This week in the studio, we’re exploring the importance of defining a target audience. Before I joined CHAR co, I worked for eight years as a Marketing Director at a large, regional orthopedic practice. I share this experience with you to illustrate the importance of defining a profitable, specific target audience and then serving them well.
If you ever had an orthopedic injury, you know that it can be unexpected. Technically ANYONE could need orthopedic services. You could twist your ankle playing flag football or your daughter could fall off the monkey bars and break her arm. However, those examples were not the most profitable or even the target audience for a business plan.
At this practice, we identified athletes ages 15 - 45 to be the target audience that we could best serve. Obviously anyone with an emergency injury or needing a total joint replacement was still a very important patient but the core focus of the marketing was based on sports medicine.
We served this audience in two main ways:
Because this Practice was able to see patients sooner AND manage the athlete's entire spectrum of care, patients had a quicker start on their path to recovery and ultimately back on the field.
As you think about your target audience, consider the following:
Remember that as marketers we have an incredible opportunity to establish the culture. Using the Practice as a final example, by focusing on a key audience, they crafted a culture focused on service and access. Patients - and their families - valued the convenience and quality of care and happily shared referrals with their communities.
words by heather - chief operating officer
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