If you have already abandoned publicly-funded work, or if you would like to increase the amount of private work your department handles, this course provides an overview of how to develop and implement a marketing strategy to maximise profitability.
Key areas covered are:
- The market and opportunity for private work
- Positioning your practice
- Who are the clients?
- What do private clients expect?
- Price vs service and reputation - understanding the balance
- Referral sources
- targeting key external sources
- internal referrers (cross-selling)
- Networking - meeting and influencing key people
- Demonstrating expertise - PR/articles/seminars
- Presentation and communication - advertising, literature, web-sites
- Creating the plan, and making it happen