Writing a Marketing Plan

A solid marketing plan gets results, but where do you begin? It takes time and effort. The primary role of marketing is to support the achievement of your operational goals. Therefore, the most effective marketing plans emerge from your strategic plan or business plan.

The Roberts Group has a few tools to help you, including our Marketing Decision Grid and these tips on writing a marketing plan.

Before you write the plan, do some background work.

1. Get the facts, such as market-share data and competitor information. Use sources such as www.aha.org, www.usnews.com, www.ahd.com and www.hospitalcompare.hhs.gov. Study industry trends and standards. Research your media options and determine which will give you the most bang for your buck.
   
2. Look closely at your own organization. Do a SWOT (strengths, weaknesses, opportunities and threats) analysis and look at volume and revenue trends. Review both quantitative and qualitative research you’ve done; consider conducting new research to have the most up-to-date information. Evaluate awareness and perception within the community; employee, physician and patient satisfaction; and draw some conclusions on where you are and where you need to be.
   
3. Prioritize – a difficult task with many departments wanting to market their services. Be objective and look at how your service compares to the competition, profitability and potential for growth. To help you quickly identify those service lines, use The Roberts Group’s Marketing Decision Grid. Call (866) 549-6848 for a copy.
   

Now that your research is complete and priorities are in order, you can start writing your marketing plan.

1. Use your research findings to make the case for marketing. Prepare an outline that clearly identifies your market dynamics, research findings, industry trends and organizational strategies.
   
2. Define your objectives. Will your strategy result in increased awareness, grow volume or revenue, increase your market share or decrease out-migration?
   
3. Identify your target audience and craft key messages that demonstrate what makes your organization unique.
   
4. Develop tactics that will help maximize exposure to your target audience. Weigh the pros and cons of a blitz that hits your audience hard and fast versus a sustained effort that maintains awareness longer.
   
5. Explain how you will evaluate the results of your marketing. Consider conducting follow-up research to measure top-of-mind awareness or track patient or referral data. Develop the evaluation process as part of the strategy, not as an afterthought.
   
6. Create a timeline. A six- to 12-month time frame is most effective. Show when each piece of the plan will roll out, including paid marketing and unpaid public relations tactics.
   
7. Justify the budget. The industry standard for marketing dollars is 0.5 percent to 1.5 percent of revenue. However, it’s more important to define the value your marketing efforts will bring to the organization. For example, if you show that your marketing plan increases awareness, improves perception or increases market share, it will prove to be a great return on investment.
   

Want a copy of our Marketing Decision Grid or more help with your marketing plan? E-mail Lori A. Bruss, MEd, CHES, executive vice president, or call (866) 549-6848.