Business: Developing a Marketing Plan: Initial Considerations

Abstract

Marketing might not be a topic that speech-language pathologists (SLPs) find themselves thinking about on a daily basis. However, marketing impacts our profession in a variety of ways. Marketing entails more than just advertising. Successful marketing involves four factors commonly known as the four “Ps” of marketing (product, price, place, promotion). Developing a marketing plan takes time, talent, and consistent energy. This article invites clinicians across different professional environments to consider their services through a framework used by many marketing consultants as they develop a marketing plan. The four “Ps” of marketing, as well as their relationship to each other and the profession, will be explored. Thoughtful questions are posited and myths regarding the practice of marketing are addressed.