Deliverable 04 - Marketing and Promotion Strategy

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Marketing Plan

Your Name

Rasmussen University

HSA6300CBE: Healthcare Strategic Planning and Marketing

Professor’s Name

Assignment Due Date

Marketing Plan

This high-level marketing plan outlines the strategy for promoting Healthy Dynamics' new services. It includes identifying services, researching key competitors, selecting target markets, crafting a promotional message, determining modes of communication, and projecting the marketing and promotion budget. The goal is to effectively integrate healthcare marketing concepts into the strategic planning process, ensuring the successful launch and adoption of the new services.

Example of Level 1 Heading

1. Identified Services

Focus Area: Mental Health and Wellness Services

· Service 1: Telehealth Counseling

· Service 2: Wellness Workshops and Seminars

· Service 3: Mobile Health App for Mental Wellness Tracking

2. Key Competitors

· Competitor 1: BetterHelp

· Competitor 2: Talkspace

· Competitor 3: Headspace

· Competitor 4: Calm

· Competitor 5: Local mental health clinics offering in-person counseling

3. Target Markets

· Primary Market:

· Young adults (ages 18-35) experiencing anxiety and stress

· College students seeking mental health support

· Remote workers needing flexible counseling options

· Secondary Market:

· Middle-aged adults (ages 36-55) dealing with work-life balance issues

· Employers looking to provide mental wellness resources to employees

· Health-conscious individuals interested in mental wellness tracking

4. Promotional Message

Promotional Message Draft:

"Discover peace of mind with Healthy Dynamics' comprehensive mental health services. Whether you're seeking one-on-one counseling, engaging in wellness workshops, or tracking your mental well-being with our mobile app, we are here to support you every step of the way. Embrace a healthier, happier you with our expert guidance and innovative solutions. Your mental health matters – let Healthy Dynamics be your partner in achieving balance and wellness."

5. Modes of Communication

· Digital Marketing:

· Social Media Campaigns (Facebook, Instagram, LinkedIn)

· Email Newsletters

· Google Ads

· Traditional Marketing:

· Print Advertisements (Magazines, Newspapers)

· Radio Spots

· Flyers and Brochures in local community centers and colleges

· Direct Communication:

· Webinars and Live Q&A Sessions

· Free introductory counseling sessions

· Partnerships with colleges and employers for on-site workshops

Figure 1

Marketing and Promotional Strategy

h

Now begin to talk about each one of the six targeted areas in the visual. Each one should be about a paragraph but could be longer depending on your explanation of the information, etc. With this being said, about 6 or more.

With BUDGET – be sure to do 2-5% of the TOTAL COMPANY REVENUE – YOU NEED TO TELL US WHAT THAT IS – You could use the 200,000,000 from del. #1 - $10,000,000 Budget for marketing. Explain WHY you did the percentage you did – connect this with your modes of communication because that is WHERE YOU WILL BE SPENDING THE MONEY – Social media etc.

Don’t forget your conclusion to wrap it up and send folks with takeaways.

References

Author’s Last Name, First Initial. Middle initial. (Year). Title of article. Journal Title, Volume Number(Issue number), Page numbers.