Creating a marketing roadmap is vital for your medical practice to achieve success. It helps you outline the big picture and connects all the
supporting details. In addition, it aligns everyone (doctor, employees, freelancers and marketing agencies) toward a common goal. Here are some key steps in creating a marketing roadmap for your practice.
Identify Your Target Market(s)
Different age groups are interested in diverse cosmetic procedures. The need for specific skin care products and routines also change as we age. Identify your target market(s) and the messages that move each group.
Write Your Content Topics for Your Marketing Roadmap
You already know what moves each group, so it’s easy to jot down some appealing topics for blogs, social media, pictures, specials, newsletters and other marketing tactics that you use. Then, start writing or outsource the writing. Either way, make content a priority this year.
Categorize Marketing Venues
Where and how are you going to use your content? Choose the marketing venues that work for your medical practice. If it consumes time and isn’t working, either give it a boost or lose it. Identify social media pages, website pages to update, blog, video, images, etc. When you have content, it’s easy to repurpose to make it work in different marketing venues. Repurposing is a great way to connect the supporting details.
Set Milestones and Accountability
Establish the milestones that you want to achieve, and put a realistic date with each milestone. Then, determine who is responsible for each milestone, and set up accountability. Just like when you go on vacation, your marketing roadmap needs detours and final destination to be achievable.
Share and Measure to Get Everyone Onboard
Communicate the details to align your employees and vendors toward the same goal. There’s little as satisfying as meeting a goal, so measure your results. Most social media sites offer insights. Google has analytics for websites. There are so many free measurement tools that there’s no excuse not to track your results.
Identify Barriers for Your Marketing Roadmap
Not everything will work the way you plan. It’s important to know when to continue and when to stop using resources for something that isn’t offering a return. If you are unsure of how to integrate your marketing roadmap, contact PUMC. Our experts can help you get on the track to success.