Marketing the professional services of the dietitian.

Professionals are beginning to realize that a good service does not necessarily sell itself and that active strategic marketing is often needed. It is no longer sufficient for a dietitian to be up-to-date and provide high quality services; cost effectiveness of sound nutrition must be demonstrated and the services of the dietitian aggressively marketed. A strategic market plan based on an assessment of opportunities and capabilities should be developed and continuously adjusted. This article discusses the steps in strategic market planning with practical examples for the dietitian. Dietitians should examine the marketing strategies being implemented by other professional groups since many can be adapted to marketing nutrition services. There exists much opportunity and unprecedented challenges for all dietitians, calling for creativity, innovation, and professionalism.