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A critical component to successful marketing of an ESRD Program is to know your competitors. Adopting an organized approach to this initiative is useful in achieving the desired outcome - a familiarity with your competition! Conducting a simple competitor profile on an annual basis will assist the nephrology nurse manager/administrator in developing growth strategies that reflect current market conditions.
Organizing the Competitor Profile
A comprehensive competitor profile should include:
* a list of existing providers;
* a list of nephrology practices;
* an analysis of facility competitors inclusive of number of stations approved, hours of operation, and referral sources (hospitals and physicians).
Similarly an analysis of nephrology practices in the primary catchment area should be conducted and include practice patterns such as hospitals where physicians are privileged and all dialysis facilities where the physicians admit patients.
* a patient profile...