PowerPoint

Marketing Your Practice

Betsy Oriolo, MS RD LD CDEOwner,Total Nutrition Therapy, LLCwww.eatright123.com

Objective

To educate RD’s on effective marketing practices and resources to facilitate growth of their planned or current private practice.

Betsy Oriolo, MS RD LD CDE

Owner, Total Nutrition Therapy, LLC Provides in home visit nutrition

counseling throughout the Greater Cincinnati Northern Kentucky areas

www.eatright123.com Creator of diabetes and weight

management CD-rom series for RD’s New Marketing CD-rom

Marketing Plan

Details the necessary actions to achieve one or more marketing objectives

Can be for a product, service or brand Covers 1 – 5 years May be a part of an overall business

plan

Things to Consider

Who are your customers or clients? What is it about you that attracts clients to

you? What are their key characteristics? What are their needs and wants? What do they expect the product or service to

do? What do they think of the organization and its

products or services? What are their buying intentions?

The 7 P’s (The Game Plan)

Product Place Price Promotion Physical Environment People Process

What Worked: Business Community Newspapers

– Give away something free Fitness Centers Nutrition Council Cancer Centers ADA’s Find a Nutrition Professional A good website

– E-newsletter sign up Networking with other RD’s

– What’s your niche– Cross refer to each based on specialty

What Worked: Products

Articles for DPG’s with ads Nasco Advertising in Today’s Dietitian NE listserve

– Free email ads 4x/year– NE site– Ads in newsletters

Ads with my local dietetic association Constantly thinking outside the box

What Didn’t Work Sponsoring local runs Too much volunteering

of time– Cost effectiveness?– Don’t give away too

much Car Magnet Various online RD

directories Bridal Store

– (could have?)

What I didn’t Try

Phone book– Cost

TV or Radio Commercials– Cost

Joining networking groups (i.e. BNI) Chamber of Commerce

What I did my 1st year:

Business & marketing plans– Small Business Association

Article and ad in local small newspaper Became insurance and Medicare provider Appeared several times on local TV & radio Fliers, newsletters, doctor blitz Hired subcontractors

ADA’s MNT Works Kit

The Role of the RD Experiences with MNT MNT Providing Return on Investment Key Stakeholders Acknowledge

Nutrition Services Provided by RD’s MNT Coverage Guidelines Frequently Used Codes for MNT

MNT Works Kit

Works Kit Powerpoint

Media Materials (MediaTab) NNM Month Materials Press Releases Video Library Become a Media Spokesperson

– Application online

Become an ADA Spokesperson

Baltimore; Chicago; Cleveland; Denver; Detroit; Los Angeles; Miami; Minneapolis; New York City; Phoenix and Washington, D.C. 

African-American Nutrition Specialist (Any US City)

Latino Nutrition Specialist (Any US City)

ADA Spokesperson

Be an ADA member. Have been an RD for at least five years

(advanced degree and/or specialty certification desirable but not required).

Have a minimum of two years experience in working with the news media (television, radio, print and electronic).

Possess and demonstrate strong communication skills and a positive demeanor.

ADA Spokesperson Be knowledgeable in food and nutrition science,

current food and nutrition topics, ADA position statements and two or three areas of expertise.

Be free of conflicts of interest. Have sufficient flexibility in his or her work

schedule to permit media training, interviews (often on short notice), preparation time and occasional travel and other assignments.

Promote, support and attend state, district or national Association activities.

Fax machine and a valid e-mail address.

Other Marketing Ideas Possible Marketing Outlets:

– Chiropractors– YMCA’s– Daycare centers, preschools, schools– Send press releases to TV stations– Weekly radio spots– Doctor lunches– Churches– Write for websites

– Signature line on emails– Link to other nutrition/health sites

Doctor Lunches

Find out who is the office manager Get to know their names and faces Secretarial staff Let them know how much you appreciate

their referral Send follow up progress notes, thank you

notes Consider cost of providing staff lunches and

marketing materials

Other Marketing Ideas

Church bulletins and ads

Local college or high school publications

Local magazines– Check rates $$

Employee newsletters

Holiday cards

Announcements

MD’s, healthcare facilities What are your areas of expertise? What insurance do you accept? Are you self pay only? Results will bring referrals

– Success with patients• Weight loss, improved blood sugar, lipids, etc

Contacting Media

Identify yourself as a RD and give brief overview of your qualifications for speaking on certain topics

The 5 W’s Pitch letter or email

– No more than 250 or 300, grammar and spelling

– Follow up regarding your pitch

– Future follow up with new story ideas

Letters to the Editor

Address the letter "To the Editor." Letters should be exclusive to the publication, timely, no longer than 150 words.

Most publications print an average of 10 letters a day. That means the competition is intense. So, when conveying your message to the editor, make it clear, current, concise and compelling.

Working with the Media: A Handbook for Members of the ADA

Print, TV, radio How to approach media outlets Dealing with interviews Story Ideas Creative Calendar Sample Pitch Letters, Press Releases, Media

Advisories Key ADA Messages

Creative Calendar

Good for news topics – TV– Radio– Newspaper

Also can be used for getting a doctor’s attention or doctor’s luncheon

Suggestions for topics by month are provided

Creative Calendar: December

Christmas Hanukkah Healthy snacks for

the holidays Weight maintenance

over the holidays “Girth Control” New Years

Resolutions

ADA’s Media Guide

http://www.eatright.org/ada/files/0708_media_guide_draft_8.pdf

Top 10 Reasons to Consult with an RD

Marketing Tools Yvette Quantz, RD

– Customized nutrition newsletter– Affordable– Professional– www.foodtherapyonline.com– Email:

[email protected]

www.vistaprint.com– Brochures– Business cards– Car magnets– Hats– Fliers– Thank you cards– Holiday cards

www.rapidforms.com– Receipt books– Mugs– Pens– Referral form folders

Words of Marketing Wisdom

Stay organized Always think outside

the box Always have a plan Be resourceful

Good luck!

Receive a 10% discount off our new Marketing your Private Practice CD-rom for the next 2 days

Includes modifiable forms:– Gift certificates, fliers, bridal

promotion, doctor & private practice referral forms and letters, marketing plan, promotional fliers, marketing tools & resource lists and more…

– Visit us at www.eatright.123.com