Sometimes the most difficult question to answer is who will use your services. Ideally, everyone will flock to your practice and refer friends. A more realistic approach is to target your message to a specific group that will be most interested in your practice.
Identifying your target market should take into account your mission statement and your situation analysis. Both can help you realistically target specific groups or individuals.
This doesn’t mean you’ll only provide care to these patients, but it will help you craft a message geared toward individuals you consider to be your target market.
- Home or workplace location
- Activities (sports, etc.)
You may also want to consider who other dentists target in their marketing and find a different niche that would provide an additional growth opportunity for your practice.
- Do they have a family? (if you want to market to parents with children)
- Do they drive by your practice on the way to/from work? (marketing based on proximity and ease of access)
Determine if there is sufficient opportunity for your target market. For example, if you choose to market to parents with children in a community with a primarily older, retired population, you may have to rethink your strategy.
Once you have a clearer picture of your target market, you can move on to developing your marketing goals.