1. Focusing too much on social media. Instead of placing a primary emphasis on the platform on which to market (e.g. Facebook, Twitter, etc.), think more about which platform or medium will deliver the right message to the right market for the practice.
2. Overlooking marketing science. Rather than copying what others do, spend time to understand the scientific basis of marketing. The time investment has a better chance of paying off in dollars.
3. Fragmented marketing. Be sure to have a comprehensive marketing strategy that utilizes the best marketing science, rather than simply individual elements.
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