Scott McDonald & Associates offers several programs which represent some of the best and most complete marketing instruments in professional practice. They are intended to plan and implement marketing activities for practices of all sizes. BUT just as practices differ, their marketing needs differ. Choose on the plan YOU think you will need.
- Specialist Strategic Plan - For Group Practices.
- Building the Referral Network Plan - For Practice who chiefly use referrals.
- FrameWork Marketing Plan - A moderately priced Marketing option.
- New Associate Marketing Plan - To get the new associate producing FAST.
- Mini-FrameWork Marketing Plan - Short term marketing efforts.
These marketing plans are chosen by professionals who want to achieve a sustained and long term marketing approach for their practices. Very specific goals are designated at the beginning of the program. The success of the program is measured against that goal over time.
The FrameWork Plan takes at least one three months but most often six months to complete. Implementation of the plan depends upon the activities designated by the plan. For example, if an external marketing program is determined to be the best way of achieving the goals of the practice and a direct mail campaign were designated as the primary medium of getting the result, the campaign would usually take six months. Internal marketing programs and policies can take much less time.
Research Format
The FrameWork Plan starts with some research.
Goals and Analysis
As mentioned above, we want to know exactly where we are going with this plan. The Goals and Analysis are short questions for the doctor. Included is a Tracking Sheet so we can set a base-line for the analysis of how well the plan performs. This Sheet asks for the last 24 months in Production, Collection, and New Patients by each month as well as the number of days worked each month.
Patient Surveys
In order to get the facts, we will send to you 50 blank patient surveys. These should be distributed to every repeat patient who visits the office during the first month of the program. Three sample cover letters, instructions for distribution of the surveys, and a collection box are included. When completed, they should be returned to Scott McDonald & Associates for scoring.
Geographic/Demographic Profile
Based on the location of the practice, we will provide an original demographic report based on each zip code (up to 20) for the area surrounding the practice. Data is purchased from the Census Bureau to provide the most updated view of the area and its residents. We will also plot the distribution of patients on a computer generated map in relation to this data from the Patient Profile Analysis.
Psychographic Profile
With the practice at the center of circle, a radius for the practice is measured up to ten miles to gain further insights into the population. Within this area, the key life-styles will be analyzed (see Psychographic Report, a sample has been included).
Competition Analysis
We want to know who else is practicing in this area. No practice exists in a vacuum so we want to find out how they are perceived by the general public, what plans they accept, how the public feels about their fees, and what marketing advantages they have or no not have.
Staff Audit & Analysis
This is a self administered survey to be completed by the doctors and staff. It divides the practices into Product, Price, Place, and Promotion for separate analysis. This is to help identify which policies are being carried out (and which are not) and why (and why not).
Patient Profile Analysis
We want to know what the majority of patients are like demographically. This is a simple way to determine a practice's patient profile.
Report Format
Assumptions and Marketing Report
We need to know if we are on track. Therefore, we will send to the doctor a short report on our assumptions and general conclusions for the marketing effort. These should be reviewed by the doctor and anyone else helping in the decision making process. Our purpose is to make sure we are not spending precious time and resources pursuing what we think needs to be done instead of what the doctor sees as the goal.
Included in this initial report are the results of the patient surveys and research. We always want to have a telephone meeting in which we review the data and conclusions.
Marketing Plan
The Marketing Plan is not really a single document. Instead, it is a series of documents and services which build toward completion of the plan. The main portion of the plan, however, is made up of a calendar of activities and a monthly budget. They will outline:
- what needs to be done
- who will do it
- when it needs to be completed, and
- how much it will cost.
All this is done up-front to make sure there are no surprises. When possible, we will include the projected results of the activity or item in the plan.
Plan Implementation
There are elements of this plan which are automatically implemented without an additional cost. Most of the time this includes the Internal Marketing Program. There are also no additional charges for the first drafts of written communications (special marketing letters), direct mailers, and ads. We will also provide mock-up artwork and art direction for the price of the fee. The cost of postage, advertising space, ad placement, and other out of pocket expenses are not included in this service.
