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Overall Marketing Plan for 2005

Purpose

I have a full practice
[or whatever your purpose truly is]

Priorities

Comments for 2005

We appreciate your input for enhancing this service. Several people liked the idea of dividing it into two separate subscriptions: one for building a practice and another for maintaining a practice. Others said they liked having both. Two people suggested 3 levels:

  1. Beginning (quick start)
  2. Building
  3. Maintenance

Many said they liked it just as it is. What we've decided to do for this year is change the format and instead of having goals split by "specific goals" and "ongoing goals" the categories are "Practice Building Goals and Activities" and "Maintenance Goals and Activities." The Building section contains activities to foster business growth. The Maintenance division includes activities for client retention and sustaining your presence.

The major difference for those who are just beginning is that the time investment is greater for Building. New practitioners usually need to devote substantial time in networking and establishing credibility.

Some of the other suggestions were too specific to include in this venue, such as how to market a certain type of practice. We've never asked our subscribers about their specific field (we will be adding that to our subscription form in the near future), but the ones that have told us represent a wide variety of professions: massage therapists and other somatic practitioners; acupuncturists; counselors; energy practitioners; physical therapists; yoga instructors; spa owners; physiotherapists; coaches; estheticians; movement practitioners; chiropractors; and artists. We purposefully make the suggestions broad enough so that most practitioners could utilize them (and of course eliminate the ones that are not applicable). Be assured that we look at ways to incorporate other ideas that might be of interest.

Other requests on specific how-to type of information do not work well with this type of service (although I admit I enjoyed reading the inquiries). Some of the questions asked included topics such as developing alliances in the medical community, selling an existing practice and relocating a practice. Check out the articles on our website for that information. Also, the Business Mastery book specifically addresses those issues

A couple of people mentioned they would like more information on building group practices such as clinics and businesses that include contracting with other therapists. In general, the broad-based marketing activities are the same as those for a solo practitioner, but the implementation is different. For example, if the goal is that you host an open house, the major differences would be that the people invited might represent a wide variety of target markets, and the "presentations" done by each practitioner would have to be limited in time to accommodate the number of practitioners. As the year progresses, we will attempt to include several marketing activities specifically geared to group practices.

Finally, one of the suggestions is something we've been contemplating for quite some time and that is to have a chat room dedicated to marketing. We still aren't sure about setting up a true chat room, but we can certainly sponsor a newsgroup. It will go into effect sometime in 2005 and will probably be hosted on Yahoo! (unless someone has another idea). This would be a good forum for members to share what worked for them as well as what did not work, give each other encouragement and provide resources.

 Monthly Overview of Practice Building Goals

The bracketed activities ([activity]) are specifically for newcomers to Marketing Mastery.

Every Month
  • Presentation
  • Send 8 letters to AHPs for a free treatment
  • Give 2 complimentary sessions to AHPs
January
  • New Year's Promotion
  • Notify clients of my New Year's and Valentine's Day promotions
February
  • Valentine's Day promotion
  • Create or update a "Welcome to My Office" kit
  • Volunteer services at a community event; Newsletter
March
  • PC Open house
April
  • [Redesign brochures and business cards]
  • Assemble or update media kit
  • Notify clients of a special promotion
  • "Career Day" presentation
  • Lead a community education class
  • Notify clients of a special promotion
May
  • Presentation to AHP organization
  • Mother's Day Promotion
  • Booth (cooperative marketing)
  • [Print brochures and business cards]
  • [Research which forms of advertising are best suited to my field]
  • Schedule placing an ad in each of these advertising venues at least once this year
  • [Have a referral base of at least 6 primary health care providers]
  • Newsletter
June
  • Father's Day promotion
  • Prospective Client Open House
  • Notify clients of a special promotion
  • Advertise in a fine arts program
July
  • Presentation to AHP organization
  • Write an article that is published in a local newspaper or publication
  • Donate services as a "prize" to a major civic event; Lead a community education class
August
  • AHP Open house
  • Newsletter
September
  • Joint advertising with businesses in my complex to attract people to our location
  • Volunteer services at a community event
  • Notify clients of a special promotion
October
  • PC Open House
  • Hold a fundraiser for a favorite charity
November
  • Thanksgiving promotion
  • Notify clients of a special promotion
  • Have a referral base of at least 12 primary health care providers
  • Newsletter
December
  • Holiday Open house, Holiday promotion
  • Notify clients of a special promotion
  • Advertise in a fine arts program



 Monthly Overview of Practice Maintenance Goals
Every Month
  • Send 1 letter to AHP for a free treatment
January
  • New Year's Promotion
  • Notify clients of my New Year's and Valentine's Day promotions
February
  • Valentine's Day promotion
  • Create/update a "Welcome to My Office" kit
  • Volunteer services at a community event
  • Newsletter
March
  • Presentation
  • Give a complimentary session to an AHP
  • PC Open House
April
  • [Redesign brochures and business cards]
  • Assemble/update media kit
  • Notify clients of a special promotion
  • "Career Day"presentation
  • Lead a community education class
May
  • Mother's Day Promotion
  • Booth (cooperative marketing)
  • [Print brochures and business cards]
  • [Research which forms of advertising are best suited to my field]
  • Schedule placing an ad in each of these advertising venue at least once this year
  • Give a complimentary session to an AHP
  • Newsletter
June
  • Father's Day promotion
  • Prospective Client Open House
  • Notify clients of a special promotion
  • Advertise in a fine arts program
July
  • Presentation to AHP organization
  • Write an article that is published in a local newspaper or publication
  • Give a complimentary session to an AHP
  • Donate services as a "prize" to a major civic event
August
  • AHP Open house
  • Newsletter
September
  • Joint advertising with businesses in my complex to attract people to our location
  • Give a complimentary session to an AHP
  • Notify clients of a special promotion
October
  • PC Open House
  • Hold a fundraiser for a favorite charity
November
  • Presentation
  • Thanksgiving promotion
  • Notify clients of a special promotion
  • Newsletter
December
  • Holiday Open house, Holiday promotion
  • Notify clients of a special promotion
  • Advertise in a fine arts program





 MM Activities


Practice Building -- Promotions

Practice Building -- Advertising

Practice Building -- Publicity

Practice Building -- Community Relations

Practice Building -- Networking

Practice Building -- Building Professional Alliances

Practice Maintenance -- Promotions

Practice Maintenance -- Advertising

Practice Maintenance -- Publicity

Practice Maintenance -- Community Relations

Practice Maintenance -- Networking

Practice Maintenance -- Building Professional Alliances

General Activities

Promotional Materials

Business/Practice Management

Client Education

Product Sales

Continuing Education

Self Care

Client Retention & Customer Service

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Last updated: March 23, 2016
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