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In any type of marketing the characteristics of the people who form the market are important. The strategies to be employed by the marketer depend on who they are selling their ideas. In our case the physicians are to market themselves to people of a high caliber who tend to always be busy.
This will greatly affect both the arrangement of their offices, location of the offices, office procedures and scheduling of the services. The article goes ahead to explain some of the important measures that should be taken by the physicians to ensure they carry out their business as effectively as possible.
Starting off with the office organization measure, it is important to note that Boomers, Gen-Xers, and N-Gen white-collar workers are extremely busy people. This is a strong factor to consider when laying down the office structure. These people are not ready to spend a lot of time in queues in search of medical services. The physicians should have more than one serving points to reduce the number of people queuing. The number of serving points can be determined by simulation methods (Berkowitz, 2010).
In this simulation exercise a model of the office can be used and the number of expected clients estimated. Using either queuing techniques or random numbers the physicians will easily determine the number of servers they require. This will reduce the time spent in the offices seeking the services. Their ever busy customers will then visit the offices in large numbers in their free time (Berkowitz, 2010).
They should also try to reduce the number of procedures or desks that one person goes through before being served. The individuals serving these high class customers should be highly qualified to ensure the best services are offered.
The highly qualified individuals will also help the clients spend less time in the offices as they will serve them faster. Positioning of the office and other advertisement materials should be looked at keenly. The office should be situated in a central location or a place that most of the clients visit on a daily basis.
Advertisement notices on the office building should be conspicuous and easily noticeable from a distance. This is because the white collar job professionals do not have time to read through small writings but will definitely read the conspicuous writings even if they do not intend to read them.
Scheduling the service time is also a very strong factor to be taken into consideration as far as marketing their business is concerned. The physicians have to study their clients, their schedules, when they are off duty and when they are likely to seek the services. This will help them come up with a service schedule that will see them manage their clients in the best way possible. It can be achieved by either scheduling the service hours to coincide with the off duty hours of their clients (Berkowitz, 2010).
They can also allocate shifts to their staff such that those who are highly qualified and can work faster when there are more clients. The number of serving points can also be determined and changed from time to time depending on the available clients. It will be a good idea for the physicians to stretch and work over the weekend because it’s during the weekends that the mentioned customers will be free.
Reference
Berkowitz, E. (2010). Essentials of Health Care Marketing. New York, NY: Jones & Bartlett Learning.
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