Transcript Situation Analysis and Overview - Pittsburgh Academy of Implantology

Pittsburgh
Academy of
Implantology
November 25, 2008
Agenda
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Introduction
What marketing is…and isn’t
Why marketing is needed
Define your marketing mix
Create your vision
Use your vision to develop your
marketing strategy
• Implement your marketing strategy
• Questions? Open discussion…
Introduction
• Auntie Anne’s, Inc.
• Headquartered in Lancaster,
Pennsylvania
• 950+ stores in 19 countries
• Brand re-invented in 2006; strong
growth continues…
• $345 million in sales in 2007
Introduction
• Heather Neary, Chief Marketing Officer
– Joined Auntie Anne’s in 2005
– Responsible for brand strategy for domestic,
international, and prepared products divisions
– Previously served as brand manager for Oxford
and Pendaflex office supply brands, Long Island,
New York
– Early part of career spent in tech industry in
California, in both marketing and journalism
– B.A., Millersville University
– M.B.A, Pennsylvania State University
What marketing is…
• “Marketing is an organizational function
and a set of processes for creating,
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders.”
– American Marketing Association
What marketing is…
• A means to communicate and connect
with your stakeholders, to include your
staff and your patients.
• A consistent way to share your message
to drive sales and grow your business.
What marketing isn’t…
• Marketing isn’t the be-all and end-all.
You must have consistent execution of
your strategy after your message is
communicated.
• You and your staff need to live and
breathe your strategy every day.
Why do you need marketing?
1. First and foremost, to grow your
business and drive sales.
2. Differentiate yourself from other
dentists in your area.
3. Cater your message to the wants and
needs of your end-users (in this case,
your patients).
Define your marketing mix
1. Product
2. Price
3. Place
4. Promotion
And, in a service industry…
5. People
6. Process
7. Physical evidence
Product
• Actual goods and services to meet your
patients’ needs and wants
• In your business…Implants vs. Crown &
Bridge
Price
• Setting a cost for the product and the
service you’re providing
• Helping your patient understand the
value of the service you’re providing and
how that translates into the actual price.
Placement
• Also called distribution
• How the product or service gets to the
consumer.
• Who is your target consumer?
• How will you get to that target
consumer?
Promotion
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Advertising
Sales
Promotions
Branding
In your business…holding an open house for
your existing and new patients or creating a
monthly newsletter (emailed or snail-mailed)
to your list of current and potential patients
People
• Any person who may have contact with a
potential customer.
• In your business…your receptionist who
answers the phones, your billing person who
handles insurance claims…it’s important that
each person in your practice is properly
trained, well-motivated, and the right type of
people-person to interact with your patients.
Process
• Understanding the behavior of your
target audience. What drives their
thought process?
• In your business…fear. Is your patient
apprehensive because of their fear of
dental procedures? How can you
address that fear? Or is your patient
fearful of the cost of the procedure? How
will you mitigate that fear?
Physical Evidence
• Services are intangible.
• How can you convince patients to visit
you instead of someone else…or not visit
a dentist at all?
• In your business…provide physical
evidence via testimonials, case studies,
or demonstrations.
Create your vision
• In defining your marketing mix (the seven Ps
outlined above), you can begin to craft your
vision. Include your staff in this vision.
• A vision statement
– Vivid idealized description of a desired outcome
that inspires, energizes and helps to create a
mental picture of your target.
– Defines the desired or intended future state of a
specific organization or enterprise in terms of its
fundamental objective and/or strategic direction.
Auntie Anne’s Vision Statement
• To create a culture of values where
people serve, give and impact everyone
in a meaningful way that honors God
and leads to prosperity
How to Craft a Vision Statement
• Why did I go into practice?
• When I move on from this practice, what
do I want to leave behind? What will my
legacy be?
• What am I really providing my patients,
beyond products and services?
• If my practice could be everything I
dreamed, what would it look like?
