Are you always looking to keep your winning marketing campaigns fresh, interesting, and new? Surprisingly you may be doing far more harm than good. Before you make another change to your ads read the below!
Recently I had a healthcare practice owner client tell us that he’d never done more than 75 new patients in a month. He was hoping we could help him reach that goal and exceed it.
Of course, if I’m telling you the story then you know we did hit that goal and exceeded it a few months later.
Then came the most surprising request I’ve ever gotten from a client:
He asked us to change the campaign completely for the new month because he wanted to make sure it stayed “new” and “fresh” and besides he was tired of seeing the old ads himself and figured everybody else was tired of them too.
While there is the truth that prospective new patients may go “blind” to seeing your old ads too many times, there is a deeper truth in that you only make changes to the campaign based on what the data is telling you.
In a case where you are seeing highest-ever production, you leave it alone. If it’s winning, let it ride!
However, it is human nature to want to change things. Some of the worst offenders are marketers who, when they’re faced with a campaign that is winning and running on its own, feel like they have to be “doing something” in order to justify their positions.
In the marking business, it is a well-known joke that an idle marketer is the biggest danger to a successful campaign.
The moral of the story is that your marketing is not for you, it’s for your prospects. Only their opinion matters. A pro knows to curb the instinct to over-adjust the campaign as you might accidentally kill the goose that’s laying the golden eggs!
Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.
To save time, many practitioners choose to partner with my agency, The Customer Factory.
To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call.
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