It’s already back-to-school season! Are you aiming to attract more athletes? Hosting sport-related workshops at schools & inviting parents, getting time at preseason camps and workouts to talk about injury prevention, monthly workout and recovery newsletters for coaches and administrators—these are all ways to promote brand awareness and gain trust as a local expert. When reaching out to this audience, whether through print, in person, or online, remember there are actually 4 groups of people you will need to have messaging planned for: ATHLETES For athletes under 18, your marketing is about planting small seeds of information and maintaining the right athletic image. Remember that you’re talking to someone who isn’t likely the primary decision-maker in their own healthcare. Portray the right, sport-loving, trustworthy image but don’t worry about closing any signups. PARENTS What is the number one concern of any hockey, soccer, or football mom? It may seem like playing time but at the end of the day, it’s little Johnny not getting hurt. This is where the injury prevention talk above really comes into play. If you’re able to get parents to a workshop about preventing teen athlete injuries you’ll have their very dedicated attention. Otherwise, prepare handouts for the school or athletes to pass to parents. Also, keep the topics simple such as “Preventing long-term injuries in teen sports” or “How to know when your child’s pain needs attention.” Don’t scare them! COACHES Coaches can be a mixed breed. Much like players, performance is more likely to keep them up at night than safety. That said,
they likely face daily pressure from superiors about safety and administrative responsibility. Your goal in coach relationships should be to resonate with their desire for better performance while showing empathy—and a solution—for their pain of satisfying safety requirements. Pro tip: don’t ignore summers with coaches. They may not be in the office consistently, but if you can use email marketing or send direct mail to their home at least once over the summer you’ll be in a better place once fall sports kick off. FINALLY, CONSIDER USING GOOGLE ADS FOR THESE KEYWORDS… When someone does experience a serious sports injury, their likely first action will be internet research. But they probably won’t search for “sports injury clinic”! Consider using Google Ads for these keywords: • Recovering from an injury • Leg injury • Arm injury • Foot injury • Ankle injury • Throwing arm pain • Pain playing sports • Football injury, hockey injury, or any sport that is popular in your area. For additional ideas, Google some of these terms in your city (or any city!) and read a few results. THE BOTTOM LINE At the end of the day, marketing your sports injury services boils down to one simple element – delivering the right image and message to your audience. Whether you’re a specifically athletic clinic or looking to expand your patient base, you can create a winning game plan with the right understanding of who you’re talking to.
And don’t wait! You need to start NOW to prepare for fall sports!
STAY IN TOUCH WITH YOUR MARKETING TEAM! COMMUNICATE WITH US WHEREVER YOU ARE WITH THE BASECAMP APP! DOWNLOAD THE APP TODAY!
Made with FlippingBook Converter PDF to HTML5