(Please note that times and topic order are subject to change)
BEFORE WE MEET, we'll ask you to complete a comprehensive questionnaire that will help us identify the strengths and weaknesses of your current situation.
Then we'll schedule a 1-hour (approx.) pre-Workshop telephone interview to get a good idea of your goals and to explore specific areas in which we may be able to help you achieve them.
During all of this, we'll be gathering demographic and competitive information to help you make the important, informed decisions for your practice.
FRIDAY
8:00 a.m. to Approx. 5:00pm.*
Continental breakfast.
Introduction - What you need to know about healthcare marketing in 2009: A 10,000-foot view.
Budgeting - In this section, you will learn the difference between "spending" on marketing and "investing" in it. We'll show you how to determine how much to invest and how to get the biggest bang for each marketing buck.
Branding - Here's how to stand out from the crowd in an ethical, tasteful yet efficient way. We'll show you how corporate America brands itself and how their principles can apply to your practice.
Internal - During this important section, you'll learn how to create raving fans out of your patients so they report back favorably to referrers, family and friends. We'll also show you how an indifferent staff can cost you not only revenue, but can damage your reputation, too.
During the day, there will be ample time for "stretch" breaks and Q&A. Lunch is midday, on your own.
In addition, each practice will have the first of its two scheduled private consultations with your Marketing Consultant.
SATURDAY
8:00 a.m. to Completion.*
Continental breakfast.
Recap - A brief review of Friday's most important points.
Professional Referrals - We'll show you not only how to maintain the "A" referrers you already have, but how to move the "B" referrers to "A" status. Plus, we'll reveal ways to attract new referrers, often by thinking outside of your own specialty.
External Marketing - When you need new patients from new sources, you often have to advertise in newspapers and magazines as well as on television and radio. This advertising has many rewards, but is loaded with risks, too. We'll help you navigate the external marketing waters, based on 30 years of knowing what works and what doesn't.
Saturday includes another private consultation with your Marketing Consultant, during which you will receive your written, customized strategic marketing plan.
* Start times and end time will vary slightly depending on your Senior Director.