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1.
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Their lead consultant has at least a bachelor degree in marketing or advertising from a reputable university.
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2.
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Demonstrates that he continually reads and studies traditional and contemporary well-known authors on marketing. He can name authors and books and tell you specifically what he applies from at least a few of them.
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3.
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Easily discusses his biggest successes and failures in marketing and what he learned from these. (Determine whether he is being completely honest by how sharp his response is and whether he speaks in specifics. Be skeptical of platitudes, fluff and generalities).
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4.
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Understands the law of communication (agreement + affinity= Communication = understanding) and knows how to apply it.
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5.
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Understands the importance of providing a superior service and excellent patient relations.
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6.
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Knows how to use surveys to isolate what to focus on to make a medical practice perceived as being superior to its competitors.
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7.
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Knows how to innovate a medical practice to make it superior to its competition from the viewpoint of patients and referral sources. This includes how to make a practice run more smoothly by implementing effective managerial programs (i.e., creating organization charts, job descriptions, employment policies, practice operations policies, morale building programs, performance measures and employee counseling techniques).
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8.
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Understands how to capture attention through the use of emotional hot buttons in headlines.
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9.
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Knows how to uncover hot buttons through surveys and conducts these surveys.
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10.
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Understands the importance of educating potential patients and referral sources, and knows how to interest and get them focused on an ad.
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11.
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Understands the importance of educating potential patients concerning how to go about selecting a medical or dental practice in your speciality.
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12.
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Knows how to develop internal marketing programs that improve patient retention and increase referrals from physicians, patients and other professional referral sources.
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13.
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Is adept at creating promotion that not only drive in new patients but also improves the attitude of existing patients and referral sources about the practice.
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14.
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Understands how to build a case for a practice’s services.
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15.
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Knows how to write phone answering scripts and rebuttals to enable office staff to easily turn inquires into patients.
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16.
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Understands the importance of and knows how to systematize the entire promotional effort to attract new patients and how to create promotional letters and other media that need to be sent on an ongoing basis.
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17.
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Knows how to establish a tactical plan that includes specific targets, time-lines and assignments of responsibilities.
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18.
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Understands the criteria involved in selecting the media for a promotional campaign.
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19.
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Knows how to write news release and generate publicity. Understands how public relations fits into The Marketing Formula.
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20.
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Understands the concepts of “no risk” and “low risk” offers and knows how to employ them in marketing a medical or dental practice.
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21.
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Understands what platitudes, fluff and generalities are in promotion and how to avoid them by communicating specifics.
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22.
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Understands that you attract attention by using emotion and sell by using logic, and can explain how to do this.
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23.
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Knows how to prepare a report to educate potential patients.
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24.
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Understands why an illustration should have a caption and knows how to do it.
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Total score ____
Average score ____ (Total score divided by 24)
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