Research into health professionals’ marketing activities

Below are the results of some research we carried out a few months ago. In total 44 health professionals – including acupuncturists, osteopaths, physios and massage therapists – took the survey.

These results won’t come as a surprise to many. The overwhelming majority find it almost impossible to make time for marketing. So much time and energy is put into caring for their clients that some health professionals rarely get the chance to focus on the business aspects of their practice. This can at times be to the detriment of their practice. To make ends meet, a significant number of professionals focus overwhelmingly on their current clients and not enough on their prospective clients.

But even if professionals did have more time, would they necessarily spend those few extra hours marketing their services? One question I get asked continuously is ‘how much time should I spend per week marketing my services?’ Sadly it’s an impossible question to answer. However, it’s essential that professionals keep a record of how each and every new client has come to learn about their services. Without this info it’s not possible to analyse which marketing channels work best and how much time and money should be distributed between each channel.

The pie chart above really struck me. It shows that the vast majority of professionals aren’t using the internet for marketing purposes because they feel that they either lack the know-how or the means. I can completely sympathise with them. For many, the internet is too complicated by half. I hope that they will read this blog to discover simple ways to promote their services online. However, it’s a common misconception that money is required to use the internet as a marketing tool. In fact the internet is not only becoming one of the most powerful sources of new business, it can also be an entirely free source of new business. Social media requires no budget at all. All it requires is the will to get involved and learn as you go. I am meeting health professionals on a weekly basis who are taking steps to build a presence online with a blog, twitter or other social media tools. It’s time that all professionals found their voice online.

Here’s a chart to show which channels health professionals are currently using:Not surprisingly online directories are the favourite amongst professionals. Sadly though, these directories are rarely good value for money. Companies like Yell.com may charge up to £300 per year for a professional to list their services. This service – at that price – wouldn’t even allow the professional to share information about themselves, their interests or their qualifications. Fortunately though, there are an increasing number of professionals who are now using tools such as twitter to market themselves.