SCHOOL OF BREATHING SCIENCES
502 FROM CONCEPTS TO A MARKETING PLAN
Traditional marketing concepts will be explored in the context of working with the needs of individual clients and developing an understanding of a service / market fit and then reviewing how well the services offered or proposed match actual market needs. Using clinical examples, students will explore the key differences between educating vs. treating clients. The role of marketing materials including web sites, emails, brochures and promotional materials will be covered as well as cross-selling and collaborative marketing. Students will experience the importance of launching a Minimum Viable Service (MVS) and conducting ongoing testing to validate the services offered and the best methods for reaching prospective clients. Validation techniques covered in the course include client interviews, A/B testing, feedback forms, surveys, and other methods. The end result will be a marketing plan as well as a business model for continuous service improvement based on measured client satisfaction.