We talk about marketing, and of course marketing is becoming more and more an essential part of our practices, particularly if we are thinking about going direct to patient. The question is when do you market? There is some conventional wisdom here that I’m going to give you, and that is to market into your strong periods. For us, July is a pretty slow month. We therefore do not spend much on marketing in July. People are not home. They are thinking about vacations, etc.
But if we market in January, February, March, April, and May, then we will have patients built up during that time which will carry us through July. So market into your strong periods. You can take a look and see when you see the most new patients per week or per month. Market into those periods in order to make sure that you have sufficient patients and sufficient production for your leaner periods.

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