2. Grow share of mind. Share of mind, leads to share of market
Grow share of mind. Share of mind, leads to share of market. No one does business with you if they don’t know who you are.
Increase AWARENESS. Use our $$$ wisely to REACH the largest number of target population 25-55, based on Advertising data.
Emphasize POINTS OF DIFFERENCE. What makes us unique? Why do business with The Corvallis Clinic. Instill in patients a greater preference for our way of delivering medical care. We aren’t the hospital. We make the hospital a better place.
Appeal to customer’s greatest concern: their good health.

3. Unaided Awareness Questions
TOMA
What do you know about Clinic – Aided
What sort of issues do you have to have to go there?
Perception?
What are they known for?
What are they good at?
What don’t they do well?
What services aren’t you getting? Do you have to leave the area to receive services?
Know what our challenges and opportunities are?
Measure Awareness
Can’t take market share if we don’t know what it will take for non-patients to become our patients.

4. Symptoms & Services = What we do
Performance Attributes = How well we do it. VIP, Press Ganey, Convenience, Access,