Audiology Marketing, Learn Who You Are Marketing To
Written on Friday, July 4, 2014 by Geoffrey Cooling
Your Audiology Marketing needs to reach many Audiences
It is imperative that you remember that the target of your marketing, your audience is not always who you think it is. Let me explain, I have heard it many times, “I don’t see value in internet presence, my Patients aren’t on the internet”. They may even be right, it's possible that their patients belong to the less than 40% of over 65s that are not on the internet or Facebook. However, even if every one of their customers is a Luddite afraid of the machines that think! The statement still shows a lack of understanding of who exactly they are marketing to.
A hearing healthcare practice actually has three target markets that they need to reach with their audiology marketing. Three separate demographics of people who are each important to the success of your audiology marketing and your business.
The three demographics are
Over 69 years, born before 1945, these people are your traditional patient base, the people who up to five or six years ago made up perhaps 90% of your patient cohort. Obviously an important target for your marketing.
Anywhere between 50 and 68 years of age, these people are quickly becoming a major part of your patient cohort and therefore are a major target for your marketing.
Born between 1965 and 1984, these people are a forgotten but important target for your marketing. These people are the sons and daughters of your primary market. They are often the instigators of the process of hearing better and they are certainly undertaking the job of a researcher.
Very Different Personalities
Obviously, these demographics have very different characters, share different concerns and values and have differing media appetites. When it comes to media appetites the two things that these three demographics share are the adoption of the internet and the use of email. Surprising, isn’t it?
It is imperative that you understand that the target of your marketing is not always the demographic that you think it is. It is also imperative that you remember that you are in fact trying to reach three different audiences with your marketing. Not just that you need to understand these personas and their habits in order that you can target them in the right place with the right message.
With this in mind, you need to use multiple messages across multiple channels using differing copy and styles to hit them where they live. The beauty of a website and other online channels for audiology marketing is that you can cheaply deploy differing campaigns across different channels to target each of your audience targets.