Often we will include a training component for the doctor and staff. While the actual cost of the training is included in the fee, transportation and lodging will be billed separately if the practice is located outside the Northern or Central California area.
Fee
The fee for this plan starts at $4,000. We request a $1,000 deposit to start. The second and third payments (of $1,000 each) are due the first of the month or 30 days after the initial deposit, whichever is longer. The balance ($1,000) is due on the first of the fourth month. If, for some reason, you are dissatisfied with the service we are providing, this agreement can be terminated at any time after the current balance has been paid.
Conclusion
It is our goal to serve our clients completely. We do not intend to become another employee nor do we want to be a bottomless pit of money. We serve our clients by paying attention to these three things:
- Results
- Money
- Personal Choice
We believe that no two practices are the same. It does not make sense to apply a strict plan upon a practice which might not meet with the personal tastes of the doctor(s). When this is the case, we believe it is better to find alternates the doctor can live with. After all, it is your practice.
Special Marketing Services for Specialists
Marketing for Dental Specialists requires special care. On one hand you don't want to look like you are hawking used cars but you don't want to seem invisible in the dental community either. Scott McDonald & Associates has the way for dental specialists to build their referral networks and maintain them in an ethical and TASTEFUL manner without sacrificing their self esteem. True, you may have to stretch a little but these proven programs and tools are just what the doctor ordered if you want results.
Building the Referral Network - The Specialist FrameWork Plan
This is a workshop/plan for doctor and staff to build and maintain a strong referral network. It represents the single most complete and thorough marketing plan available for dental specialists. Over a period of six months, your practice can significantly increase the number of referrals, the amount produced per referrals, and all this while improving the effectiveness of your marketing time and money. Get your practice moving again. We start with some research within the dental community. We will call up to ten referring dentists in the community to get a feel for your image (and your competition's). We will also do a study on the demographics (A Geographic Report) and growth potential of your practice area to provide input to your strategic plan. We will provide a marketing report and plan as well as the training and motivation to you and your staff to get the practice into high gear. We strongly recommend this program whenever a practice takes on a new associate or partner who does not have their own referral base. We take the professional from Step One to the end with frequent contact, prodding, pleading, and encouragement. Don't miss it! Contact us for more information.
The Associate Plan for Building Referral Networks
This program is a targeted activity intended to meet a specific need: a new specialist in a dental community. Whether the specialist is a new partner or associate or the owner of the practice, this alternative is a high impact way to build and keep a referral base. This option is most often chosen by professionals who want a specific result in a specified time frame. As with other Scott McDonald services, the success of the program is measured against that goal over time. Contact us for more information.
Strategic Marketing Plan for Group Practices
Large practices with multiple doctors and multiple locations often need increased planning and improved function. The alternative is reduced productivity and needless waste not to mention frustration by the doctor/owners. Scott McDonald & Associates will provide a complete and thorough Strategic Business and Marketing Review of your practice including implementation. The process takes only two months and does NOT require extensive time by doctors or staff away from the business of dentistry. If you would like more information on the Strategic Marketing Plan for Group Practices click HERE. This is one of the BEST investments your group practice can make. Contact us for more information.
Organizing Study Clubs & "Thank You" Programs
Continuing Education is a proven method for getting attention from the referral community. We can provide you everything from developing mailings lists, finding speakers, and setting up speaking locations to sending thank-you letters for participation. Many times, these programs become a "revenue neutral" part of a successful marketing plan. These plans start at $2,500 (which does not include the costs of mailing or other publicity.) We will personalize this program to meet your particular needs and desires, whether to provide a clinical club for implants or to enhance your practice's image as a source of continuing education. Scott McDonald also provides courses which can be used by specialists as a part of a "thank you" program. These programs can include dentists, spouses, physicians, and dental staff. Check out our programs offered. One might be right for your next meeting.
Contact us for a quote.
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