The hospital i have chosen for this assignment is broward health. This is a hospital in Broward county, Florida. I am trying to develop a marketing plan for this healthcare organization. Please see further details below.
The Marketing Mix-Promotional Strategy
These are the methods you use to develop an integrated marketing communications plan
with your target market (advertising, personal sales, public relations, social media, community
education).
Why is this information important?
• A plan must initially have a strategy to gain awareness to generate downstream adoption
• This is a critical link in the overall marketing plan
• The timing of the promotional plan will impact the ultimate financial plan
Consider the following areas below and discuss:
• What are the key messages you want to convey in your marketing materials about
your organization?
• How are you positioning your service/organization?
• What mix of vehicles will you use?
• What are the objectives?
Possibilities to include are: association publications digital media, OHH (including digital
options), community newspapers, streaming services, salespeople, e-detailing events, direct
mail sponsorships, internet, split cable, radio, written articles, education forum, even
sponsorships, community groups, flyers or brochures, educational seminars, social media (ex:
Youtube, Blogging, Flickr, Podcasts).
Marketing Mix-Place
This describes the location and distribution of the service or product. You should provide
a complete description of how and where you plan to have people access the service or product
(if this is a new service proposal or a restructuring of how the HCOs clinical services are to be
delivered) or how a cost-saving proposal affects the delivery service.
Why is this information important?
o You must match your distribution strategy to the access preferences of your target market
(client needs) be they referral preferences or other buyers (EAPs, industry, consumers, etc).
o In a regulatory laden industry, these constraints much also be considered.
Consider the following areas below to include and discuss:
• Where will the service/product be delivered (location, hours, technology utilized)?
• What are the costs associated with this manner of distribution?
• What is the marketing importance/advantage of the location?
• Does the location/distribution approach provide any competitive advantages?
• Are there exit issues with this distribution strategy?
9
The Marketing Mix-Pricing
This is a complete description of how and where the HCO should plan to price or cost the
service (if this is a new service proposal) or, with a restructuring, how existing clinical services
are to be delivered with a specification of a cost-savings proposal.
Why is this Information Important?
o Match pricing strategy to the changing demands of the market condition (third-party
payers, regulatory, corporate, end user)
o In a regulatory laden industry, constraints must also be considered.
Consider the areas below and discuss:
• Labor cost of full-time equivalent employees (FTEs)
• Overhead
• Margin (across service lines) (trends)
Other pricing considerations
Customer perception of value
Will there be discounting? What type of package pricing or providing alternative
contractual pricing approaches? How much is the market driven by value-based
contracting?
What type of pricing strategies will be used?
