In part one of this series, we examined matching our products and services to people. Who are the people in our demographics?
Today, we will discuss how to find your demographics by examining who your ideal customers are, and why they are ideal.
Demographics are the key to getting the best return on your investment. Some of the most profitable practices make the most money while spending the least amount of time finding new customers. It allows them to spend the maximum amount of time really catering to current clients.
PEOPLE CENTERED DEMOGRAPHICS
You've likely broken down your practice into solutions for individuals. From the outside looking in, what consumers likely see is a Dr that adjusts your spine and magically fixes your problem. Very seldom do they see all the details. However, from your point of view, someone with frequent headaches is treated differently than someone with a joint injury. Some of the medical aspects may be the same but you are specifically looking at the issue and may offer a different pathway of adjustments to the solution. It’s a science.
When looking for your demographics, it is valuable to define consumers by key points. What can they afford? Are they sports minded? Are they professional athletes? Do they sit all day and work on a computer? I have found that my chiropractor not only takes the stress from my shoulders and makes my daily grind bearable, but also includes a complementary solution for my sore and aching eyes. Bonus points in my book.
AGE
One of the most important aspects of people-centered demographics is age. In the preceding article, you've already covered some of the other factors we would consider when it comes to age. For instance, over 65 may include the elderly who are on a fixed income, have medicare, and have aches and pains that must be addressed with their delicate bones. Consider also product and service-based points from the previous article. You can place a specific service for this demographic with a list of marketing techniques that fit.
INTERESTS
As previously discussed, sports injuries and other injuries are approached with different mindsets. My friend, Dr. Mongeon, has built his practice around professional sports and has become an expert in his field. Within the professional sports arena in the United States, he promotes himself as the healthy living lifestyle professional. A similar approach could be your goal if you have a popular sport in your community. Keep in mind that Dr Mongeon is an expert in his field. He has opened the doors to marketing opportunities that may or may not work for your practice.
This article is about how you would service this demographic, and the marketing formats you would use to reach the people in the demographic. If social media is popular in your demographic, take the time to learn which platforms are the most popular.
There is an incredible, and absolutely free, tool available to you which you can use to find the interests in your city or state.
Trends.google.com where, you can type in various keywords and set a specific geo location, and google will let you know what the most popular interests in your area are.
BENEFITS
Graphics are a great benefit to people centered demographics, because you can build complete campaigns by using digital promotion whether it be images, infographics, or videos. People relate when you use information in their likeness. It is personal.
Blogs are also useful because you are writing to a specific type of person, you know who they are and what they need. If you are not currently using blogs to build your business, I suggest that you do. You may have tried this in the past and found it too time consuming, however content is vital to your website. Frequently adding new content catches the interest of all search engines and helps you to climb to the top. If you find this step in your marketing process to be overwhelming, Marketing Health academy has professional writers and content creators that can do it for you at more than reasonable prices.
Join in next week when we discuss geographic centered demographics. Learn why the city and the state you are in gives you the advantage over others. Learn how to reach customers who are walking down the street, or playing in a park down the block.
Download the free "Marketing Circle" e-book and learn more about a new way to market your practice.
