“The Market Either Chooses You or a Competitor”

Objective:

Some practices want to grow. Some practices need to grow. In this case, the practice wanted to dominate their markets and never look back.

This 35-man practice was progressive. Not only were they the largest practice in the immediate market, they were the market leader. They had done an exceptional job of rounding out ancillaries and were working on a number of new initiatives. They had a clear vision of where they wanted to go, but weren’t confident their current marketing efforts were in alignment. They wanted help, but more importantly they wanted an objective view of the strategy and the supporting marketing to achieve it.

Evaluation:

After completing an initial Marketing Audit, the practice realized that although they were the largest practice, they most definitely weren’t the most preferred. Market share and other key metrics indicated gaps between who they thought they were and what the market really thought of them.

Results:

Over two successive plans spanning 32 months, the practice increased its market preference by 114 percent and over the last 14 months documented a 286 percent return on investment from targeted marketing expenditures. The first 12 months were focused on a number of fundamental projects to help the practice align with the needs of the market, but after that the results were solid and consistent.

Side Note:

Few practices have a view of themselves that reflects the view of the market. The market is the one that chooses you, or doesn’t.

Exceptional Results Require Focus and Action | The Market Either Chooses You or a Competitor | It’s About Getting Your Objectives Right | Plan to Succeed | Spending Less, Getting More | The Profitability of a Shared Vision | The Name Game | Relationships, Not Advertising | 5o Cents on the Dollar | The Hand-Me-Down Identity

This is all we do. Expect to Win!