Today, I’d like to discuss a strategy that is a little too advanced for most D.C.s.
…but since the value of segmenting is so huge, and because it could be a huge game changer for some of you, I thought I’d at least touch on it a bit.
List segmenting is all about having the right message to the right market… because if EVERYBODY’S your market, then NOBODY’S your market.
So, the more narrow the message and the most narrow the market, the more effective the marketing.
Here’s a few lists that some of you could probably come up with or create: (If you haven’t been using PBA systems to keep them warm, then only go back one year.)
- Past P.I. patients
- Patients with back pain and “good insurance”
- Patients with back pain and no insurance
- Medicare patients
- Women of a certain age group
- Men of a certain age group
- Patients that typically come in for maintenance care
- Patients who rarely come in
- Patients that haven’t come in in the last 3-12 months
- Vocation, hobby, or sports specific prospects
Next is to create a message.
You can either do a multi-step campaign to that list every 3-4 months or do a specific monthly mailing just to them with a message that is congruent with who they are and/or what they are into.
List segmentation is something you do ON TOP of everything else because it’s the “everything else” that also makes the segmenting work a whole lot better.
What am I referring to?
The “Daily Health Update” emails , the “In Good Hands” email, the “Modern Physician Letter”, the “Stick Letters”, the “Blog Postcard”, and everything else that PBA provides and does for D.C.s.
Watching Your Back,
Ben Altadonna, D.C.