Healthcare Planning and Marketing Summer 2022 Session

Chapter 2 – “Marketing Strategy” [pages 93-100] outlines the components of the

 

Marketing Plan. The marketing plan is contained within the business plan. In context of

 

this project, you will focus on the components of the marketing plan.

 

Components of the Marketing Plan include:

 

1. Establishment of Marketing Objectives

 

2. Formulation of Marketing Strategies

 

3. Specifying Market Strategies

 

4. Development of an Action Plan

 

5. Evaluating the Plan

 

Instructions

 

The Marketing Plan/Written Assignment will be completed as a group effort. The instructor will assign you in groups. The written portion of the marketing plan should be at least four [4] and no more than seven [7] pages in an essay format. You will develop a combination plan [marketing plan and written assignment portion] and use PowerPoint, an electronic portfolio, or any other tool to develop your example

 

marketing materials such as flyers, brochures, postcards, billboard messages, etc. Please

 

refer to the rubric for written assignments in your syllabus. The most important thing is

 

to be creative!

 

Background Information for the Marketing Plan

 

Introduction: As the Marketing Director for Blue Sky Regional Medical Center, you

 

have just been awarded a grant to implement a marketing plan for a new telehealth

 

program.

 

Background: Blue Sky Regional Medical Center has recently committed to participate

 

in the White Cloud Telehealth Network. It will be utilizing this service to provide

 

patients in Rain County with a new menu of clinical services via telehealth.

 

Budget: Your grant award is $30,000 for marketing this new telehealth service.

 

These telehealth services will include both emergency and non-emergency services:

 

EMERGENCY Services

 

▪ Neurology and Stroke

 

NON-Emergency Services

 

▪ Cardiology

 

Now that you have some background information, it is time for you to develop a

 

marketing plan to make this new service a success for Blue Sky Regional Medical

 

Center.

 

Points to remember and add to your written assignment

 

1. Formulate overall strategic goals and objectives. What does a successful

 

telehealth program look like?

 

2. Establish Marketing Objectives

 

3. Formulate and give an overview of your Marketing Strategy

 

▪ Determine your target market. Who is your target audience?

 

▪ Perform a SWOT analysis for each target audience

 

▪ Develop your “message” – How will I attract my audience? How are we

 

different?

 

4. Develop an Action Plan

 

▪ Take the “message” and identify resources, staff [Who should be involved in developing the marketing plan?], and finances.

 

▪ Summarize key marketing activities

 

▪ Be detailed and give specific activities – i.e. brochures, newsletters, social

 

media, community events, campaigns/promotions, etc.

 

5. Evaluate the Plan

 

▪ Formulate measurable marketing activities

 

▪ How will you measure the program’s success?

 

▪ How will you measure the success of your marketing activities? How will know if your marketing plan was a success?

 

The end of this class is fast approaching. I have enjoyed working with each of you.

 

 

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