Empowerology

Core Skills in Marketing, PR & Referral Management for Business Services

Description

The modern marketplace demands that attention is paid to successfully attracting customers/clients into a service by developing effective attraction strategies. For these strategies to work, the principles of engagement needs to be understood. This course develops the necessary core skills and principles to ensure a consistent flow of customers/clients and successful long term growth. You’ll find it practical, fast-paced and very productive.

Content

/What do we mean by marketing & PR?
The importance and dangers of not addressing it
What you can and can’t do
Mapping your referral demographics
Market scanning – ensuring you know what you need to know
What factors influence referral – positively or negatively?
Measuring & addressing the factors of greatest importance
Customer choice and the importance of perception
Predicting and forecasting
The strategic marketing plan from a clinical perspective
Who is the customer
Understanding the customer from a marketing perspective
Referral and ‘buyer’ behaviour – using the AIDAS model
Competitive analysis – know thy opponent and what they are doing
Developing a differentiated service offering
The importance and process of ‘brand creation’
Living the brand – a total team approach
Setting referral targets
Considering case mix in attraction strategies
Matching marketing approaches to capacity and capability
Developing appropriate dialogue with the end user
End user experience as an enabler of referrals
Understanding the modern GP context
Developing effective marketing & PR strategies
Working in partnership, rather than in competition
Measuring the impact of your attraction strategies
Marketing learning – improving effectiveness over time
Embedding strategic marketing principles across the team
10 essential strategies that every service should know

Benefits and objectives

Understand the core principles of marketing success
Develop a strategic plan to ensure continual customer throughput
Learn how to influence the financial success of your service
Discover how to utilise patient perception effectively
Create an evidence-based approach to financial security
Make sure your service is perceived as intended

Course type and teaching methods

The course is very practical, designed to provide participants with working methodologies and clear instructions to enable them to apply the new skills directly on return to service. The format consists of lectures, case studies, discussions, individual and group exercises. It's fast-paced and highly productive.

Taking This Forward

If you would like more information or wish to discuss bringing us into your organisation, please contact Dean Kellogg on 01332 821266 or email

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