| 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 |
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Based on the population in the
surrounding community |
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| |
-- |
The number of new
cancer, cardiac and neurology cases
diagnosed annually where PET has been approved
for reimbursement. |
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| |
-- |
Local practices for follow on
studies |
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|
Customer Segmentation |
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| |
-- |
Primary sources - i.e. Oncologists,
Thoracic Surgeons, Pulmonologists, Neurologists |
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| |
-- |
Secondary sources - Internists,
General/Family Practitioners, OB/GYN |
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Identify Key Institutions in
the area - especially competitors |
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|
Identify Local Payers - Medicare/Medicaid
and private payers |
| Market
Trends |
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|
Reimbursement Environment |
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|
Identify Challenges - Examples
could be: |
|
| |
-- |
Limited availability of head
PET physician for local education of referrers |
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| |
-- |
Poor understanding
of the staff with regard to appropriate PET
uses |
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| |
-- |
No current approvals from
local payers |
|
|
Identify Opportunities to accelerate
success - Examples could be: |
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| |
-- |
Local referring group is well
aware of PET indications |
|
| |
-- |
Strong personal relationship
with a few key, high volume referrers |
