Evaluation: Consult business plans, patient satisfaction surveys, volume reports, community surveys and any other advice you can collect. Consider market dynamics for example seasonality, shifting alliances between physician groups and other political issues.
Comparative analysis: Analyze your competitors, considering their historical advertising levels, any new product launching that may be approaching, and also the overall competitive nature of your market. Develop your own unique selling proposal.
Define your vision and strategy: Where do you want your own plan or organization to be in three to five years? Make a summary of all tools at your disposal and decide what options will work best for your merchandise, market and estimated budget.
Networking/sales Go where your market is; develop demonstrations.
Advertising Consider print, broadcast, outside, special publications for example chamber of commerce directories and sports systems.
Free mediaWrite articles for news media; make your organization called the expert.
Website/emerging media Its not just for young professionals anymore; fast-growing sections of the elderly and minority residents are utilizing the Net to gather information on their healthcare choices.
Build support and excitement: Find your winners in the organization.
Section your market: Consider target audiences and think outside the box. Look inward first, as your employees can be some of your finest customers and your best marketers. Know wherever your business comes from: Is it driven by doctor referrals or do patients refer directly? Make a list of target audiences and identify the finest ways to reach them.
Budget: Now that you’ve got the tools you need and have discovered the finest method to reach your target audiences, establish your budget to support the campaign. Focus on the top group or groups to be sure your plans possess the biggest impact. Discover what you can certainly do in house and what you need to outsource.
Build your creative: Turn your ideas into the creative merchandise that’ll support your plan. Keep referring to your vision and strategy to ensure the creative concepts support your ultimate goals. When outsourcing, give your agency as much advice as you can collect. Always share your vision.
Kick it off right: Introduce your campaign internally first. Tell doctors, employees, volunteers, board members and other stakeholders. They’re often your best marketing support.
Ready, set, go: Time is everything. Organize your roll out to make the most of exposure. Avert market litter and down times, for example holidays, when readership and audience are less than normal. Once you have your media plan in position, stick to it.
Quantify and assess: Whenever possible, contain a call to actions that can be quantified. You may want to track new patients, calls for advice, doctor referrals, site hits, patient/procedure volumes or alternative data meaningful to your organization. You also ought to contemplate consumer setting and top-of-mind awareness, which may translate into volumes in the future.
Anything you do, make certain your marketing plan becomes a portion of the organizational culture. Facility plans, strategic plans and fiscal plans all garner the time and attention of leadership. Make sure that the marketing plan is received and comprehended by your organizations top management.