Make Every Marketing Dollar Count With a Custom Healthcare Marketing Plan
By Lonnie Hirsch and Stewart Gandolf MBA
Don’t waste your hard-earned marketing budget on “trial and error” marketing. Instead, let us help you craft a 12-month marketing plan that details the specific strategies necessary to accomplish your goals.
We’ll approach the marketing of your healthcare organization just like you would treat a patient.
- We’ll begin a thorough examination of all the marketing you have done to date (including a “marketing audit”).
- Then we’ll diagnose your situation based upon your goals and objectives, your budget, your strengths, your weaknesses, your opportunities, your unique selling proposition, your internal politics, your demographics and target audience, your competition, your referral patterns and more.
- And finally, based upon the “best practices” we’ve learned from writing thousands of healthcare marketing plans over the years, we’ll create a step-by-step treatment plan
(a.k.a.12-month marketing plan) designed to accomplish your objectives.
Call us (800) 656-0907 to get started or keep reading to
learn the exact process we’ll use to create your healthcare marketing plan.
While we’ve created thousands of healthcare marketing plans over the years, each client has unique challenges and opportunities. Therefore, we’ll follow a proven process to write a marketing plan that delivers your goals.
Preparation and Research (Examination Phase)
The first step is for you to call us so that we can explore whether or not this might be a fit for you. We don’t employ salespeople, so call (800) 679-0050, ext. 4 and we’ll put you in touch directly with a consultant who can help you.
Assuming there is a fit, we’ll immediately get to work on your behalf. We’ll send you a questionnaire to complete, review your market demographics, research your competitors, evaluate media options (if appropriate), investigate your visibility on search engines and analyze your past marketing efforts.
Leadership Conference Call (Diagnosis Phase)
After we’ve completed all of our homework, we’ll lead a conference call with you and appropriate leadership from your hospital, practice or organization. Here your consultant will ask you many probing questions in order to thoroughly understand your objectives, what makes you special, the kinds of cases you want to attract, your budget, your weaknesses, competition… anything that is relevant. He or she will probably “trial balloon” some ideas as well.
If you like, we can also work with you during this phase on-site, at your facility.
Your 12-Month Marketing Plan (Treatment Plan)
With all of your information in hand, your consultant will develop the first draft of the marketing plan for your organization. It will detail
Proven Strategies and Tactics to Follow
- Doctor referrals (ways to attract more of them)
- Internet and social media marketing (to attract patients from the Internet)
- Publicity (free press in newspapers, radio, TV and the Internet)
- Advertising (if appropriate)
- Internal marketing (e.g., to build patient referrals)
- Branding (to stand out from the crowd)
A 12-month breakdown of your marketing budget so you can see how to best spend your marketing dollars for optimum results
A SWOT analysis which provides clear information on both your organizations strengths and weaknesses in the marketplace, as well as opportunities for growth and threats from competition
A target audience selection and a demographic analysis so you understand who your best patients are and where new patients will come from
A Positioning and statement that will guide your subsequent creative efforts. It will answer the question, “Why you?” so that you stand out from your competition and give patients a compelling reason to choose you.
Your plan will be customized to your specific needs, and you can view the contents as a diversified portfolio of strategies (just like a good investment plan).
Whatever form it takes, rest assured that every strategy and tactic will have one purpose—helping you achieve your goals without wasting your marketing dollars.
Plan Presentation and Revisions
Once your plan is developed, your consultant will present your custom marketing plan to you live at your office, entirely over the phone and Internet, or even at a common destination like one of our seminars or a resort.
You will have the opportunity to provide feedback and ask as many questions as you like. If necessary, your consultant will work with you to refine your plan.
In the end, your marketing plan will fit your business like a surgical glove.
Follow Up and Marketing Plan Implementation
Of course, the best-laid plans need to be followed, and many of our clients ask for our help implementing their new marketing plan. If you choose, we can do the same for you.
You’ll find we are a full-service healthcare marketing firm, and can offer you many services including branding, brochures, advertising, websites, search engine optimization,pay-per-click advertising, doctor referral building, publicity, staff training and more.
We can even act as your off-site marketing department.
To get started with on your marketing plan call us now at (800) 656-0907.
As we said before, we don’t have salespeople – only principals and consultants. So together we’ll decide if there might be a good fit between us.