Develop a staff training series to teach communication skills as well as to monitor the way in which verbal promotion is conducted.

Marketing Plan

 

for

 

Katie’s Kritters Veterinarian Clinic

 

Pricing Strategies

a. [ ] Equal, [ ] Higher or [ ] Lower than surrounding practices?

 

a. Fee sensitivity:

 

Percentage or number of clients per week concerned enough to complain about fees:

 

Number of clients: ______

 

Percentage of clients: _______

 

Reasons for complaints:

 

c. Discount Policies:

 

Description – discount

 

%

 

Comments

 

Senior citizen

 

Staff

 

Family

 

Animal Aid (seeing eye dog, etc.)

 

Multiple animals

 

Breeder

 

Cash discount

 

Bundling Strategies

Bundle:

 

Components

 

Regular Price

 

Total

Discount (%)

 

Bundle fee

 

Savings

 

Target

 

Copy such a chart for each bundle that is developed

 

Interior Signage:

 

Chart the marketing success of each message:

 

Message

 

Counter comments(#)

 

Call/e-mail comments(#)

 

Specific Comments

 

In a lather as to what shampoo to use? Ask us!

 

e.g., Sold 6 bottles of Dirty Dog Shampoo thanks to the message

 

Fill in your messages on such a chart as this.

 

Modify your own chart and print as needed

 

Message 3

 

# of comments

 

# of comments

 

Specific tally or specific comments of clients relative to the message

 

Message 4

 

# of comments

 

# of comments

 

e.g., Mrs Jones didn’t think this message was funny

 

Message 5 etc., etc.

 

6

 

7

 

8

 

9

 

10

 

11

 

12

 

Exterior Signage Plan:

 

Health Care Team Member Responsible:

 

Strategies

 

Resources/Contacts

 

Signage to Develop

 

Budget Available

 

Time Line

 

Monitor System

 

Staff training plan:

 

Develop a staff training series to teach communication skills as well as to monitor the way in which verbal promotion is conducted. Assign someone with good people skills to coach staff in more effective ways to communicate with clients.

 

Topic/Product

 

Resource

 

Schedule

 

Media Plan:

 

Health Care Team Member Responsible: ____________________________ (Coordination)

 

Health Care Team Member for:

 

Area

 

Staff member

 

Authoring articles

 

Public speaking

 

Radio

 

Television

 

Media Contacts:

 

Media

 

Media name

 

Contact name

 

Phone

 

E-mail

 

Television

 

Radio

 

Newspaper 1

 

Newspaper 2

 

Speaking Contacts: (e.g., Breeder Associations, SPCA, Rescue Groups, 4H Clubs, Schools, etc.)

 

1. ____________________________________________________________________________

 

2. ____________________________________________________________________________

 

3. ____________________________________________________________________________

 

4. ____________________________________________________________________________

 

5. ____________________________________________________________________________

 

6. ____________________________________________________________________________

 

Monitoring System:

 

Industry affiliations:

 

Company

 

Representative

 

Products

 

Resources

 

Comments

 

Monthly/Seasonal Strategies

Sample Worksheet:

 

Seasonal Marketing Strategies

 

Month:

 

Strategies

 

Staff Meeting Focus

 

Supportive Materials Required/Available

 

[ ] ________________________________________

 

[ ] ________________________________________

 

[ ] ________________________________________

 

[ ] ________________________________________

 

Targets for August

 

[ ] ________________________________________

 

[ ] ________________________________________

 

[ ] ________________________________________

 

Staff Team(s)

 

[ ] ________________________________________

 

[ ] ________________________________________

 

[ ] ________________________________________

 

Monitoring System(s)

 

Revenues Generated

 

Recommendations for next year

 

Consolidated Marketing Plan

Strategy

 

Budget

 

Targets

 

Description

 

Monitoring Plans

 

1. Internet Strategies

 

Item

 

Our Strategies

 

Appoint a Technology Director

 

Choose an Internet Service Provider

 

Choose a Modem System – high speed ideal

 

(Cable, Tower-wireless, or DSL)

 

Choose Web search sites

 

(Google, Wikepedia)

 

Veterinary Sites

 

(VIN, Lifelearn, Alma Mater etc.)

 

E-mail Addresses for Staff

 

[ ] Global practice e-mail: ______________________________

 

[ ] Individual email accounts:

 

[ ] ______________________________

 

[ ] ______________________________

 

[ ] ______________________________

 

[ ] ______________________________

 

[ ] ______________________________

 

Anti-Virus Software; Firewall

 

Add Internet and E-mail policies to our Policy Manual

 

[ ] Policy regarding opening attachments

 

[ ] Policy regarding Downloading files from the Internet

 

[ ] Policy regarding uploading files from disks

 

[ ] Policy regarding online purchases

 

Passwords and Internet policies among staff (do not share passwords in this document but indicate if passwords are necessary)

 

2. Net Visibility Strategies

 

– Our List of veterinary-friendly Sites

 

[ ] Script for clients about the Internet (key points)

 

[ ] Vet the Net strategies

 

[ ] How we will use the Internet

 

[ ] Collect client Websites – determine which if any merit links to our Site and links from their Sites to ours

 

[ ] Safe-net practices for clients

 

[ ] Client E-mail Strategies:

 

[ ] Collect email addresses and enter them into a searchable field in the practice management software

 

[ ] Reminders through E-mail

 

[ ] Recalls through E-mail

 

[ ] Progress reports through E-mail

 

[ ] Targeted Newsletters through E-mail