Marketing - Introduction

After many months with two long series of posts on Performance related topics, I'm going to switch gears for a shorter series of posts on marketing (Cell 4 in the Performance Matters Matrix). Most practices struggle with marketing. Most professionals acknowledge being less than comfortable with marketing and it shows! Most are unsatisfied with their current marketing initiatives. 


Sure there are seminars and workshops. Yes there are boilerplate subscription services distributing ho-hum marketing materials - to EVERYONE. Of course you can follow the pack - follow the formula. But what if the pack is broken-down and rusting at the side of the road? What if the old formula is... well OLD, WORN-OUT, TIRED, BORING, INEFFECTIVE? 


Snoooooooze!


Marketing is more than one more poorly written newsletter, another bagel run to referral sources, another teeshirt with a silly slogan that seldom gets worn and too often not understood, or a me-too website claiming to be "SO SPECIAL" - just like everyone else....


Isn't there more? 


You bet there is. Marketing is the fuel for growth and opportunity. To grow you want a tank-full of go-get'em fuel so you can go the distance. Why race with Regular fuel when Premium is available? Have you considered Racing Fuel? How about Jet Fuel? Maybe.... a hydrogen cell? ...Ya, Now that's the ticket!


No of course you don't need the high octane stuff - that is, not unless you're out to win the race... Perhaps you're not out to win... Perhaps Regular Marketing Fuel is "good enough" for you. But is it good enough for your clients, patients, referral sources, staff? Is it good enough for the communities you serve? Go ahead ask them. 


What they will tell you is that they're not looking for "good enough". They want to run with winners! Why? ...Why not! They want performance. They want value. They want to know they made the right decision. Not because you said so, but because their friends say so. They want bragging rights! Don't you?


So let's have some conversations about what's wrong with marketing...


All the Best!


Bob


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Performance Builders