Dos and don'ts for marketing: Track and upgrade the mix of marketing strategies

A truly effective marketing program will consist of more than a dozen ongoing strategies. Inevitably, at any given moment, some of them will be working better than others. Also, there will be patterns of improving and declining performance. This is one of the major reasons smart marketing coordinators implement multistrategy marketing plans -- an approach that's doing great can counterbalance those that aren't. For this to work, however, you have to know (not merely guess) how each strategy is doing and be prepared to change the lineup at the first sign of trouble.

Establish a set of performance criteria for monitoring purposes. Identify specific marketing targets your practice must attain in order to achieve your growth goals. Typically, these would include the number of new patients, number of referrals from current patients, percentage of patients making referrals, etc. Break annual figures down to monthly and weekly targets and keep track of how actual performance compares with those numbers. Analyze which strategies are contributing more -- or less -- to your overall objectives.

Don't cling to failing strategies. When you notice a downward trend in a marketing strategy's effectiveness, replace it with another. Such adjustments will keep your marketing mix fresh and your production numbers increasing.

Roger P. Levin, DDS, is the founder and CEO of Levin Group, the leading dental practice consulting firm in North America. For the complete list of dates and locations where you can attend his latest seminar, visit www.levingroup.com/gpseminars.

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