Emergency Care Group

Marketing Plan

April 1, 2009
TABLE OF CONTENTS
1.0 EXECUTIVE SUMMARY 3

2.0 SITUATION ANALYSIS 3

3.0 MARKET ANALYSIS 4

3.1 Market Demographics 4

3.2 Market Trends 4

3.3 Market Growth 4

4.0 COMPETITIVE ANALYSIS 4

5.0 FINANCIAL OVERVIEW 4

6.0 MARKETING PLAN 6

6.1 Marketing Objectives 6

6.2 Marketing Strategy 6

6.3 Action Plan 6

6.3.1 Products and Services 7

6.3.2 Pricing 7

6.3.3 Advertising and Promotion 7

6.3.4 Distribution 7

7.0 FINANCIAL ANALYSIS 7

8.0 CONTINGENCY PLANS 8

Difficulties and Risks 8

Worst-Case Risks 8

REFERENCES 9

Financial Appendix 10

Table 1 – Emergency Care Group Pro-Forma Income Statement 10

Table 2 - Emergency Care Group - Revenue Forecast 11

Table 3 - Emergency Care Group - Expense Forecast 11

1.0 EXECUTIVE SUMMARY

2.0 SITUATION ANALYSIS

2.1 Company Analysis

2.1.1 Strengths • Continous growth over the past seven years • Owner had experience in small rural hospitals and with staffing companies • Contracted with an extensive pool of credentialed emergency physicians • Offered value-added services such as quality assurance and education to Emergency Departments (EDs) • Four cross-functional regional teams that was composed of a recruiter, credentialer, and a scheduler

2.1.2 Weaknesses • Profits were flat during company’s growth period • Problems honoring contracts • Tension between the owner and assistant vice-president • Trouble finding enough emergency physicians to staff all new contracts • Great deal of employee turnover • The owner is the board of directors • Assistant Vice president had no experience with selling products and services • Lack of capacity to serve new clients effectively