Overall Marketing Plan for 2005
| January | April | July | October |
| February | May | August | November |
| March | June | September | December |
[or whatever your purpose truly is]
- My career is fulfilling and provides me with the income I desire.
- My clients receive quality care and education.
- My business affairs and practice management are dealt with efficiently and in a timely manner.
- I have up-to-date marketing materials available.
- My skills and services are consistently promoted throughout the year.
- I continually expand my knowledge and skills.
- I support my community.
- I support the development my profession.
- I provide quality products and information about them to my clients.
- I take care of myself physically, emotionally and spiritually.
Comments for 2005
We appreciate your input for enhancing this service. Several people liked the idea of dividing it into two separate subscriptions: one for building a practice and another for maintaining a practice. Others said they liked having both. Two people suggested 3 levels:
- Beginning (quick start)
- Building
- Maintenance
Many said they liked it just as it is. What we've decided to do for this year is change the format and instead of having goals split by "specific goals" and "ongoing goals" the categories are "Practice Building Goals and Activities" and "Maintenance Goals and Activities." The Building section contains activities to foster business growth. The Maintenance division includes activities for client retention and sustaining your presence.
The major difference for those who are just beginning is that the time investment is greater for Building. New practitioners usually need to devote substantial time in networking and establishing credibility.
Some of the other suggestions were too specific to include in this venue, such as how to market a certain type of practice. We've never asked our subscribers about their specific field (we will be adding that to our subscription form in the near future), but the ones that have told us represent a wide variety of professions: massage therapists and other somatic practitioners; acupuncturists; counselors; energy practitioners; physical therapists; yoga instructors; spa owners; physiotherapists; coaches; estheticians; movement practitioners; chiropractors; and artists. We purposefully make the suggestions broad enough so that most practitioners could utilize them (and of course eliminate the ones that are not applicable). Be assured that we look at ways to incorporate other ideas that might be of interest.
Other requests on specific how-to type of information do not work well with this type of service (although I admit I enjoyed reading the inquiries). Some of the questions asked included topics such as developing alliances in the medical community, selling an existing practice and relocating a practice. Check out the articles on our website for that information. Also, the Business Mastery book specifically addresses those issues
A couple of people mentioned they would like more information on building group practices such as clinics and businesses that include contracting with other therapists. In general, the broad-based marketing activities are the same as those for a solo practitioner, but the implementation is different. For example, if the goal is that you host an open house, the major differences would be that the people invited might represent a wide variety of target markets, and the "presentations" done by each practitioner would have to be limited in time to accommodate the number of practitioners. As the year progresses, we will attempt to include several marketing activities specifically geared to group practices.
Finally, one of the suggestions is something we've been contemplating for quite some time and that is to have a chat room dedicated to marketing. We still aren't sure about setting up a true chat room, but we can certainly sponsor a newsgroup. It will go into effect sometime in 2005 and will probably be hosted on Yahoo! (unless someone has another idea). This would be a good forum for members to share what worked for them as well as what did not work, give each other encouragement and provide resources.
| Monthly Overview of Practice Building Goals |
The bracketed activities ([activity]) are specifically for newcomers to Marketing Mastery.
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| November |
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| December |
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| Monthly Overview of Practice Maintenance Goals |
| Every Month |
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- Practice Building:
- Practice Maintenance:
- General Activities
- Promotional Materials
- Business / Practice Management
- Client Education
- Product Sales
- Continuing Education
- Self Care
- Client Retention and Customer Service
- [By February 1 I choose at least one personalized gift item (e.g. water bottle with your address label on it, nail file, magnet) to give to clients.]
- [I have a web site up and running by April.]
- I distribute at least 100 brochures and 200 business cards each month.
- I update my web site at least once per month.
- I give 12 presentations this year.
- I do a Valentine's Day promotion (Feb).
- I do a Mother's Day promotion (May).
- I do a Father's Day promotion (June).
- I do a Thanksgiving promotion. (Nov.)
- I have a holiday open house for my clients.
- I do a December holiday promotion.
- I have a booth at a community event this May.
- I give a presentation to at least one high school "Career Day" this year.
- I hold at least 2 open houses for prospective clients to meet me and get an experience of my work. (Jun & Oct)
- I hold at least 1 open houses for allied health practitioners to meet me and get an experience of my work.
- I send letters to at least 80 allied health practitioners offering a free treatment.
- I write at least one article that is published in a local newspaper or publication this year. (Jul)
- I lead a community education class on the benefits of wellness treatments (or other topic related to my profession).
- I list all my events in community calendars.
- I notify clients at least eight times per year (by postcard, newsletter or web site) of a special promotion.
- Each client leaves his/her session with a sample, personalized gift item, educational material and/or discount coupon for friends.
- [I research which forms of advertising are best suited to my field.]
- I place an ad in each of these advertising venue at least once this year and keep a record of the response. (Aug)
- I support two fine arts activities this year by advertising in their programs. (Jun & Dec)
- I have one article written about my practice this year.
- I send press releases about all speaking engagements and special events during the year.
- I volunteer my services at 2 community events this year.
- I hold at least one fundraiser for a favorite charity.
- I support two fine arts activities this year by advertising in their programs.
- I donate my services as a "prize" to at least one major civic event this year.
- I am an active member in at least one networking group.
