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From Denise's Desk: The Importance of Target Messaging

Most of us are familiar with the importance of identifying the right target audience for results-oriented marketing efforts. But that's only the first step in the process.

Just as critical to your ROI is the message you are delivering to your target audience. We call it "target messaging" and if you're not familiar with this concept, you'll want to take note because it can make the difference between marketing success and marketing failure.

Target messaging is the act of tailoring the message in very specific terms to the audience. And, though it's one of the most critical elements to a successful sales and marketing effort, the majority of marketers ignore this step completely. Most marketers simply develop a blanket message and, with minor exceptions, that's the one they use whether they're targeting a referral source, the prospective patient or an employee.

But here's the rub; studies suggest that the more highly targeted the message is to the target audience, the greater the impact and response. Take a moment and consider your own marketing materials. How often do you call on a referral source with your consumer-focused general information brochure in-hand? Probably most times, if not every time. Doesn't it make more sense to provide them with a brochure that addresses their specific needs?

Admittedly it takes more time and will probably be more expensive on a piece-by-piece basis to create messages tailored to each audience, but the time and money invested will yield a much higher rate of return. Over the past year, we've developed a considerable amount of materials for our clients with a focus on target messaging. Our Care Plan Oversight Referral Kits are excellent examples of this. Another is our series of recently introduced 2008 Wall Calendars. Each of these calendars has been created for a specific target audience with specific target messaging.

And, this is just the beginning. At TAG Marketing and Recruiting, target messaging is becoming an increasingly important component of the products we develop. Why? Because we know it works and we're intent on developing marketing solutions that will result in more referrals for our clients!