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Marketing 101: To Market or Not to Market? Gary Stelluti, Principal Health Care Marketing Strategies, LLC Let’s Market We need a brochure… We need a website… We need… What Is Marketing? Product Price Place Promotion Why Are Things Different? More competition Lower reimbursements Rising medical malpractice insurance costs Third party influences creating health care policy Technology Greater industry segmentation Why Market Your Practice? Profitability New patients New procedures / services Adding new physicians Reputation Higher profile Before You Start Establish desired goals What are you marketing? (Brand / Reputation / Services?) Marketing supports company goals Defining Your Target Audience Inside / Out Examples: Staff Referring physicians Patients Direct to Consumer Key Messaging Understanding brand / reputation / services Understanding your audience What do they need to know? DTC Patients Staff Referring physicians Marketing Goals Audience Message Tactics / Vehicles Deciding What’s Best For Your Type Of Practice Primary Care Specialty Care Deciding Between Marketing Vehicles And Tactics Internal marketing Brochures Direct mail Sponsorships Newsletters Deciding Between Marketing Options And Tactics Patient education seminars Web sites Advertising Practice relations Media relations Return On Marketing Investment Goals Tracking surveys Increased referral Media placement Increased revenue Review Goals Audience Message Tactics / Vehicles ROI Questions? Contact Information Gary Stelluti 614-775-9659 [email protected]
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