Overall Clinic Goals
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- Dorcas Booker
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1 6 Overall Clinic s Summary TIP: This is the last piece to be completed. Return to this section and write a short synopsis of your plans to help reach overall clinic goals. Page 1 of 7
2 Current Market Situation Trends in Society Increasing online social networking Technology Increasing ability to automate Economy Growth, Recovery or Recession: Employment Levels: Consumer Confidence: Veterinary Industry Size of Industry: Industry Outlook: Trends in Industry: Competition: Company Additional Information Additional Market Factors TIP: Don t just list your competition; add information about your competition regarding their marketing mix. Page 2 of 7
3 SWOT Analysis STRENGTHS OPPORTUNITIES WEAKNESSES THREATS TIPS: Narrow down each area to only three to focus your efforts. Consider how each of these affects company goals. Target Market Characteristics Demographic o Location: o Age: Generation: o Gender: o Income Level: o Marital Status: o Education Level: o Nationality/Ethnicity: o Own or Rent: Psychographic o Interests: o Opinions: Significant Problems & Needs Target Market Size Potential Target Size: TIP: Consider your existing clients as well as who you want your clients to be based on clinic goals. Competitive Advantage TIP: Page 3 of 7
4 Marketing s 1. Company : 2. Company : 3. Company : 4. Company : 5. Company : TIP: Start with clinic goals and ensure each goal has a deadline/timeline and is measurable. Page 4 of 7
5 Marketing Strategy & Implementation Marketing Mix: The Four Ps/Cs 1. Client Solutions (Product) 2. Client Cost (Price) Pricing Strategy How it is Used 3. Convenience (Place) City/Neighborhood: Average distance your current clients are willing to travel: 1. Population in target area: 2. Accessibility: 4. Communication (Promotion) Collateral Website Company brochure Business cards Advertising Message Target Medium Cost Measurable Sales Promotions Promotion Target Timing Frequency Duration Cost Measurable Public Relations Media Releases & Outreach: Page 5 of 7
6 Selling Events/Trade Shows Event/ Trade Show Target Date Cost Measurable Social Media / Digital Platform Target Timing Frequency Cost Measurable Client Retention & Compliance Appointment Reminders: Care follow-up: Implementation Communications/Marketing Calendar o Frequency of strategies Annually: Quarterly: Monthly: Weekly: Daily: o Seasonal strategies o Holiday strategies Responsible Personnel o o o Monitor, Evaluate and Adjust o Monitoring schedule: o Evaluation schedule and reports: TIP: Create a communications/marketing calendar to track what is being done, when and by whom. Tools for this can be as simple as ical, Outlook Calendar or a calendar in Microsoft Word or Excel. Be sure to leverage seasonality and holidays. Page 6 of 7
7 Marketing Budget & ROI Collateral Website Brochure Business Cards 2014 Actual 2014 ROI or Notes 2015 Budget 2015 Actual 2015 ROI or Notes Advertising Direct Mail Print Radio TV Digital Social Outdoor Mobile Sales Promotions Samples Coupons Public Relations Selling Event Attendance Client Gifts/Meals Events Social Media Client Retention & Compliance TOTAL TIP: Create an excel spreadsheet to help calculate return on investment (ROI) and what has been spent to date. Page 7 of 7
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