Question

Design a Marketing plan for a new outpatient unit in a hospital.

the marketing plan should contain variety if the following:

specific goals and Smart objectives.

detailed explanation of the price place priduct primotion ( it must include information on market audit target audience and demographics).

marketing strategyband busimess communication standards to be used.

Assessment id due diligence( any operational, financial or human resources requirement needed to implement the plan)

specific explanation of necessary budget, revenue and staff limitation to implementing the plan.

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. Review the marketing plan every 30 days.

Critical Elements of a Marketing Plan

Focusing on benefits is critical to target marketing.for example Pain relief, Productivity,Abilities, Confidence, Appearance, Personal relationships, Peace of mind.

• PRODUCT HERE IS HEALTHY AND HAPPY LIFE.

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

1. Target Marketing – Establishing Target Customers. Use these four category areas as you collect information to identify and define your target market:

• Geographics: The location, size of the area, density, and climate zone of your customers.
• Demographics: The age, gender, income, family composition and size, occupation, and education of your customers.
• Psychographics: The general personality, behavior, life-style, rate of use, repetition of need, benefits sought, and loyalty characteristics of your customers.
• Behaviors: The needs and wants your customers seek to fulfill, the level of knowledge, information sources, attitude, use or response to a product of your customers.

For example

• Geographics: Lives within the ZIP codes 97401, 97402 and 97405.

• Demographics:Married,Between the ages of 21-35., At least one child., Earning a combined annual family income of $50,000 or greater.

• Psychographics: Values time and considers it their single most limited resource, Excited about accepting and using innovative ideas and products.,Consistent Web users.

• Behaviors: They are leaders in product selection and respond to the opinions of the “industry experts” when making purchase decisions.This group will first look to the Internet to acquire this information.

Target marketing allows you to reach, create awareness in, and ultimately influence, that group of people most likely to select your products and services as a solution to their needs, while using fewer resources and generating greater returns.

2. Competition analysis

Know about the Target Audience.

Antenatal mothers,Children or elderly group

Aware about competitors in the field so that you can always have a proactive plan and strategy for staying ahead of your competition. get information from various sources and analyze .

3. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)

Strengths and Weaknesses are the internal evaluation components of the SWOT. Opportunities and Threats comprise the external evaluation. keep your SWOT short and simple. Avoid complexity and over analysis Once key issues have been identified, they feed into marketing goals. You can also apply SWOT analysis to your competitors. This may produce some interesting insights!Strengths are your capabilities and resources that can be used as the basis for developing a competitive advantage.

Strengths could include:

• your special expertise and/or experience for example experienced doctors
• a new, innovative product or service
• location of your business
• quality processes and procedures
• any other aspect of your business that adds value to your product or service. eg. telemedicine facilities available 24 hours
• Weaknesses include areas you need to improve and/or avoid. Weaknesses can sometimes be considered as the absence of certain strengths.  Weaknesses could include: – lack of marketing expertise, plan or system (or all three) – undifferentiated products or services (i.e. in relation to your competitors) – location of your business – poor quality goods or services – damaged reputation In addition to new or significant trends or other opportunities you may already know, additional opportunities can spring up based on your external environment analysis.
• Opportunities could include:
• a developing market (such as the Internet)
• a new technology, service or procedure you can offer

A threat could be anything that stands in the way of your success; miss or ignore these threats, often at great cost.

Threats could include:

• a new competitor in your home market
• price wars with competitors
• a competitor has a new, innovative product or service

  SMART is an acronym for goal setting

• S=specific, significant, systematic, synergistic
  M=measurable, meaningful, motivational
  A=achievable, agreed-upon, action-based, accountable
  R=relevant, realistic, responsible, results-oriented, rewarding
  T=tangible, time-based, thoughtful

Long-term vs. Short-term goals

Marketing plans are dynamic and constantly changing, so they are suited to short-term goals.

you need to include long-term goal in your initial marketing plan.eg.infrastructure development . However, with ongoing, year-to-year marketing plans, short-terms goals will typically be the primary focus.

4. Strategies and Tactics

prioritize and organize the combination of specific marketing strategies and tactics that will be best suited for you to use in pursuing your goals.

Goal: Increase new patient volume by 30% in the next year

Strategy: Improve patient experience to motivate word-of-mouth referrals

5. Marketing Budgets

Budgets are then based on this expected outcome.

6. Marketing System

Structure and manage a successful, ongoing implementation system to support your marketing plan and get the most yield from the efforts.

Implementation

• Create a “Marketing Monitor” (Dashboard) – a regular,periodic report on marketing numbers, issues and results.. monitoring Monthly? Quarterly? – Depends upon the timely availability of information

Human resource requirements

number of doctors,nurees,technician,hospitality staff and other supporting staff needed.