Elite Medical Transcription
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Elite Medical Transcription will take a multi-pronged approach to its marketing strategy. The first activity that Elite will undertake is advertisements. Two sources for the advertisements will be employed. The first will be Yellow Page advertisements. Although the Yellow Pages are a fairly general source of information, they are widely used to locate service providers.
Advertisements will be also displayed in two different newsletter/journals. Both doctors and psychologists have a local/regional newsletter that is dedicated to serving the specific practitioners. These newsletters are sent out by the different licensing boards so all practitioners receive them.
The last marketing effort will be a website. This will be a comprehensive source of information about the company and the services offered. The website is likely to be used by people that have a knowledge of Elite but would like more information regarding the services offered. However, some people will view the site with no prior knowledge of Elite. They will be able to access the site by using a search engine such as Google to find Elite's website.
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Elite Medical Transcription's mission is to provide the finest medical transcription service available. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
EMT will focus on two distinct groups that use medical transcription services:
Elite will position itself as the premier medical transcription service in town. Through the use of medical training, unparalleled convenience, and sophisticated software, Elite will quickly gain market share. The desired positioning will be achieved by leveraging its two competitive advantages:
The single objective for Elite is to gain market share for the medical transcription service. While there are many transcription services, there is only one other service that specializes on the medical community. Specializing on this specific niche reduces the size of the market, but it allows Elite to compete more effectively and efficiently because of its in-depth medical knowledge.
The message that Elite seeks to communicate is that it offers the best trained, most convenient transcription service for the medical community. This message will be communicated in different ways. The first method will be the use of advertisements in the Yellow Pages. This method will be particularly useful for people that turn to the Yellow Pages for company/market information.
The second method will be advertisements in the two local newsletters for physicians and psychologists/psychiatrists. These newsletters are produced by the licensing boards for the respective practitioners and have a well-targeted, well read population of readers.
Elite's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.
Recognizing that market research would be necessary to gain sufficient insight into the market and its customers. Elite held two focus groups to gather marketing research. The groups consisted of seven physicians per group. The groups were structured by using a set of questions asked to each group.
In addition to the structured questions, each focus group had a free flowing question/discussion forum. The free flowing section was particularly useful as many ideas and questions arose that were not contemplated earlier. Having gained so much valuable information from the initial focus groups, Elite plans to have another in a years time.
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