Critical Reflection Paper 2-3 pages

  

1. Introduction
(25%) Deliver a brief outline of the meaning (not a description) of
each Chapter and articles you read, in your own words.
2. Your Critique
(50%)
What is your reaction
to the content of the articles?
What did you learn
about creating and printing brochures? What type of information must contain
the brochures?
What did you learn about
Disaster Plan?
Did these Chapter and
articles change your thoughts about Marketing to ethnic communities? If so,
how? If not, what remained the same?
3. Conclusion
(15%)
Briefly recapitulate
your opinions & assumption to your critique of the articles and Chapter you
read.  How did these articles and
Chapters impact your thoughts on Newsletter and marketing?
Evaluation will be based on how clearly you respond to the
above, in particular:
a) The clarity with which you critique the articles;
b) The depth, scope, and organization of your paper; and,
c) Your conclusions, including a description of the impact
of these articles and Chapters on any Health Care Setting.
c5_mod4_week_3.ppt

8103_marketing_and_the_other_business.pdf

Don't use plagiarized sources. Get Your Custom Essay on
Critical Reflection Paper 2-3 pages
Just from $10/Page
Order Essay

ethnic_marketing_to_diverse_audiences_week_3.ppt

Unformatted Attachment Preview

PowerPoint® Presentation for
Dental Office Management
Module:
Marketing to and Communicating
with the Dental Patient
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
1
Module: Marketing to and Communicating
with the Dental Patient
Marketing to and
Communicating with
the Dental Patient
Part A: Relating to the
Dental Patient
Part B: Marketing to the
Dental Patient
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
2
Module: Marketing to and
Communicating with the Dental Patient
Learning Objectives
1. Define the Key Terms.
2. Enumerate the goals of dental marketing.
3. Understand the scope of internal/external
communications.
4. Discuss the uses of printed communications.
5. Explain the importance of tracking.
6. Examine the uses of referral source analysis.
7. Demonstrate nonverbal communication.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
3
Module: Marketing to and
Communicating with the Dental Patient
Learning Objectives
8. Dramatize techniques to diffuse patient anger.
9. Apply chairside marketing techniques.
10. Examine verbal/nonverbal communication.
11. Propose a communication makeover of a
fictional practice.
12. Create examples of printed communications.
13. Critique the pros and cons of dental marketing.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
4
Key Terms









Amenities
Chairside marketing
Direct marketing
Event marketing
Focus group
Internal marketing
Logo
Marketing
Patient attributes






Patient profiles
Practice survey
Recall card
Referrals
Statement stuffers
Target mailings
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
5
Part A: Relating to the Dental Patient
Patient Relations Policy
Focus
Manage
Control
Welcoming the Patient
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
6
Patient Relations Policy
• Focus on the patient
– Break the ice
– Problem solve
• Manage patient flow
– Greet
– Seat in chair
– Arrange for further followup
• Control the patient’s environment
– Ensure comfort and security
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
7
Introducing a Patient to the Practice








Prior to first appointment
First time in office
Reception area amenities
Accommodating children
Assisting with forms
Introducing the dental team
Touring the office
Posting dental patient rights
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
8
Recognizing the Distressed Patient
Phobia
Anxiety
Anger
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
9
Helping the Anxious Patient
• Show willingness to help calm worries
over pain, loss of autonomy, cost, or other
concerns.
• Let the patient know that these concerns
are normal and understandable.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
10
Helping the Phobic Patient




Recognize that phobia is more than anxiety.
Speak to the dentist about pre-medication.
Suggest behavior modification.
Involve the phobic patient’s therapist or other
supports.
• Schedule appointment to lessen stressors.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
11
Helping the Angry Patient






