SMART goals: setting actionable marketing and growth goals for your Allied Health practice (that actually get done)

You’ve heard it before: “Set goals!” But how many times have you set big goals for your practice only to have them get lost in the noise?

Enter the SMART framework. It’s not just another acronym to throw around at a team meeting – it’s your magic wand to stop dreaming and start doing. Let’s get into it:

What is SMART and why should you care?

SMART goals are the ones that get results because they’re:

• Specific: No waffle.
• Measurable: You’ll know when you’ve hit it.
• Achievable: High bar, but don’t lose sleep.
• Relevant: They matter to you and your practice.
• Time-bound: Deadlines. Yes, the good kind – the ones that actually get things done.

Now, let’s get into it. Here’s how you can use SMART goals for your practice without losing your mind.

1. Specific: no more wishy-washy goals

First off – you need to get rid of the vague goals. “Get more patients” sounds good but it’s about as useful as a chocolate teapot. You need to get specific about what you want.

Try this instead:

• Vague Goal: “I want more referrals.”
• SMART Goal: “I want to increase GP referrals by 20% in the next 6 months by networking and sending out referral packs.”

See? Now we’re talking.

2. Measurable: how will you know you’ve achieved it?

If you can’t measure your goal, how will you know when you’ve achieved it? Saying “I want to grow my online presence” is all well and good, but how will you actually see that growth?

Let’s get real:

• Vague Goal: “I want more website traffic.”
• SMART Goal: “I’m going to increase my website traffic by 30% in the next 3 months by publishing weekly blogs and promoting them on social media.”

Numbers are your friend here. You’ll know exactly when you’re winning or when you need to adjust your strategy.

3. Achievable: don’t aim for the moon if you don’t have a rocket…

We all want to be the best but setting goals that are impossible is just asking for trouble. Instead find that sweet spot – push yourself but make sure the goal isn’t a pipe dream.

Example:

• Wild Goal: “I want to be the number one physio in Australia by next month.”
• SMART Goal: “I want to increase my clinic’s client retention rate by 15% in the next 6 months by implementing a follow-up program.”

One of these will make you feel proud and accomplished. The other will have you crying into your coffee.

4. Relevant: make sure it’s relevant to your practice

There’s no point in setting goals that don’t align with where your practice is heading. Make sure every goal moves your practice forward not just ticks a box.

Keep it real:

• Vague Goal: “I want to try a bunch of new marketing tactics to grow the clinic.”
• SMART Goal: “I’m going to focus on growing my rehabilitation services by launching a new program for sports injuries, with a goal to bring in 25% more new clients next quarter.”

Now you’re cooking with gas – and your goals are aligned with your business strategy.

5. Time-bound: because a goal without a deadline is just a wish

Let’s be real: if there’s no deadline it’s probably not happening. Put a time frame on it so you’re not just kicking the can down the road. You’ll thank yourself later.

Try this:

• Vague Goal: “I’ll get to social media engagement eventually.”
• SMART Goal: “I’ll increase social media engagement by 15% in the next 60 days by posting daily and running a targeted ad campaign.”

Deadlines keep you honest and give you something to aim for. Plus they stop your goals from getting buried under that never-ending to-do list.

SMART goal examples for your allied health practice

Need a few ideas to get started? Here are some SMART goals to borrow, tweak and steal:

1. Get your name out there with content marketing

• Specific: Publish three blogs per month on common patient pain points (you know, the things that get them in the door – back pain, post-surgery rehab, etc.).
• Measurable: 500 views per blog and at least 10 social shares.
• Achievable: You can write it yourself or bring in a content pro.
• Relevant: Positions you as an expert and brings more traffic to your site.
• Time-bound: Do it in the next 6 months.

2. Grow patient retention with follow-ups

• Specific: Implement a patient follow-up system (yes, actual phone calls or emails to check in on how they’re going post-treatment).
• Measurable: Increase patient retention by 20%, tracked in your software.
• Achievable: Just need one staff member to do this, no big overhaul.
• Relevant: Retained patients = more loyal patients and that means better long-term growth.
• Time-bound: Get it up and running in 3 months.

3. Build a strong referral network

• Specific: Host two networking events for local GPs and other health professionals.
• Measurable: Aim for at least 5 new referral partners.
• Achievable: Use your clinic space and budget a bit for snacks and drinks.
• Relevant: More referrals = more clients through your doors.
• Time-bound: Do it in the next 6 months.

Now What?

You’ve got your goals, now get moving. Here’s your to-do list:

1. Delegate: Assign tasks to your team (you don’t have to do it all yourself, we swear).
2. Check in: Use Google Analytics, social media insights or your practice management software to track progress.
3. Celebrate small wins: When you hit a goal, celebrate! It’ll keep you and your team motivated.
4. Tweak: If it’s not working, adjust. Goals aren’t set in stone.

Oh and remember – SMART goals aren’t just about doing stuff. It’s about growing your practice, getting more clients and keeping those clients coming back.