Marketing Plan Outline: UCSF School of Dentistry
EssayChat / Dec 27, 2016
The marketing plan I am developing for the University of California San Francisco (UCSF) School of Dentistry will be grounded in the mission, vision, and values of the program:
MISSION: Advancing health through excellence in patient care, education and discovery
VISION: To be the preeminent innovator in oral and craniofacial health worldwide
VALUES: Our core LEADERSHIP values encompass our operating philosophy and principles that guide us in our daily actions and decisions, as well as in our interactions with others. These leadership values encompass excellence; accountability; diversity; engagement; respect; social responsibility; honesty; innovation; and partnership.
The value of partnership is particularly pertinent to the relationships the school wishes to develop with dentists in the areas of San Francisco adjacent to the UCSF campus. The goal of the marketing plan is make area dentists and their staffs aware of our services and establish relationships that will facilitate the referral of patients who need dental procedures beyond the range of those typically offered in a dental practice.
Targets and Strategies
The marketing plan will target dentists who have established practices in the zip code areas surrounding the UCSF School of Dentistry. These zip codes include:
94114
94116
94117
94121
94127
94131
94132
Research of area dentists will identify those who do not normally offer advanced surgical procedures and thus would be candidates for referrals to the UCSF School of Dentistry. Research will also determine which are dentists are direct competitors, how much business they draw, how they are marketing, and which insurance plans they accept.
Marketing strategies will emphasize the UCSF School's position as a preeminent provider of oral and maxillofacial services to the residents of San Francisco [or Northern California]. The dentists will also be made aware that some patients may be eligible for lower-cost treatment. A variety of marketing materials and strategies will be employed:
A page on the UCSF School of Dentistry website specifically for provider referral information
Brochures describing the services available at the School, including the lower-cost program
An online newspaper
Press releases to various media outlets concerning events, honors, new equipment or services, or other areas of public interest
Posts to the UCSF School of Dentistry Facebook page that are directed toward referring dentists, news about surgical services, and related information
Send out Tweets related to surgical services and referrals
Optimization of keywords and SEO strategy
Paid advertising on San Francisco media websites
Printed cards to be given to existing UCSF patients at their appointments asking them to leave a review on Yelp and/or other rating websites
Printed cards offering first-appointment discounts for existing patients to give to their family members and friends
A rewards program (e.g. free or reduced price teeth cleanings) for patients who make a certain number of referrals that result in new patients
Regular in-office contact with area dentists and their staff through relationship marketing on an on-going basis (e.g. bi-monthly and on holidays) by delivering gifts such as:
Edible arrangements (fruit, cookies)
UCSF sweatshirts/T-shirts
USCF coffee mugs, refrigerator magnets, notepads, or other items
To address the School's leadership values of partnership and social responsibility, hold an event with area dentists offering free or low-cost services to area residents who cannot afford dental services.
A timeline and plan of action will incorporate the implementation of these strategies.
Financial Projections
Financial projections will depend on the strategies chosen and the available budget, with the goal of increasing referrals by investing in directed marketing to dentists and patients.
MISSION: Advancing health through excellence in patient care, education and discovery
VISION: To be the preeminent innovator in oral and craniofacial health worldwide
VALUES: Our core LEADERSHIP values encompass our operating philosophy and principles that guide us in our daily actions and decisions, as well as in our interactions with others. These leadership values encompass excellence; accountability; diversity; engagement; respect; social responsibility; honesty; innovation; and partnership.
The value of partnership is particularly pertinent to the relationships the school wishes to develop with dentists in the areas of San Francisco adjacent to the UCSF campus. The goal of the marketing plan is make area dentists and their staffs aware of our services and establish relationships that will facilitate the referral of patients who need dental procedures beyond the range of those typically offered in a dental practice.
Targets and Strategies
The marketing plan will target dentists who have established practices in the zip code areas surrounding the UCSF School of Dentistry. These zip codes include:94114
94116
94117
94121
94127
94131
94132
Research of area dentists will identify those who do not normally offer advanced surgical procedures and thus would be candidates for referrals to the UCSF School of Dentistry. Research will also determine which are dentists are direct competitors, how much business they draw, how they are marketing, and which insurance plans they accept.
Marketing Materials and Strategies for Referral and Retention
Marketing strategies will emphasize the UCSF School's position as a preeminent provider of oral and maxillofacial services to the residents of San Francisco [or Northern California]. The dentists will also be made aware that some patients may be eligible for lower-cost treatment. A variety of marketing materials and strategies will be employed:
A page on the UCSF School of Dentistry website specifically for provider referral information
Brochures describing the services available at the School, including the lower-cost program
An online newspaper
Press releases to various media outlets concerning events, honors, new equipment or services, or other areas of public interest
Posts to the UCSF School of Dentistry Facebook page that are directed toward referring dentists, news about surgical services, and related information
Send out Tweets related to surgical services and referrals
Optimization of keywords and SEO strategy
Paid advertising on San Francisco media websites
Printed cards to be given to existing UCSF patients at their appointments asking them to leave a review on Yelp and/or other rating websites
Printed cards offering first-appointment discounts for existing patients to give to their family members and friends
A rewards program (e.g. free or reduced price teeth cleanings) for patients who make a certain number of referrals that result in new patients
Regular in-office contact with area dentists and their staff through relationship marketing on an on-going basis (e.g. bi-monthly and on holidays) by delivering gifts such as:
Edible arrangements (fruit, cookies)
UCSF sweatshirts/T-shirts
USCF coffee mugs, refrigerator magnets, notepads, or other items
To address the School's leadership values of partnership and social responsibility, hold an event with area dentists offering free or low-cost services to area residents who cannot afford dental services.
A timeline and plan of action will incorporate the implementation of these strategies.
Financial Projections
Financial projections will depend on the strategies chosen and the available budget, with the goal of increasing referrals by investing in directed marketing to dentists and patients.