marketing links
Internal Interview Questionnaire
What do you consider to be the unique differentiators of our practice? ______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
What do you see as the Strengths, Weaknesses, Opportunities and Threats (SWOT) for our practice?
Strengths: ______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Weaknesses:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Opportunities:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Threats:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
What are the key messages / core values of the practice which should be communicated?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Who do you consider to be our major competitor(s)?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
What marketing strategies and programs are our competitors using to promote their practice(s)?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Who do you think are key referral sources and referral targets that we should be visiting?
Consistent referral sources: ______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Past referral sources whose referrals have declined:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Infrequent referrers that offer potential for growth:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Are there any previously good referral sources where a relationship no longer exists with our practice? What happened to the relationship? ______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
What positive and less than positive “perceptions” of our practice exist in the market? ______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
SWOT Analysis
Strengths
- Quality measures meet or exceed national standards
- 24/7 hospital coverage
- Clinical outcomes exceed performance of similar group practices nationally
- Large service area provides geographic access to accommodate referral sources and patients
- Research initiatives makes new treatment options available
- Convenient, comfortable satellite office locations with free parking
- Same day consult availability
- Advanced diagnostic imaging technology – improved resolution
- Bi-lingual staff
- Female physicians
- Accept all insurance and Medicaid patients
- On-site prescription dispensing
Weaknesses
- Website difficult to find when doing a search
- Inconsistent look and feel of collateral materials
- Customer service skills of staff needs improvement
- Perception that it is easier to schedule at competitors
- Competitor is more visible in the community
- Phone system is difficult to navigate
- Main office requires paid parking
Opportunities
- Market new locations and new physicians
- Implement a referring physician satisfaction survey
- Capture patient emails for on-going communication with them (patient electronic newsletter)r
- Market new imaging technology
- Market new clinical services
- New internal cross-selling offerings (e.g. weight management, nutrition counseling)
- Relationship building by our MDs with referring physicians ( need to facilitate meetings)
- Relationship building with Hospitalists and ER physicians
- Develop clinical info for PCP offices
- Target OBGYN’s
- Internal and external marketing of research initiatives
- Speaking engagements in the community
Threats
- Ease of scheduling at other providers may be a barrier to referrals
- Communication issues with our staff may frustrate patients who communicate their frustration to the referring physician
- Continued growth and expansion of competitors
- Declining outpatient imaging reimbursement
- Health system hiring/employing our specialty