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Marketing

Office Management. Marketing. Is an integral part of the success of a practice 2-3% of a monthly budget should be allocated to marketing. Some types of marketing are done without conscious thought. Client education Clean facilities Dedicated and caring staff.

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Marketing

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  1. Office Management Marketing

  2. Is an integral part of the success of a practice • 2-3% of a monthly budget should be allocated to marketing. • Some types of marketing are done without conscious thought. • Client education • Clean facilities • Dedicated and caring staff

  3. Goal of the practice is to offer high quality medicine regardless of the specials that may be offered by the companies. • Marketing techniques and specials should be analyzed to ensure they are in line with the practice’s mission, goals and practice philosophies. • Marketing strategies must be analyzed on a yearly basis, making changes where needed.

  4. SWOT Analysis • S=strengths • W=weaknesses • O= opportunities • T= threats • Can help a practice determine what makes it unique.

  5. The 4 P’s of Marketing • Product • Includes both professional services and products that the practice sells. • Place • Should be conveniently located with easy access • Price • Should offer products and services at competitive prices • Promotion • Mechanism used to promote products and services within and outside the veterinary practice

  6. Direct External marketing • May include advertisements, newsletters, etc. • Need to let public know what makes the clinic or practice unique.

  7. Internal Marketing • Directed at current clients • Postcards • Callbacks • Reminders • Rechecks • Welcome kits/DVDs • Contests/competititions • Photos in clinic of clients and pets • Bandanas, etc

  8. Branding the Practice • Defining the practice with a logo, phrase and/or hospital name. • Want a clear association between brand and clinic. • Should be placed on every item that has practice name.

  9. Indirect Marketing • Focuses on clients clinic already has and establishes a confidence in the team. • Should be done only after a cost vs. benefit ratio has determined that cost of marketing will be covered by return business. • Client education and client education materials is key in indirect marketing. • Maintaining a clean facility • Wearing name tags or having board showing credentials. • Addressing clients by name • Client communication • Target marketing • Dental month • Weight control • Heartworm awareness, etc

  10. Direct Marketing • Veterinary community has been slow to adopt. • Techniques must be kept fair and ethical as per AVMA code. • Advertising • Feedback mechanisms can be used to determine effectiveness of marketing techniques. • Clinic participation in community events may also serve as a marketing tool. • Newspaper articles.

  11. Donations • Many organizations will seek donations. • Set aside a specific amount of money to be utilized for this. • Gift certificates may not be utilized or may be utilized by a non-client so more effective for clinic.

  12. Web sites • Increasingly become a vital link to veterinary practice • Provide information on practice • Can be fun, educational, and engaging. • Should always appear professional and be updated frequently.

  13. On Hold Messaging • Used when clients are placed on hold to convey messages while the client is holding. • Can be programmed to meet clinic’s specific needs.

  14. Implementing a Marketing Program • Marketing techniques will not overcome the effects of poor client relations within a practice. • The exam room is the center of marketing efforts. • Repetitive, consistent information must be provided to clients to increase client compliance.

  15. Marketing continued • Listening to clients • Positive body language • Client communication • Client education

  16. http://www.youtube.com/watch?v=reWMJA4sXi8&feature=related

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