The only reality in any “business” is constant change. If we want to play the game, we must
accept this fact and constantly adapt our business to changes.
But our companies and private clinics are not only exposed to internal changes such as frequent
staff turnover, lack of structure, leadership and motivation – there are also external “forces” that can
have a decisive impact on the success of the business.
Today, we need to provide customers and patients with much more than just top-notch service – we need to successfully manage our business, expectations, and the user experience we will provide them.
Every business and clinic owner faces major challenges – in order to successfully reach their desired destination, they need to know what obstacles they are encountering along the way.
The average company in my industry invests around 1-2% of revenue in marketing. For larger competitors, this investment rises to 3-5% of revenue. In other words, larger players on the market often invest tens of thousands of euros in advertising and promotion per month.
It’s great if you get a return on your investment for that amount of money, through new customers,
patients, and increased revenue, but the problem is that social media has become oversaturated with the number and intensity of promotions. The average person can no longer keep up with that amount of information –
you’re forced to pay more for marketing, for less results.
You have to be smarter and more efficient than the competition – measurability of results and initiated activities is a key lever in overcoming this roadblock.
When choosing an agency to do your advertising, keep the following in mind:
- Check out your competitors and find out who they work with
- Be sure your advertising agency has enough experience in your industry and check
their references - It would be good to have full control over the creation and management of content on your website
page and social media profiles - Prepare for a “marathon,” not a 100-meter race, for long-term and sustainable results
Due to the economic instability that deepens with each subsequent recession, a large part of
companies and clinics have less money for advertising.
What does this mean for the owner? The owner must know who his target group is and what the needs of his ideal customer are. If you analyze your previous business, you will notice
patterns related to customers and the most profitable actions that you have already taken in the past. This will make it easier
for you to narrow your focus and better target new customers.
Don’t forget – competition is not just a company in the same industry. Real competition is a customer’s or patient’s trip on a luxury vacation, buying a new car, skiing or new jewelry. The key is to establish the value of your service with your customer, so that they decide to spend money with you instead of on other things.
