Universitat Internacional de Catalunya
Estrategias y Herramientas de Marketing OFF/ON LINE
Other languages of instruction: Catalan, English
Teaching staff
Prof. Dra. Naroa Lozano Carrascal
email: naroalozano@uic.es
Introduction
The course OFF/ONLINE Marketing Strategies and Tools deals with the main tools and strategies necessary to design and implement a marketing plan that allows the clinic to make itself known in such a competitive environment as the dental sector. In the field of dental management, this subject is particularly relevant, as the commercial function enables the clinic to disseminate and promote its services in order to generate the necessary income to enable the clinic to be sustainable over time and increase the satisfaction of both the clinic staff and patients.
For marketing to do its job, there is one key factor: the objective. The idea of ‘I have to promote myself because my neighbour does it’ is useless. It will be a waste of money and will make us feel frustrated. Through the methodology of this course, which combines theory and practice, students acquire key knowledge to identify their main objective with marketing and the development of a dental marketing plan and establish an optimal sales process.
Pre-course requirements
The student must be admitted to the Postgraduate Course in Creation and Management of the Dental Clinic, and be up to date with the attendance of the corresponding modules.
Hold a qualification related to dentistry, preferably a degree in dentistry. This postgraduate course is also open to people with other qualifications related to dentistry, such as a degree in dental prosthetics or a degree in oral hygiene.
On the other hand, this postgraduate course is also open to people with qualifications unrelated to dentistry, but who show an interest or experience in the world of dentistry. This group includes people with degrees in psychology, marketing, accounting, administrative management, business leadership, nursing, among others.
Objectives
The main objective of this subject is to help students develop a marketing plan that allows them to identify strangers with specific needs, generate stimuli that convert them into potential customers, so that after satisfying their demands they become loyal customers and referrers of the clinic, thus allowing the clinic to sell in a profitable and sustainable way.
Learning outcomes of the subject
At the end of the course the student will be able to:
-Know the concepts of marketing and dental marketing.
-Define and differentiate the different dental marketing models.
-Understand the current market and define a niche customer segment.
- Gain a deep understanding of your ideal customer: problems, goals, values and desires.
-Define the features and benefits of your service.
-Identify the most important strategic opportunities.
-Know and understand the different stages of the sales process for dental clinics.
-Know the different communication tools at your fingertips to create a message that attracts and converts.
-Know the tools of Google My Business and Google Ads.
-Establish a first visit protocol.
Syllabus
- Introduction to marketing: Definition of good marketing and the sales process. Differences between a business selling products vs. services. Internal marketing vs. external marketing.
- Who is my ideal client: Identifying who we want to offer our service to. Find an ideal client who has very specific problems and desires and that our dental clinic is the one that best adapts to the solution that he/she needs.
- Market vision
- The ideal client
- Desire
- Market intelligence: competitor analysis
- Awareness analysis
- Service analysis
- Message and Communication Strategy: the objective here is to create an attractive message that fits your ideal customer and encourages the sale.
- Psychology and the brain: to be masters of marketing we must understand how the brain works and how we make decisions.
- Sales process for dental clinics: 1st stage: attention; 2nd stage: conversion; 3rd stage: financial numbers, 4th stage: cultivation; 5th stage: first visit.
- Google My Business: what it is, how it works and establishing a protocol for reviews.
- Google Ads: tool for paid ads on Google, understand how it works and the difference between SEO (Search Engine Optimization) and SEM (Search Button Marketing).
- First visit protocol: To establish a first visit protocol, we will discuss the most important aspects to be considered during the first visit:
- Laws of communication and active listening.
- Presentation of the treatment plan.
- Strategies to increase acceptance of budgets: payment modalities, closing and rebutting objections.
- Loyalty: patient follow-up and statistics.
Teaching and learning activities
In person
Interactive lectures with the students, imparting theoretical knowledge in a schematic way and with great iconographic content. The classes will be based on explanations and practical exercises on the concepts and real situations explained.
Time will be set aside between the concepts for questions, clarification or expansion of concepts that the student may need (in the form of a small seminar), to deepen the practical content of the explanations and allow the interaction of the students.
The information transmitted will be complemented with practical exercises during the sessions.
Evaluation systems and criteria
In person
Continuous assessment and examination of the material covered.
The theoretical content of the course will include the information transmitted during the lectures, completed with the content of the recommended bibliography for each subject.
The final theory exam will consist of 25 multiple choice questions, 4 possible answers, with only one valid answer. An error in the answer to a question will deduct 0.25 points.
In addition, there will be 5 to 10 short answer questions.
The final theoretical mark will be supplemented by 5% by checking the student's class attendance, participation and answers.
Bibliography and resources
ODONTOLOGÍA SLOW - GESTIÓN HACIA LA EXCELENCIA. Primitivo Roig. 2018
ISBN: 978-84-89873-79-7
Las 7 herramientas de la manipulación - La psicología de la persuasión: cómo utilizar la comunicación sugestiva en beneficio propio
ASIN: B09SC1RFSC
Publisher: Independently published (13 Feb. 2022)
ISBN-13: 979-8410335430
Con la boca abierta: Los 4 pilares para el éxito de una clínica dental. Marcial Hernandez.
Ed GESTION 2000. COLECCION GESTION 2000
ISBN. 9788498754858
M_Concept. Gestión de Clínicas Odontológicas. Laura San Martin. Editorial Edra., 2021.
ISBN: 9788418706257