Don’t delegate the angry patient to anyone else.
Allow the patient to vent the angry feelings.
Actively listen –– don’t lead or second guess.
Speak in a calm voice and slow your breathing.
Use the words feel, felt, found.
Avoid the urge to argue.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
12
Nonverbal Communication
• Appearance
– Grooming
– Posture
– Attire
• Attitude & etiquette
– Courtesy
– Consideration
• Team portrait
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
13
Part B: Marketing to the Dental Patient
What is marketing?
Why is it necessary?
How is it done?
Who does it?
When should a practice market?
Is marketing the same as advertising?
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
14
Key Elements of Marketing
Demonstrate
expertise
Create
a need
Offer
convenience
Emphasize
affordability
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
15
Key Elements of Marketing
•Encourage
Americans to have
regular dental care
•Increase awareness
of cosmetic services
Demonstrate
expertise
Emphasize
affordability
Offer
convenience
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
16
Key Elements of Marketing
•Encourage
Americans to have
regular dental care
•Increase awareness
of cosmetic services
•Show ability to solve
perceived problems
•Stress dentist’s
specialized training
Emphasize
affordability
Offer
convenience
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
17
Key Elements of Marketing
•Encourage
Americans to have
regular dental care
•Increase awareness
of cosmetic services
•Show ability to solve
perceived problems
•Stress dentist’s
specialized training
Emphasize
affordability
•Offer expanded
treatment days
•Offer extended hours
•Offer multiple locations
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
18
Key Elements of Marketing
•Encourage
Americans to have
regular dental care
•Increase awareness
of cosmetic services
•Show ability to solve
perceived problems
•Stress dentist’s
specialized training
•Make paying easy
•Offer payment plans
•Offer expanded
treatment days
•Offer extended hours
•Offer multiple locations
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
19
Marketing Infection Control
• Create a need:
– Raise awareness of the risk of disease
transmission in the dental office.
• Demonstrate expertise:
– Show the measures the dental office takes to
protect patients.
– Explain infection control to the patient at the
front desk and chairside.
– In wall signs, statement stuffers, printed
materials, and on the office Web site.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
20
Creating a Marketing Plan
• Set goals:
– Study production figures to see opportunities.
– Establish and define measurable goals.
• Select audience:
– Compile a list of patients with attributes that
match marketing goals.
– Select a medium to reach the target audience.
• Establish a budget:
– Use a percentage of total overhead expenses.
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
21
Internal versus External Marketing
• Strategies used
within the practice
to educate and
inform patients:
Internal
• Strategies to
educate the
general public
including potential
patients:
External
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
22
Measuring Patient Satisfaction




Part of internal marketing.
Gauges existing services.
Identifies new services.
Uses a variety of survey tools.
– Telephone
– Face-to-face
– Mail
– Focus groups
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
23
Tracking Marketing Results
• Purpose:
– Analyze marketing campaign
effectiveness
• Methods:
– Asking new patients
– Compiling list of new patients
– Looking for specific procedure trends
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
24
Print Power
• Graphics:
– Practice logo
– Letterhead design





Brochures
Information packets
Business cards
Business letters
Imprinted giveaways
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
25
Print Materials
• Set a tone
• Communicate
nonverbally
• Inform patients
• Educate patients
• Give a snapshot of
the practice
• Generate referrals
Welcome
to our
Dental
Practice
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
26
Summary of Module









Key Terms
Communicating with dental team members
Relating safety information to the team
Relating and communicating with patients
Helping distressed patients
Marketing the dental practice
Tracking marketing plans for results
Marketing infection control to patients
Using print materials in the dental practice
Copyright © 2006 Thomson Delmar Learning. ALL RIGHTS RESERVED.
27
See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/260204313
Marketing and the Other Business Functions
ARTICLE · JANUARY 1981
CITATIONS
READS
36
4,664
1 AUTHOR:
Jerry Wind
University of Pennsylvania
171 PUBLICATIONS 2,839 CITATIONS
SEE PROFILE
Available from: Jerry Wind
Retrieved on: 14 March 2016
ETHNIC MARKETING: A
STRATEGY FOR
MARKETING PROGRAMS
TO DIVERSE AUDIENCES
Dallas L. Holmes EdD, USU Extension
Adapted from an article by Lisa A. Guion, Heather
Kent, and David C. Diehl, Florida State University
Cooperative Extension, 2010.
ETHNIC MARKETING
Marketing means publicizing your name, program
and services to your target audience.
 Ethnic marketing uses personal marketing
strategies that best reflect the values, biases and
beliefs of the ethnic audience you are targeting.

AMERICA:
MELTING POT OR TOSSED SALAD
Homogenous mass of
acclimatized people
Diverse mix of
individuals and
cultures
ETHNIC MARKETING STRATEGY

Because America is a
“tossed salad” society,
it is important to tailor
your marketing
strategies to match the
norms, values and
traditions of the group
you are targeting.

Three Steps for developing
an effective marketing
strategy:
1.
2.
3.
Consider ethnic diversity.
Determine the level of
ethnicity
Develop and implement your
ethnic marketing campaign.
STEP 1: CONSIDER ETHNIC
DIVERSITY

TO AVOID:
Lumping all the members of
your target audience into an
unidentifiable mass (Melting
pot mentality).
 Addressing all members of
the target audience with a
general marketing approach.


TO DO:
Value the cultural
uniqueness of your
target group.
 Value cooperation and
bridge-building with
community leaders and
other organizations
working within the
community.

