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Evolution Health Care

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Evaluating the Plan

The last stage and a very important aspect of our efforts is evaluation. Organizations must evaluate their plan on a regular basis and make adjustments when the circumstances warrant – such as an economic downturn, change in competitors or product demand. Traditionally, plans are evaluated on an annual basis.

Here is a sample marketing plan outline included in our readings, Essentials of Health Care Marketing, (Berkowitz, 2006)

“Marketing Plan Outline

I. MANAGEMENT SUMMARY

This is a one-page summary of the basic factors involving the marketing of the service next year along with the results expected from implementing the plan. It is intended as a brief guide for management.

II. ECONOMIC PROJECTIONS

What factors in the overall economy will affect the marketing of this service next year, and how?

This section will comprise a summary of the specific economic factors that will affect the marketing of this service during the coming year. These might include employment, personal income, business expectations, inflationary (or deflationary) pressures, etc.

III. THE MARKET—qualitative

Who or what kinds of organization could conceivably be considered prospects for this service? This section will define the qualitative nature of our market. It will include demographic information, industrial profiles, business profiles, etc., for all people or organizations that could be customers for this service.

IV. THE MARKET—quantitative

What is the potential market for this service?

This section will apply specific quantitative measures to this bank service. Here we want to include numbers of potential customers, dollar volume of business, our current share of the market—any specific measures that will outline our total target for the service and where we stand competitively now.

V. TREND ANALYSIS

Based on the

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