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Marketing Processes
| For this section, collect sample materials,
if possible. |
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Can you easily determine the practice’s
USP? |
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Does the practice have a recognizable logo and “catch
phrase”? |
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Does the practice have a mission statement? |
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Describe the practice’s Yellow Pages ad: How large,
what copy is included? Is there a photo on the ad? A map? What
is most memorable about this ad? |
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What advertising media does the practice use on a regular
basis (newspaper, radio, television, etc.)? |
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How does the doctor talk to people in the community to build
relationships? |
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What community, religious, sports, or social groups does the
doctor belong to which have been good networking and practice
building vehicles? |
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What external special events did the practice participate
in last year? |
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Over the past year, what internal patient promotion events
did the practice sponsor? |
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Did the doctor speak at community meetings? Community events? |
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Did the doctor do mall screenings? |
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Does the practice sponsor a youth sports team or a local professional
team? |
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Did the doctor have a booth at a health fair or county fair? |
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Does the practice have a brochure? If so, how/when is it distributed? |
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What other promotional items (pens, notepads, refrigerator
magnets, water bottles, etc.) |
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How does the practice track the effectiveness of its marketing
and promotion efforts? |
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Over the past year, what promotion device generated the
most new patients? |
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