Sustained competitive advantage

Question 1

Competition

Answer 1

• creates innovation
• improves customer service
• minimizes complacency
• forces you to understand your core market
• education

Question 2

Brand

Answer 2

your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.

Question 3

Who are PT customers

Answer 3

• patients
• referring medical practitioners
• insurance companies
• employers

Question 4

competitor

Answer 4

we aim to beat

the game is finite

Question 5

rival

Answer 5

other players that are better than us

their strengths reveal to us our own weaknesses

Question 6

Antes (important but not unique)

Answer 6

features that are important to consumers but are provided by all competitors at similar level

Question 7

Drivers (important, unique)

Answer 7

features that are both important to consumers and highly differentiated from those competitors

Question 8

neutrals (irrelevant)

Answer 8

features that are irrelevant to consumers

Question 9

fools gold (unique but minimal consumer influence)

Answer 9

features that are distinctive but do not drive consumers loyalty to brand

Question 10

Ante examples

Answer 10

location
reminder calls
benefit verification
community presence
reputation
licensed staff
in network status
cleanliness
convenient hours
payment plans
website
24 hour initial access
consistent therapist
EBP
Dry needling

Question 11

Drivers examples

Answer 11

customer service
clinical excellence
EBP
community and school involvement
low staff turnover
extended hours
location and decor
website

Question 12

Neutral examples

Answer 12

private treatment rooms
apta membership
computerized documentations

Question 13

Fools gold examples

Answer 13

equipment
supply sales to consumers
free lectures