COPM Marketing https://www.askascent.com/forums/posts.aspx?topic=1127880 Sat, 6 Jun 2026 16:34:52 GMT Fri, 17 Jul 2015 19:13:14 GMT Copyright © 2015 ASCENT | Administrator Support Community for ENT COPM Marketing https://www.askascent.com/forums/posts.aspx?topic=1127880 https://www.askascent.com/forums/posts.aspx?topic=1127880 Greetings!  I hope everyone is having a great summer.  The next section we will be covering for our COPM test prep is marketing.  Marketing will comprise of 5% of the test.  Each day this week we will review topics you should be familiar with when taking the COPM test this fall.

So, are you familiar with the ins and outs of conducting internal and external customer satisfactions surveys?

Things you should know...

Know the difference between and internal and external customer.

Understand why it is important to have happy employees.

How often should a survey be performed?

How and who do you target to take the survey?

Be aware of different mechanisms used to deliver surveys. 

What do you do with the results?

 

Sample questions:

Patient satisfaction can be broken down simply into two main issues.  They are:

A. Expectations and Perceptions

B. Expectations and Opportunities

C. Expectations and Value

D. Expectations and Behavior

Answer: A

 

How do you create a successful marketing strategy to improve patient satisfactions?

A. Use the latest technology

B.  Follow up with patient concerns

C. Implement quality initiatives

D. All of the above

Answer D

]]> Mon, 13 Jul 2015 18:37:55 GMT COPM Marketing https://www.askascent.com/forums/posts.aspx?topic=1128129 https://www.askascent.com/forums/posts.aspx?topic=1128129 Tuesday’s marketing topic includes developing and implementing a marketing plan. 

What is a marketing plan?

A marketing plan is a strategic document that is designed to facilitate the achievement of specific business goals and objectives over a specific time period.

 

You should be familiar with the critical elements of a marketing plan:

Target market

Competitive analysis

SWOT analysis

SMART goals

Strategies and tactics

Marketing budgets

Marketing system

 

Do you know the difference between goals vs. strategies vs. tactics?

Are you familiar with the 5P’s of marketing – Price, Placement, Product, Promotion and People.

When implementing a marketing plan be sure to communicate with staff, know your end goal, monitor progress, modify, develop a contingency plan and seek expert advice when needed.

 

Sample Questions

Marketing plans are developed to last no longer than _____ before being reassessed for modifications, additions, subtractions or entire reinvention.

A. No longer than 6 months

B. No longer than 1 year

C. No longer than 3 years

D. No longer than 5 years

 

Answer B

 

SWOT is an acronym for:

A. Strengths, Weaknesses, Options and Threats

B. Strengths, Weaknesses, Opportunities and Threats

C. Strengths, Weaknesses, Options and Targets

D. Strengths, Weaknesses, Opportunities and Targets

 

Answer B

 

SMART is an acronym used in what type of discussions?

A. Tactic discussions

B.  Planning discussions

C.  Goal-setting discussions

D.  Strategy discussions

 

Answer C

]]> Tue, 14 Jul 2015 15:39:39 GMT https://www.askascent.com/forums/posts.aspx?topic=1128607 https://www.askascent.com/forums/posts.aspx?topic=1128607
You should be familiar with the concepts of a marketing design

What is a marketing – promotion strategy?

Be familiar with the following terminology networking, PR, direct mail, selling, advertising, positioning and online marketing.
What is audience tracking and why is it important?
Are you familiar with branding?
Are you familiar with the most commonly used marketing media:
Stationary
Window display or front office
Press advertising
Radio
TV
Direct Mail
Social Media

Marketing implementation involves putting the marketing design, execution and scheduling into motion.
Things to consider:
Does everyone understand their role and tasks to perform
Pay attention to details
Keep ahead of the game - be proactive
Do not over deliver or over promise

How do you monitor marketing progress?
-What media did you use
-What was the timing of your promo
-Cost to your practice
-Number of clients reached/exposed to promo
-Responses generated
-Sales
-ROI

How will you measure success?
Be sure to get customer feedback – how will you go about getting feedback?
- Survey
- phone calls
- social media

Understand the concept of market share.
]]> Thu, 16 Jul 2015 00:05:41 GMT https://www.askascent.com/forums/posts.aspx?topic=1128952 https://www.askascent.com/forums/posts.aspx?topic=1128952

Things to know:
What is PR (public relations)
What is involved in a PR Plan?
-review historical PR activity
- identify what worked well and what id not
-Did you use a media measurement service? If so, assess the results
- Identify your overall business objectives to develop your media messages
- Outline your plan of attack – where are you media opportunities?

Be familiar with tools and tactics used in PR
- News release calendars
- Media outreach
- Speaking opportunities - Seminars
- Blogs and social media
- Customer success stories
- Radio and TV

What is the difference between advertising and public relations?
The goal of advertising is to generate sales, while the goal of public relations is to generate good will.


]]> Thu, 16 Jul 2015 23:44:36 GMT https://www.askascent.com/forums/posts.aspx?topic=1129145 https://www.askascent.com/forums/posts.aspx?topic=1129145
Referral marketing is receiving direct recommendations or medical referrals from local business or other practitioners outside your specialty. Word-of-mouth from trusted sources is one of the best ways to connect your information with the people who will use it.

Do you know about external advertising? Be familiar with direct mail, targeted pay-per-click ads, TV or radio spots, public speaking, event sponsoring, and more.

What is online referral marketing? How does it differ from traditional referral maketing?
What are web browser cookies and what is there role in online referral marketing?

Referral Marketing – some best practices to be aware of…
1. Create a compelling offer to your patients
2. Promote the program
3. Make referring a no-brainer
4. Personalize the experience
5. Never miss an opportunity
6. Monitor and optimize

How is a marketing strategy different from a marketing plan?
A marketing strategy is an explanation of the goals you need to achieve with your marketing efforts. Your marketing strategy is shaped by your business goals. Business goals and marketing strategy go hand-in-hand.

A marketing plan is how you are going to achieve those marketing goals.

Marketing strategy = what has to be done
Marketing plan = how it is going to be done
Components of a marketing strategy
-external marketing message
-internal positioning goal
-short term goals and objectives
-long term goals and objectives

Components of a marketing plan
- Executive summary – High level summary of marketing plan
- Description of product/services to be marketed
- Situation analysis
o SWOT
o Focus
o Goals
o Culture
o Market share
- Analysis of your competitors
- Identification of your 4 P’s
- Summary of all above and how you will use this information to achieve the goals identified in the marketing strategy.
]]> Fri, 17 Jul 2015 20:13:14 GMT