PREVENT BAD SITE CHOICE WITH ONE LOOK AT A DEMOGRAPHIC MAP
Demographic Map Analysis vs. "Guesswork"
A state-of-the-art ophthalmic practice enlisted a cutting edge research-driven marketing firm to aid in capturing more of the continually expanding market of seniors seeking cataract surgery in their region. “The idea was to initiate a targeted direct marketing campaign by ZIP Code, and potentially open one or two satellite offices in areas with a high-density of senior inhabitants”, describes Mark, the firm’s president.
“When the physicians came to us they had already identified a potential satellite office site, based on their understanding of the market they had served since 1999”, says Mark. Knowing that the target market for cataract procedures is adults 60 years or older, Mark immediately recognized the need to see where these prospects were on a map, to make sure the physicians’ hunch was correct.
As Mark describes, “I looked at several websites on the internet for custom mapping. I found Maponics much more responsive than other companies I called. My salesperson got back to me very quickly and made the project seem like a piece of cake. This was our first project involving mapping, and we really needed this confidence.”
Maponics provided a map which showed the demographics requested overlaid onto a ZIP Code map with a 60 mile radius of the Clinic. Maponics was also able to overlay all of ophthalmologist offices with 10 mile radius circles around them. “Our customer was really pleased, and being able to see the competition on the map was especially essential. We were immediately able to recognize that the site preliminarily chosen for a new satellite office was not ideal, while also identifying previously unseen service gaps," said Mark.
Mapping is the Perfect Addition to Our Cadre of Research Tools
Mark was so impressed with the power of mapping, his firm has already embarked on its next mapping project, for a group of cardiac surgeons and doctors also looking to expand coverage. “In fact I showed the client the map we had ordered for the ophthalmologists, and because they have the same target market of 60+ seniors, they were able to use some of the information provided to substantiate their initial understanding of the market. We are still having Maponics do another full map, specialized to their needs - the price is very reasonable, especially for the high quality product and service, and quick turnaround time.”
Georgia-Based Marketing Group Maps Site Locations And Marketing Areas
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