THE PRIMARY ELEMENTS OF SUCCESSFUL PLAN…
A marketing plan is a strategic document to achieve specific business goals and objectives over a specific time period.
The critical elements of a hospital marketing plan are detailed as below
- Target Marketing – Establishing Target Customers
- Competition Analysis
- SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats)
- SMART Goals
- Strategies and Tactics
- Marketing Budgets
- Marketing System
It’s not an easy task, but it is an important one. A comprehensive marketing plan provides the insight and tools needed to anticipate, assess, prepare, build a roadmap to follow, cover your bases, construct necessary support systems, protect yourself in the marketplace, win consensus, inspire a winning culture and specifically define the measure of your marketing success.
In our experience, most successful marketing pros that we know are numbers-oriented people. A hospital marketing plan in their hands is designed to clearly express specific goals and quantifiable results. Ultimately, this is what creates business credibility with top management.
Internally, they have learned to communicate in hard numbers. They know that metrics, analytics and real-dollar Return-on-Investment (ROI) numbers are the primary language of administrators as well as physicians.
Doctors are trained in science, and they rely on evidence-based practices. Similarly, business-minded administrators, chief financial officers and managing executives will view a hospital marketing plan from the bottom-line up. Neither group will be overly impressed with what they regard as “soft metrics,” such as “the number of brochures created and printed” or even “the number of people attending an event” (production outcomes).
The true scoreboard of success is an effective, strategic marketing plan that is carefully aligned with — and supporting of — your hospital’s business objectives.
- Embrace strategic outcome metrics — The number of website visitors, Facebook likes, blog articles posted, social media mentions and the like constitute useful — but intermediate — data. Construct the elements of your marketing plan to account for quantifiable, measurable return on investment (dollars out over dollars in). It should also account for other specific numbers, such as trackable new patients, referrals and referral-source activity, preference and image ratings, measurable market share and the like.
- Drive toward realistic expectations – The nature of strategic plans is to achieve quantifiable goals. For each service line or marketing campaign, include performance indicators that can be monitored and managed from baseline to conclusion. And, whenever possible, make midcourse adjustments that remove obstacles and enhance success.
- Research prospects for success – Business success favors those service lines where the marketing territories, target audiences and consumer needs are the strongest. Orient your plan to leverage those opportunities that meet public demand. It’s not about what you’re selling; it’s about what the market needs and wants.
- Firm goals and flexible strategies – The nation’s health care system continues to reinvent itself, and any viable plan needs to adapt when necessary. A good marketing plan will hold to achieving the defined goals and objectives, but also recognize that anticipated strategies, tactics, media and budget to achieve the goals can, and sometimes should be modified for success.
- Track results in real time — While after-the-fact analysis has value for future planning, immediate feedback is a guide to flexibility and often allows for midcourse changes. Push the winners; fix or stop losers. If you’re not tracking, you’re flying blind. You’ve got to track… constantly and preferably in real time.
- Execute with enthusiasm — Marketing is neither a “nice-to-have” initiative nor a business afterthought. The sum effect of a plan is truly mission-critical for the viability and growth of a hospital, regardless of the size of the facility or organization. Consequently, an aggressive play-to-win attitude helps fuel success. The attitude is contagious with management, medical staff, colleagues, team members and ultimately the people and community that you serve.
A final thought…
For any hospital, large or small, the construct and implementation of a comprehensive marketing plan are complex and dynamic. (Please reach out to us, we can assist with that.) As a starting point, connect with us here for creating a plan that meets your hospital business objectives.
You’ll find more information about building a marketing system in our instructional library. And for related reading, click through to these articles:
- Hospital Advertising Evolves: Achieving Results in an Ever-Changing Industry
- Building a Hospital Website
- The True Definition of ROI: Metrics for Profitable Hospital Marketing in 2014.
Branding is Perception
Branding is the relationship you have with your customers. Branding is how your customers feel and react when they see your company name, your logo, website or advertising. Strong branding causes people to think and feel deeply…generating an emotional response. The experience people have with your company and the way they perceive your value…this is your brand identity.
The Meditwitt creates brands that resonate with purpose and meaning. More than just logos and taglines, our brands allow our customers to define themselves with distinction and clarity.
Our Branding Process
We start by listening. Reviewing and uncovering what makes your organization unique. We want to understand it all. Your company. Your products. Your services. Your point of view.
What we learn. What we experience. What we feel. This becomes the starting point for your brand.
This is when your brand comes to life…when our vision becomes tangible.
- Brand Books/Creative Guidelines
- Branding Training & Seminars
This is when we integrate your brand into the fabric of your company. This is when it sinks in. This is where the rubber meets the road. This is when the brand becomes the experience. Your new brand will impact every corner of your organization.
- Sales & Marketing
- Customer Experience
We’ll show you how your brand will generate interest and lead to renewed growth. A better bottom line. That’s what it’s all about.
Ok. So you have a new brand. We’ll develop the tools you need to introduce your brand to the world.
- Media Plans
- Web Site & Social Media
- Digital: Online Marketing/ HTML Emails/ Interactive Tools
- Brochures/Print Ads/Sales Tools/Presentations
- Radio & TV Advertising
- Video Marketing
- Public Relations
- Event Marketing: Trade Shows/Consumer Events
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GET FREE MARKETING CONSULTATION
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