Week 4 Marketing Flashcards
What should practice managers be able to track?
Before and after results, return on investment (ROI)
Tracking results helps identify effective marketing techniques.
What are some indirect forms of marketing?
Client education, clean facilities, superb team
These factors contribute to client perception and loyalty.
What does direct marketing include?
Webpages, social media, blogs, advertisements, direct mail
Direct marketing aims to reach potential clients directly.
Define internal marketing.
Marketing directed towards current clients, including reminders, postcards, recalls
Aims to maintain client engagement and retention.
What is external marketing focused on?
Potential clients and educating them about services
Helps attract new clients to the practice.
What is the average marketing budget for practices?
2%-3% of gross revenue
This applies to all types of marketing: internal, external, direct, and indirect.
What are the Ps of marketing?
Product, Price, Promotion
These elements help define how services are marketed.
What does SWOT stand for in SWOT analysis?
Strengths, Weaknesses, Opportunities, Threats
This framework assists practices in identifying areas for improvement and competitive advantage.
What should practices consider as strengths?
Accomplishments that set them apart from other clinics
Strengths can help develop effective marketing strategies.
Why is addressing weaknesses important?
To eliminate roadblocks that may inhibit growth and marketing effectiveness
Understanding weaknesses allows for better strategic planning.
What are opportunities in the context of SWOT analysis?
Creative ideas that promote innovative thinking and growth
Recognizing opportunities can lead to significant advancements for the practice.
What are threats in a SWOT analysis?
Internal and external factors that may negatively affect the clinic
Identifying threats helps in planning to mitigate risks.
How can practices differentiate themselves?
By gathering competitive intelligence and identifying unique offerings
Differentiation can enhance client attraction and retention.
What constitutes a practice’s brand?
The reputation and identification of the practice
A strong brand can lead to increased client trust and loyalty.
What is the most successful form of free marketing?
Positive word of mouth referrals
Referrals often lead to new client acquisitions.
What does indirect marketing focus on?
Strengthening client perceptions
It involves the overall experience clients have with the practice.
What is included in internal marketing?
Client education, recalls, reminders, staff enthusiasm
Internal marketing aims to enhance client relationships and satisfaction.
Why is client communication important?
It increases client compliance and retention
Lack of confidence can lead to decreased retention.
What are examples of internal marketing?
Recalls, reminders, client education, clean office, staff identification
These actions help maintain strong client relationships.
What are appointment reminders considered?
A tangible form of indirect marketing
They help keep clients engaged with the practice.
What is target marketing?
Marketing directed towards a specific demographic
It allows practices to tailor strategies to meet specific client needs.
What is the key to successful external marketing?
Determining prospective clients and using the best methods to attract them
Understanding the audience is crucial for effective outreach.
What does the AVMA code of ethics state about advertising?
Advertising must not include false, deceptive, or misleading statements
Ethical marketing is crucial for maintaining trust in the veterinary field.
What are some examples of external marketing?
Websites, social media, office tours, lectures, community service events
These methods help promote the practice to potential clients.
What should the practice website include?
Hours of operation, doctors, services offered, client testimonials
A well-structured website enhances client engagement and information access.
What is Search Engine Optimization (SEO)?
The process of improving a website’s visibility in search engine results
Aiming for high search rankings is essential for attracting online traffic.
What is the purpose of a practice brochure?
To state the MVVs, introduce doctors, and list services
Brochures help inform clients about what the practice offers.
What is a benefit of loyalty programs?
Clients spend approximately 10% more per transaction with loyalty programs
Loyalty programs can significantly enhance revenue.
What should be included in a social media plan?
Objectives, due dates, and a policy for usage
A clear plan helps manage social media efforts effectively.
What is the three-click rule in website design?
Information should be accessible within three clicks
This enhances user experience and satisfaction.
What is the purpose of client education materials?
To allow clients to review information at their own pace
Helps improve understanding and retention of important health information.
What is the role of feedback in evaluating marketing techniques?
Client feedback is used to determine effectiveness
Understanding client perceptions can guide future marketing strategies.
What is the significance of a quick response to client emails?
It creates a lasting impression and affects the practice’s reputation
Timely communication is vital for client satisfaction.
What is the importance of updating website content frequently?
It helps maintain credibility and improves SEO
Regular updates can drive more traffic to the website.
What should be included in the homepage of a practice website?
A welcome message, mission, vision, values, and overview of services
The homepage is often the first impression clients have of the practice.
What should be incorporated into the reputation management plan?
The mission, vision, and core values of the practice
A well-defined reputation management plan helps align marketing efforts with the core identity of the practice.
How often should the reputation management plan be reviewed?
Annually
Regular reviews ensure the plan remains relevant and effective.
What aspects should be evaluated to contribute to practice branding?
Tasks, policies, and procedures
Evaluating these elements helps maintain a consistent brand image.
What should be updated often to maintain a positive practice image?
Facility appearance
A well-maintained facility enhances client perceptions of the practice.
What type of training should be initiated for internal marketing?
Continuous team training
Ongoing training ensures the team is equipped with the latest marketing strategies.
How frequently should website development be evaluated for updates?
Monthly
Regular evaluations help keep the website current and functional.
What methods should be developed to enhance the online store’s visibility?
Marketing methods and compliance monitoring
Effective marketing strategies can drive traffic and sales in the online store.
What should be developed alongside a practice app?
Policies and usage procedures
Clear policies help in managing app usage and client interactions.
What should be communicated with clients consistently?
Practice app updates
Consistent communication fosters engagement and client loyalty.
What type of advertisements should be developed to support the practice brand?
Print advertisements
Print ads can reinforce brand identity and reach clients effectively.
What should be monitored regarding marketing techniques?
Discounts given and ROI
Tracking these metrics helps assess the effectiveness of marketing strategies.
What should be determined to enhance the practice brand?
Community service events
Participation in community events can improve brand image and client relations.
What should be measured relative to the current marketing plan?
Client compliance key performance indicators
Measuring these indicators helps evaluate the success of the marketing efforts.
Fill in the blank: A reputation management plan should include the _______ of the practice.
[mission, vision, and core values]
These elements are essential for aligning marketing strategies.
True or False: The practice app should not have any policies or usage procedures.
False
Policies and procedures are crucial for effective app management.
What is the purpose of social media guidelines?
To establish policies and procedures for social media use
Guidelines ensure consistent messaging and branding across platforms.
What should be developed for the role of social media manager?
A job description and performance evaluation
Clear expectations help in assessing the manager’s effectiveness.
