Strategy and Tactics

What is Marketing Strategy ? Once again I turn to Wikipedia for my definition of Marketing Strategy.” Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal.”

As a professional in practice you should not be put off by the commercial tone of this definition. It is necessary to use the definition to plot where you are , where you want to be, in the context of building a healthy,sustainable and rewarding practice for bot you and your clients.

You should develop this kind of strategy in order to maximize the efficiency of your time and resources and to let you do what you do best, and that is helping people. In consideration we must ask several questions.

Who do we want to serve.? What market is the one that we want to find our ideal client from. This narrowing of our focus allows us to serve clients that value our services . These are clients that need and want what we have to offer to solve their issues. Our product as professionals is the service that we provide that clients see value from and will exchange their resources for. We have to know also what our specific service is. Do we want to have a general practice, or specialize in a particular niche in our professional career. A specific example is that of a general dentist versus a endodontist who specializes in root canals whereas the former serves a much broader market.

By defining the practice or area of expertise we can then focus on where we wish to draw our client base from, what makes us different from others in that area and what actions do we have to take to dominate.
This component of strategy also allows us to determine how we are going to achieve our objectives, what resources we need to accomplish this and what particular plan of attack we have to have. You might think that all the verbiage that I am using has a definite sound of battle or war. It does because it is simply focusing our resources and marshalling our talents to deliver what we have to offer to people that need our help while providing us the income and satisfaction we need.

Our strategy will also define what tactics we are going to deploy to best serve ourselves and our clients.

Tactics include items like advertising, hours of service,promotional mail or postcards, and educational content we put out for the market we wish to serve. Chiropractors for instance may want to be doing promotional items like writing a column in their local newspaper, or providing patient information leaflets on various skills and methods they can employ to alleviate your pain.
How do we present our practice to the public : Do they know how to contact us, do we have a website that provides educational content and answers the who we are, what we do, where we do it, when do we do it and why they should come to know us.

How does our receptionist or office staff greet us and advise us on appointments, remind us of appointments, help with insurance coverage answers and make sure we have the information we are asking about. Is there a systemised approach defined for this activity? Do we have the right person in this role?

The objective of our strategy thus is a series of tactics that will allow our market to know, like and trust us.. Once they become clients , the next effort is to make the experience so useful to these clients that they will become repeat clients and come back again and again as their needs require. The way we do this and the planning to accomplish this objective results in happy clients and more free promotion of our service by the best marketing tactic possible. That is referral by them to their family and friends to grow a base of raving fans.

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