Fertility Marketing AuditAssessing your organization's place in the market
These are factors you can review to determine how your clinic or company is conduct marketing activities. They are intended to give you a snapshot or overview of your entire marketing operation.
• Number of and percentage increase/decrease in new patients and cycles over a three-year period
• Your estimated market share
• Patient demographics: residence, median age, insurance versus self-pay, length of time trying to conceive, ethnicity, other data that paints a profile of the patient population
• Main competitors and any knowledge of their marketing strategies, branding, positioning
• Market share of your competitors
• Competitive challenges
Percentages from each category:
• Physician referrals, referrals from patients, social media, website, consumer advertising, seminars, insurance companies, non-profits (RESOLVE, the AFA), media relations, search engine marketing
Positioning and Branding
• Your clinic’s position in the marketplace/positioning message
• Tag line: one sentence summation of a positioning message or statement
• Branding/Logo: Do you have a consistent look throughout your print and online marketing materials? Are you satisfied with it?
Type and Outcomes of Consumer Advertising Your Clinic Conducts
• Banner ads on local/general Internet sites
• Banner ads on infertility websites (Fertility Authority, Internet Health Resources, etc.)
• Radio and television ads
• Print: newspaper, magazine, outdoor
• Seminars and webinars
• Facebook ads
• Google AdWords
• Sponsorships with the non-profits like RESOLVE, the AFA, PVED and others
• Types of social media accounts and key stats: number of likes/follows, posts per month
• Key stats about engagement and reach
• Experience with advertising on these vehicles
Physician Referral Relationships
• Approximate number of physicians who refer to your organization and the percentage they represent of the local OB/GYN’s
• Any analysis done on physician referral patterns
• Affiliated hospitals
• Types of physician outreach: sales visits, grand rounds, direct mail (letters, newsletters, announcements), email blasts, luncheon/dinner meetings • Communication vehicles with physician offices about the progress of patients they have referred to your practice
Relationships with Successful Patients (alumni)
• Mailing/email list of all successful patients who conceived through any type of treatment or adoption
• Baby reunion or other type of event for successful alumni
• List of successful alumni who will speak to the media and/or current/potential patients
• Alumni involved in focus groups, “buddy” support programs, or other ways
Customer Service/Patient Satisfaction Initiatives
• Type and frequency of patient satisfaction surveys
• Other vehicles for patient input – focus groups, suggestion boxes, patient advocate, formal system for complaints
• Support groups, mind/body programs, and other emotional outlets
• Other value-added patient services like massage, coaching, etc.
Patient Communication Materials
•Brochures and/or literature packet sent before initial consultation •Specialty brochures – on specific treatments, financing, egg donation, support services, etc.
•Patient education materials to learn about diagnosis, treatment, and self-care
•Patient newsletters, email blasts, CD’s, podcasts, videos, etc.
•Print and Web advertisements, radio/television ads, etc.
Referral Source Literature
• Brochures or newsletters specifically for physicians
• Statistics on web site visits, referral sources, most popular pages, time on site, hits, etc., over a 12-month period
• Status of search engine placement
• Status of: Facebook fan page, Twitter account, blog
• Content management system for website
Marketing and Strategic Plans
• Copies of either
• Review progress for both
• Number of press releases sent per year and for type of issues, topics, ‚etc.
• Use of Internet press release distribution services
• Does media contact you, view your doctors and staff as infertility resources?
• Record of past media coverage