We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
In general, good business owners make good marketers. But as an innovative business leader, you need to follow the strategies that other psychiatric hospitals businesses utilize in the marketplace.
Hiring A Marketing Firm
Eventually nearly all psychiatric hospitals business owners consider outsourcing their promotional and advertising functions to a professional marketing firm. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Once you decide to hire a professional marketing firm for your psychiatric hospitals business, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. The difficulty comes when you are tasked with quantifying market presence and brand influence. Fortunately, media monitoring has the ability to give your psychiatric hospitals business a sense of market presence and other variables that are difficult to quantify. Although media monitoring is not the only tool for measuring intangible brand qualities, it has the benefit of highlighting negative PR, giving your psychiatric hospitals business the ability to control bad buzz when it appears in the marketplace.
Smart psychiatric hospitals businesses frequently sell specific products at ridiculously low margins to boost traffic and new customer acquisition. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. When used in psychiatric hospitals businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
Given your interest in marketing and in psychiatric hospitals businesses, you might find these additional resources to be of interest.
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