In this assignment, you are going to complete a marketing plan as outlined in the beginning of Chapter 2 of your eTextbook. As you will recall, these are:
- Build a cross-functional team.
- Check the foundation and long-term business direction.
- Clarify the goals and objectives.
- Conduct a comprehensive analysis.
- Recommend the most important strategies and tactics.
- Check the numbers.
- Sell the plan.
- Execute and track progress.
You can discuss a project that you are familiar with, make up a marketing situation, or choose from the scenarios below.
Your marketing plan must show your own personalized approach. Ensure that you:
- include specifics of what you would do, ask, or research in each step for the most effective outcomes;
- show evidence of applied business principles and demonstrate your understanding of course and unit concepts;
- explain key factors that will impact marketing for a diverse health care organization;
- include any ethical consideration in your marketing plan;
- explore a strategic marketing plan process;
- explain how hospital (or other local) demographics factor into your plan; and
- be sure to address any concerns you may have with impacts from the quality and consumer data for your hospital/organization.
Potential Examples:
- Your practice has just hired a brand-new primary care doctor and needs to create a plan to start building a baseline of patients.
- The emergency management organization you work for has seen decreasing use of its services since a competitor came to town a few months ago. You have been asked to create a plan to market your services to the local hospital in the hopes they will contract with your company.
- The executive team at your hospital has decided to start a brand-new service offering acupuncture as a treatment for pain.
Your marketing plan must be five pages, not including the title and reference pages. You are encouraged to include graphics, charts, or other supporting material that will support or enhance your plan; however, these are not counted in the five-page written requirement.
You are required to use at least three sources to support your marketing plan, one of which may be your eTextbook. All sources used must have citations and references properly formatted in APA Style. APA formatting is otherwise not required.
Expert Solution Preview
To complete the marketing plan, the following steps should be followed:
1. Build a cross-functional team: Assembling a team consisting of individuals from various departments within the healthcare organization is crucial for effective marketing. This team should include representatives from marketing, finance, operations, and clinical staff. The team should have a diverse set of skills and perspectives to ensure a comprehensive marketing plan.
2. Check the foundation and long-term business direction: Before developing a marketing plan, it is important to evaluate the current state of the healthcare organization and its long-term goals. This involves assessing the organization’s mission, vision, and values, as well as understanding its competitive position in the market. This step helps ensure that the marketing plan aligns with the overall strategic direction of the organization.
3. Clarify goals and objectives: Clearly defining the marketing goals and objectives is essential for developing an effective plan. These goals should be specific, measurable, achievable, relevant, and time-bound (SMART). For instance, if the goal is to increase patient volume by 10% within six months, this provides a clear target for the marketing efforts.
4. Conduct a comprehensive analysis: A thorough analysis of the healthcare market, competitors, and target audience is essential for developing a successful marketing plan. This includes conducting a SWOT analysis (strengths, weaknesses, opportunities, and threats) to identify internal and external factors impacting the organization’s marketing efforts. Additionally, market research and consumer surveys can provide valuable insights into the target audience’s needs, preferences, and behaviors.
5. Recommend the most important strategies and tactics: Based on the analysis conducted, it is important to recommend the most effective strategies and tactics to achieve the marketing goals. These strategies may include targeted advertising campaigns, partnerships with other healthcare providers, digital marketing initiatives, or community outreach programs. The tactics should be aligned with the organization’s resources and capabilities.
6. Check the numbers: Assessing the financial implications of the marketing plan is crucial to ensure its feasibility. This involves estimating the budget required for implementation and forecasting the potential return on investment (ROI). Regular monitoring and tracking of key performance indicators (KPIs) will help assess the success of the marketing efforts.
7. Sell the plan: Obtaining buy-in and support from key stakeholders within the healthcare organization is critical for successful plan implementation. Present the marketing plan to the executive team, highlighting its potential impact on organizational goals and patient outcomes. Clear communication of the plan’s benefits and strategies will increase the likelihood of gaining support.
8. Execute and track progress: Once the marketing plan is approved, it is important to execute the strategies and tactics outlined in the plan. Regular monitoring of progress is necessary to identify any deviations or challenges and make necessary adjustments. Tracking key metrics and feedback from patients and staff will help evaluate the plan’s effectiveness and make improvements as needed.
In conclusion, creating a comprehensive marketing plan for a healthcare organization involves building a cross-functional team, checking the foundation and long-term business direction, clarifying goals and objectives, conducting a comprehensive analysis, recommending strategies and tactics, checking the numbers, selling the plan, and executing and tracking progress. By following these steps, healthcare organizations can develop effective marketing plans to enhance their competitive position and achieve their goals.
