Marketing Principle: Hit Your Target
As the adage says, “You can’t be all things to all people.” The
same is true for marketing physical therapist services. Have a
clearly defined target market. This will take the guesswork and
waste out of your marketing efforts. Knowing your customers
makes it easier to speak directly to them with a message that
resonates. One of the most regularly used methods of defining
a target market is with demographics—statistical characteristics
of a population—that create specific customer segments.
Demographic data can include age, sex, geographic location,
presence of a chronic condition, and much more.