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Does Your Competition have you on the Edge? January 31, 2007 Melanie Haymond, BSRT (M)

Description

Great marketing formulas include equal parts research and communication. Great marketers are not just data collectors. Great marketing programs utilize market research to address the specific needs of patients and physicians and communicate their imaging service distinctions in satisfying those requests. While most imaging centers have some sense of the surrounding services prior to their inception few continue an active competitive review. Having more than a casual acquaintance of your competition is essential in today’s very dynamic imaging environment.

Discussions will include the following topics:
Identifying your competition
Beginning your Competitive Inventory Process (CIP)
Compare and Contrast
Analysis cycle
Communicating your findings
When your competition is you
Information gathering, who, what, where
What does the information mean?

Competitive analysis reviews are an under-utilized valuable strategic marketing exercise. Before your next quarter, marketing plan or budget process, take the time to conduct a center competitive analysis review. Join us today as we define and discuss the process.