Direct Marketing Mythbusters: “Build It and They Will Come” (What a Big Fat Lie)

“Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.”

Steuart Henderson Britt

It’s worth noting that when Costner was advised to ‘build it’ the ‘they who came’ were not paying customers, they were moochers -none of the dead ball players actually paid to use the baseball field. Nobody in the movie paid to watch them play. So if you aren’t in the business of making money then build it and they will come makes perfect sense.

For some reason there is a belief that just building a product is enough to drive customers to your door. I don’t know why this came about – but for now I am going to blame Field of Dreams – although for some reason I suspect this happened before 1989.

“Build a better mousetrap, and the world will beat a path to your door” – incorrectly attributed to Ralph Waldo Emmerson in the late 1800′s. So the myth has been around a while and if I was a more diligent student I could find something earlier.

However, if you are genuinely in the business of making money then you need customers. Nobody or nothing else can give you money.

And marketing is the art of getting and keeping customers. So best we spend some money on marketing rather than on building it or making that better mousetrap.

Personally, I don’t really care how good the product is, unless someone buys it, and you make money on the transaction. So yes you need a good product but you also need to be able to sell the product in sufficient volume to make money.

Drayton Bird is fond of saying something along the lines of “Great marketing of a bad product will only kill it faster.” The product lingers on long after the glow of the great marketing has subsided.

Build it and they will come/ build a better mousetrap is more about cart before the horse, in the world of making money.

You need to know you can and be able to sell the thing before you ever make it or waste precious dollars on product development. Generally speaking, there are millions of people who can make and a relatively few who know how to sell. The selling of the product is the hard part. Best figure that part out first.

Once you know how to sell your product, then the making part is easier. The added bonus is, if you find out in the sales and marketing testing phase there are benefits and features you need to add to the product that your market wants then you don’t need to go and rebuild the product from scratch.

It’s much easier just to build an product the market wants in the first place.

Build it and they will come: Myth Busted.

What Chiropractor Lists Can Do For Your Direct Mail Marketing

One of the most effective marketing tools is direct mail. Direct mail whether by the US Postal Service or e-mail ensures that your important information is reaching a targeted audience, an audience that is need of your products and services.

In fact, traditional mail when used in conjunction with email can be some of the most effective ways to market to your chiropractor list. Like any asset, your chiropractor list needs to be constantly updated and refreshed. One way to expand your marketing presence is to expand your chiropractor list.

There are at least four ways that you can use to expand your chiropractor marketing list:

1. Place an email opt-in form on your website.

2. Obtain chiropractor lists from your state chiropractic regulatory agency

3. Rent a list from a marketing list provider

4. Buy a list from a marketing list provider.

Today, most businesses that have a website also offer free reports or newsletters in exchange for customer contact information. To get the best results from your opt-in form, ask for only the information that you need and be sure to place the opt-in form “above the fold” where it can easily be seen by site visitors.

Most states provide a way for you to obtain their chiropractor lists. Some charge a fee and others do not. Depending upon your state, the list may or may not be formatted for generating email blasts or mailing list labels. This may create some work on your part but if you have the time and the right software, this can be an effective way to add to your list.

When you rent a list from a marketing list provider, you can identify the market segment that you’re interested and send the list provider your marketing copy. They will take care of sending your email blast for you.

When you buy a chiropractor list from a marketing list provider, you will receive the list in electronic format. Often times, the list can be emailed to you or sent to you on CD. The marketing list provider will have already formatted the list for you so that it can be used quickly for your email blast or to create mailing labels. You may need the assistance of a third party email service although many marketing list providers also provide this service.

Purchasing a list will provide you with better options than renting a list. When you own your contacts list you can reuse the information as much as you like, fine tune the mailings to a select area and add additional information as necessary. These lists come in an easy to use format that will have you ready for your marketing campaign almost instantly.

You might consider buying a chiropractor list if time is factor. The marketing list provider has done most of the work for you. Also, many marketers may find that buying a list can be a real value. Depending on your product margin and the lifetime value of a customer, winning only a couple of new customers can pay for the list.

Growing your business demands a consistent approach to marketing. Direct mail provides you with the access to potential customers. Marketing is a long-term, relationship-building process. Regular contact with your chiropractor list will grow sales over the long-run.

How Should A General Practice Respond In The Face Of A Pandemic?

What is a pandemic and what are the signs that one is occurring?

A pandemic is when a disease spreads quickly and affects a large number of people. There are usually warning signs that a pandemic is occurring, such as an increase in the number of cases of the disease, or when the disease starts spreading to new parts of the world.

The Covid-19 pandemic in recent times is a good example of a pandemic which has spread to almost the entire world, and is to this day causing a lot of deaths, as well as infections.

What can be done to prevent the spread of a pandemic and protect those who are at risk?

When a pandemic hits, everyone needs to be aware of it and take the right precautions to prevent themselves from becoming infected. General practices can play a vital role in educating people about the risks of pandemics and how to protect themselves. They can also provide support to other health care workers who may be struggling during this time.

There are a few things that general practice owners can do to help prevent the spread of a pandemic, and protect those who are at risk:

Develop a plan. According to practice management consultants, this should include what procedures you will put in place, how you will communicate with your staff and patients, and what supplies you will need.
Educate your staff about the risks of pandemics, and train them on how to spot the signs and symptoms of an infection. They need to be able to identify patients who may be infected, so they can be isolated and treated.
Stockpile supplies such as masks, gloves, hand sanitizer, and disinfectant wipes. You may also want to consider stocking up on prescription medications and medical supplies.
Restrict visitors. During a pandemic, it is important to limit the number of people who come into your office. This will help reduce the risk of exposure to infection.
Stay informed. Keep up to date on the latest information about the pandemic, and share any updates with your staff.
Be prepared to close your practice if necessary. If conditions worsen and you are unable to safely provide care, you may need to temporarily close your office.

While general practices should take these steps to protect themselves during a pandemic, they also have an important role in supporting other health care workers. They can do this by:

Providing training for other health care workers on how to spot the signs and symptoms of an infection.
Make sure you have a plan for dealing with an influx of patients, should the need arise. Have enough staff available to deal with increased demand, and make sure they are trained in proper infection control procedures.
Have sufficient infrastructure in place in case you need to isolate your staff or patients.
Make sure you have an adequate supply of medical supplies and equipment to deal with a potential pandemic.

What resources are available to help manage a pandemic situation effectively and safely for all involved parties?

Every country will have many resources that they share with related parties, especially those in health care, as well as with each other. Through organisations such as the World Health Organisation (WHO), the Global Outbreak Alert and Response Network (GOARN), and Health Cluster, a great deal of sharing and mobilising of resources takes place during an emergency. In addition, each country will have its own national health authorities who can offer guidance on what to do locally. They can also help with co-ordinating international support if it is required.

The organisations will provide a range of information and guidelines that need to be followed during such a time, including general guidelines as well as more specific information for different types of organisations such as hospitals or schools.

One of the most important aspects of overcoming a pandemic is knowledge sharing. As soon as a potential pandemic is identified, the World Health Organisation (WHO) will work with other global health organisations to share information on the virus and how it spreads. This sharing of information enables countries to prepare for an outbreak and helps to ensure that any response is coordinated. In times of crisis, good communication between all parts of the health system is essential. The international network of disaster management centres can help with this by coordinating resources and providing support where needed.

The role of governments during a pandemic is also critical. They need to ensure that laws are in place to protect people from the virus and that necessary resources are available. Governments also need to work with agencies such as the WHO so that they can be aware of the latest updates and take the necessary steps to prevent the spread of the disease.