Q: What exactly is 'marketing'?
A: Marketing is about opening up and improving communications between businesses and practices and their "customers", and using that communication to get more clients or patients. And, yes, it is surrounded by misconceptions.
Marketing is not advertising. Advertising tries to sell to people without knowing much about them, things they may or may not want. Marketing finds out who they are, and what they do want. And only then the product or service is designed.
Advertising is centered on the product. Marketing is centered on the person -- on learning what people look for, why they go here and not there, why they stay with a service, why they leave that service, what they expect, what they need, what they demand.
Advertising is static. It merely sells a given product. Improving that product is outside its scope. Marketing is growth, evolution, innovation; it sensitizes its clients or patients to wants, to changing circumstances, it explores and initiates ways to adapt and expand -- and succeed.
Q: Isn't the cost of hiring a marketing firm expensive?
A: No. You're hiring us to increase what you take home.
Look at it this way: If we increase your client or patient count by as little as five per month, that is often more than enough to cover all our expenses. And then those profits are free and clear the next year.
And the next and the next, year after year after year.
We've raised new client counts by more than five patients or clients per month. We've raised the number of new patients or clients by the hundreds. And we can raise yours.
Q: What happens when we leave? Does your client count drop again?
A: Not at all. Your staff will have been shown all the relevant marketing techniques to maintain your practice at its new levels. Or even to improve it further, if you wish.
Your new clients aren't going to be coming to you because of some flashy empty ad campaign. They're going to come to you because our marketing will make clear your genuine skills and services and qualities, and because the feedback we get and analyze from your clients will help you to provide the services your clients want and need.
You and your staff will be shown the simple effective steps needed to get new business and secure regular clients or patients. And your firm will continue to grow, at the pace you want.
Q: Won't getting involved in marketing take away from me doing my practice or business?
A: Just the opposite. After all, you're hiring us precisely to do all the work of interviewing, writing, mailing, data analysis, dealing with printers and media people. You'll be able to take care of your clients and patients just as before. Better, in fact.
Because our marketing techniques will not only free up your time so that you can concentrate on your work, but also give you information about your clients or patients. You'll discover what is keeping clients or patients away.
Q: Why should I hire you when I can market myself?
A: Do you really have the time to compose a battery of questionnaires? To collate and analyze stacks of raw data? To write and illustrate your own brochures and mailings? To produce your own newsletters? To create and place your own media promotion? Do you really have that much time to take away from your work? From your family?
Marketing is time-consuming work.
Q: Why choose The Galen Group?
A: As far as the Rochester area goes, there isn't any other professional services marketing firm. Others don't specialize in highly educated and skilled individuals and their services. There's a difference. And out-of-town firms don't understand Rochester's unique values. We do.
Q: I'm interested in learning more. What do you charge for a consultation?
A: A first consultation is entirely free. Call us and we can talk over your needs directly on the phone, or arrange a meeting at your convenience. No charge.
Q: How long have you been in business? And who, specifically, have you worked for?
A: We've been in business nearly 23 years now. (Feel free to look at the list of our clients).
Q: What I'd like to know how to get in touch with you.
A: Just contact us.
Jonathan T. Rich, M.A., M.B.A.
