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September 2000, I opened a dental practice in Plano, Texas. This practice was run by myself and a staff of 3-4 people that I hired to work there. It was a general dental clinic that provided a variety of dental services and a family atmosphere. Due to a disability, I made the difficult decision to sell my practice. On May 1, 2018, I sold the practice to Dr. Brett Strumwasser and he became the sole owner and operator at the office. In the past six months since the office sold there has been a steady decline in the number of returning patients as well as new patients. Some patients are not coming back because I am no longer a part of the office. Several patients have been in but did not like the changes that were being made by Dr. Strumwasser and have since let the staff know they were no longer going to come to the office. My goals with this marketing plan are to increase patient retention and increase new patients forthe practice. Macro-Environmental Factors Economic: The area that the office is located is surrounded by medium high-income earners. They tend to be price savvy but loyal to good customer service. Their buying potential is high, and they place great importance on dental and overall health. Using this increased value of health care is an idea that can be targeted in the marketing plan. Building loyal and long-term relationships are very helpful and potentially profitable for dental practice. Social-Cultural: The core beliefs of the people in the area are varied. Most value hard work and rate education very highly. There is a lot of immigrants from Asian countries that help lead the way for their children to succeed in school, university and in later life. One thing that plays a role here is the fear of getting medical and dental procedures that are not totally necessary. This was an issue I dealt with early on in my practice. It is sometimes hard for people to trust healthcare professionals due to cultural, personal and societal views. These will have to be changed over time with adequate education on why and how procedures will be completed, andthe costs associated with them. Another factor to consider is the patient population in this area is very thrifty, and they do not like to spend unnecessarily. They are very price conscious and will call other offices and compare prices. Technological: Technology is ever-present in daily life and that includes the dental office. From computers, digital radiographs, online appointment booking the dental office is increasingly becoming more and more entrenched in technology. These tools can go a long way to help patients understand their dental problems and thus want to spend the money to get these problems fixed or purchase extra items to help prevent problems. Using online appointment scheduling solutions is increasing among consumers and will play a vital role in dental appointment systems going forward.