Market Your Practice to the Right People

One of the most important things to know in marketing is that you are trying to reach specific types of people with your marketing and not just a generalized group called “everyone.”

The area where you practice has many different, but very specific, groups of people, which makes up the population of your area. Each of these groups are different; they have their own ideas, they have their one sets of living standards, different activities and act very different one group to another. Each one of these separate groups is called a “public.” To define this further “a public is a section of the community having a particular interest or connection”.

Without understanding this you can get yourself caught up in marketing just for marketing sake. You can have all sorts of great ideas, flashy marketing pieces, spend a small fortune and not be noticed by anyone and end up starving! This is the fate of many practice (and business) owners that don't understand that there is a specific public in need of their service and that they have to locate this public and market to them.

To simplify this even further, a public is a type of audience. With this in mind you have to delineate the specific publics (audiences) you are intending to market to. For example your public may be parents of children, retirees or the health conscious business professionals.

There are a great deal of public types, but the trick is to locate and isolate the publics that will need your service and who in turn will be valuable to your practice. With that you can take your marketing efforts and focus them on specific groups, which will increase your marketing effectiveness and the the value of the dollar you invest in your marketing.

The key with your marketing plan is to always target specific types of public.