As a former President of SHSMD and health marketing expert and author, he provides practical insight. According to David, a good health marketing plan should include the following elements:
- Executive Summary. This is an overview of strategic plan priorities and goals.
- Market Audit. These are the key factors that influence the marketing situation facing the healthcare organization, service, or program. It’s not just about data – its about good information.
- Market Position. Who you are and what differentiates your brand from your competitors.
- Market Strategies. Proposed strategies and initiatives for next 1-2 years.
- Market Objectives. An explanation of what you are trying to achieve as an organization.
- Market Actions. The specific things you are going to do in the next year.
Here are some of David’s additional observations:
Does your organization have health marketing function policies in place and are they enforced?
- Marketing is strategy. Health marketing goals must be integrated into the business plan. Yet, many healthcare systems and providers do not even include specific marketing goals as part of their formal strategy.
- Content is what counts. A health marketing plan needs to involve the entire organization. The most effective plans are broad and holistic, including operations, management, and financial. Involve every key internal client when planning.
- Marketing must be measurable. The days of wanting to improve brand reputation and visibility are past. Looking at what is coming and how to prepare for it is one of the purposes of a good marketing plan.
An effective health marketing plan should include marketing compliance employee and vendor training.
Editor’s Note: The David Marlowe publication, Healthcare Marketing Plans that Work, is now available for purchase at the SHMD Conference or on the SHMD website.