To succeed in this new year, you need a new plan to attract new patients.
If you go over your numbers from last year, you may discover you’re spending twice as much on marketing as you used to; however, you’re not seeing twice the results. If anything, you’re most likely spending more and getting less results.
If that’s the case, you need a better plan this year to promote your plastic surgery practice in a smarter, more certain way.
Know Your Numbers
You can’t fix what you don’t know is broken. And you can’t know what broken unless you look at your numbers and stop guessing. Once you take the emotions and anecdotal fodder out what you “think” is going on, you’ll get the reality of the situation since numbers don’t lie. So, the best place to start is with this simple exercise…
Look at your advertising and marketing expenses from last year and fill in these blanks for each promotional project:
Cost of that project/Ad/Promotion $ __________
# of leads from that promotion __________
# of consults from those leads __________
# of patients who said yes __________
Revenues from the yeses $_________
Difference between Project Cost – Revenues = $__________
If your answer is positive >>> CONTINUE Spending
If your answer is negative >>> DISCONTINUE Spending
By the way, if you can’t fill in the blanks above because you spend money on “name recognition and awareness campaigns” that are NOT trackable to tangible results, I would think twice about investing in it. Or, at least first invest in promotions you can actually track results from, so you know you are getting a return on your investment.
The answers you are looking for are ALWAYS in your numbers.
Catherine is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on practice building, marketing and the business side of plastic surgery.