How Much Should You Spend For Each?
This is Part 5 of 5 of the Ben Altadonna Chiropractic Marketing Strategies series on Internal vs. External Marketing.
If you’ve been following this chiropractic marketing series (see links to previous posts below), you should know the difference between marketing “FOR” and marketing “TO” patients.
If not, I highly recommend that you go back and read all of them.
Okay, so how much should you spend marketing “FOR” and marketing “TO” patients?
It depends…and always remember, it’s not all about an investment in dollars. Anything worthwhile should also require the investment of thought, time, people, and the awareness of opportunity costs.
That’s why I try to engage only in activities that give me leverage. Typically this means that whatever I produce or the byproduct of my activities can be used, recycled, or re-purposed over and over and over again.
So, when it comes to how much you should “spend” on marketing “FOR” and marketing “TO” patients …try to keep all these different factors in mind.
Think long-term not short-term.
I will tell you this, if you are spending more on marketing “FOR” patients than you are marketing “TO” patients, then your practice is out of balance. It’s unstable, and it suffers from a deficiency in compliance, referrals, reactivation’s, and possibly patient satisfaction.
Lastly, trading time for dollars should only pertain to the delivery of your service, not necessarily the marketing of it.