Local Marketing Planning

Introduction – Page 2

Overview – Page 3

10 reasons why you

need to promote locally – Page 4

SECTION ONE

Growing sales – Page 5

  • 1.1 Setting objectives to grow sales – Page 5
  • 1.2 Setting measures to achieve your objectives – Page 6

SECTION TWO

Three opportunities to retain

patients and increase sales – Page 7

  • 2.1 Opportunity One: The Patient Visit – Page 8
  • 2.1.1 Ways to convey your message non-verbally – Page 9
  • 2.1.2 Ways to convey your message verbally – Page 11
  • 2.2 Opportunity Two: Communicating with your existing database – Page 12
  • 2.2.1 The Recall Process – Page 13
  • 2.2.2 The Reactivation Letter Process – Page 16
  • 2.2.3 The Referral Process – Page 18
  • 2.2.4 The Practice Newsletter – Page 20
  • 2.2.5 Special Events – Page 21
  • 2.3 Opportunity Three: External Programs – Page 24
  • 2.3.1 Local Newspaper Advertising – Page 25
  • 2.3.2 Local Radio Advertising – Page 26
  • 2.3.3 Local Magazine Advertising – Page 28
  • 2.3.4 Publicity and PR – Page 29
  • 2.3.5 Community Programs – Page 30
  • 2.3.6 More ideas to consider – Page 32

SECTION THREE

Succeeding at Local Area Marketing – Page 34

  • 3.1 Developing quarterly offers – Page 34
  • 3.2 Promoting your offers – Page 34
  • 3.3 Planning ahead – Page 34
  • 3.4 Analysing your results – Page 34
  • 3.5 Sample Promotional Calendar – Page 35