17 Jan 2019  •  Marketing and Design  •  3min read By  • Lisa Jones

Writing for your target audience

How much do you consider your audience when you create a marketing campaign, or even a poster or flyer?

Every marketing campaign should be targeted towards a particular type of person. Do you know who you are trying to talk to, or do you fall into the trap of trying to appeal to everyone in the hope that if you cast your net wide enough, hordes of new patients will come walking through your door?

If this is the case then it’s probably more likely that you’re missing the mark entirely by producing safe, ‘on the fence’ messages that won’t capture anyone’s attention. People are more likely to dismiss or ignore more general marketing messages assuming they don’t relate to them.

Here’s a few tips on what you should be asking yourself when considering any kind of marketing project – whether you’re looking to rebrand and change your image to appeal to another type of demographic, or are trying to promote a particular treatment.

As an example, let’s look at an Invisalign® Open Day event.

Who, in your previous experience, takes up this type of treatment?

In other words:

What age range do they fit into?

For the sake of the exercise, let’s say that your practice mainly sees people between the ages of 25-35 for Invisalign® cases.

What kind of lifestyle do they have?

They could be mainly single professionals that work in your area.

What’s stopping these people from taking up treatment now?

Budget could be a large barrier toward this more high-end treatment which is stopping them coming to you. Other reasons could include not understanding the treatment and its benefits.

What’s important to them in regards to this treatment?

Affordability along with improved confidence in their appearance.

What should you learn from this?
  1. Design your flyer to target 25-35 year old single individuals. You could showcase some of your previous success stories for the personal touch, or simply use the right kind of images to make an impact on this demographic.
  2. Make it clear that you offer finance at the practice to allow your target audience overcome the barrier of budget restrictions enabling them to take up the treatment they want.
  3. Distribute your marketing in the most effective way by concentrating on where your target audience will be located – this is where the lifestyle question comes into play as you can target the companies where they work or the gyms that they attend.

You can apply this approach to any marketing project you undertake. Ensure your campaign is reaching the right person with a tailored message and increase its success rate!

Not sure if you’re reaching the right kind of people with your current marketing strategy? Call the Practice Marketing Team on 01691 684 151 for advice and further support.


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