Practice Name Dentist Updated: March 11, 2016 Practice Marketing Plan

Contents

Description of Business	3

Description of the practice	3

Dentist biography	3

Vision statement	3

Mission statement	3

Business goals	3

Business objectives	3

Products and services	3

Competition	3

Pricing	4

Marketing Analysis	4

Market Demographics	4

Target Market (Patient Personas)	4

Persona One	4

Persona Two	5

SWOT Analysis	6

Branding	6

Logo guidelines	6

Using our logo	6

Logo size	6

Color guidelines	6

Persona guidelines	7

Practice persona	7

Practice voice	7

Practice tone	7

Digital asset inventory	7

Governance and Responsibility	8

Implementation	8

Strategic marketing plans	8

Tactics	9

Reputation Management Policy	9

Annual Marketing Budget	10

Description of Business

Description of the practice

Include a brief, fact-based description of your practice. Describe any special features that set your practice apart and make it attractive to potential patients.

Dentist biography

Include the managing partner’s biography.

College and Dental Schools

Continuing Education

Licensing and Other Certifications

Board Appointments and Community Service

Personal Interests and Hobbies

Vision statement

Your vision statement is a declaration of your practice objectives. Describe where you see the practice in the future.

Mission statement

Your mission statement is a declaration of the purpose of the practice. Describes what your practice is currently doing.

Business goals

Setting business goals will help to inspire your practice’s team members. These are a subset of your vision statement. Include a timeline of the goals you hope to achieve in the long term.

Business objectives

Your business objectives include a specific action that leads to measurable and tangible results.

External (New Patient Acquisition)

Internal (Retention)

Products and services

What services do you perform? Are you a cosmetic, family, or general practice? Do you sell any products (e.g., Sonicare)?

Competition

Who else is doing what you do? What other dental practices are in the area? Describe these practices? What competitive advantage do these other practices offer?

Pricing

What is your pricing structure? How did you develop this?

Are you a fee-for-service practice? Do you accept insurance? What insurance?

What are your competitors’ pricing policies? How does yours compare? Are your prices in line with other practices in your area?

Marketing Analysis

Market Demographics

Location type (urban, suburban, rural, retirement, etc.)

Average household and family income

Age range

Ethnic breakdown

Education Levels

Target Market (Patient Personas)

Who do you think will use your services? What are pain points for your potential patients? How can your services meet his or her needs?

Persona One	NAME:
Background	Job:
Career Path:
Family:
DEMOGRAPHICS	Age:
Gender:
Salary:	$	Single Dual Household Income
Location:
Identifiers	Demeanor:
Communication Preferences:
Stage in the Technology Adoption Lifestyle:	Innovators Early Adopters Early Majority Late Majority Laggards
Goals	Primary Goal:
Secondary Goal:
How can we help meet those goals?
Challenges	Primary Challenge:
Secondary Challenge:
How can we help solve these problems?
Values	Primary values:
Objections:
Marketing Message	How to describe practice to this persona
Elevator pitch	Sell them your practice.

Persona Two	NAME:
Background	Job:
Career Path:
Family:
DEMOGRAPHICS	Age:
Gender:
Salary:	$	Single Dual Household Income
Location:
Identifiers	Demeanor:
Communication Preferences:
Stage in the Technology Adoption Lifestyle:	Innovators Early Adopters Early Majority Late Majority Laggards
Goals	Primary Goal:
Secondary Goal:
How can we help meet those goals?
Challenges	Primary Challenge:
Secondary Challenge:
How can we help solve these problems?
Values	Primary values:
Objections:
Marketing Message	How to describe practice to this persona
Elevator pitch	Sell them your practice.

SWOT Analysis

Strengths	Weaknesses
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Opportunities	Threats
Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue.	Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue.

Branding

Logo guidelines

Describe your logo. What was the impetus of your logo’s design? For example, is it mysterious or regal? What does it portray?

Using our logo

Your logo is your most valuable brand asset. Always respect it. Let your employees and others know how to best represent your brand when using your logo.

