Developping the business: the People

• The People

We are talking about people in terms of patients. So to define these patients, we can use a picture divided in Existing Patients, Potential Patients, or Referral Source (that is from other patients, medical community, third party, or managed care). In that part, we should know about the lifestyle demographics and psychographics of the population involved. Usually this point could be considered in the “place” category in a marketing budget.
Please read below an example of strategies supporting a goal. You will poi tout the relation between the specific strategies and how the objective was quantified:

Objective: increasing profitability

Strategies:

1. Eliminate unprofitable activities
2. Increase prices
3. Sell premium priced products
4. Emphasize cost reduction
5. Sell more products and services
6. Add point-of-purchase products
7. Decrease spending
8. Improve effectiveness of patient service
9. Cross-train personnel

First of all, the objective is price related, the strategies cover a range of product mix elements: products, price, promotion, and people. The critical element is to ensure that the strategies proposed help achieve the overall objective with which they are associated.

The hearing instrument profesionnal, the patient, and the third party

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