...Why Your Healthcare Practice Needs a Marketing Plan Evangeline E. Towry MHA626: Strategic Planning & Marketing in Health Care Dr. Monica Scales December 2, 2013 Why Your Healthcare Practice Needs a Marketing Plan Marketing is healthcare, like any business, is essential to the livelihood of the overall business. Healthcare marketing is all about building relationships within the community, building trust, displaying expertise and, eventually, gaining new patients. In healthcare marketing, you need to identify the needs of your patients as well as the needs of the surrounding community. This will allow you to formulate strategies to help your healthcare organization fulfill its vision and goals. Reasons for a Marketing Strategy The main focus of a marketing plan is for the overall success of your healthcare organization. “If you plan nothing, nothing will be accomplished” (kmccoypbo, 2009). Your marketing plan is a set of guidelines to help you achieve the organization’s vision and goals. According to Catalyst Marketers (2013), a Strategic Marketing Plan provides business owners with: 1. A map for achieving yearly goals. 2. The ability to track success through individual tactic performance measures – Performance measures should be setup for every Marketing Tactic. 3. An understanding of the time, and budget needed to execute on the Strategic Marketing Plan. Three Necessary Considerations The three necessary considerations to taken into...
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...Your Marketing Plan, Part 1 January 26, 2015 Write an introduction to your company. Describe your company, its location, and the product it makes or the service it provides. The Magic Brush Janitorial Services, LLC mission is to become the recognized leader in its targeted market for outsourced janitorial and custodial services and is to “exceed customer expectations for high quality, professional janitorial services.” Services provided include general office cleaning, as well as specialized services such as floor stripping and carpet cleaning. The Magic Brush Janitorial Services, LLC originated in Richmond, Virginia and was founded by Yvonne Johnson and Irving Johnson with having more than twenty years of knowledge and experience in the commercial cleaning industry. Through their expertise, they will be able to bring the operations of the business to profitability within its first year of operations. 1. Develop an online presence by developing a website and placing the Company’s name and contact information with online directories. 2. Implement a local campaign with the Company’s targeted market via the use of flyers, local newspaper advertisements, and word of mouth advertising. 3. Establish relationships with commercial property management firms within the targeted market. As long as there are commercial buildings, office complexes, banks, retail shopping centers, industrial facilities and medical centers, there will always be a need for...
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...Entrepreneur Business Plan Outline Cover Page (Do this page last!) Name of the company (full business name): Company address: Company phone number(s) including phone Company fax number Company email Company website Company logo or other graphic depicting the business Name(s) of owners Title(s) Owner(s) Address; Month and year the plan was completed. A Sample Cover Page A Business Plan for Wool ‘n Wood 219 Cloverleaf Place Lincoln NE 68583 phone: 555-578-9797 fax: 555-578-9797 Business email: Wooly@Wool’nWood.biz Woody@Wool’nWood.biz Company website: www.Wool’nWood.biz W(W Wooly Woody Jane Doe, President Bill Smith, CEO 219 Cloverleaf Place 2345 Apple Way Lincoln, NE 68583 Lincoln, NE 68583 May 2008 Table of Contents (You’ll develop this section after writing the business plan and executive summary.) The table of contents should show major section headings and the page number that starts the section. It’s even better if you can show the detailed subheadings under the major sections with corresponding page numbers. Section I. Executive Summary (You’ll develop this section after completing your business plan.) Write a one to two page summary representing the various sections of your Business Plan. Your goal is to make the...
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...MARKETING PLANNING PLANNING A marketing plan ensures a systematic approach to developing products and services to meet and satisfy your customers’ needs. When you are writing a marketing plan you need to be clear about your objectives and how you'll achieve them. A good marketing plan sets clear, realistic and measurable objectives, includes deadlines, provides a budget and allocates responsibilities. A plan can consist of these elements: • Analysis of your current market • Your business objectives • Key strategies • Steps to achieving your objectives • Proposed budget • Timing. REGULAR REVIEW Marketing planning is an ongoing business activity. As your business, changes many of the strategies in your plan will need to evolve to ensure your business is still heading in the right direction. Having your plan up to date can keep you focused on where you are heading and ensure you are ready when you need it again. Before you complete your marketing plan Before you complete your business plan and start using it, consider the following: 1. Create/update your business plan - Establishing your business plan first will give you a greater understanding of how your business works. It can also help ensure your marketing strategies are in harmony with your overall business strategies and goals. 2. Do your research - You will need to make quite a few decisions about your business including structure, marketing strategies and finances before you...
