Differences in Marketing a New Practice versus Marketing an Established Practice

There are important differences, and similarities, in the approach and problems in marketing a new practice versus marketing an established one. Figure 1 highlights some of the major points. Each situation presents unique challenges and opportunities; however, there is one key similarity. That is, it is equally important that both types of practice carefully work through the four steps of marketing, i.e., analysis, planning, implementation and control. Neither type of practice can afford to skip or skimp on any step—no matter how large, or how small, they expect their “marketing plan” to be.