Strategic Marketing Plan Draft A
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cf_HSA305_stratetic_marketing_plan_template.pptxAssignment/Provider Name Date Course Your Name Professor Name
Provider Name – Executive Summary
Overview of your plan.
Brief summary of each section of your plan.
(You may with to fill out this slide once your assignment is nearing completion.)
Organization/Product/Service
Describe provider size, location, part of a larger organization, department of a provider.
Describe the product or service chosen.
Include whether this plan is for a product or service of the provider.
Is this service an aspect of the main provider or a member provider of a larger organization?
Organizational Mission and Vision
Organizational missions.
Organizational visions.
How does the product or service support the mission and vision of the provider?
How does the product or service support the strategies that are consistent with the organizational mission and vision?
Features and Benefits of Product/Service
Include what the benefits of the product are.
Be prepared to discuss what you hope to achieve.
Which market segments are you trying to reach? Demographics—overall targets.
Who is your customer? Be very specific.
What is your overall marketing goal? (What do you hope to accomplish? Growth? Diversify your customer base?) For example:
Improved health of community.
Improved access to products and services.
Provide cost effective services and products.
Increase revenue streams.
SWOT of (Your Provider)
Strengths.
Weaknesses.
Opportunities.
Threats.
Competitors (especially for your identified service or product).
Product Differentiation
Product differentiation and strategy. (What is your value proposition? What makes it unique? What distinguishes you from others?)
Pricing.
Premier product or service.
Access.
New service.
Etc.
Note: This can be incorporated from the Brochure and Email assignment.
Marketing Approach
Marketing approach----include your summary slides from your digital marketing strategy. (This should be a streamlined version of your digital marketing plan, 2–3 slides.)
Marketing Approach cont’d
Marketing approach----include your summary slides from your digital marketing strategy. (This should be a streamlined version of your digital marketing plan, 2–3 slides.)
Marketing Approach cont’d
Marketing approach----include your summary slides from your digital marketing strategy. (This should be a streamlined version of your digital marketing plan, 2–3 slides.)
Marketing Budget and Pricing
Marketing budget:
What will you spend to attract or retain customers? Be specific. How do you prioritize your expenditures? How would you establish your budget?
Trends.
Percent of revenue.
Directly based on line-item project costs?
Pricing strategy:
How will you price your products or services? Are you positioned competitively? Price your product or service.
Premier pricing.
Competitive.
Incentive (low price introduction).
Other.
Product/Service Distribution
Distribution strategy:
How will the consumer obtain or get access to your product or service? This is where you will summarize or condense your digital marketing strategy into 1–2 slides as a part of your plan. Be sure to align it with the other components of this marketing strategy.
Direct (e.g., purchase from website).
Indirect (e.g., obtain through distributors).
Performance or Effectiveness of Plan
Measuring marketing performance (assessing effectiveness, marketing metrics):
Discuss the overall evaluation process. How will you know that you were effective? Align with your marketing goals.
Number of consumers accessing service or product.
Improvement in community health status.
Positive revenue stream.
Positive survey results.
Other.
Organizational Impact
If your chosen health care organization or department is a part of a larger health care organization, explain how your marketing strategy aligns with the larger organization and determine its impact on the organizational reputation and positioning. Note: This can be incorporated from the email portion of the Brochure and Email assignment.
Improved community recognition.
Increased use of products and services.
Improved revenue streams.
Improved brand recognition.
Is there a synergy with other products and services that is increasing utilization of services or products?
Does this service or product positively or negatively impact other members of the health system or departments?
Sources
Minimum of three sources in SWS format.
