PM Foundation 4 Ps Place Promotion

PM Foundation 4 Ps Place Promotion - The 4 Foundational Ps...

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Presented By: Dr. Julie Johnson Fall 2011 The 4 Foundational “P’s” of Health Care Marketing Course, Palmer College of Chiropractic 1 Friday, October 28, 2011
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PLACE 2 Friday, October 28, 2011
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Place Elements Distribution channels: business residential radius of service offering Inventory levels: nutritional supplements/durable goods Inventory management Locations of availability 3 Friday, October 28, 2011
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Place Defined Manner in which goods or services are delivered “Distribution” Associated with convenience aspect of marketing Might include: Decisions about physical location of office Office hours 4 Friday, October 28, 2011
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Hours of Accessibility Early morning/evening hours? Rural vs. Urban Weekend hours? Mobile clinic? On-site care? Multiple locations? How does this affect your ability to obtain/retain staff? 5 Friday, October 28, 2011
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Place & Health Trends Americans now weigh more than ever before 2004 nationwide research study of 15,015 Americans by American Sports Data, Inc. found 3.8 million people weigh 300 lbs Affects parking, adjusting tables, hallway size, doorways, toilet, waiting room chairs 6 Friday, October 28, 2011
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Managed Care Considerations Companies offering prepaid health care plans consider location & care access for potential employees The consumer dictates the office location today Where is your target market already going ? 7 Friday, October 28, 2011
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Legal Needs Must know local/national building codes X-ray equipment Zoning Compliance needed with all safety codes Monitor contractor progress daily Get everything in writing Consider HIPPA in design 8 Friday, October 28, 2011
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Technology Implications Entire definition of “place” shifts with access to technology Affects “patient/provider” relationship Consider impact of: Delivering Report of Findings via Skype Providing webinar to local business with catered lunch & never leaving office 9 Friday, October 28, 2011
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Average Space Needed Rule of thumb: 1,500 gross sq. ft. for solo practice Group practice: each clinician may use only 800 sq. ft. with common areas 10 Friday, October 28, 2011
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Serving the Underserved Consider that an area of town may be “underserved” for a reason Benefit from research investment of local hospital systems Location chosen based on heavy research investment City Planning Office/local utility company know targeted areas of growth & development years before executed 11 Friday, October 28, 2011
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Location Selection Must want to live there not just work there unless temporary Accessibility (all ages & abilities) Businesses/residences in 5-10 mile radius Storage Parking Opportunity for growth Cost of build-out Image Patient convenience Businesses already existing for potential partnership Where target market already is 12 Friday, October 28, 2011
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Office Flow If poorly designed it can impact efficiency & your bottom line Consider baby boomers: Expectations are for modern, comfortable & up-to-date but not overly clinical 13 Friday, October 28, 2011
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