactics without strategies.
The two go hand in hand. Strategies AND tactics.
But if you lead with tactics, you will always be putting out fires. You will find yourself overwhelmed by all the opportunities. You will feel disorganized and scattered.
Think marketing with a purpose. Think strategically.
We¹ve discussed a new way of looking at marketing. “Everything you do.” “With a purpose.” Next week let¹s look at “from you audience’s point of view.”
Until next time—think strategically!
Posted in Marketing
[...] Juan Nodarse wrote an interesting post today onWith A Specific Purpose at Chiropractic Marketing ConnectionHere’s a quick excerptContinuing to better define marketing, allow me to explain ‘with a specific purpose’ as part of our definition of marketing. In my opinion, we are constantly limiting ourselves because we think too tactically. … [...]
I completely agree with you, Juan. A strategic game-plan is absolutely essential and cannot be left out. Like you said, you will be scattered without it. The real power comes from organized consistent action. You must consider the type of practice you have and, of course, what types of patients you’re looking to attract. I feel this article would be especially important to students coming out of school….
[...] Juan Nodarse wrote an interesting post today onWith A Specific Purpose at Chiropractic Marketing ConnectionHere’s a quick excerptContinuing to better define marketing, allow me to explain ‘with a specific purpose’ as part of our definition of marketing. In my opinion, we are constantly limiting ourselves because we think too tactically. … [...]
We are working on getting more marketing programs to chiropractic students as we strongly believe it could be a key to the future of the profession.
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