Summer Vacation: Not!
Date: July 3rd, 2013
Some clinics consider the summer to be a “slow season”; A few less clients in the door, a good time for staff to take some time off, and an opportunity to relax a bit. Does this make sense? Absolutely NOT!
This is the perfect time to pull out that to do list you haven’t had time to address and get things done. The fall and winter marketing pushes are not far away, and so it’s time to ensure that your marketing infrastructure is optimized.
Is your web presence ready to support your marketing online? Is your web content updated? Is your brand properly projected on your site – remember that your leads will look to find you, learn about you, and make a majority of their assessment of you based on their interaction with your website. Do you have a mechanism to highlight and support your in-clinic marketing efforts on your website? Are you capturing online leads? Is your web analytics setup so you can properly assess activity on your website? These are all simple questions to consider.
Have you finally worked through your protocols? From in-take protocols to sales protocols to treatment follow up protocols, are you ensuring that you and your team are consistently delivering a strategic experience?
Does your space need updating? Have you thought about moving a few chairs around and modifying the layout, introducing plants, putting some new paint on the walls? There are several inexpensive solutions worth considering when updating your in-clinic space and this can be a very simple way of enriching your overall brand experience.
Start Planning: There’s not much time left
With the summer ending in just 2 months, this is the prime time for clinic owners and clinic managers to be looking ahead to the Fall. The fall is always a very strategic opportunity to remind clients that their vacation is over, and with the kids back in school it’s time to get back on track.
Key considerations for your fall marketing strategy should include:
- Brand consistency: Even though this may be a new piece, it should be in line with your overall brand strategy.
- Context: Consider the context of reception of your audience and make sure what you are offering them is relevant.
- Value-add: Don’t just take the easy route and use price reduction as the only value add. What else can you create (especially with the above points in mind) to provide them with the perception of value?
- Infrastructures: Once you have a promotional piece in mind, how will it be executed across all your marketing channels? Consider all the marketing touch points (in-clinic, online, print, etc.) that can feature this promotion.
- Call to action: What is enticing them to “act now”?
- Timelines: What are the timelines around each component? Strategy, design, setting up channels (website, print ads, etc.), staff awareness, dissemination, and so forth.
- Protocols: What will be the overall experience around your marketing. Consider the client’s experience from reception of your marketing piece (across each channel) through to their consultation and treatments and create a specific protocol about how that should be. And remember to include the step by step strategy for getting them ready for the follow up purchase once they’ve completed their promotional treatment(s).
It’s all too much
Need marketing support? It’s what we do. If you have absolutely any questions or require support on any of the above, YOLO is always happy to help. From strategy to design, to multi-channel support, YOLO’s marketing team has the experience and insight to ensure your marketing schedule is Fall-ready! Call YOLO Marketing at 1-877-738-8119 today.