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I like to say that it’s better to be something to someone than everything to everyone. I mean, we can’t really achieve the latter, so why even try?

A common fault within the marketing of our practices occurs when we don’t focus our message, and we try to pretend that we can do it all. The best providers, the best educated, the best location, the best facility…you get the point.

It’s much better to choose a direction – decide on a message that focuses on ONE element that you want to convey to your market, and shout it from the mountaintops. All of your staff may be great, but highlight just one or two during your next marketing campaign. You may have a number of programs and services to brag about, but by focusing on one for a period of time, you allow your market to fully understand it before educating them about the next one.

Choosing a direction isn’t easy, but it will pay off in the long run. And once you find out how much easier it is to get your message across with a little focus, you’ll never try to be everything to everyone again.

An edited version of this content was published in the March 2012 issue of Impact Magazine.