Can You Build A House With Just A Hammer?

DJ Smith / Mar 2nd / Comments

With the advent of new technologies and methodologies to communicate with their targets, many organizations are forgoing a solid marketing mix and are dangerously focusing on one tool to get the job done. You can’t build a house with just a hammer alone. Likewise, you can’t build a solid marketing strategy using only new media or print collateral alone. An integrated strategy that employs all available (and appropriate) tools is the key to a successful marketing effort.

There are various tools available to an organization to market itself successfully. Physician Group A might find that employing social marketing/networking to be a great tool for their organization while Physician Group B sees an e-mail newsletter working better for them. Still, Physician Group C thinks that a direct mail piece would be best for their goals.  Which is better? The effectiveness of each of these three marketing efforts is diminished because they are working alone. An integrated strategy would take all three efforts, find the right place to implement them in the plan, monitor the quality of the implementation, and use other tools to reach the goal.

For instance, let’s say Physician Group A’s goal is to increase screenings for cataracts. They might send out a direct mail piece that encourages the community to go online to the practice’s Web site and download educational materials about the importance of getting screened. Ideally, there would be call to action that encourages the community to sign up for a screening. At the same time, Physician Group A might create a physician-centered e-newsletter that educates physicians on new treatment options while also requesting referrals. Physician Group A could additionally set up a blog that speaks to current events and issues associated with age-related vision. That blog could be supported through social media outlets. The tools employed all point back to the practice’s goals without relying on just one tool.

The marketing efforts of any organization should make use of more than one marketing tool. Just as a carpenter uses a saw in conjunction with a hammer, screwdriver, and measuring tape, so should your marketing strategy. If not, you’ll end up frustrated by the good effort and money you spent with little to show for your efforts.