The ASHA Leader - August 11, 2009 - (Page 13)

Marketing During an Economic Downturn by Greg Weimann I n an uncertain economy, those in charge of running a hospital, clinic, or private practice often switch into survival mode, cutting expenses perceived to have little effect on the bottom line. One of the first expenses on the chopping block is often the marketing budget. The speech-language pathology or audiology practice across town, however, is relying on its competition’s reduced public awareness programs. Although economic downturns are a natural part of long-term businesses cycles, clinicians can strengthen their brand, distinguish themselves from the competition, and increase market share by taking advantage of competitors’ decreased marketing activities. Sharpen Your Strategy Sharpening your marketing and public relations efforts may help you and your organization not only ride out the recession, but also to emerge from it even stronger. Keep the following guidelines in mind: • Retain high-value clients. New business is important, but don’t lose focus on high-value, existing clients. Losing loyal clients can be costly. Retain these valuable clients by finding ways to offer a special value that rewards existing clients for their loyalty. • Change your mindset. View marketing and public relations as strategic assets and investments, not as a drain on profits. Look for low-cost marketing and public relations opportunities, such as outreach to referring physicians. • Be visible. Now is the time to be everywhere. Participate in health fairs and speak at AARP meetings, civic organizations, and professional associations. Get yourself on the agenda for an upcoming panel discussion conducted by your local chamber of commerce, Rotary Club, or industry group. • Try public relations. PR helps companies build trust and maintain relationships by delivering tailored messages to key publics through a variety of channels. Advertising can be expensive; during economic downturns, consumers rely more on personal recommendations. An effective, low-cost strategy is to reach out to your local community health reporter and pitch a story about the benefits of speech-language pathology and audiology services. Favorable publicity and the unbiased, thirdparty endorsement of the press lends credibility to your services. • Advertise wisely. A fast and effective way to raise awareness is through a small, inexpensive advertisement in your local paper or cable television company. With advertising revenues down, local newspapers and cable television stations may be willing to negotiate prices. In addition, more than 80% of seniors regularly read the newspaper, making print ads an effective medium to reach this market. • Use the Internet and social media. More consumers are using the Internet to research health care information. Update your Web site to reflect your services, provide information about insurance options, and offer testimonials. Use social media tools to promote your services. Post information about your company and services on a blog, Twitter, or Facebook. The United States has experienced nine other recessions since World War II, and like with any other economic downturn, a full recovery from the current recession will take time. These tips may help you and your organization get through the days ahead. Greg Weimann, MBA, an ASHA public relations manager, can be reached at gweimann@asha.org. Resources • Frequently Asked Questions about Business Practices (www.asha.org/ practice/faq_business_practices_both.htm#1) A collection of resources and tips on starting and managing all aspects of a business practice, including marketing. • Marketing Manual: A Reference Guide (www.asha.org/practice/ marketing/marketing101) This comprehensive guide explores aspects of marketing in all practice settings, including schools. It covers planning a program, doing research, defining an audience, developing a message, developing brochures and handouts, using different marketing tools, and other facets of marketing. • Public Relations Handbook–A Guide to Reaching the Media (search “PR handbook” at www.asha.org) This comprehensive, step-by-step guide offers an overview of the many types of publicity, ideas for garnering publicity, examples of media-generating events, and methods for approaching different types of media. It also provides sample documents and a glossary of terms. • Internal Marketing for the Established Audiology Practice (http://aja.asha. org/cgi/content/abstract/1/3/57) This article in the American Journal of Audiology outlines several marketing activities aimed at current clients. • Promotional Marketing of Audiology Services (http://div11perspectives.asha. org/cgi/reprint/16/2/16) This article discusses marketing from the perspective of university audiology clinics. • Medicare Marketing for Private-Practice SLPs (www.asha.org/publications/leader/archives/2009/090616/ 090616d.htm) This article in The ASHA Leader outlines marketing strategies for private-practice SLPs who want to attract clients who are Medicare beneficiaries. • Using Physician Newsletters in an Audiology Practice (www.asha.org/ publications/leader/archives/2003/q2/030401a.htm) Primary-care physicians are an important source of referrals for audiologists, and newsletters can be an effective way to reach this audience. August 11, 2009 http://aja.asha.org/cgi/content/abstract/1/3/57 http://www.asha.org/practice/faq_business_practices_both.htm#1 http://www.asha.org/practice/faq_business_practices_both.htm#1 http://aja.asha.org/cgi/content/abstract/1/3/57 http://div11perspectives.asha.org/cgi/reprint/16/2/16 http://div11perspectives.asha.org/cgi/reprint/16/2/16 http://www.asha.org/publications/leader/archives/2009/090616/090616d.htm http://www.asha.org http://www.asha.org/publications/leader/archives/2003/q2/030401a.htms http://www.asha.org/publications/leader/archives/2003/q2/030401a.htms

Table of Contents for the Digital Edition of The ASHA Leader - August 11, 2009

The ASHA Leader - August 11, 2009
Contents
Four Members Elected to Board of Directors
Readers Respond
Audiology
Congress Begins Health Care Reform Debate
Medicare Private Practice Poses Concerns for Some SLPs
Custom Fit Your Marketing
Personal Music Players
From the President
Convention Preview
2010 Dues Change
Ethics in Private Practice
Missouri SLPs Win on School Retirement Issue
Classifieds
A Deluge of Human Kindness
First Person on the Last Page

The ASHA Leader - August 11, 2009