Position Your Practice Positioning or repositioning your practice in the marketplace means finding the most profitable intersection of professional expertise and unique opportunities. Whatever the makeup of the area in which you live and work, there are situations that can be used as starting points for market research. Probing them often reveals untapped opportunities. Marketing materials and public relations efforts should be designed in a manner consistent with the clinician's desired market position or focus. Clinicians shouldn't turn away patients who don't fit into their mold, but no one practice can take advantage of every opportunity.
Market research helps paint a picture of the practice landscape.
Gather enough information to understand what the market will support and match your unique abilities and preferences with the right opportunities. Cost-effective marketing research activities are designed to speak directly to existing and potential customers. Most can be conducted with or without the assistance of a marketing consultant. Any one or a combination of activities can be profitable as long as the clinician remains dedicated to allowing findings to influence marketing efforts and practice direction. It's easier to duplicate success than to originate it, and existing clients represent a good place to start market research.