Workbook

Defining Marketing

Let me begin by clearing up a misconception. That is, that marketing is synonymous with advertising, promotion, and public relations...areas with which many practitioners are simply not comfortable. In reality, the basics of marketing are the concepts of investigating, formulating, and educating...approaches you use everyday in your practice...approaches that are familiar and comfortable.

The definition of marketing I have adopted is:

"Marketing is both a 'general attitude' of the team members in the practice, and a 'specialized function' within the practice's management structure."

Marketing is responsible for:

• Investigating — to identify and define patient needs and wants
• Formulating plans that will satisfy these needs and wants
• Creating a favorable "patient-centered" environment
• Providing the proper services, and educating the patients about those services
• And finally, marketing is responsible for performing the services at a time and place, and in a form best suited to profitably meet the patients' needs and wants.

I first encountered this concept while working with, and listening to Dr. Frank Edwards, one of the principal influences in the development of the area of professional marketing and management. I'm confident in this definition, and use it in the work I do, because it clears up the doctor's confusion of "what to do — which activity comes first?"

The definition answers the question. First, through investigation, you identify and define patient needs and wants; then, you formulate plans to satisfy them, and next, through patient communication, you educate them about the features and benefits the practice has to offer.

You always want your practice to be in perfect order before you invite new patients to visit. It's very seldom that you get a second chance to make that first impression.

It's Time for a Makeover

Defining Marketing Plan

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