For every hand therapy business winner, there many more hand therapy businesses struggling to survive.
Simplistic promotional techniques can't penetrate the clutter of the current marketplace. To capture audience attention, you'll need to stay current with the channels they use to receive information and product messages.
Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. However, it would be a mistake to discount broadcast advertising entirely. Many hand therapy businesses can still use it to their advantage. It's critical to understand the limits and opportunities available in today's broadcast advertising industry. One area in which marketers continue to have success is during drive times when large numbers of listeners still tune-in to local radio. For hand therapy businesses, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.
Consider New Advertising Channels
Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. But for hand therapy businesses, the challenge is identifying the advertising solutions that are appropriate for your customers and consistent with your marketing goals. Over the past several years, hand therapy businesses get solid marketing results from online channels capable of streaming high value content to a large, yet targeted customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.
Good marketing is expensive. You can't afford to waste money on ineffective tactics for your hand therapy business.
Mailings and other direct B2C/B2B channels can deliver decent ROI, but only if the lists are accurate, up-to-date and targeted to your market segment. For filtered and sorted mailing lists, you'll want to work with one of the direct mail industry's leading list providers.
Given your interest in marketing and in hand therapy businesses, you might find these additional resources to be of interest.
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