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Essay / Research Paper Abstract
A 12 page paper presenting a plan to enhance the marketing efforts of a one-dentist dental practice in British Columbia, Canada. As a licensed professional, Dr. Finch still is severely restricted in the number and scope of marketing avenues available to her, but those limitations also apply to all of her competitors as well. There are several routes that Dr. Finch can take to maximize measurable results from marketing efforts – measured in terms of new patients and increase revenues – that competitors are unlikely to recognize as being available to them as well. The paper discusses the marketing mix (the 4 Ps), how the practice might track and control its marketing efforts and discusses the returns on Dr. Finch’s time on a cost-benefit basis. Bibliography lists 5 sources.
Page Count:
12 pages (~225 words per page)
File: CC6_KSmktgDrFinchBas.rtf
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Unformatted sample text from the term paper:
countless "old" businesses around: coffee, sugar, home building, furniture, TV sales, video rental stores. Conventional wisdom says that in starting a new business, it is necessary to find
something new that has at least short-term potential to stay ahead of the competition. However, there is a reason that the "old" businesses remain viable. People want the
goods and services they offer. An advantage to entering an "old" business is that there are well-defined plans for success and myriad descriptions
of failure. Unlike the new technology or service that may or may not have a market, the business of supplying professional dental services is a proven one, one that
has been documented for years as being successful - or at least carrying the potential for success. As with any other business, the proof of success is in the
bottom line. In the business of providing dental services, management of the business and of targeting appropriate customer segments can prove to be the defining point of success or
failure. Guiding Principles The organization is the dental practice of Dr. Sandra Finch, one of 20 dentists in the vicinity of White Rock,
British Columbia. White Rock is near the US-Canadian border, and Dr. Finch has several US patients. She is the only solo female dentist in the area.
Dr. Finch is a dentist and necessarily is attuned to dental health. Many individuals "know" that they "should" visit a dentist regularly but do
not, for whatever reason. Time is short, money is short, they simply fail to make and keep that first appointment. One of the driving forces that will urge
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