company retreat - marketing presentation

“Marketing is the distinguishing, the unique functionof the business... It is not a specialized activity at all.It encompasses the entire business. It is the whole

business seen from the point of view of its final results, that is, from the customer’s point of view...”

Peter Drucker (1954)

Marketing Defined

Marketing & Profitability

PROFIT

Cust

omer

Val

ue C

reati

on Internal Operations

Competitive Advantage

We must createvalue in order to attract

and retain patients.

We must be efficientin order to preserveour profit margin.

We must differentiate ourselves in order to attract and retain patients.

A Cornerstone in Business: The Profit Triangle

2010 Marketing Goals

Customer Value Creation - Target profitable customer segments - Increase customer value - Increase customer/market awareness

Internal Operations - Improve operational efficiencies as it relates to the customer experience

Competitive Advantage - Improve competitive position

Customer Value Creation

GOAL: Target profitable customer segments

Current Patient DemographicsTotal: 1,437 Patients

The most attractive segment is not the largest % ofcustomer base, it’s the largest % of annual revenue.


How can we better track our customersegmentation so that profitability is easily determined?

Are there other meaningful ways in which customers should be segmented (other thandemographics)? Is this being tracked?

Do you consider a primary care physiciana supplier, a customer, or both?

How should we segment and target the mostprofitable primary care physicians?

Questions to Consider...


Core Value PropositionStates the unique benefits the product/service is to provide to customers.

Ex) Amex Traveler’s Cheques - “Accepted Everywhere”

What is Impact Orthopaedics’Core Value Proposition?

Should be important, distinctive, superior, communicable,preemptive (not easily copied), affordable, & ideally, profitable.

GOAL: Increase customer value



Total Customer ExperienceWhere can value be added? Where is their opportunity for differentiation?

Discharge

Initial Phone Call(Apptmt/Info)

Exam RoomCheck-In

Follow-UpPhone Calls

H & P withDr. Jones

Front DeskCheck-In

Front DeskCheck-Out

AppointmentReminder Call

Exam RoomWait Experience

Discussion withReferral Source

Waiting RoomExperience

X-Ray



CustomerSurvey Results

Service Offerings & Other Preferences


How can we effectively communicate ourcore value proposition to our customers?

What are some ways we can increase thevalue we offer to our customers in orderto sustain competitive advantage?

- Service offerings? - Resources Available to Patients? - Patient Appreciation? - Others?



GOAL: Increase customer awareness

CustomerSurvey Results

Referral Sources and Marketing Mix


Customer Awareness Meets Customer Service

Source: Frederick Reicheld, “The One Number to Grow” Harvard Business Review (December 2003): p 52

“The only path toprofitable growth may

lie in a company's abilityto get its loyal customersto become, in effect, itsmarketing department.

- Frederick Reicheld, 2003


What are some ways we can foster this ideaof “promoters” in our patient base? How about with primary care physicians?

Do you agree with the survey responseswith regard to marketing mix (the relativeeffectiveness or ineffectiveness of eachmedium)? If not, why?

Can you suggest more cost-effective ways to increase awareness than with mass media?


Internal Operations

GOAL: Improve operational efficiencies

Total Customer ExperienceAre there opportunities for process improvements?

Discharge

Initial Phone Call(Apptmt/Info)

Exam RoomCheck-In

Follow-UpPhone Calls

H & P withDr. Jones

Front DeskCheck-In

Front DeskCheck-Out

AppointmentReminder Call

Exam RoomWait Experience

Discussion withReferral Source

Waiting RoomExperience

X-Ray

Internal Operations


How can we better utilize Athena toimprove the total customer experience?

Are there redundancies in the systemthat can be eliminated (especially thosethat impose on the patient)?


GOAL: Improve competitive advantage

• Reliability - perform service dependably & accurately

• Responsiveness - ready and willing to give prompt service

• Assurance - knowledgeable, courteous employees whoconvey trust and confidence

• Empathy - caring, individualized attention to customer needs

• Tangibles - physical resources are there to make it real

Areas of Service DifferentiationWhere/How do these traits fit into the Total Customer Experience?



Who are our biggest competitors?

What customer value do they offer to their patients that we do not?

How do they differentiate themselves fromother practices? Is it obvious?

What are some strategies we can useto specifically attract patients away fromour competitors?

company retreat - marketing presentation

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