What Marketing Tools do you already have in place?
Practice Systems and Facilities
· Signage
o Exterior
o In Office
· Your Office
o Appearance – Exterior and Interior
o Colors
o Furnishings
o Logistics
o Maintenance
· Computer System
o Practice Management Software
§ Appointment and Treatment Plan check-up notification
§ Current database of Patients for labels and mail merge
§ Consultation letters to other doctors
§ Referral capture and thank you letters
o Office Computers and software
§ Create Brochures, Informational Pamphlets, forms
§ Mail merge letters
§ Practice Accounting and Retail
o Network
§ Server side programs
§ File Sharing
§ Periphery Sharing – ie Printers, scanners
§ Intranet – Intra Practice Information and Communications
§ Extranet – ability to Network with outside offices
Collateral Materials – Brochures, Informational Pamphlets and Forms
· Printed Material
o Practice cards
o Appointment Cards
o Appointment Reminder Postcards
o Stationary
o Practice Brochure
o Pre-Intake Explanation for Patient
§ What to expect and Patient responsibilities
§ Practice Responsibilities
§ Insurance and Fee policies
o General Recommendations for Health
o Informational Pamphlets by Dysfunction and Therapy
Information Dissemination Systems - Communications
· Telephone System
o Live Receptionist
o Voice mail
o Greeting & Direction Tree – How effective?
o Mail Boxes
o Mail Boxes – Recording of Directions and Collateral Materials
o Emergency Numbers
o Printed Directory of Staff Extensions and Recordings
· Fax
o Available 24/7
o Efax using computer email
· Internet Service in Office
o Information gathering
o Practice management
o Assist in Ordering and Practice Function
o Internal Communications
· Email
o Practice email with Staff to oversee
o Catch-all email (which accepts all misdirected emails)
o Email for each provider and department
o Spam Protection
o Virus Protection
o Email policy
Information Dissemination System - Web Presence and Tools
· Internet - Web Presence
o Website
o Easy to remember URL – Domain Name (www.Practice Name.COM, NET or ORG)
o Information and Features your Web Presence should Include
§ ALL of the Basic Categories of Information
§ Additional Information and Features
§ Higher levels of Functionality
o Understandable Navigation
o Reasonable graphic and visual elements
o Scalable – Start simply and build
o Tools Required to Build and Maintain
o Traffic Building devices
§ Functions: Printer Friendly pages, Email to a Friend, Newsletters (Spam Free)
§ Visitor Retention features – Discussion Groups
§ Gateway pages – specific pages that funnel traffic to main site
§ Links
· Internet Marketing
o Internet Sites
§ Professional Organizations
§ Civic Organizations
§ Topic oriented sites
o Web Site Promotion
§ Collaborative Promotion
§ Web Ring
§ Purchased Promotional Service
· Search Engines
· Pay per Click
· Banner
· Ads
· Purchase Traffic
· Key Word
Advertising and Promotions
· Yellow Pages & Directories
o What information in your listing differentiates your Practice from any other?
o Is your email listed?
o Is your website listed?
o Other internet based Directories and Sites
· Print Advertising
o Newspaper
o Other establishments such as health food stores
§ Posters
§ Brochures
§ Cooperative advertising
· Newsletters
o How often are they sent?
o Do you write it all or use a service that produces it for you?
o Is it Print or Email or a mixture?
o Is it sent to active Patients or inactive and active?
o Do you have methods to get new addresses of potential Patients?
· Promotions
o Free Blood pressure checks, prescription review
· Events & Networking
o Sponsor events or seminars
o Local Speakers Bureau
o Affiliation with groups such as Chamber of Commerce
Email to a Friend 
