Data-Driven Marketing - Why It’s Vital

Do you want to hear what’s a shame?  We see a lot this in our business.  We talk with so many dentists and doctors who have spent thousands upon thousands of dollars on marketing and they have no idea if it worked.  Maybe it did, maybe it didn’t, but they have no idea either way.  Or many, do know that it hasn’t worked, but they don’t know why and they didn’t realize it until they had already spent buckets of money on marketing that was simply guessing.  

This is the sole reason why we believe in data-focused marketing.  You simply take the guesswork out of the mix.  That’s the biggest reason why data-focused marketing is vital in today’s world.  You have so many possible places to do marketing and advertising, but if you are just “trying things out” you will spend countless dollars on marketing that isn’t driving any results.

Our Location Viability Studies are one prime example of how you can take the guessing out of the equation.  A practice owner can get a clear picture of the surrounding community.  And, it’s not just a big picture overview with a few stats. It’s specific data focused on the exact community within certain mileage parameters.  It’s a look at household incomes and other demographics that fit that specific targeted geography.  You can know exactly who your target market is.  From there, it’s not necessarily easy as pie, but it’s definitely straightforward.

Marketing is an art and science even when you know the vital information, but first you HAVE to start with the vital information.  When we’ve done a Location Viability Study for a client, we have the plan of where to go and what to do, but we still have to do the work of actually marketing your practice.  The difference is that we know exactly who we are sending our message to, and we can craft the way we do that to fit that audience specifically.  

Avoid shiny object syndrome with data and a plan.  We get distracted by all of the latest and greatest stuff popping up in marketing and business, and it’s no wonder that others do too.  When you shift your focus to the newest shiny object you deviate from a plan.  While it can feel fun and innovative, spending money on the newest shiny object may not be the best use of your marketing budget.  On the other hand it might.  But, if you aren’t leaning on data and a plan to help drive your decisions, you’re simple throwing dollars to the wind and hoping that something will stick.  

We know that a lot of doctors and dentists would simply love to take the guesswork and confusion out of marketing.  And rightly so!  You want to be focused on teeth, not your marketing efforts.  When you focus on utilizing data you can focus more on the things you love and less on the parts of business that you find confusing.