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 Business for Health Business Skills for Private Medical Practices Module 22: Market Your Health Practice

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. 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!. 2Business Skills for Private Medical Practices

Agenda Welcome Marketing versus Advertising Marketing Strategies When to Use Marketing Strategies Marketing That Will be Most Effective for You Summary and Evaluation Close 3Business Skills for Private Medical Practices

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; 4Business Skills for Private Medical Practices

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. 5Business Skills for Private Medical Practices

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 6Business Skills for Private Medical Practices

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? 8Business Skills for Private Medical Practices

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? 9Business Skills for Private Medical Practices

The Marketing Pie  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.  Advertising is one tool, among many, for marketing a product or service. 10Business Skills for Private Medical Practices

The Marketing Pie 11Business Skills for Private Medical Practices Advertise Give a Talk

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 13Business Skills for Private Medical Practices

Three Common Sense Marketing Goals 1.Create awareness 1.Establish preference 2.Stimulate action 14Business Skills for Private Medical Practices

Recognizing Common Sense Marketing Tactics 1.Create awareness 1.Establish preference 2.Stimulate action 15Business Skills for Private Medical Practices

Marketing Strategies 16Business Skills for Private Medical Practices

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? 18Business Skills for Private Medical Practices

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? 19Business Skills for Private Medical Practices

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? 20Business Skills for Private Medical Practices

Marketing That Will Be Most Effective for You Business Skills for Private Medical Practices 21

A.Strategy B.Would it reach my target market? C.How many new customers or cross- selling opportunities can I expect? D.How easy is it for me to do? E.What time and money are needed? F.Will it be cost-effective? 22Business Skills for Private Medical Practices Which Marketing Strategies Will Work Best for Your Practice?

Summary and Evaluation Business Skills for Private Medical Practices 23

Evaluation Sheet 24Business Skills for Private Medical Practices

 Strategy for which product/service  Target market it will attract  Quantity of new customers or cross- selling opportunities  Who is responsible  When it will be done  Necessary resources 25Business Skills for Private Medical Practices The Next Step Create a Marketing Plan

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 Practices26

My Key Take-Away 27Business Skills for Private Medical Practices