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Dental
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4 P's of Marketing
Applications for Healthcare
Marketing theory and education begins with the four components of marketing. These components have application for marketing any product or service including healthcare. Dentists, physicians, and veterinarians offer services. The services include the diagnosis and treatment of diseases. Services also include elective procedures that patients want, like cosmetic services. Some providers also offer products as well. Products a healthcare provider might offer include such items as: electric toothbrushes, tooth paste, whitening products, vitamins, skin care products, eye glasses and the like.
The components are the 4 P's of marketing your products and services. The 4 P's include:
- Product
- Price
- Place
- Promotion
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| Product |
Services and products you offer |
Includes services, features, descriptions, and brand names |
| Place |
Delivering your services and/or product to the patient |
Distribution Channels such as a stand alone practices, practice locations in a professional building, in a hospital, in a strip mall or an office building. It includes delivering and shipping products as well. |
| Promotion |
Communicating your offer to the patients |
Media selection, events, press releases, signs, websites, postcards, presentation folders, bill boards, product displays |
| Price |
Setting a price for services and products that the patients will pay and setting prices that will maximize your profits |
Introductory pricing, geographic and economic considerations as well as the competitive pricing picture |
Understanding the 4 P's will help you develop your marketing plan and strategy. These concepts will guide you in the development of your marketing plan, your competitive edge and your marketing message.
Sharon Kantor Bogetz, MBA, MEd, president of Midwest Marketing Solutions and Midwest Dental Solutions, companies that market print, website and logo design services and products to health care practitioners.
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