Customer service, access and capacity: vital signs for developing a marketing plan

Marketing plans that do not include an analysis of customer service, access and capacity issues are incomplete documents. Unresolved customer service, access and capacity issues can undermine an otherwise well-designed marketing plan. The medical and administrative leadership of the group practice or clinical department must work together to identify customer service, access and capacity issues which are affecting the practice's ability to respond to the needs of the marketplace. Someone with marketing expertise can provide valuable input to this process. The resulting solutions need to be developed which are realistic and in keeping with the general marketing direction of the practice.