- I attend at least 25 networking meetings this year.
- I hold an open house just for allied health care professionals in March and August.
- I have a referral base of at least 6 primary health care providers by the end of May.
- I have a referral base of at least 12 allied health practitioners by the end of November.
- I send letters to at least 80 allied health practitioners offering a free treatment.
- Each month I identify and give at least two complimentary sessions to allied health practitioners.
- I give a presentation at least once a year to one of these provider's professional organization.
- [By February 1 I choose at least one personalized gift item (e.g. water bottle with your address label on it, nail file, magnet) to give to clients.]
- [I have a web site up and running by April.]
- I distribute at least 40 brochures and 80 business cards each month.
- I update my web site at least once per month.
- I give 3 presentations this year.
- I do a Valentine's Day promotion (Feb).
- I do a Mother's Day promotion (May).
- I do a Father's Day promotion (June).
- I do a Thanksgiving promotion (Nov).
- I have a holiday open house for my clients.
- I do a December holiday promotion.
- I have a booth at a community event this May.
- I give a presentation to at least one high school "Career Day" this year.
- I hold at least 2 open houses for prospective clients to meet me and get an experience of my work (Mar & Oct).
- I hold at least 1 open house for allied health practitioners to meet me and get an experience of my work.
- I send letters to at least 10 allied health practitioners offering a free treatment (and give at least 4).
- I write at least one article that is published in a local newspaper or publication this year. (Jul)
- I lead a community education class on the benefits of wellness treatments (or other topic related to my profession).
- I list all my events in community calendars.
- I notify clients at least four times per year (by postcard, newsletter or web site) of a special promotion.
- Each client leaves his/her session with a sample, personalized gift item, educational material and/or discount coupon for friends.
- [I research which forms of advertising are best suited to my field.]
- I place an ad in each of these advertising venue at least once this year and keep a record of the response. (Aug)
- I support on fine arts activities this year by advertising in their programs.
- I have one article written about my practice this year.
- I send press releases about all speaking engagements and special events during the year.
- I volunteer my services at 2 community events this year.
- I hold at least one fundraiser for a favorite charity.
- I support two fine arts activities this year by advertising in their programs.
- I donate my services as a "prize" to at least one major civic event this year.
- I am an active member in at least one networking group.
- I attend at least 12 networking meetings this year.
- I hold an open house just for allied health care professionals in March and August.
- I have a referral base of at least 6 primary health care providers by the end of May.
- I have a referral base of at least 12 allied health practitioners by the end of November.
- I send letters to at least 80 allied health practitioners offering a free treatment.
- Each month I identify and give at least two complimentary sessions to allied health practitioners.
- I give a presentation at least twice a year to one of these provider's professional organization. (May & Oct)
- I invest at least 8 hours per week marketing my business.
- I have a database of addresses, e-mails and contacts for all local media: radio, TV and newspaper, and keep it updated throughout the year.
- [I have at least three distinct target markets.]
- I add at one new target market this year.
- I continually refine my target market profiles.
- I analyze my marketing activities at least twice.
- I do at least three cooperative marketing projects.
- I review/update my marketing plan monthly.
- I read at least one book per year on marketing.
- I keep excellent records.
- My equipment is in excellent condition.
- [I redesign my brochures and business cards to include web site and e-mail information by April 30. ]
- [I print at least 1,200 brochures and 2,400 business cards by May 15.]
- I create/update a Welcome to My Office kit that includes my brochure, business card, and educational material on my services by the end of February.
- I have stationery, thank-you cards, and gift certificates available at all times during the year.
- I have a media kit ready by April and keep it updated.
- [By the end of January, I have computer software that assists in my practice management and financial organization.]
- I meet with my business coach in December to plan for the next year.
- I meet with my business coach at least three times during the year.
- I attend at least one business/marketing seminar during the year.
- I review my business progress quarterly.
- I have an educational newsletter for my clients that goes out 4 times a year (by e-mail and/or Internet).
- I have educational brochures in my waiting area for my clients.
- I gather books and materials and have a lending library for my clients.
- I post and update wellness tips on my web site.
- I list and update resources on my web site.
- [I choose at least 4 products to carry and to sell to my clients.]
- [I have promotional materials on each of my products available for my clients.]
- I use at least one product on my clients during a session.
- I sell at least $200 worth of products per month this year.
- I attend at least two educational seminars in my field.
- I read three books relating to my field.
- I give at least two treatments for peer review this year.
- I receive at least 4 wellness treatments per month.
- I schedule two vacation breaks during the year.
- I get regular exercise.
- I eat nourishing foods.
- I am active in peer or group supervision.
- [I have an active incentive plan in place.]
- I send a "Welcome to My Office" kit to all new clients.
- I confirm all appointments.
- I consistently follow up with my clients: phone calls, cards (e.g., birthday, first wellness treatment anniversary).
- I give each client a copy of his/her treatment plan.
- I review each client's file before each session.
- I offer package discounts.
- I do thorough intake interviews.
- I listen attentively to my clients and use active listening techniques.
- I ask clear, open-ended, nonjudgmental questions of my clients.
- I maintain working within my scope of practice.
- I refer clients to appropriate health care providers.
- I send a thank-you note for each referral.
- I conduct client feedback survey at least once a year.