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...How to Create a Marketing Plan Part 1 - Introduction Firms that are successful in marketing invariably start with a marketing plan. Large companies have plans with hundreds of pages; small companies can get by with a halfdozen sheets. Put your marketing plan in a three-ring binder. Refer to it at least quarterly, but better yet monthly. Leave a tab for putting in monthly reports on sales/manufacturing; this will allow you to track performance as you follow the plan. The plan should cover one year. For small companies, this is often the best way to think about marketing. Things change, people leave, markets evolve, and customers come and go. Later on we suggest creating a section of your plan that addresses the medium- term future—two to four years down the road. But the bulk of your plan should focus on the coming year. You should allow yourself a couple of months to write the plan, even if it's only a few pages long. Developing the plan is the "heavy lifting" of marketing. While executing the plan has its challenges, deciding what to do and how to do it is marketing's greatest challenge. Most marketing plans kick off with the first of the year or with the opening of your fiscal year if it's different. Who should see your plan? All the players in the company. Firms typically keep their marketing plans very, very private for one of two very different reasons: Either they're too skimpy and management would be embarrassed to have them see the light of day, or they're solid and...
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...Writing business plans and marketing strategy can be simple. See the free business plan and marketing plan sample/template. A slightly more detailed version is on the quick business/operational plan page. Business planning might appear very complex but in essence its common sense, and begins with some very simple business start-up principles. To explore personal direction and change (for example for early planning of self-employment or new business start-up) see the passion-to-profit exercise and template on the teambuilding exercises page. Planning a new business or business project must at some stage address a few financial details, and challenges and opportunities relating to modern technology, the internet, websites, etc. However the techniques of how to write strategic business plans (or a strategic marketing plan) remain basically straight-forward. Business planning and marketing strategy are mostly common-sense and logic, based on cause and effect. Here are tips, examples, techniques, tools and a process for writing a marketing strategy, business and sales plans, to produce effective results. This free online guide explains how to put together a marketing strategy, basic business plan, and a sales plan, including free templates and examples, such as the Ansoff and Boston matrix tools. New pages are being added soon on advertising, sales promotion, PR (public relations) and press releases, sales enquiry lead generation, advertising copy-writing, internet...
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...THE MARKETING PLAN Getting started: 1) Perform background research on the business category to gain an understanding of buyer behavior, key industry players, key factors that influence the market, etc. (These sources should be shown in the “Sources” section of your paper. 2) Identify the initial parts of a good marketing plan (i.e. competition, background industry information, and external impacts, etc.) 3) Do a thorough SWOT analysis, and make it prominent in your report. This, of course, supports your recommendations. (Again, document all sources.) 4) Do a study of consumer behavior based on demographics, and other secondary sources. (Document all sources.) 5) Identify segments and differences between segments. 6) From this background preparation, write the marketing plan to target the segment(s), complete with goals and strategies to support the pursuit of these goals (1st year to 5th year). See the sample outline below. 7) It is suggested you start your work on this project early in the semester. You may consult with me at any time as you progress to completion. I will check with each student as to the progress of their marketing plan no later than June 29. 8) Academic honesty is expected. Any instances of plagiarism will be dealt with in accordance with university policy. 9) Charts and graphs (either in the body of the report or in appendices) are encouraged in order to illustrate certain key points in your marketing plan...
