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.