#018 – North Eastern Urology
How to have patients
Published on July 16, 2018
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No matter what business you’re in, knowing your target audience is critical to your success. Every business will have a different audience map and sometimes that audience is not entirely in the same group as your customers or end-users.
This week we talked to North Eastern Urology (NEU), a specialist clinic with their primary consulting location in Heidelberg. They’ve been providing urology services for more than 30 years and are very well-known by General Practitioners (GPs). The specialists in the practice are some of the most respected in their field and have been doing good work in the community. They are also looking to expand their reach.
The main thing here is that before we recommend any marketing strategies, our first port of call is for us to know who their audiences are and what they are most likely to respond to.
Two Groups in their Target Audience
First are the GP’s, who are on the lookout for good specialists to refer their patients on to. This is a critical side of the equation and is mostly an industry-relations scenario. Keeping GP’s informed and engaged with useful, relevant information that will help them provide better outcomes for their patients is a good way to go about it.
Secondly, a very important group to reach out to are the patients themselves (and their loved ones). This is a no-brainer and NEU have identified a few groups themselves already. While in this case, it is not smart to “cut-out” the middleman; but it can only be a good thing to directly educate the end-patient who can then ask their doctors to refer them on to NEU.
Knowledge is a powerful thing and knowing who you are talking to is the first step to know what to say.
North Eastern Urology’s website can be found here.
If you’d like to know more about persona work (fancy marketing term for target audience) and how that could fit in with a professional services firm – here’s a earlier episode.
