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
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
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