COPM Marketing https://www.askascent.com/forums/posts.aspx?topic=994681 Sat, 6 Jun 2026 16:36:00 GMT Fri, 15 Aug 2014 15:30:13 GMT Copyright © 2014 ASCENT | Administrator Support Community for ENT COPM Marketing https://www.askascent.com/forums/posts.aspx?topic=994681 https://www.askascent.com/forums/posts.aspx?topic=994681  

Greetings!

 

This week we will be reviewing marketing.  Marketing is an essential part of any thriving successful clinic.

 

Marketing will make up 5% of the exam.  So what should you be familiar with when it comes to marketing your clinic?  
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You should know the difference between a marketing strategy and a marketing plan.

A marketing strategy is an explanation of the goals you need to achieve with your marketing efforts.  A marketing strategy is shaped by your business goals.

A marketing plan is a comprehensive outline of the clinic’s overall marketing efforts.

 

You should be familiar with the components of both a marketing strategy and a marketing plan.


Here is a sample question: 

How you are going to achieve your marketing goals refers to

A.            Marketing strategy

B.            Marketing process

C.            Marketing plan

D.            Marketing design

 

The answer is C

]]> Mon, 11 Aug 2014 15:28:55 GMT More on marketing.... https://www.askascent.com/forums/posts.aspx?topic=995049 https://www.askascent.com/forums/posts.aspx?topic=995049 Today we will focus on what draws patients in and what keeps them coming back.


You should be familiar with internal and external customer satisfaction surveys – Why are they important?  How and when are they conducted and what do you do with the survey results?
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You should understand referral management and development.  Who is referring to your practice and who is not?  How do you develop a relationship with referring partners in your community?  For example, do you send the referring physician a follow up report on the referred patient to ensure they are in the communication loop on their patients care?
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You should be familiar with public relation programs/events – for example, a head and neck cancer screening day.  What are the components involved in planning for and conducting a public relation program/event?

How do you advertise and promote your practice?
What is a brand? 

]]> Tue, 12 Aug 2014 16:58:01 GMT https://www.askascent.com/forums/posts.aspx?topic=995511 https://www.askascent.com/forums/posts.aspx?topic=995511
More on exceeding patient expectations.
Be familiar with the 4P’s of marketing and how they relate to gaining and retaining patients.

Here are some questions to consider
Product:
What else do you consumers want?
What other expertise does your group have to offer?
What services capitalize on your existing network of relationships in the community?

Promotion:
How can you grow your existing patients’ knowledge of your services, so they can help you grow?
What can you do to spur more referrals?
How can you network with new patients?
How can you incorporate social media into the promotion of your practice?

Place:
What other geographic areas make sense to serve?
Is there an open or underserved market near you?
Have you considered global networks?
How is your clinic environment fairing – are you due for upgrades such as new carpet, magazines, lighting - etc.
When was the last time your group completed a SWOT analysis? You should be familiar with SWOT.

Price:
When was the last time you evaluated your pricing structure?
]]> Wed, 13 Aug 2014 21:39:39 GMT https://www.askascent.com/forums/posts.aspx?topic=995839 https://www.askascent.com/forums/posts.aspx?topic=995839 You may have a pretty good idea about who your patients are, or where your referrals come from, but this can be meaningless without the use of analytics in your marketing efforts. It is important that you understand which marketing methods work best for your clinic. For example, If you have a website – how user friendly is it? Are you tracking the number of hits? Do you conduct direct mail and email campaigns – are they working effectively? How do you know?

Measure and evaluate your clinics marketing efforts whenever possible. Be sure to include quantifiable measures in your marketing plan. Examples of quantifiable measures include: new patient volume, physician referrals, website hits, patient and procedure volume, number of attendees at a promotional event.

The success of your marketing activities should be based on several factors, one of which should be your return on investment (ROI). When measuring your return on investment, look at the amount of revenues one marketing campaign generated compared to the amount you invested in it.

Are you familiar with the 80/20 rule in marketing? 80% of your volumes will come from 20% of your customers.
]]> Thu, 14 Aug 2014 20:51:13 GMT https://www.askascent.com/forums/posts.aspx?topic=996097 https://www.askascent.com/forums/posts.aspx?topic=996097
As we wind down our week of marketing I will leave you with some practice questions.

In review, it is important to have an understanding of the critical elements of a marketing plan. Those elements include:
•Target Marketing – Establishing Target Customers
•Competition Analysis
•SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
•SMART Goals
•Strategies and Tactics
•Marketing Budgets
•Marketing System

Here are some practice questions:
The use of a name, term, symbol, design, or a combination thereof that may or may not be registered is called:

a. a brand name
b. a brand
c. a trademark
d. a patent

Which of the following is not part of the marketing mix?

a. promotion
b. price
c. planning
d. product

Advertising belongs to which part of the marketing mix?

a. product
b. price
c. place
d. promotion

A statement most consistent with the philosophy of the marketing concept would say that the key to success is:

a. innovative product development
b. an experienced team of marketing managers
c. customer satisfaction
d. minimization

Answers
B, C, D, C


Have a great weekend!
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