Term
Why Marketing is Important:
-Intense ___ makes marketing essential
-Patients often perceive all businesses offering hearing care as the ___
-Marketing goal: ___ ___ & be noticed
-___ the practice’s people, products, & services
-Challenge: ___ YOUR audiology brand from others |
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Definition
| competition; same; stand out; Highlight; differentiating |
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Term
| Art & science of delivering value to meet the needs of a target market at a profit |
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Definition
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Term
| The brand presented to the market is what ___ one practice from another |
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Definition
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Term
| A ___ is whatever the customer thinks of when they see or hear a company’s name |
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Definition
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Term
| Why is branding valuable? |
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Definition
-People refer to brands they know & like
-Builds reputation of the business
-Attracts target clients
-Yields a competitive advantage for the business |
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Term
| what causes practice to stand out from others; known for “that special something” rather than everything |
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Definition
| Unique selling proposition (USP) |
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Term
| What are some examples of USP? |
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Definition
| Detail of HE, time invested in each patient, fair pricing |
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Term
| unique competitive advantage that influences the desired audience to see a practice as the BEST choice |
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Definition
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Term
Branding vs Positioning:
-Brand: Sum of ___ patients have with the business. ___ than the positioning statement
-Position: Logical ___ while the practice brand is creating the larger emotional response |
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Definition
| experiences; Larger; argument |
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Term
Steps to Create an Experience:
1. Start with the patients’ ___: ease of scheduling, amenities, access, value-added items
2. Identify a “___-___” edge
3. Be willing to ___ others
4. Deliver a ___ experience
5. Deliver consistent branded ___ |
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Definition
| perspective; value-added; offend; consistent; communication |
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Term
Impact of Negative Office Visits:
-Losing __-__% of business since purchase rates & satisfaction rates are connected
-___: when customers reduce or stop using a businesses’
services and/or products |
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Definition
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