SHOPS is funded by the U.S. Agency for International Development.Abt Associates leads the project in collaboration withBanyan GlobalJhpiegoMarie Stopes InternationalMonitor GroupO’Hanlon Health Consulting

Business for Health Business Skills for Private Medical Practices

Module 22: Market Your Health Practice

A A Quick StartQuick Start Welcome! Welcome!

While you are While you are waiting waiting for the class for the class to begin, to begin, please take please take the Pre-the Pre-Test and Test and make sure make sure your your name is on it name is on it before before you hand it to you hand it to the the facilitator. facilitator. Thank you!.Thank you!.

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AgendaAgenda

WelcomeWelcomeMarketing versus AdvertisingMarketing versus Advertising

Marketing StrategiesMarketing StrategiesWhen to Use Marketing StrategiesWhen to Use Marketing Strategies

Marketing That Will be Most Effective for YouMarketing That Will be Most Effective for YouSummary and EvaluationSummary and Evaluation

CloseClose

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Learning ObjectivesLearning Objectives

During this session, you will:During this session, you will:1.1. describe your current marketing approach;describe your current marketing approach;2.2. define the difference between marketing define the difference between marketing

and advertising;and advertising;3.3. explain different marketing strategies;explain different marketing strategies;4.4. distinguish common sense marketing distinguish common sense marketing

tactics;tactics;

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Learning ObjectivesLearning Objectives

5.5. evaluate when to use marketing strategies;evaluate when to use marketing strategies;6.6. assess which marketing strategies would be assess which marketing strategies would be

most effective for your health practice and most effective for your health practice and your customers;your customers;

7.7. discuss the next step; anddiscuss the next step; and8.8. state your key take-away from this session.state your key take-away from this session.

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IntroductionIntroduction

You will have 1 minute to introduce yourself:You will have 1 minute to introduce yourself:

1.1. Your nameYour name2.2. Your positionYour position3.3. Your businessYour business4. How long you have been in business4. How long you have been in business

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Marketing versus Marketing versus AdvertisingAdvertising

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Do You Market Your Practice?Do You Market Your Practice?

1.1. How much time do you How much time do you currently spend on marketing?currently spend on marketing?

1.1. Why do you spend that amount Why do you spend that amount of time?of time?

1.1. How much money do you How much money do you currently spend on marketing?currently spend on marketing?

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Do You Market Your Practice?Do You Market Your Practice?

4.4. Why do you spend that Why do you spend that amount of money?amount of money?

4.4. What kind of marketing What kind of marketing are you doing?are you doing?

4.4. Is your marketing Is your marketing approach effective?approach effective?

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The Marketing PieThe Marketing Pie

Marketing is the process of Marketing is the process of communicating communicating the existence and value the existence and value of a product or of a product or service to attract service to attract customers and encourage customers and encourage them to them to purchase the product or service.purchase the product or service.

Advertising is one tool, among many, Advertising is one tool, among many, forfor marketing a product or service.marketing a product or service.

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The Marketing PieThe Marketing Pie

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AdvertiseGive a Talk

Marketing Marketing StrategiesStrategies

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Common Sense MarketingCommon Sense Marketing

““Hey, how can I help you?”Hey, how can I help you?” message message common sense marketingcommon sense marketing

vs.vs.

““Hey, look at me!” adHey, look at me!” adtraditional marketing strategytraditional marketing strategy

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Three Common Sense Marketing Three Common Sense Marketing GoalsGoals

1.1. Create awarenessCreate awareness

1.1. Establish preferenceEstablish preference

2.2. Stimulate actionStimulate action

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Recognizing Common Sense Recognizing Common Sense Marketing TacticsMarketing Tactics

1.1. Create awarenessCreate awareness

1.1. Establish preferenceEstablish preference

2.2. Stimulate actionStimulate action

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Marketing StrategiesMarketing Strategies

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When to Use When to Use Marketing Marketing StrategiesStrategies

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When Marketing Strategies Can Be UsefulWhen Marketing Strategies Can Be Useful

Case A: CompetitionCase A: Competition

1.1.Would marketing be useful?Would marketing be useful?

2.2.If so, what marketing strategies would If so, what marketing strategies would be most effective- and why?be most effective- and why?

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When Marketing Strategies Can Be UsefulWhen Marketing Strategies Can Be Useful

Case B: ReputationCase B: Reputation

1.1.Would marketing be useful?Would marketing be useful?

2.2.If so, what marketing strategies would If so, what marketing strategies would be most effective- and why?be most effective- and why?

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When Marketing Strategies Can Be UsefulWhen Marketing Strategies Can Be Useful

Case C: New ServiceCase C: New Service

1.1.Would marketing be useful?Would marketing be useful?

2.2.If so, what marketing strategies would If so, what marketing strategies would be most effective- and why?be most effective- and why?

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Marketing That Will Marketing That Will Be Most Effective Be Most Effective

for Youfor You

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A.A. StrategyStrategyB.B. Would it reach my target market?Would it reach my target market?C.C. How many new customers or cross-How many new customers or cross-

selling opportunities can I expect?selling opportunities can I expect?D.D. How easy is it for me to do?How easy is it for me to do?E.E. What time and money are needed?What time and money are needed?F.F. Will it be cost-effective?Will it be cost-effective?

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Which Marketing Strategies Will Work Which Marketing Strategies Will Work Best for Your Practice?Best for Your Practice?

Summary and Summary and EvaluationEvaluation

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Evaluation SheetEvaluation Sheet

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Strategy for which product/serviceStrategy for which product/service Target market it will attractTarget market it will attract Quantity of new customers or cross-Quantity of new customers or cross-

selling opportunitiesselling opportunities Who is responsibleWho is responsible When it will be doneWhen it will be done Necessary resourcesNecessary resources

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The Next Step The Next Step Create a Marketing PlanCreate a Marketing Plan

Let’s See How Much You’ve LearnedLet’s See How Much You’ve Learned

Please take the Post-Test.Please take the Post-Test.

We will compare it to your Pre-Test We will compare it to your Pre-Test to see how much you’ve learned in to see how much you’ve learned in this session.this session.

Thank you.Thank you.

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My Key Take-AwayMy Key Take-Away

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