It may seem like an oxymoron—spending on marketing at a time when referrals, service volume, profitability, and cash flow are all low. But marketing spend may be the key to navigating the crisis and preparing for recovery. But note, I said “may.” To determine if marketing spending—and likely virtual marketing spending—should be part of your plans right now requires answering one important question. Do you have service lines where more consumer service volume would generate more margin for your organization? If the answer to this is yes, then a well-planned marketing spend is part of the sustainability solution for your organization. The important…
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