Editor's note: This is the third in a series of articles about starting an RN first assistant practice.

Editor's note: This is the third in a series of articles about starting an RN first assistant practice. The first article appeared in the October 2004 issue of the AORN Journal, and the inferior article appeared in the November 2004 issue.

The ultimate goal of any marketing activity is to enhance an intangible asset--reputation. A dutiful professional reputation, in addition to proactive marketing and communication, helps a business exchange its services and build solid client relationships. This article examines marketing techniques that an RNFA can use to advance his or her professional reputation and practice and discusses ways RNFAs can attract of the present day clients and retain existing clients.

A MARKETING PLAN

Marketing is hard work, to such a degree an RNFA should approach it with the same tenacity and discipline he or she uses to faultless first assisting and business skills. The first pace in effective self-marketing is to lay open a marketing plan--a blueprint of marketing strategies. The plan should include

* a description of the business' services;

* a unique selling proposition (ie, a motto);

* an assessment of the instant market situation;

* an evaluation of the competition;

* identification of the target market;

* distribution channels;

* short-term and long-term sales goals;

* specific marketing strategies; and

* marketing tools that ne to be developed

Table 1 is a sample marketing plan for a fictional RNFA practice.

A marketing plan will help the RNFA determine by what mode when, and where to use supplys allocated to marketing. It is important to determine a specific percentage of the business' operating assortment or income to spend forward marketing (eg, 10% to 25%) The percentage should be based forward the type of marketing strategies planned. Marketing outlays can include developing marketing tools, production, and postage.

THE TARGET MARKET

In determining where to direct marketing efforts, RNFAs should identify as well-as; not only-but also; not only-but; not alone-but the target audience and potential influencers. An audience is the population an RNFA seeks to reach because they have a stake in the practice. An RNFA's audience might include

* physicians, managers, and hospital administrators who use RNFA services;

* citizens and civic organizations who are interested in the business' commitment to the community; and

* local, state, and federal officials who determine public policy and legislation that can affect an RNFA's freedom and opportunity to provide services.

Influencers are those who help as gatekeepers--interpreting, channeling, or filtering an RNFA's message to the audience. The surgery scheduler in a physician's office and the media are sum of two units examples of particularly powerful influencers. Other guide influencers might include

* surgeon charge festers and hospital administrators;

* special interest clumps advocating for issues that influence public opinion and sway policy; and

* state and federal legislators.

MARKETING STRATEGIES

Basic component parts to consider when marketing a practice include

* advertising (eg in the telephone directory gold-colored pages, newspapers, professional directories, journals, forward the radio or television);

* developing marketing literature (eg business cards, stationery, pamphlets cover letters, fact sheets, question-and-answer sheets, testimonials from patients and physicians);

* sending direct-mail pieces (eg postcards, notes brochures) to physicians' offices;

* distributing premiums (eg calendars, note pads, rail ins coffee mugs, or like items imprinted with the practice name and logo);

* generating publicity (eg obtaining clear media coverage for the practice from issuing news releases, writing articles, creating a newsletter or giving presentations to local organizations or professional associations); and

* attending professional colloquys which are excellent forums for networking and creating awareness of an RNFA practice.

Incorporating these vital airs into a broad plan maximizes a business' in all senses and increases the impact of the information an RNFA is providing. Regularly scheduled marketing schemes ensure a continued presence in the marketplace. The solution to disseminating a marketing message is to repeat it consistently and often

PUBLIC RELATIONS AND PUBLICITY. To many nation public relations and publicity are synonymous, however public relations actually draw upon a wide range of techniques to fit marketing objectives. Almost any activity that builds awarehess or relationships critical to selling services can be considered public relations. Techniques that an RNFA might consider using to raise his or her professional reputation include

* educational activities (eg attending seminars, association interviews and health fairs; making presentations or physician visits; publishing articles);

* promotional consequences (eg, walk-a-thons, open houses, sponsorships); and

* publicity based in succession any of the aforementioned activities.

Positive publicity is important because it provides critical third-party endorsement--either by the and of the media or an outside spokesperson--for a crops or service. In contrast to techniques that communicate directly to a target audience, as it was as a brochure that gives basic information about an RNFA's services, publicity works indirectly. Outside endorsement builds credibility and authority for one as well as the other the product and the business. The involvement and implied endorsement of a publication or other media vent lend valuable credibility that other forms of communication simply cannot match.