Marketing is essential to growing any dermatology business, but without a clear plan to guide your marketing activity, it’s easy for your campaigns to quickly come off the rails.
If you want to build a solid marketing plan that will grow your dermatology business, here’s how to do it…
Dermatology is big business in the United States—we’re talking $7 billion big.
With so many other clinics just like yours competing for the attention of customers, dermatologists require more than an ad hoc approach to marketing if they’re going to cut through the noise and gain more customers.
Developing a marketing plan for dermatology clinic growth will improve your understanding of the industry environment, your competitors, your target market and your market positioning.
This allows you to better align your marketing activity with your brand, goals and objectives, track marketing performance and generate the best possible return on your advertising dollar.
A market analysis will help you better understand the industry and environment your dermatology clinic is operating in.
Here’s what to include in your market analysis: ● Industry analysis - What the current economic environment is like (including any industry regulation) ● SWOT analysis - The strengths and weaknesses of your clinic, the challenges you’re facing, and any opportunities you could capitalize on ● Competitor analysis - Who your competitors are and their unique selling proposition ● Customer segmentation analysis - The size and composition of the various customer segments and their degree of attractiveness
Once you understand where your clinic currently sits within the market, it’s time to define what you want to achieve by setting some clear goals and objectives. Adopting a SMART approach to goal setting (Specific, Measurable, Achievable, Relevant and Time-bound) is ideal, as it will help you monitor your progress, keep you on track and hold you accountable.
Now you need to decide which marketing channels and activities you’ll use to communicate with your target customers and achieve your marketing objectives. Some popular marketing channels that often prove effective for dermatology clinics include:
● SEO (local SEO can be particularly effective) ● Email Marketing ● Digital Advertising (such as PPC and social media advertising) ● Events ● Direct Selling ● Print Media When formulating your tactical strategy, ensure all your marketing activities are tailored to your target audience, brand and objectives.
It’s important to specify how much you’re willing to invest and establish reliable systems to track your expenditure and return on investment. A good strategy is to start small before gradually ramping up. This allows you to evaluate the effectiveness of each marketing activity and reallocate budget to the activities that are generating the biggest bang for your buck.
Developing a dermatology marketing plan doesn’t have to be difficult.
If you need a helping hand pulling your marketing plan together, reach out to the team at MD Logica. Experienced in every facet of medical and dermatology marketing, we’ll work with you to develop an actionable marketing plan that will achieve real growth for your dermatology clinic.