Week 4: Marketing Flashcards
What are positive influences on care?
- access
- communication
- personality and demeanor of provider
- quality of care process
- care continuity
- quality of the healthcare facility
- office staff
Negative influences on care
- bad communication
- care coordination
- interpersonal skills
- barriers to access
2 most important things with patient satisfaction?
Good communication and follow up care
What are the 7 Ps to marketing?
- Product= service (what can you offer the patients? how
- pricing
- position (in the market)
- people (in your buisness)
- promotion
- process
- physical environment
Product = service
Important question to ask yurself when setting u apart from others
What are the benefits of coming to your clinic ? How are you different to the chiro down the road ? What more could you offer eg sale of products ?
ADDING value to your patient experience
Pricing
What is this based on ? Too high no patients, too low can’t cover costs. The price you charge less what it actually costs you to be open for that time period = profit. What are yoru competitors charging ? What do you offer in terms of skill and or equipment that is not available elsewhere locally ?
Position in the marketplace
Where do you sit in terms of service position in the community ?
Are you an option instead of a GP/ Physio ?
Are there other “back” professional around ? Osteopaths…
People
Who are your people and how can they help you ?
All staff promote the service, give positive customer service.
Promotion
How will you promote your clinic?
Look at what competitors are doing ? Gather their brochures. Who are you trying to attract ?
Process
What systems do you need to have in place from the initial phonecall until the patient completes treatment and pays you and re-books ?
This is the buying experience. Document your key processes so that everyone can work on these together.
Physical Environment
Draw everything you need to kit out a clinic and function as a Chiropractor.
Think about the little things, children, chair types…
Traditional ways of advertising?
Advertising Print Direct mail Billboards and bus boards Broadcast advertising on radio and TV
Marketing Collatoral Brochures Newsletters Flyers Posters
Promotional Activities Sponsorship community projects Trade shows Give-aways Coupons and samples
Social media:
-Facebook, twitter, instagram, pinterest, youtube, blog
Positives and negatives to blogging
Positives:
- brings personality to your buisness
- promotes your reputation
- demostrates you expertise to clients
negatives:
- client comments (approval first?)
- may not allign with marketing plan
- time commitment.
Marketing checklist?
Have you?
- analyssed the market for your servive
- identified your patient
- outlined your marketing goals
- examined social media
- decided on content
- Forecast impact on sales
- decided on channels
- decided how you will monitor marketing.
What are the choices for premises options?
- home based
- incubators
- leasing
- buying
Positives to Home buisness
- save commuting time and expenses
- control over work space and hours
- low start up costs and risk
- build buisness slowly
- portion of rent and operating costs tax deductable
Negatives:
- conflict with home life
- patients calling out of hours, knowing were you live
- not purpose built
- family/ friend boundaries
- CGT if house sold
- issues neighbours, parking, noise
(maybe have a seperate granny flat for a chiro clinic in cottesloe on the ocean front ;)
maybe need a rich man to be involved in this one.
Buisness Incubator
- shared office space with shared admin area, meeting rooms and offices
- issue might haveing table portable?
Leasing
tell me about it, whats good about it?
terms of the lease?
-usually first option for buisness owners and practitioners
-buying may be more cost effective in long term, think of commitmenta nd fixed location .
Leasing will allow buissnes to expand and grow
-lease can be transfererd easily
-you can make a profit
terms of lease
- Security fo tenure for duration
- Affordable rent for duration
- Non interference in business
- No additional burdens on -business
- Protection from other tenants operating similar business in block
- Ability to make a profit
get some proffesional advice: from accountant/ buisness advisor- can you meet the rent, other costs, for term of lease. Always get legal advice.
What is the final lease?
- once negotiations are complete final lease will be prepared
- obtain read and understand all classes
- instruct solicitor to check that all the negotiated elements are included
- no new terms or conditions added.
- The T&C’s there will bot affect the buisness
- keep a signed copy safely to hand.
What are the things you should consider before commercial leasing?
- rights of the tenant
- tenancy mix and competition
- permitted use
- fit out and fixtures
- term and option to renew
- costs
- default
- assignment for lease
- redevlopment and relocation clause
- early termination
- caution-professional advice.
Under Section 133 of the National Law, a person must not advertise health service in a way that:
- Is false, misleading, or deceptive
- Offers a gift, discount or other indicedment to attract a person
- Uses testomonials about their buisness
- Creates an unreasonable expectation of beneficial treatment.
- Directly or indirectly encourages the indiscriminate or unnecessary use of regulated health service.
What are the 4 P’s (directed at marketing products)
- Price
- Product
- Place
- Promotion
The 7 Ps
And the 4 C’s of seller’s paradigm
- Product
- Price
- Promotion
- (+) Plus
- People
- Physical evidence
- Process
4 C’s:
- Customet value (replacing product)
- Cost to the customer (replacing price)
- Convenience to the customer (replacing Place)
- Communication with the customer (replacing promition)
Now tell me some stuff about each of the 7 P’s
- Product:
- marketing success is to identify your customers needs, then shape your line of products accordingly and also how do they compare to your competitors offers. - Price- ya know the gist
- Place- how people can access your services. Deciding on location. If your products or services arent available where and when your customes want them you will lose that sale.
- Promotion:
all about communicating with the target.
