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POSITIONING FOR MARKET DOMINATION 

The power position begins in enhancement of your credibility!  One of the surest ways to make a credible name for yourself is by becoming a recognized expert in your field of endeavor.

One key to succeeding in the marketplace is to have your message out there for your target audience to hear!  Visibility is a cornerstone of every business strategy, and it begins by placing your core marketing message in front of as many of your target patients as possible.  

If you have in-depth knowledge about a specific subject – and that subject can be your business – you qualify, too.  The test is how much you know, and if you know a lot about something, you can leverage that knowledge into a halo of authority.

The strategy of branding your business around your expertise means that you are using your knowledge to communicate competence and industry leadership in a manner that is relevant and appealing to your target market.  Achieving an expert’s reputation transforms you from just another medical group, vying for your patients’ limited funds, to a trusted advisor with intimate knowledge of their conditions.

It’s not enough just to be an expert.  You need to use your knowledge to deliberately distinguish yourself from your competitors.  This means determining where your expertise fits in your positioning and branding strategy.  Assess what others are doing, saying, and writing about your industry.  Your goal is not just to be fully informed, but also to develop a perspective that makes connections between your industry and the larger world.

Jump into the ongoing discussions taking place in your industry.  These discussions often can be found in trade publications, industry Web sites, newsletters, Internet chat rooms, blogs, and at trade association meetings and events.  Your goal is to plug yourself into every possible outlet that influences your niche.

Becoming a resource within your target market starts with sharing your knowledge.  You can give away free information – booklets, reports that make a difference to your prospects, valuable Web-site content – in a way that attracts interest but applies no sales pressure.  The more you become known as a source of expert information, the more potential patients trust you.  You become part of their world, a center of influence, and because people like to do business with people they know, or know of, you will be their first choice.

Centers of influence are always “present” within their target markets.  Visibility is part of their formula, so they cultivate opportunities to be seen, read, and heard by the people who matter most.  They make sure their prospects hear from them on a regular basis.

Again, it is vital to augment your marketing and your business by creating information products – booklets, e-books, classes, audiocassettes – around your area of expertise.  These will cement your place as the leader in your market niche.

When you can honestly convey such a message, potential patients see you as the obvious solution for their problems and challenges, and the logical choice when they’re looking for a provider of a service.