Illustration of Digital Marketing

How to Start Planning a Small Marketing Campaign

June 27, 2016 | Article | By: Heather Bridge

You always want more clients through your clinic doors but the idea of crafting a full marketing campaign, even a small one, can be overwhelming. Where do you even start?

Marketing campaigns for don’t need to be daunting or expensive. We’ve pulled together six things you need, to start planning a stellar marketing campaign.

Start with ideas

Take a look at competing clinics. Seeing what the competition is doing can you a clue about what works locally, nationally, and internationally. While looking to competitors for ideas is a great place to start, standing out (for the right reasons) is important too. Think about what makes your clinic unique and how you could show that value to your audience. Use our blog 3 Ways to Get More Patients Through Your Doors to kick start your brainstorm. Organize your ideas using software that can be shared with your team and get feedback.

Define the audience

You know who you are as a clinic and a business, what you offer clients and how your products, services and staff are different from the competition. But the most important definition that will feed the success of your marketing campaign is defining your potential client. Why are they interested in your clinic? Where will they come from? What’s their pain story? What language makes them feel comfortable and connects with their health concerns? If your overall potential client base is broad, consider narrowing it for a specific campaign in order to more successfully target the needs of a smaller group.

Set goals

Have you done a marketing campaign in the past that resulted in more clients through your doors? What about one that failed? Your starting point for goals is past growth. Consider what your goal is at each stage of the marketing funnel (i.e. 1,000 new visitors to the clinic website, 300 new leads, 20 new assessments, 5 new patients that keep returning). Goals at each stage of the funnel will help you measure the success or failure, to then learn and adjust for the next campaign.

Plan a timeline

How long will it take to achieve your goals? Make sure to factor in the time it takes to gather information and create the campaign before launching. Your start date motivates your planning. Your end date helps you measure success. Also, pay attention to what’s happening in your industry or time of year, to capitalize on how these affect your audience (i.e. end of the year when workplace insurance benefits expire).

Decide how to measure

Pick your Key Performance Indicators (KPIs), measurable values that show the effectiveness of a campaign. Do you want to track digital marketing performance, SEO progress and/or social media growth? All of these may factor into your overall goals. The more defined your KPIs, the easier you’ll see how each element contributes to the achievement of goals. When deciding how to measure, plan who and how you’ll use metrics from different channels moving forward.

Create a budget

Consider how much each new patient is worth to your clinic, factoring in rates of return and referrals. Based on your goals, projected revenue helps determine campaign spending.

Now, what if a company could come alongside your small marketing campaign to optimize your efforts? With plans for a wide range of budgets, InnoCare can help boost your traffic to your site, increase conversion and get more clients through your clinic doors. Call now for more information.