Marketing is often a self-serving activity. Your organization wants (or needs!) more money, more members or more exposure. Usually those three and more. In some cases though, you can address your needs while at the same time providing value to others. If executed properly it can be marketing at its finest. Everyone wins.
As example, we recently worked with the Canadian Physiotherapy Association (www.physiotherapy.ca) on the development of a new site designed to serve and educate the Canadian public. Take a moment and think about what you would do if you twisted a knee while golfing. Straight to emergency? Unlikely. Book an appointment with your doctor? Perhaps, but I doubt it. A betting man says that the average person will get home and type ‘twisted knee’ into Google.
Everyone wants to self-diagnose. Bad back? Google. Sprained ankle? Google. Chronic knee pain? Google. It is what we have been conditioned to do. We recognized this and worked with the CPA to build a site where people could find what they were looking for.
www.physiocanhelp.ca is a site packed full of information that is, increasingly, being generated by Canadian physiotherapists. The public can find useful information, members of the Canadian Physiotherapist Association can share their knowledge and experience, while at the same time subtly promoting their own practice, and public awareness of the benefits physiotherapy is raised.
See what we did there? 🙂 Win, win, win.