Logo size

Your logo was created at XX pixels wide by xx pixels high.

Minimum size: XX pixels by XX pixels

Maximum size: XX pixels by XX pixels

Color guidelines

Describe your practice’s color palette. How do you use these colors? Are these prominently displayed in your physical office? How do you use these colors in your digital assets?

Primary color: RGB or CMYK code

Secondary color: RGB or CMYK code

Tertiary color: RGB or CMYK code

Persona guidelines

Practice persona

What is your practice’s persona? Are you serious? Are you casual?

Practice voice

Describe your voice.

Practice tone

Describe your tone.

Quick Tip:

What’s the difference between voice and tone? Think of it this way: you have the same voice all the time, but your tone changes. You might use one tone when you're out to dinner with your closest friends, and a different tone when you're in a meeting with your boss.

In addition to defining what your voice is, be sure to detail what it isn’t. For example, is your brand confident or cocky? Is your brand fun or sarcastic?

Digital asset inventory

Asset	URL	Complete (Y/N)	User Name	Password	Date Last Updated
Website
Blog
Facebook
Twitter
Instagram
Pinterest
Google+
Snapchat
LinkedIn
Periscope
Meerkat
YouTube
Vimeo
Vine
Google My Business
Yelp
Yahoo
Other

Governance and Responsibility

What are your policies for your digital assets? Which employees are approved to post on your social media posts? Is there an approval process?

Asset	Person Responsible	Their Role	Responsibilities
Website
Blog
Facebook
Twitter
Instagram
Pinterest
Google+
Snapchat
LinkedIn
Periscope
Meerkat
YouTube
Vimeo
Vine
Google My Business
Yelp
Yahoo
Other

Implementation

Strategic marketing plans

Goal	Objective Strategy	Task	Person Responsible
What goals do you have for your practice? Reference the goals section above.	Which SMART objective(s) was developed to meet this goal?	What specifically needs to be done to meet your objective? Keep in mind you may have multiple tasks to meet each objective.	Who’s responsible for each task.

Tactics

Channel	Strategy	Tactic	Frequency	Metrics
Website
Email
CRM
Content
Social Media
Print
Public Relations
Events
Other

Reputation Management Policy

Social media and the Internet are a unique environment in which we can connect and engage with patients and fans outside of a dental practice. If something goes awry and negative posts, comments, or reviews pop up on social media networks or review platforms, how will you respond?

What are your expectations for timing? For example, will you respond within 24 hours? 48 hours?

Annual Marketing Budget

Year:	Budget	Actual
Personnel
Salaries, wages
Benefits
Payroll taxes
Commissions and bonuses
Personnel Total	$0.00	$0.00
Software and Services
CMS
Design software or online subscription
Project management software
Stock photography subscription
Email subscription
Reputation monitoring software
Software and Services Total	$0.00	$0.00
BRANDING AND CREATIVE
Graphic designers
Videographer
$0.00	$0.00
Website Maintenance
Domain Name
Hosting
Maintenance Total	$0.00	$0.00
Website Redesign
Wireframes
Images and custom graphics
Responsive design
SEO strategy and link building
Copy writing and editing
Advanced customization
Style sheets and templates
User experience testing
Content migration
Redesign Total	$0.00	$0.00
Content Marketing
Writers
Designers
Developers
Content Marketing Total	$0.00	$0.00
Paid Advertising
Search (PPC)
Display and retargeting
Affiliate
Social ads
Print advertising
Direct mail campaign
Outdoor campaign
Email campaign
Sponsorships
Other
Paid Advertising Total	$0.00	$0.00
Public Relations
Press release services
Press releases
Newsletters
Guest posts
Public Relations Total	$0.00	$0.00
Event Marketing (Grand openings, patient appreciation)
Venue rental
Furniture and equipment rental
Food and beverage (catering)
Décor
Printing
Entertainment
Audio visual
Advertising
Swag
Event Marketing Total	$0.00	$0.00
TOTAL MARKETING BUDGET	$0.00	$0.00