Business for Health Business Skills for Private Medical Practices Module 22: Market Your Health Practice SHOPS is funded by the U. S. Agency for International Development. Abt Associates leads the project in collaboration with Banyan Global Jhpiego Marie Stopes International Monitor Group O’Hanlon Health Consulting
A Quick Start Welcome! While you are waiting for the class to begin, please take the Pre-Test and make sure your name is on it before you hand it to the facilitator. Thank you!. Business Skills for Private Medical Practices 2
Agenda Welcome Marketing versus Advertising Marketing Strategies When to Use Marketing Strategies Marketing That Will be Most Effective for You Summary and Evaluation Close Business Skills for Private Medical Practices 3
Learning Objectives During this session, you will: 1. describe your current marketing approach; 2. define the difference between marketing and advertising; 3. explain different marketing strategies; 4. distinguish common sense marketing tactics; Business Skills for Private Medical Practices 4
Learning Objectives 5. evaluate when to use marketing strategies; 6. assess which marketing strategies would be most effective for your health practice and your customers; 7. discuss the next step; and 8. state your key take-away from this session. Business Skills for Private Medical Practices 5
Introduction You will have 1 minute to introduce yourself: 1. Your name 2. Your position 3. Your business 4. How long you have been in business Business Skills for Private Medical Practices 6
Marketing versus Advertising Business Skills for Private Medical Practices 7
Do You Market Your Practice? 1. How much time do you currently spend on marketing? 1. Why do you spend that amount of time? 1. How much money do you currently spend on marketing? Business Skills for Private Medical Practices 8
Do You Market Your Practice? 4. Why do you spend that amount of money? 4. What kind of marketing are you doing? 4. Is your marketing approach effective? Business Skills for Private Medical Practices 9
The Marketing Pie Ø Marketing is the process of communicating the existence and value of a product or service to attract customers and encourage them to purchase the product or service. Ø Advertising is one tool, among many, for marketing a product or service. Business Skills for Private Medical Practices 10
The Marketing Pie Ad G i ve ve r tis e a Ta l k Business Skills for Private Medical Practices 11
Marketing Strategies Business Skills for Private Medical Practices 12
Common Sense Marketing “Hey, how can I help you? ” message common sense marketing vs. “Hey, look at me!” ad traditional marketing strategy Business Skills for Private Medical Practices 13
Three Common Sense Marketing Goals 1. Create awareness 1. Establish preference 2. Stimulate action Business Skills for Private Medical Practices 14
Recognizing Common Sense Marketing Tactics 1. Create awareness 1. Establish preference 2. Stimulate action Business Skills for Private Medical Practices 15
Marketing Strategies Business Skills for Private Medical Practices 16
When to Use Marketing Strategies Business Skills for Private Medical Practices 17
When Marketing Strategies Can Be Useful Case A: Competition 1. Would marketing be useful? 2. If so, what marketing strategies would be most effective- and why? Business Skills for Private Medical Practices 18
When Marketing Strategies Can Be Useful Case B: Reputation 1. Would marketing be useful? 2. If so, what marketing strategies would be most effective- and why? Business Skills for Private Medical Practices 19
When Marketing Strategies Can Be Useful Case C: New Service 1. Would marketing be useful? 2. If so, what marketing strategies would be most effective- and why? Business Skills for Private Medical Practices 20
Marketing That Will Be Most Effective for You Business Skills for Private Medical Practices 21
Which Marketing Strategies Will Work Best for Your Practice? A. B. C. D. E. F. Strategy Would it reach my target market? How many new customers or crossselling opportunities can I expect? How easy is it for me to do? What time and money are needed? Will it be cost-effective? Business Skills for Private Medical Practices 22
Summary and Evaluation Business Skills for Private Medical Practices 23
Evaluation Sheet Business Skills for Private Medical Practices 24
The Next Step Create a Marketing Plan Ø Strategy for which product/service Ø Target market it will attract Ø Quantity of new customers or crossselling opportunities Ø Who is responsible Ø When it will be done Ø Necessary resources Business Skills for Private Medical Practices 25
Let’s See How Much You’ve Learned Please take the Post-Test. We will compare it to your Pre-Test to see how much you’ve learned in this session. Thank you. Business Skills for Private Medical Practices 26
My Key Take-Away Business Skills for Private Medical Practices 27
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