Identifying the best ways to get your practice noticed by the community as a whole can be challenging. There are so many opport
unities, all vying for your time and marketing funds. Before you begin, here are some marketing truths to consider:
- With limited funds, be sure to target your efforts to the audience best suited for your message.
- Work smarter, not harder is a great motto for all activities.
- When you have a few extra dollars, consider ways you can participate in community activities to benefit a cause and give your firm visibility with audiences. That’s working smarter!
Sponsoring community events and activities will increase your company’s image and credibility. Your firm will be identified with the organization or cause you’re supporting, and you will be able to expand your public profile at a relatively inexpensive cost. Period.
I’m not advocating that you run out and sponsor every opportunity that comes your way, but careful targeting of these opportunities can yield a great reward. For example, if you are a practice that specializes in pediatrics, participating in events that support the Muscular Dystrophy Association or other local kids causes makes good sense. If diabetic footcare is one of your largest markets, consider supporting the American Diabetes Association, Juvenile Diabetes Research Foundation activities, or events at your local senior center.
Networking through community organizations like the Rotary Club or Chamber of Commerce comes with great benefits, too. These groups often have opportunities for members to showcase their businesses either in person or in print in their newsletters. You’ll have the chance to meet a variety of people from all sorts of businesses who may need your services in the future or know someone who needs your services now.
Wellness initiatives like run/walks and disability sporting events are also opportunities to consideras are local high school career days, adult and children’s sporting leagues, fairs, festivals, and clean-up events at parks in your area.
Disabled athletics is another area where your dollars can do great things. Perhaps you have a patient who is an aspiring Paralympian, or you know of someone in your community who excels on the field despite a disability. Training facility costs, equipment, and travel charges are all items that you could underwrite. You could also consider working with them to develop news releases or reach out to the media to tell his or her story to the community.
Last spring I participated in a sponsorship event organized by Disabled Sports USA (DSUSA). I have seen firsthand how funds donated by companies and individuals truly have an impact on the lives of others. DSUSA plans many, many activities each year that make a difference to wounded military and their families. The importance of these activities is great and you can be a part of that positive influence at a local level with your sponsorship.
Activities like these do a lot to expand your reputation as a company that cares about the community. They show you are a company with heart.
You know you care. Now it’s time to prove how marketing can really matter!