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  1. 1. Marketing Your Practice Betsy Oriolo, MS RD LD CDE Owner,Total Nutrition Therapy, LLC
  2. 2. Objective <ul><li>To educate RD’s on effective marketing practices and resources to facilitate growth of their planned or current private practice. </li></ul>
  3. 3. Betsy Oriolo, MS RD LD CDE <ul><li>Owner, Total Nutrition Therapy, LLC </li></ul><ul><li>Provides in home visit nutrition counseling throughout the Greater Cincinnati Northern Kentucky areas </li></ul><ul><li> </li></ul><ul><li>Creator of diabetes and weight management CD-rom series for RD’s </li></ul><ul><li>New Marketing CD-rom </li></ul>
  4. 4. Marketing Plan <ul><li>Details the necessary actions to achieve one or more marketing objectives </li></ul><ul><li>Can be for a product, service or brand </li></ul><ul><li>Covers 1 – 5 years </li></ul><ul><li>May be a part of an overall business plan </li></ul>
  5. 5. Things to Consider <ul><li>Who are your customers or clients? </li></ul><ul><li>What is it about you that attracts clients to you? </li></ul><ul><li>What are their key characteristics? </li></ul><ul><li>What are their needs and wants? </li></ul><ul><li>What do they expect the product or service to do? </li></ul><ul><li>What do they think of the organization and its products or services? </li></ul><ul><li>What are their buying intentions? </li></ul>
  6. 6. The 7 P’s (The Game Plan) <ul><li>Product </li></ul><ul><li>Place </li></ul><ul><li>Price </li></ul><ul><li>Promotion </li></ul><ul><li>Physical Environment </li></ul><ul><li>People </li></ul><ul><li>Process </li></ul>
  7. 7. What Worked: Business <ul><li>Community Newspapers </li></ul><ul><ul><li>Give away something free </li></ul></ul><ul><li>Fitness Centers </li></ul><ul><li>Nutrition Council </li></ul><ul><li>Cancer Centers </li></ul><ul><li>ADA’s Find a Nutrition Professional </li></ul><ul><li>A good website </li></ul><ul><ul><li>E-newsletter sign up </li></ul></ul><ul><li>Networking with other RD’s </li></ul><ul><ul><li>What’s your niche </li></ul></ul><ul><ul><li>Cross refer to each based on specialty </li></ul></ul>
  8. 8. What Worked: Products <ul><li>Articles for DPG’s with ads </li></ul><ul><li>Nasco </li></ul><ul><li>Advertising in Today’s Dietitian </li></ul><ul><li>NE listserve </li></ul><ul><ul><li>Free email ads 4x/year </li></ul></ul><ul><ul><li>NE site </li></ul></ul><ul><ul><li>Ads in newsletters </li></ul></ul><ul><li>Ads with my local dietetic association </li></ul><ul><li>Constantly thinking outside the box </li></ul>
  9. 9. What Didn’t Work <ul><li>Sponsoring local runs </li></ul><ul><li>Too much volunteering of time </li></ul><ul><ul><li>Cost effectiveness? </li></ul></ul><ul><ul><li>Don’t give away too much </li></ul></ul><ul><li>Car Magnet </li></ul><ul><li>Various online RD directories </li></ul><ul><li>Bridal Store </li></ul><ul><ul><li>(could have?) </li></ul></ul>
  10. 10. What I didn’t Try <ul><li>Phone book </li></ul><ul><ul><li>Cost </li></ul></ul><ul><li>TV or Radio Commercials </li></ul><ul><ul><li>Cost </li></ul></ul><ul><li>Joining networking groups (i.e. BNI) </li></ul><ul><li>Chamber of Commerce </li></ul>
  11. 11. What I did my 1 st year: <ul><li>Business & marketing plans </li></ul><ul><ul><li>Small Business Association </li></ul></ul><ul><li>Article and ad in local small newspaper </li></ul><ul><li>Became insurance and Medicare provider </li></ul><ul><li>Appeared several times on local TV & radio </li></ul><ul><li>Fliers, newsletters, doctor blitz </li></ul><ul><li>Hired subcontractors </li></ul>
