Most entrepreneurs start their businesses on a small scale for a variety of reasons. They have limited startup capital, limited experience or industry-specific knowledge, limited infrastructure and supporting staff, and/or a limited customer network.
Successful entrepreneurs are able to work hard and overcome such limitations. They use a “Controlled Growth Strategy,” continuously reinvesting in their business to protect their capital investment and cash flow. They study industry-specific resources, roll up their shirt sleeves and dive into action to gain firsthand experience and eventually become industry leaders within their communities.
With compounding success, business owners add and train employees, staff, and in some instances, contractors to help enhance performance and multiply productivity. By identifying needs, providing solutions, being visible, reliable, and consistent, successful entrepreneurs develop a reputation of reliability. They garner the respect and admiration of a growing clientele.
One key tactical strategy that successful entrepreneurs use to enhance such productivity and expedite their success is “Micro Targeting.”
Micro Targeting is the ability to harvest key data on a micro level to more closely illustrate productivity performance. It allows business owners to refine and more closely direct their marketing and promotional efforts.
In the medical industry, many facilities are exceptionally large – consisting of several floors, multiple departments, numerous units, pods, or stations, with hundreds of patients or residents.
Micro Targeting goes well beyond evaluating your productivity of an overall facility. Rather, Micro Targeting consists of evaluating your production from each floor, each unit, possibly specific staff, or any measurable variable that directly determines your production within the facility.
Your productivity might be exceptionally high from one floor while lacking from another within the same facility. Your data might reveal the bulk of your productivity is coming one particular station while you are being neglected by a different station on the same floor.
Micro targeting forces you to evaluate key evidence, ask important questions, then explore potential solutions.
Why does one floor use your service more than another? Is it because they have a different level of need? Is staff not familiar with your service? Do they possibly prefer a competitor?
Further examination might reveal irregularities in trip scheduling according to time or day. For example, why does a specific unit use your service regularly Monday through Thursday but never on Friday or the weekend?
Your Micro Targeting might reveal that staff working Monday through Thursday is very familiar with and prefers your service but the Friday and weekend staff doesn’t know you. Under such circumstances, your evidence dictates that you make meeting and ingratiating your service to the Friday and weekend staff a priority.
Micro Targeting is an exceptionally strong strategic tactic that quickly separates successful from non-successful business owners. It helps to define your marketing efforts by illustrating where and when to focus your promotional efforts.
When you master Micro Targeting follwed by effective marketing and promoting you are able to more quickly and exponentially multiply your productivity.
Successful entrepreneurs, in any industry, are detail oriented. They understand the importance of creating, evaluating, and responding to the evidence of their data. Entrepreneurs who fail to harvest essential data or understand the importance of Micro Targeting overlook a key tactical and competitive advantage.
If you plan to be successoul in the medical transportation industry be sure to implement key data harvesting, Micro Targeting, and marketing techniques.
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