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...Market Assessment EXCEL Business Consulting 1 Market Plan Weakness One of the most critical flaws when you “know all about” your technology, is that often you over look what you don’t know about your business. Market plans based on assumptions and secondary research do not give you enough information about your customers Consumers perceptions may differ from the reality, and are as important to understand. ? 2 Determining Your Market? Your Business Plan should be based on market research to avoid pitfalls, including: Too small or to broad a target market Lack of real product/service advantage Not knowing which features / benefits drive consumption Bad timing Not knowing what the customer wants 3 The Marketing Planning Process Build the Foundation With a Market Assessment 4 Assessment of the Current Situation The entrepreneur must perform both: 1. Research and Analyze • Secondary 2. Understand markets and customers • Primary 5 What does research provide? Answers the question “who is your customer”. Determines best distribution channels to reach these customers Determines market positioning; uniqueness, pricing, competitive advantage, who cares and why. Enables you to complete the remaining steps of the market planning process with more accuracy 6 Understanding your customer External analysis involves – – – – – – – What are you really selling? savings, safety, new market access??? What are the regulations and legal barriers...
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...INBM 100’s Project International Strategic Marketing Plan This project will cover all the first semester courses of the International Business Management Program at St. Lawrence College. The students are required to form a group of three and the members should remain unchanged during the semester. Each group is required to choose a new or existing product or service offered by a company headquartered in Canada. STRUCTURE Overview of the Client Identify the various environment of the client • Business environment INBM 102 Henry summarize business and contract law in Canada describe the international regulatory framework INBM 103 Victor recognize the characteristics of a global marketplace How do you need to modify or create products and services designed for the local conditions? How can you build businesses across these global social networks? How can you build consumerism and use social networks to build markets for your products? What is the right balance of your products needed to connect with the market? How can you create the offerings and positioning to reach your youthful markets? How can you grow a large business by thinking small payments, packages, and products? How can you find opportunities in the holes in the infrastructure? How you create the technologies, or ride the technologies, to allow your business to jump with the market? How can you create the distribution networks to reach the market? Is...
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...Sample Business Plan This sample plan is a guide only. The statistical and financial information provided are assumptions for the case study and should not be used for an actual business plan. Intending or existing business people must undertake their own research and use reliable data to prepare their business plans. When setting up your business, be sure to find out which legislation, licences and codes of practise will affect your enterprise. Executive Summary Definition The Executive Summary is a basic overview of your business plan that outlines the business strategy and the major issues that could impact on your marketing plan. This synopsis is written last and used as a check-list for the main document. This can also include a mission statement. Case Example Canterbury Renovations will specialise in the renovation of domestic kitchens, bathrooms and laundries. The business is expected to expand in two or three years to include residential construction. The business emphasis will be the delivery of high quality products and services, the reinvestment of profits into business growth and the development of a strong business identity. As the proprietors, we have a combined building background with a flair for interior design. Our research found a number of suitable premises available, with one shop currently available for rent and outgoings of $14,000 per annum. The initial funding will be $85,000. This comprises of $40,000 provided by the proprietors and a $45...
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...As an exercise for this module, prepare a short (2- to 3-page) reflective paper about your experiences in this class, in which you address each of the following items: 1. Describe how you improved your knowledge, skills, abilities, and yourself in this session through this course. 2. Evaluate the work you did during the session for the class and explain ways you could have improved your performance. 3. Identify topics that you did not understand or successfully implement, and suggest how to improve the course material on those topics. 4. Think of ways you might measure the future effects of what you have learned in this course or your future progress/improvement. 5. State whether you achieved the Course Outcomes (listed on the Module 6 Home page and course Syllabus page). Reflective Essay This class provided important learnings for me and there will be application in my current role as a trainer and marketing leader in the months ahead. As I reviewed the learning outcomes for this class, I believe I increased and improved my understanding of marketing, especially in understanding consumer behavior and the importance of the STP process. Understanding segmentation and conducting research to identify the market in demographics, psychographics and customer behavior helps us to better understand current customers, non-users and describe ideal customers for the future. Targeting helps us to estimate the size and lifetime customer value of segments. Lastly understanding positioning...