  12. 15. ADA’s MNT Works Kit <ul><li>The Role of the RD </li></ul><ul><li>Experiences with MNT </li></ul><ul><li>MNT Providing Return on Investment </li></ul><ul><li>Key Stakeholders Acknowledge Nutrition Services Provided by RD’s </li></ul><ul><li>MNT Coverage Guidelines </li></ul><ul><li>Frequently Used Codes for MNT </li></ul>
  13. 16. MNT Works Kit <ul><li>Works Kit Powerpoint </li></ul><ul><li>Media Materials (MediaTab) </li></ul><ul><li>NNM Month Materials </li></ul><ul><li>Press Releases </li></ul><ul><li>Video Library </li></ul><ul><li>Become a Media Spokesperson </li></ul><ul><ul><li>Application online </li></ul></ul>
  14. 17. Become an ADA Spokesperson <ul><li>Baltimore; Chicago; Cleveland; Denver; Detroit; Los Angeles; Miami; Minneapolis; New York City; Phoenix and Washington, D.C.  </li></ul><ul><li>African-American Nutrition Specialist (Any US City) </li></ul><ul><li>Latino Nutrition Specialist (Any US City) </li></ul>
  15. 18. ADA Spokesperson <ul><li>Be an ADA member. </li></ul><ul><li>Have been an RD for at least five years (advanced degree and/or specialty certification desirable but not required). </li></ul><ul><li>Have a minimum of two years experience in working with the news media (television, radio, print and electronic). </li></ul><ul><li>Possess and demonstrate strong communication skills and a positive demeanor. </li></ul>
  16. 19. ADA Spokesperson <ul><li>Be knowledgeable in food and nutrition science, current food and nutrition topics, ADA position statements and two or three areas of expertise. </li></ul><ul><li>Be free of conflicts of interest. </li></ul><ul><li>Have sufficient flexibility in his or her work schedule to permit media training, interviews (often on short notice), preparation time and occasional travel and other assignments. </li></ul><ul><li>Promote, support and attend state, district or national Association activities. </li></ul><ul><li>Fax machine and a valid e-mail address. </li></ul>
  17. 20. Other Marketing Ideas <ul><li>Possible Marketing Outlets: </li></ul><ul><ul><li>Chiropractors </li></ul></ul><ul><ul><li>YMCA’s </li></ul></ul><ul><ul><li>Daycare centers, preschools, schools </li></ul></ul><ul><ul><li>Send press releases to TV stations </li></ul></ul><ul><ul><li>Weekly radio spots </li></ul></ul><ul><ul><li>Doctor lunches </li></ul></ul><ul><ul><li>Churches </li></ul></ul><ul><ul><li>Write for websites </li></ul></ul><ul><ul><li>Signature line on emails </li></ul></ul><ul><ul><li>Link to other nutrition/health sites </li></ul></ul>
  18. 24. Doctor Lunches <ul><li>Find out who is the office manager </li></ul><ul><li>Get to know their names and faces </li></ul><ul><li>Secretarial staff </li></ul><ul><li>Let them know how much you appreciate their referral </li></ul><ul><li>Send follow up progress notes, thank you notes </li></ul><ul><li>Consider cost of providing staff lunches and marketing materials </li></ul>
  19. 25. Other Marketing Ideas <ul><li>Church bulletins and ads </li></ul><ul><li>Local college or high school publications </li></ul><ul><li>Local magazines </li></ul><ul><ul><li>Check rates $$ </li></ul></ul><ul><li>Employee newsletters </li></ul><ul><li>Holiday cards </li></ul>
