Question

example of a map on how to develped a markitnplan for healthacarenfacility

Answer 1

A marketing plan is a strategic document that is designed to facilitate the achievement of specific business goals and objectives over a specific time period.

Target Marketing – Establishing Target Customers  $\rightarrow$ Competition Analysis  $\rightarrow$ SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats) $\rightarrow$ SMART Goals $\rightarrow$ Strategies and Tactics $\rightarrow$   Marketing Budgets $\rightarrow$ Marketing System

In the target, marketing identifies the customer's Geographics, demographics. Psychographics and behaviours. Then focus towards the benefits example

People purchase services and products (including healthcare services) to realize one or more of the following life-improvement benefits for example Pain relief.

[Hospital Name] will employ a multi-channel marketing promotions strategy to drive consumers to the Back Pain SmartSite, connect consumers to our information sessions and physicians, and convert those that are eligible for surgery. Promote the launch of the Back Pain SmartSite to target audiences, emphasizing the assessments and customized reports as differentiating features:

• Use internal CRM to identify specific past and current patients who may need orthopaedic services
• Target news media, health and medical bloggers; invite on-line “tours” of the site
• Announce the new site in the employee newsletter; provide links on the Intranet
• Announce the new site in the community and donor newsletters
• Use social media channels to announce the new program such as the Press release, External newsletter article, Internal newsletter article, Blog announcement, the Facebook announcement, Twitter announcement

Increase target segment awareness and trial of the SmartSite, emphasizing the free online assessment to incentivize traffic from consumers with back pain considering corrective surgery:

• Promote through traditional multi-media channels (e.g. print, outdoor, and direct mail)
• Reach target customer markets through online advertising
• Reach and engage consumers through social media marketing
• Profile back pain surgery success stories
• Identify high-impact locations for POS promotions (e.g. waiting rooms)

Promote the SmartSite to target physicians in the primary and secondary markets, positioning the SmartSite as an additional tool to assist physicians in counselling patients on back pain management and surgery options:

• Mail or email announcements about the launch of the SmartSite
• Train physician sales and referral development liaisons on the site’s functions
• Provide patient fact sheets, wall posters and rack cards for physician waiting rooms
• Hold an information luncheon for physician office managers and clinical staff; invite former back pain surgery patients to tell their “story”