Advice for the Marketing Coordinator – Use targets to improve marketing performance. Rather than saying you want to get more referrals, use a specific target such as generating referrals from 40–60% of current patients. Monitor performance of individual strategies as well as the entire marketing program, reporting results to the doctor and team at monthly meetings. If, after careful evaluation, the practice isn’t on track to reach the target, replace underperforming strategies with new ones and continue monitoring.

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