What is the per-unit price of your product, or the cost involved in your service?


What are your long and short-term distribution goals?

2. Objective

Why does your dental office need a marketing plan?


What do you want your plan to accomplish?
(Select all that apply)

3. Situation Analysis
Currently, what consumer market is most important to you?


How are you currently attracting patients?


What are some important market changes; are these opportunities or threats?

Who uses a service like yours?


Who uses a service like yours the most?


What type of similarservice does your market use the most?

4. Competition

Who do you consider to be your biggest or strongest competition?
1.
2.
3.

Which competitor currently dominates your area?


What sets you apart from the competition? What do you offer that your competitors do not?


How does your service compare to the competition?


Do you offer any services that your competitors do not?


How does your pricing compare to the competition?


How do your competitors advertise or promote their dental office?



5. Controls

Identify some of the benchmarks and state them clearly. The statements made in this section will provide easy ways to monitor performance as you implement the marketing plan. Without controls, you cannot measure or easily identify unexpected results or delays. You should put most of your thought into this section, but complete it after the Objections, and Situation Analysis. Controls have very specific and measurable results.

Some examples:
• Revenue should grow by $XXX by the end of the first quarter
if the promotional campaign works according to plan.

• All sales prospecting should be completed
using a corporate media kit by (date: ).

• A corporate website should be created by (date: )
to allow prospects to both get information and purchase on-line.

• A Corporate Identity will be design and implemented in all
collateral support material printed by (date: ).

• We will have a listing in the following publications
(on-line / guides) by (date: ) .

• We will have X amount of new companies carrying
or distributing our product by (date: ).