• Research Paper on:
    Marketing Considerations for a Professional Service

    Number of Pages: 5

     

    Summary of the research paper:

    Advertising is a tricky consideration for the modern professional. Once barred altogether, it can present a serious professional face to the public or undermine one's public image. This paper takes the case of the fictional Dr. Finch, an A-list dentist in Canada, and details what marketing strategies she might use. Includes an overview of U.S. and state laws on dentists. Suggests community service projects. This paper has five pages and five sources are listed in the bibliography.

    Name of Research Paper File: CC6_KSmktgDrFinch.rtf

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    Unformatted Sample Text from the Research Paper:
    professional organizations and quite often even individual states prohibited professionals from expanding their practices through advertising. That restriction has been lifted in name, but the freedom to advertise comes  with many restrictions still attached. In the US, the American Dental Association (ADA) maintains many such restrictions. One of the cardinal sins is implying that a specific dentist  might be better than her contemporaries in some way. This is anticompetitive and serves to protect the 50 percent who graduated in the bottom of their class, but it  is the environment in which dentists must operate when they choose to market their services in the local area. Currently, Dr. Sandra Finchs  practice is positioned as high-end one specializing in restorative dental work. Rules require that Dr. Finch not overtly say that she specializes in any area at all, for that  could convey an air of superiority over other local dentists. The image that the practice presents, however, clearly conveys to the public that Dr. Finchs practice is one that  pursues the higher-end client. Ethical Considerations The ADA maintains some rather strict guidelines on its members advertising activities. Further, some states are  fairly strict about dentists advertising as well. Though manufacturers of all types of products can make outrageous claims about the value of their products whether that value exists or  not, dentists must consider how those receiving the advertising message might interpret it. An amazingly ineffective household cleaner can boast that it is the best, strongest, fastest or any  other superlative that the Fair Trade Commission (FTC) would see as being reasonable if it were to investigate the advertising claim. Dentists, however, 

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