Using Cross-Promotion to Market Your Clinic
- - April 9th 2014
If you want more customers for your clinic, you have to do some marketing. You can do some advertising online or in the local newspaper, or you can mail or hand out flyers, and all of these techniques can be effective. However, sometimes it can be difficult to target the exact audience you want without spending a fortune. Luckily there is a way to target just the right type of customers who are looking for a business like yours without spending a ton of money: cross-promotion.
So what is cross-promotion? Cross-promotion is when you partner with another business who is not in direct competition with you, but who has clients in a similar demographic as yours, to market to each others' customers. For example, if your clinic offers dermal fillers such as JUVÉDERM® ULTRA 2, you would not want to do a cross-promotion with local businesses offering the same JUVÉDERM® injections. However, you could partner with businesses with similar clientele that are generally women who are interested in beauty and want to spend money on improving their appearance. These businesses could include hairdressers and nail salons, massage therapists, clothing and fashion jewelry stores, and even dermatologists and gynecologists. If the business is aimed at improving appearance or has a female clientele, it is potentially a good fit for you.
You do not have to set up shop in these other businesses to treat their customers. Some ways you can market to the other company's customers include sending your advertisement to their email list or postal mail list, leaving flyers, brochures or business cards at the reception desk, or even having their staff mention you by name. You can offer special discounts to their clients if you wish or host some sort of exclusive contest that their clients can enter, for example, win one JUVÉDERM® ULTRA 2 treatment. Just remember, though, that if the other business does a favor for you, you must repay it and market their business to your own customers. Since your anti-aging clients are likely interested in things like hairstyling and fashion themselves, it is a win-win situation for both of your businesses.
When deciding what to promote to these potential new clients, it may be a good idea to stick to your most popular treatment at first. If most of your customers come in for JUVÉDERM® ULTRA 2 treatments, for example, promote that to the potential new clients. Focus on how you can help these new clients rid themselves of a common skin problem: wrinkles. Wrinkles are a concern for most middle-aged women, so focusing on solving that problem should attract the most interest from the cross-promoted clients.
One thing to keep in mind is that when you do get new clients at your clinic, you should ask them where they heard about you. That way, you know which of your marketing promotions is working and which is not. If you get a good response to marketing with a particular business, you should find similar businesses to partner with in the future. If the response was not so great, you know to avoid that type of business going forward. Having information can be a powerful tool to hone your marketing efforts in the future.
As this new rush of clients comes through your door, make sure you are prepared. Be sure to have the staff available to handle the influx of new patients as well as having enough supplies like JUVÉDERM® ULTRA 2 in stock to treat the new patients. This is your chance to make a great first impression, so be sure you are prepared and organized when the cross-promotion starts. Every client you keep coming through the door every few months is one less client you have to try and attract in the future.
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