1 / 16

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.

tillie
Télécharger la présentation

Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related