| MArkETing STrATEgiES | praCtICe management
internal marketing and implicit internal marketing.
Explicit brand building in explicit brand building a practice overtly states the message it wants to deliver. One advantage of explicit brand building is that the practice has complete control of the message. For example, a practice might adopt the slogan, ‘ABC Dermatology: A Leader in Cosmetic Skin Care’. This message directly presents a cosmetic brand to patients. Explicit brand building can be used through vehicles such as print advertisements, radio or television advertisements, practice materials such as brochures or business cards, and the website of the practice. The first step toward developing an
explicit brand building campaign is defining the value proposition of the practice. The value proposition is the unique combination of service, quality, and price that each practice offers its patients. Each organisation must focus on no more than two of these elements. For example, a practice that offers the highest quality care and service will probably not be able to offer the lowest possible price. Each practice must analyse its position within its chosen marketplace and demographics to determine the best competitive approach. Once the value proposition has been determined, it needs to be communicated clearly to targeted patients. As an example, XYZ Dermatology is
a practice in a small market. in the area in which it practices, the doctors have built a reputation for providing excellent medical care, but they have little cosmetic business knowledge. The primary cosmetic competition in the area is a medispa that operates without on-site physicians. XYZ Dermatology believes its practice provides higher quality care than the competition, but feels it cannot compete on price with the medispa. The practice determines that it will focus on high service and quality as its value proposition. Accordingly, the practice adopts the slogan, ‘XYZ Dermatology: Medical and Cosmetic Skin Care Advice from the Doctors You Trust’. This slogan highlights the chosen value proposition, and it gives patients a clear reason to consider the practice for their cosmetic needs.
prime-journal.com | September 2011
❚
61
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76