Business: Developing a Marketing Plan: Initial Considerations 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, ... Article
Article  |   June 01, 2010
Business: Developing a Marketing Plan: Initial Considerations
Author Affiliations & Notes
  • Mark DeRuiter
    University of Minnesota, Minneapolis, MN
  • Charlette GreenColumn Editor
Article Information
Speech, Voice & Prosodic Disorders / Hearing Disorders / Cultural & Linguistic Diversity / Professional Issues & Training / Business
Article   |   June 01, 2010
Business: Developing a Marketing Plan: Initial Considerations
SIG 11 Perspectives on Administration and Supervision, June 2010, Vol. 20, 48-53. doi:10.1044/aas20.2.48
SIG 11 Perspectives on Administration and Supervision, June 2010, Vol. 20, 48-53. doi:10.1044/aas20.2.48

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.

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