Recently, a medical professional opened an independent, private pay practice. Hoping to court high-end patients, he gushed about the money he had spent on furnishings in the waiting room and even cabinetry in patient exam rooms. But his marketing? A homemade logo, a homely, DIY website and a banner in front that simply said “Now Open.” No other marketing. This happens all too often. Companies make significant investments in equipment, facilities or people, then invest little or nothing in marketing. Yet marketing ensures that your equipment is utilized to its potential, that your facilities are full and your people are busy. It’s an investment. Do it right, and you get a healthy return. Don’t, and you won’t.
