Marketing gurus talk about “RIFLE MARKETING” & “SHOTGUN MARKETING”.
I will try & explain this in brief.
“RIFLE MARKETING” is when you target a clearly defined audience.
“SHOTGUN MARKETING” is when your audience is more diffuse.
EXAMPLES:-
- When a company selling implants targets only implantologists ,it is rifle marketing.
- Existing patient outreach program or a medical fraternity outreach program by a dental surgeon is a type of rifle marketing.
However every business or a practice experiences client attrition or patient attrition. It is therefore essential that you keep on adding clients to your existing client base or keep on adding patients to your existing patient base.
So an implant company needs to reach out to dental surgeons as well so that as & when they start doing implants they will become its clients.
A dental practice needs to have a COMMUNITY OUTREACH PROGRAM so that it can get new patients.
This is SHOTGUN MARKETING.
Now “Rifle Marketing” will work only if your “Shotgun Marketing” is good enough. Only if Shotgun marketing is effective will your client/patient base expand. Only when your client /patient base expands will your rifle marketing become profitable.
And what will work for one dentist/company will not work for another dentist/company.
What worked in 2017 will not work in 2018 and what is working in 2018 will not work in 2019.
For assistance in COMMUNITY OUTREACH program , EXISTING PATIENT OUTREACH program & MEDICAL FRATERNITY OUTREACH program contact: admin@dentistytoday.info.
Regards,
Dr. Veerendra Darakh
www.medicalmarketingtoday.info
