Noise makers and noise breakers

Some practices are noise makers. They are often rich with enthusiasm and have a lot to offer, but are enduring the consequences of noise-making marketing methods. They may work hard to get their message out, but what the public hears is largely static. Frequently conceived without prerequisite business or marketing planning, they tend to repeat a cycle of incarnations and re-launches, eternally in search of the ultimate solution for growth and true identity.

Change upon change only breeds further confusion — inconsistent ads and untargeted events, repeated introductions of the next new practice gizmo, a tangle of mismatched literature and stationery, and an office dŽcor that only speaks to the cleaning crew.

Unfortunately, if the practice is confused, the customers are in a worse state and everything from client attraction to patient compliance is at stake. The only real solution here is to drop back and regroup, conduct the necessary planning, and then embark on appropriate messaging and marketing methods. And just as we advise our patients, know when to seek professional advice.

In contrast to noise makers, some practices are noise breakers. Like a strong station on your radio dial, the clearly-messaged practice has a brand strategy carried out in detail and communicated consistently to its intended audience.

The practice's signage, interior and exterior design or dŽcor, visual and graphic identities, literature, forms and documents, advertising and communications, selected event venues, promotions, Web site, and other features all send messages the target audience wants to hear. Everything from letterhead to staff wardrobe to office operations communicates and reinforces the specific intentions of the practice to attract and serve their intended customers.

By recognizing the value of strategic marketing planning, this practice has ensured that the messages it broadcasts are market-tuned and static-free.