  20. 26. Announcements <ul><li>MD’s, healthcare facilities </li></ul><ul><li>What are your areas of expertise? </li></ul><ul><li>What insurance do you accept? </li></ul><ul><li>Are you self pay only? </li></ul><ul><li>Results will bring referrals </li></ul><ul><ul><li>Success with patients </li></ul></ul><ul><ul><ul><li>Weight loss, improved blood sugar, lipids, etc </li></ul></ul></ul>
  21. 27. Contacting Media <ul><li>Identify yourself as a RD and give brief overview of your qualifications for speaking on certain topics </li></ul><ul><li>The 5 W’s </li></ul><ul><li>Pitch letter or email </li></ul><ul><ul><li>No more than 250 or 300, grammar and spelling </li></ul></ul><ul><ul><li>Follow up regarding your pitch </li></ul></ul><ul><ul><li>Future follow up with new story ideas </li></ul></ul>
  22. 28. Letters to the Editor <ul><li>Address the letter &quot;To the Editor.&quot; Letters should be exclusive to the publication, timely, no longer than 150 words. </li></ul><ul><li>Most publications print an average of 10 letters a day. That means the competition is intense. So, when conveying your message to the editor, make it clear, current, concise and compelling. </li></ul>
  23. 29. Working with the Media: A Handbook for Members of the ADA <ul><li>Print, TV, radio </li></ul><ul><li>How to approach media outlets </li></ul><ul><li>Dealing with interviews </li></ul><ul><li>Story Ideas </li></ul><ul><li>Creative Calendar </li></ul><ul><li>Sample Pitch Letters, Press Releases, Media Advisories </li></ul><ul><li>Key ADA Messages </li></ul>
  24. 30. Creative Calendar <ul><li>Good for news topics </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Newspaper </li></ul></ul><ul><li>Also can be used for getting a doctor’s attention or doctor’s luncheon </li></ul><ul><li>Suggestions for topics by month are provided </li></ul>
  25. 31. Creative Calendar: December <ul><li>Christmas </li></ul><ul><li>Hanukkah </li></ul><ul><li>Healthy snacks for the holidays </li></ul><ul><li>Weight maintenance over the holidays </li></ul><ul><li>“ Girth Control” </li></ul><ul><li>New Years Resolutions </li></ul>
  26. 32. ADA’s Media Guide <ul><li> </li></ul><ul><li>Top 10 Reasons to Consult with an RD </li></ul>
  27. 33. Marketing Tools <ul><li>Yvette Quantz, RD </li></ul><ul><ul><li>Customized nutrition newsletter </li></ul></ul><ul><ul><li>Affordable </li></ul></ul><ul><ul><li>Professional </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><li> </li></ul><ul><ul><li>Brochures </li></ul></ul><ul><ul><li>Business cards </li></ul></ul><ul><ul><li>Car magnets </li></ul></ul><ul><ul><li>Hats </li></ul></ul><ul><ul><li>Fliers </li></ul></ul><ul><ul><li>Thank you cards </li></ul></ul><ul><ul><li>Holiday cards </li></ul></ul><ul><li> </li></ul><ul><ul><li>Receipt books </li></ul></ul><ul><ul><li>Mugs </li></ul></ul><ul><ul><li>Pens </li></ul></ul><ul><ul><li>Referral form folders </li></ul></ul>
  28. 34. Words of Marketing Wisdom <ul><li>Stay organized </li></ul><ul><li>Always think outside the box </li></ul><ul><li>Always have a plan </li></ul><ul><li>Be resourceful </li></ul><ul><li>Good luck! </li></ul>
  29. 35. <ul><li>Receive a 10% discount off our new Marketing your Private Practice CD-rom for the next 2 days </li></ul><ul><li>Includes modifiable forms: </li></ul><ul><ul><li>Gift certificates, fliers, bridal promotion, doctor & private practice referral forms and letters, marketing plan, promotional fliers, marketing tools & resource lists and more… </li></ul></ul><ul><ul><li>Visit us at </li></ul></ul>Marketing CD-rom Sale!