STEP 1: CONSIDER ETHNIC
DIVERSITY

TO AVOID:
Considering diversity as
a matter of image
building—token
minorities in your
marketing campaigns.
 Interpreting diversity as
a matter of altruism
(charity for “those poor
people”)


TO DO:
Value the cultural beliefs,
symbols and practices of your
target group.
 Value linguistic differences, as
well as accents, practices and
social conduct.
 Value word-of-mouth &
interpersonal communication
to spread your message.

STEP 2: DETERMINING THE LEVEL OF
ETHNICITY OF YOUR TARGET GROUP
Depends on:
•Environmental
conditions (family
upbringing,
neighborhood ethnicity)
•Economic conditions
(education, income)
•Social conditions
(place of birth, length
of stay in U.S.)
STEP 2: DETERMINING THE LEVEL OF
ETHNICITY OF YOUR TARGET GROUP

People with a high degree of ethnicity are possibly:






First generation immigrants
Grew up outside of America
Not fluent in English, speak mostly native language
Speak with a heavy accent
Live in high-density ethnic areas
Higher level of ethnicity=Higher degree of ethnic marketing
STEP 2: DETERMINING THE LEVEL OF
ETHNICITY OF YOUR TARGET GROUP

People with a medium degree of ethnicity are
possibly:





Second generation or acculturated first generation
Spent ¼ to ½ of their lives in America
Are proficient in English and their native language
Speak with a light accent
Live in moderate ethnic-dense areas
STEP 2: DETERMINING THE LEVEL OF
ETHNICITY OF YOUR TARGET GROUP

People with a low degree of ethnicity are
possibly:





Second generation and onwards
Born and raised in America
Are bilingual, but prefer English
Speak with a neutral accent
Live in low ethnic-dense areas.
 The
group’s level of selfidentified ethnicity determines
how much ethnic marketing
strategy should be used.


With lower levels of ethnicity,
use more mainstream
marketing strategies.
With higher levels of ethnicity,
use more ethnic marketing
strategies.
STEP 3: LAUNCHING ETHNIC
MARKETING

Of course, we should tailor our marketing approach
to the target audience, but HOW do we know what
they will respond to?

Use the Three “I”s to plan your marketing strategy.
 Identify the communities
 Identify the values and beliefs
 Identify personal marketing strategies
STEP 3: LAUNCHING ETHNIC
MARKETING
THE THREE “I”S
Identify the communities the target group
comprises.
Identify the values and beliefs of the
community/communities.
Identify personal marketing strategies that match
the values and beliefs of the
community/communities you will be addressing.
STEP 3: LAUNCHING ETHNIC MARKETING
THE THREE “I”S
Example:
Identify
group:
African Americans.
STEP 3: LAUNCHING ETHNIC
MARKETING
THE THREE “I”S
Identify Values:
 Similar to contiguous
African cultures. Thus,
African American
communities differ from
mainstream American
culture.
 Value qualities like “telling
it like it is,” “seeing the
good as well as the bad”,
assertiveness and
speaking up.
Give importance to orally
transmitted information.
 Like to be represented.
 Receptive to
organizations that “give
something back to the
community”.
 Like to see a positive
image of their culture.
 View the world from an
Afrocentric standpoint

STEP 3: LAUNCHING ETHNIC
MARKETING
THE THREE “I”S
 Identify
Personal Marketing Strategies
Do not be pretentious.
Be sensitive about the authenticity of your message. Have
facts ready and be able to back them up.
 Have African American representatives present your message.
 Encourage your African American audiences to ask questions
about your programs. Do not mistake their assertiveness for
aggression. Let them discuss their doubts, they will tell you
whether they like or do not like something.


ETHNIC MARKETING TO ASIAN
AMERICANS
 Identify
group: Asian Americans.
ETHNIC MARKETING TO ASIAN AMERICANS
Identify Values of Asian Americans that may impact
marketing:
 High-context culture where non-verbal communication
(body language, use of silence) is very significant.
 Have a high level of education in some subgroups, like
Japanese, East Indians and Chinese.
 Consider family very important.
 Believe in subordination of younger to elder; hierarchical
family structure
 Value word-of-mouth messages from friends and
relations.
 Are uneasy with strangers.
 Give importance to the quality of a product first, followed
by price, service and convenience.
IDENTIFY PERSONAL STRATEGIES DEVELOPING
MARKETING MATERIALS FOR ASIAN AMERICANS:







