(Marketing SOPs, forms, and samples appear below in italics.)
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Introduction
The Beauty of Being a Businessperson
�I Hate Marketing�
The Difference Goes Beyond Excellence
You Control Your Marketing Aggression
Why Is This Book Different?
Managed Care
The four stages of managed care
What Can You Do?
Chapter 1. Strategic Planning
Definitions
What is marketing as it pertains to dentistry?
Where you are located
The type of office you have
Where the majority of your patients come from
The composition of your patient base
The marketing barriers
Why You Need a Marketing Plan
Physical Marketing Barriers Map (appears with text) A last look back�and a necessary look forward
Setting Up Your Marketing Plan Dental Marketing Pyramid
The Dental Marketing Pyramid (appears with text) Elements of the pyramid defined
Mission Statement
Goals and Objectives
Practice Image
Your pricing strategies
Your marketing strategies
Your patients and patient base
Setting Up Your Marketing Budget
Dental Marketing Methods Comparison Chart Sample Budget for a New Dentist Sample Budget for a Young Practice Sample Budget for a Mature Practice Blank Monthly Calendar and Budget Sheet Building your practice biography
Your credentials vs patient perceptions
Make a list of what�s important
Sample biographical form
Sample Practice Biography
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Chapter 2. Setting Up for Success
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Successful Marketing Starts and
Ends with Tracking
�Tracking starts with the right question�
�� and the right asker
�Weekly New Patient Referral Tracking Sheet � Monthly New Patient Referral Tracking Sheet � Annual New Patient Referral Tracking Sheet
What You Want Your Patients to Do Your Marketing Team�Every Member
Plays a Vital Role
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