Auntie Anne’s Values
• Honest – Provide all pertinent information
required to make a sound business
decision/plan.
• Kind – Treat people with integrity and show
them respect even when they are not present
• Respectful – Show deferential regard,
consideration and appreciation for others.
• Loyal – Show allegiance while fighting for the
good of the company in aligning oneself to our
Values and Mission.
• Trustworthy – Do what you said you
would do.
Develop Your
Marketing Strategy
I. Vision Statement
II. Situation Analysis & Overview
A. Current State of the Dental Industry and
Your Practice
B. Key Stakeholders
C. External Market Trends
D. Key Competitors
E. 2008 Marketing Research Summary
a. Your observations
b. Industry research
F. SWOT Analysis
Develop Your
Marketing Strategy
III. 2009 Marketing Plan
A. 2009 Plan Objectives/Strategies
B. 2009 Key Initiatives
C. Create a line of sight for your staff
D. Calendar/Budget
E. Analysis
Situation Analysis and Overview
• Current State of the Industry and Your
Practice
– What are you seeing nationally?
– What are you seeing in your region?
– What is happening in your practice?
Situation Analysis and Overview
• Key Stakeholders
– How does your staff interact with your key
consumers?
– Who is your key consumer?
– Define your key consumer, either in
demographics or in categories.
• Demographics – age, gender, HHI, education
level, etc.
• Categories – retirees, stay-at-home moms,
booomers, etc.
Situation Analysis and Overview
• External Market Trends
– What are key market trends that are out of
your control, but affect your business?
• Insurance regulations
• Overall state of the economy
• Oil prices, unemployment rate, etc.
Situation Analysis and Overview
• Key Competitors
– Who else is going after the same set of key
consumers that you’re going after?
Situation Analysis and Overview
• 2008 Marketing Research Summary
– Compile and condense industry research
that is relevant to your practice.
– Consider any observations you and your
staff have made over the past year.
– Create a snapshot of what your consumers
are telling you (surveys, polls).
Situation Analysis and Overview
• SWOT Analysis
– Strengths and Weaknesses are internal
– Opportunities and Threats are external
– For example…
• Strengths – Excellent customer service from
receptionists, tenured staff
• Weaknesses – Small patient base, out-of-the-way
location, poor signage, negative PR
• Opportunities – Grow patient base, continue education
for ALL staff
• Threats – Competitors moving into my territory, shaky
economy
2009 Marketing Plan
• 2009 Plan Objectives and Strategies
– Define two to three key objectives to focus
on in 2009.
– Use those key objectives to define your key
strategies for 2009.
2009 Marketing Plan
• 2009 Key Initiatives
– Initiatives are the tactics you will
implement to support your key objectives
and strategies
– For example…open houses, implementation
of a newsletter, a new web site presence,
plans to do public speaking, charity
involvement, ongoing team meetings and
training seminars, etc.
2009 Marketing Plan
• Create a line of sight for your staff.
– WIFM?
– Each employee must have a clear picture of
where the organization is heading and why:
• Clarify the direction your practice is heading
• Compose your message considering your
audience
• Deliver your message to enhance focus
• Rinse, lather, repeat – include this message in
all your communication with your staff
2009 Marketing Plan
• Calendar and Budget
– Calendarize all your tactics planned
for 2009
– Include a budget for each tactic
• What is mandatory for 2009?
• What might you be able to table for 2010
because of budgetary concerns?
2009 Marketing Plan
• Analysis
– How will you determine what tactics work
and how well they work?
• After you execute each tactic, spend some time
looking at the results.
• May not be as concrete as “execute tactic, see
increase of 50%”.
• Use results to begin to outline your plans
for 2010.
Wrap-Up
• Consistency and integrated efforts are
critical – from your staff, to your
marketing pieces, to your office set-up,
make sure your vision is played out in
every piece of your practice.
• Long term – marketing isn’t an
overnight process.
Questions?
Thank you for your time tonight.