We usually begin our services by holding strategic and tactical planning sessions. During these meeting, we determine, with our client, the responses to a 26-point questionnaire, which enables us to uncover the entire scope of the audiology practice's situation from a marketing perspective. The strategic portion of the marketing plan defines the target markets and determines what to say and how to articulate communications to each. Target markets for audiologists may include ENTs, primary care physicians, optometrists, trade unions, select employers, seniors, inactive patients and other consumer segments. Upon completion, we will have uncovered thorough answers to each of the seven points of The Marketing Formula. From this, we create the Primary Letter, the template that serves as the source of all content for our client's future promotion. In many cases, we will develop a Primary Letter for each target market.

The tactical plan is the portion of the plan that defines how we will implement the strategy. This includes the specific actions that will be undertaken, which we call targets. Each target includes a deadline for completion and defines who is responsible for accomplishment of the specific action. The tactical plan also includes budgeting, establishing priorities, and measuring and analyzing results.

Once we have completed the written planning document, we oversee the implementation and completion of each tactical plan target. This includes all promotional actions as defined by the tactical plan.

The most important component of promotional development is content. The goal of content is to convince prospective clients and referral sources they would be making a huge mistake to choose anyone else but our client for the type of services they provide. The purpose of design is to help attract and hold attention, and draw people to key components of the message. Thus, we strive for an appealing design that compliments and enhances content.

Business Builders and our strategic partner handle the design of all of our clients' promotion. This allows for continuity, as we are all on the same page once the strategical and tactical plans have been finalized. In-house services include copy writing, promotion design, public relations, website design, search engine optimization and web hosting. We do draw on outside sources for specific projects that lie beyond our every day operations. These include printing, photography, fulfillment (mailing house), mailing lists and video development. We have a close working relationship with all of our vendors.

Business Builders customizes tactical plans for referral building based on our clients capabilities, the needs and wants of their target markets, and specifics concerning their competitive environment. In some instances, we contact physicians on behalf of a client. We often combine direct mail (newsletters and other promotions), e-mails, websites, events, and social media with direct contacting.

We develop media plans, write news releases, plan and coordinate events, and establish relationships with the media on behalf of our clients. In the case of a practice that has offices in several markets, we may partner with a PR firm that we have a long-standing relationship with.