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| "Stop thinking about what you want and start thinking about what people need." [design by ilovedust] |
During my junior year of college, it was an advertising professor who first told me that marketing was both a science and an art — and those words have proven to be true in each new project I encounter. Combining linear scientific logic with creatively analytic brainstorming is the formula for a marketing sweet spot.
The science aspect of marketing is about the quantifiable process. It involves analyzing the measurable details to draw logical conclusions:
- What is your marketing goal?
- Who are you trying to reach with your message?
- What is your budget and/or timeline?
- What tools are available to you?
- Does my plan conform to Medicare guidelines?
The art aspect is about the intangible, gut feelings in marketing. Being able to understand how your customers think and feel is important for motivating a call-to-action:
- What does your patient want?
- What does your referral source want?
- How can you make your company "easy to use?"
- Who do you need on your marketing team?
- Can I get my staff to participate?
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