Be subtle and polite when you try to send a message
across.
Please all the family members.
Remember that the oldest male member of the family
has the decision-making power. Also, give respect to the
elders by being courteous.
Have your message carried by the members of the
community.
Avoid those numbers and colors that are considered to
bring ill luck (for example, the number 4 and the color
black signify death in Chinese culture).
Make multiple visits to build a better rapport. Be formal
until you win the confidence of your audiences.
Make sure to offer quality programs that will do good to
the community.
ETHNIC MARKETING TO
HISPANICS/LATINOS
 Identify
group: Hispanic/Latinos
ETHNIC MARKETING TO HISPANICS/LATINOS
Identify Values of the Hispanic community that may impact marketing:









According to the U.S. Census (2000), Hispanics/Latinos are
predominantly younger, with a median age of 24 (Tharp, 2001).
Identify themselves in both individual and situational context; for
instance, at work, Hispanics may act more like mainstream
Americans.
Retained Spanish language. Spanish is a high-context, indirect
language, with a lot of importance given to nonverbal
communication. Choice of pronouns depends on the formality of a
relationship.
Give importance to family and the church (mostly Roman Catholic
Church)
Men and women play traditional roles in the family, with the husband
enjoying the decision-making power.
Value children and extended family (Zuniga, 2001).
Prefer to be informed by friends or Hispanic/Latino associations.
Are brand-loyal. If satisfied, Hispanics/Latinos stick to a particular
brand of product or program forever (Rossman, 1999, Tharp, 2001).
Are optimistic. One buzzword is “simpotia,” which means “keep
everyone happy.”
IDENTIFY PERSONAL STRATEGIES, FOR
DEVELOPING MARKETING MATERIALS FOR THE
AMERICAN HISPANICS/LATINOS







Use informal Spanish. Give detailed information and use visual
images. Please note: just as not all English-speaking people
have high literacy levels, not all Hispanics/Latinos have high
Spanish literacy levels.
Depending on the place or situation, speak in either English or
Spanish or in both English and Spanish. Have a neutral accent
and appearance.
Be aware of the fact that Spanish is a high-context language. Be
indirect and careful while using pronouns. Use humor and
vignettes with Hispanic/Latino characters in them.
Take your marketing to churches or family gatherings.
Please the family. Remember that the man of the family is the
key decision-maker. Also, have a marketing campaign that
includes benefits for the entire family.
Use testimonials from other Hispanics/Latinos who have
benefited from your program.
Apply extensive relationship marketing. Show how your program
will make their lives even better.
ETHNIC MARKETING TO NATIVE
AMERICANS
 Identify
group: Native Americans
ETHNIC MARKETING TO NATIVE AMERICANS
Identify Values of Native American that may impact marketing:
 Identity: label themselves in terms of the group (tribe).
 Spirituality: provides consciousness, meaning and wholeness
(Yellow Bird, 2001)
 Accept the group (tribal) leaders as the key decision makers.
 Sharing and cooperation: family and the group take
precedence over the individual (Sue & Sue, 1990).
 Harmony with nature, accept the environment and nature (Sue
& Sue, 1990).
 Like visuals and oral communication.
 Think storytelling is an important tool to pass on information.
 Give importance to credibility and honesty.
 Want to get rid of stereotyped images of their culture.
 Like to be heard. Native Americans like to be given an
opportunity to talk about their experiences, problems and
suggestions.
IDENTIFY PERSONAL STRATEGIES FOR
DEVELOPING MARKETING MATERIALS FOR
AMERICANS







NATIVE
Identify the group (tribal) leader and seek his guidance.
Please the group (tribe) by addressing and satisfying all the
members of the group (tribe).
Use bright and colorful visual images.
Use stories/testimonials to drive home the point you want to
make with your Native American audiences. For example, tell
stories of how your program has helped other Native
Americans.
Provide facts to show how your program will benefit the
community. Establish your credibility with facts and figures
(Cultural Relevance and Diversity, 2001).
Balance modern images with traditional images to avoid
stereotyping.
Ask for their participation. “Ask what they want, rather than
being told what they need” (Cultural Relevance and Diversity,
2001).
REFERENCES
Guion, L.A., Goddard, H.W., Broadwater, G.,
Chattaraj, S., & Sullivan-Lytle, S. (2003).
Strengthening programs to reach diverse
audiences. Gainesville, FL: Florida Cooperative
Extension, University of Florida.
 Tharp, M.C. (2001). Marketing and consumer
identity in multicultural America. Thousand Oaks,
CA: Sage Publications
 Strengthening Programs to Reach Diverse
Audiences – A Six Part Curriculum to work
Effectively with Ethically Diverse Audiences, …
Purchase answer to see full
attachment

Place your order
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
$26
The price is based on these factors:
Academic level
Number of pages
Urgency
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Order your essay today and save 30% with the discount code ESSAYSHELP