Your Target Audience Is Probably Not One Person

Patient growth depends on choosing the right target audience. Most clinics have more than one, and each of them needs something different from the clinic.

Each audience needs its own setup

A single campaign for everyone tends to speak to no one in particular. Each audience needs its own ads in social media, shaped around what that group cares about. It needs its own pages on the clinic's website, so every visitor finds themselves there and finds what they came for.

The setup continues after the first visit. Each audience needs its own follow-ups, its own atmosphere in the clinic, and its own promises. Those promises have to be kept, because a promise that the visit does not deliver is a patient who does not return.

The picture in the owner's head

Many owners picture their target audience as the people they like. There is nothing wrong with that. Each of us has our own taste, hobbies, lifestyle, and background, and it is natural to imagine patients who look like us.

The risk appears when that picture quietly becomes the strategy, and nobody checks it against reality.

The step that changes the picture

Research who actually comes to your clinic, and see whether it matches your perception. The answer often shows a wider group, or a different one, than the owner expected. Once that is clear, each audience can be addressed directly instead of guessed at.

What we do

At BRANDAY, we run our own research and build custom ones for each clinic's needs. You can find out more on our medical marketing strategy page.