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...“Formulating a Strategic Marketing Planning” Background: * Select a company where you can obtain internal and external data as to its products, markets, competitors, customers etc. It should be a medium scale or a large scale company. * Assume that you are given a consultancy project to develop a comprehensive marketing plan for one of their products or category of their products for a period of one year. * Your task is to give a 20 minutes presentation on your overall marketing plan to a board of senior executives of your chosen organisation. * All the stages of the Strategic Marketing Plan should be covered and existing secondary data from the internet or annual reports can be used in your presentation to assist the context analysis of the problem. * You can make assumptions but it should be logical. Financial Summary and your presentation slides should be submitted to the module leader prior to the presentation. Your arguments and forecast should be supported by relevant data/information and if possible it should be included as an appendix with your presentation slides. * Primary research is not critical to this assignment but if you feel it will add to your plan, then you can integrate primary research into the presentation. Company option: Shampoo: http://www.glamgeek.co.uk/top-20/shampoo: 1. Hair Expertise EverPure Colour Pure 2. Head and shoulder-Dandruff Mission: Objective: Competitive analysis Marketing strategy Product ...
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...simple email marketing. Get started today with Campaign Monitor for FREE! Yes please! <iframe src="//www.googletagmanager.com/ns.html?id=GTM-BLDN" height="0" width="0" style="display:none;visibility:hidden"></iframe> * * LivePlan * MPlans * BPlans * Palo Alto Software Home ------------------------------------------------- Top of Form Search Bottom of Form * Sample Marketing Plans * Marketing Software * Marketing Articles * Marketing Resources * Calculators * Marketing Plan Outline * Restaurant, Cafe and Bakery * Hospitality & Events * Retail & Online Stores * Additional Categories * Sales & Marketing Pro * Business Plan Software * How To Write A Marketing Plan * Product Marketing * Branding * Market Research * Public Relations * Lead Generation * Email Marketing * Marketing Strategy * Marketing eBooks * Marketing Blogs * Break Even Calculator * Cash Flow Calculator * Pay-Per-Click ROI Calculator * Starting Costs Calculator * Email ROI Calculator * Conversion Rate Calculator * Investment Offering Calculator * Discounted Cash Flow Getting ready to create a marketing plan? Start your marketing plan Related Marketing Plans * Organic Bakery Marketing Plan * Restaurant Marketing Plan * Catering Marketing Plan * Food Services Marketing Plan * Internet Coffee Shop Marketing Plan * Pasta...
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...Oriol Marketing Plan Marketing MKTG522 Group travel for Young Adults Prof: Heather Teague February 24th 2013 Table of contents Executive Summary Situation Analysis Market Summary SWOT Analysis Competition Product Offering Keys to Success Critical Issues Marketing Strategy Mission Marketing Objectives Financial Objectives Target Markets Positioning Strategies Marketing Mix Marketing Research Controls Implementation Marketing Organization Contingency Planning Conclusion Executive Summary Travel and tourism are critical to the American economy. This growing industry offers significant Potential for job creation across all regions of the country. Federal policies on matters ranging from national security to transportation and from trade to natural resources management affect travel and tourism, and its potential for growth. In a global economy, a range of businesses depend on travel and tourism policies to enable clients, customers, and colleagues to conduct business in the United States. In addition, ensuring that international visitors have a positive experience in America is an essential component of our public diplomacy and U.S. foreign policy. There are people who never left the US, there are some beautiful places that young people should visit and would enjoy visiting, being in the travel industry, I travel all over the world with my children, it is be both educational and entertaining. When you travel to the outside world, your eyes are...
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...Sample Marketing Plan This is a sample marketing plan for a small business, Canterbury Renovations. It’s a guide to how you can prepare a marketing plan for your business. Your plan may require more or less information than this sample marketing plan. As you work through the plan, conduct the appropriate research and planning for your business to ensure your plan results in effective marketing. 1.1 Mission Statement The core activity of Canterbury Renovations will be the renovation of kitchens, bathrooms and laundries. The business will provide a complete service, including free designs and quotes, supply and installation of equipment and fittings, all associated building services, after sales maintenance and a seven-year guarantee covering workmanship. 2.0 Current Market Position It’s important to understand the current position for your business before deciding on how to market it further. Marketing analysis and research (done in later sections of your plan) form the basis for identifying your current position. External and internal business factors need to be considered and planned for. Example Canterbury Renovations is a new business and has no existing clients, projects or history to account for. However, the proprietors are experienced in the industry and have the financial capacity to conduct business successfully. 2.1 Product Although it seems obvious, it’s important to identify your products and services...
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