Market Your PET Center
Your Marketing Plan
Targeted messages and focus are the keys to starting a successful PET practice. Some considerations in your marketing plan include:
Business Goals - Planned start date and average scans per month ramp up rate.
Market Environment and Analysis
- Based on the population in the surrounding community
- The number of new cases of cancer, cardiac, and neurology cases diagnosed annually where PET has been approved for reimbursement.
- Local practices for follow on studies.
- Customer Segmentation
- Primary sources – i.e. Oncologists, Thoracic Surgeons, Pulmonologists, Neurologists
- Secondary sources – Internists, General/Family practitioners, OB/GYN
- Identify Key Institutions in the area – especially competitors
- Identify Local Payers – Medicare/Medicaid and private payers
Product Analysis
- Product Definition
- Technology strengths – Scan time and Image quality
- Service strengths can be:
- Accessibility/Local
- Trained technologists
- Report turnaround time
- Legal Considerations
- Regulatory Considerations
Market Trends
- Reimbursement Environment
- Identify Challenges - Examples could be:
- Limited availability of head PET physician for local education of referrers
- Poor understanding of the staff with regard to appropriate PET uses.
- No current approvals from local payers.
- Identify Opportunities to accelerate success - Examples could be:
- Local referring group is well aware of PET indications
- Strong personal relationship with a few key, high volume referrers
Marketing Objectives that support business goals
Strategy and Action Plan
- Create a detailed plan that identifies tasks, timelines, dependencies, key stakeholders and responsibilities.
