The 1 thing to do before marketing your practice

If you have followed our blog for the past few years, you will know our passion for marketing in allied health. We love helping you find creative, practical and ethical ways to share your unique service benefits with your target health consumers.

There is, however, one thing that we always recommend to all allied health professionals – and that is to make sure you have some sort of tracking system or base line established so you can measure your results!

Think about this: how will you know that in 3, 6 or 12 months from now, the marketing activities you have engaged in are actually working? You don’t want to be dipping your hand into your marketing budget and most precious resource – your time – to then not know if your strategy is working!

One way is to set up a simple spreadsheet that tracks key metrics in your practice. The things that you track will be unique to you and your business goals, so think carefully about what your marketing strategy is and how you can effectively track your goal achievement.

One area that you might like to include that is common to all allied health practitioners is related to your incoming referrals - where are your referrals coming from? 

For example, you might have referrals from:

• GP’s
• Specialist’s
• Self-referrals
• Hospitals
• Other agencies

What percentage of your total referrals are represented by each referral source? What percentage of your total income is represented by each referral source?

Here is an example of what this might look like – this can then link through to a spreadsheet that shows the change over time (e.g., Referrer A as a % of total referrals might increase over a 6 month period).

KPI snip

Let’s pretend one goal might be to increase referrals from GP’s to your practice, and you would like to increase this by 30% over a 6 month period. As part of your marketing plan, you have decided you are going to phone or call in and visit the practice manager for each GP and offer a little referral pack.

How will you know if this has been effective if you don’t know how many referrals you received from them before you started marketing?

If you haven’t already got a tracking tool or perhaps forget to schedule time in to look at yours, spend 10 minutes today working on making it work for you - and remember...

You won’t know how far you’ve come if you don’t mark where you started

(p.s. If you and Excel are not friends, we have a handy tracking tool template available for members of Maida Learning).

Marketing, Planning, Strategy

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