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Dental External Marketing from Standard Marketing Procedures for All Dentists
Dental External Marketing from Standard Marketing Procedures for All Dentists Author:Reece Franklin, Gordon Burgett The sixth chapter of Burgett/Franklin's Standard Marketing Procedures for All Dentists describes Dental External Marketing, using 24 SOPs (standard operating procedures) and 19 samples and forms, all in easy-to-customize format shared by two veteran marketers with dental experience. It opens by telling dentists how gets off on the right f... more »oot, explaining media planning, a campaign theme, creative strategy worksheets, prioritizing an ad strategy, finding a good graphics person, and what constitutes good copy and layout. The book then concentrates on eight key external marketing methods, using SOPs and samples for each: business cards, external signs, banners, Yellow Page ads, print ads, free-standing inserts, cooperative coupon programs, direct mail, publicity (speeches, health fairs and mall promotions, seminars, patient appreciation days, news releases, and articles) and radio/TV.« less