The new year offers a great opportunity to start fresh. Now's the time to look back on what went well, evaluate what went wrong, and devise a plan for improving performance in 2020. Did you hit your targets for referrals, starts, and production? If you did, how can you build on that success? If you didn't, what changes can you make to get back on course?
Set marketing targets for the new year. Measurable targets help drive performance. If the target is to increase patient referrals 15% annually, you must also set weekly and monthly targets to reach that year-end goal. Plan your strategies so that marketing activities are consistent and ongoing throughout the year.
Don't forget to start the new year with a 12-month marketing calendar. Based on this year's results, identify marketing strategies worth continuing in 2020. Add new ideas to reach a total of at least 15 strategies and to achieve a high level of diversity. Then set deadlines and dates for implementing your marketing plan throughout the year. This will help ensure program consistency and continuity.
Roger P. Levin, DDS, is the CEO of Levin Group, a leading dental management consulting firm, and one of the most sought-after speakers in dentistry. Dr. Levin has authored 65 books and more than 4,000 articles on dental practice management and marketing. You can sign up for the Levin Group Tip of the Day.
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