Question

Topic: Strategy

How To Conduct Marketing Audit For Dentist?

Posted by Anonymous on 10/5/2011 at 6:41 AM ET 50 Points
Hi everyone,

I offered my client, a dentist, a marketing audit to see what he has been doing to attract high value patients to his implant-service.
I never really did a marketing audit/analysis for a dentist.
Could you please help what is the best way / strategy to conduct a small but effective marketing audit in order that me and him will have a clear picture what is working and what is not and why.

Thanks for your help and time
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RESPONSES

  • Posted on 10/5/2011 at 8:29 AM Accepted
    Have you done a marketing audit for ANYONE? What is different about doing one for a dentist compared to doing one for a landscaper or a mechanic (or anyone else)?

    It also depends on what you want the marketing audit to do or be. There are marketing audits that are simply a collection of ads, and there are marketing audits that quantify results of multiple marketing campaigns for both the client company/brand and major competition, by area, over time.

    There are also marketing audits that look at brand image among the target audience across a range of brands.

    Maybe what you really want to do is talk to a dozen high-value patients and ask them some questions about how/why they selected this dentist. If you're really ambitious, do the same with patients of other dentists as well, and compare responses.
  • Posted on 10/5/2011 at 2:27 PM Author
    Thank you for your answer.

    No, I never have done any marketing audit.
    My aim is to help the dentist to address better high value patients and offer him suggestions what will work in terms of targeting his focus group (i.e. ideal patient).

    I want to get a clear picture about the materials and media he used, the information he provided to which patients. I know he did not define his target group.
    Based on this data, including interviews with patients and the staff, I hope to give him some valueable advice how to proceed with (online-)marketing.

    The thing is, I do not know how and where to start.

    Cheers and thanks
    Oliver
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