Place: Minding Your Marketing Ps and Qs (part 6 in a series)

by Dr. Rick Kirschner on December 10, 2012

The world has changed, and so has the way in which people learn about businesses and decide to do business.

Once upon a time, products and services were distributed geographically.   If you lived in the west, most of what you got came from the west.  If you lived in the east, the same.  Today, we have a global economy and democratizing technology.  You can almost be anywhere and do anything for anyone.  The internet has been the main driver of this dynamic.  Previously, it was driven by the increasing  mobility of our society.

Nowadays, place refers to things like what your location, appearance and such say about you and your business or practice, and about your position in the community around you.  That’s just one more reason for people in business to network with other people in business, and for healthcare providers to network with other healthcare providers.  Strengthening your community ties adds power to your place in the scheme of things.   Are you LinkedIn?  Because your connections can hook you up, and you can do the same for them.

Perhaps you can offer a service to other people doing similar work to your own, or offer an exchange of services for referrals, or an exchange of services to supplement what you can do on your own.  Finding your place in your community means listening to people, finding out what needs aren’t being met, or aren’t being sufficiently met.  And it means getting to know the community by being in dialog with the people in it.

What does the location of your practice say about your competency, confidence and ability?  If you’re in a hole in the wall, or on the third floor of a building with a greasy spoon or pawn shop at the entrance, you probably aren’t going to get a lot of traffic from people going by, unless small businesses tucked into crowded building fronts is how your city looks to its citizens.  It sometimes pains me to see talented practitioners operating out of what is esesentially a closet, with no receptionist, no brand identity, because people are unlikely to make referrals to people practicing in places they aren’t pleased or proud to be going to.   That’s why it may be more profitable to start up in a group practice that makes a more positive impression than what you can afford on your own.

Your comments and feedback, along with any questions you may have, are certainly welcome below.

Be well,


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