Читать книгу Managing Marketing: Guidelines for Practice Success - American Dental Association - Страница 5

Introduction

Marketing

What It Is and Why It Matters

Market Research

Inquiries from Prospective Patients

Internal Marketing

Legal and Ethical Aspects of Marketing

Advertising

Patient Privacy/Social Media

Online Reviews/Social Media

The Patient Survey

Why Survey Patients?

Who and What to Survey

Sample Copy to Accompany the Patient Satisfaction Survey

Sample Patient Satisfaction Survey

Fielding the Survey

Collecting and Using the Survey Data

The Environmental Scan

Defining and Managing Your Brand

What Is a Brand?

Your Brand and the Name of Your Practice

Your Logo and Tagline

Dos and Don’ts of Dental Logos

Creating Your Marketing Plan

The Basics

Identifying Marketing Activities and Tactics

Measuring Success

Launching Your Marketing Strategy

Checklist For Launching A Marketing Strategy

Marketing Consultants

Calculating Return on Investment (ROI)

Website Development

Introduction

Custom versus Template Websites

Costs

Sample Website Development Agreement

Checklist For Creating Effective Website Content

Sample Photography/Image Release

Sample Authorization Form For Use or Disclosure of Patient Information

Considerations When Outsourcing Development

Content Development

Design and Content

Safeguarding Patient Information

Website Security

Accessibility

Search Engine Optimization (SEO)

White Hat/Black Hat SEO

Blogs versus Learning Centers

Evaluating Website Performance

Social Media

Introduction

Checklist For Engaging in Social Media

Blogging: Tips & Types

Sample Content Calendar – Dental Topics

Sample Content Calendar – Non-Dental Topics

Online Reviews

Negative Online Reviews

Video Marketing

Other Advertising

Offline Advertising

Traditional Advertising

Direct Mail

Print

Newsletters

Telephone Marketing