Your Marketing Plan
A marketing plan involves much more than coordinating events or direct mailers to advertise your business. A marketing plan may be part of an overall business plan and should be a well thought out document that details the necessary actions to achieve one or more marketing objectives. It should also state a clear business case and how your practice will be profitable.
To begin, the plan should include market trends as well as a description of the implications to the local market. A deep situational analysis of the local market, competitive landscape and your product should be among the first items to research. After gaining a good sense of your situation, you can then identify a goal along with the strategic objectives you want to accomplish. Objectives should be accompanied with tactics, which explain how you plan to achieve your objectives. In the end, you will have a comprehensive strategic plan that will serve to accomplish your goals.
Your marketing plan should include the following components:
The Executive Summary summarizes the main points of the marketing plan. It should contain enough information for a reader to get familiarized with the marketing plan without reading the entire document. It usually contains a brief statement of the proposal, background information, concise analysis and main conclusions.
A Strategic Analysis looks at what is happening outside your organization now and in the future. It asks two questions:
- How might what's happening affect you?
- What would be your response to likely changes?
The Strategic Objectives, Tactics and Metrics section identifies what you will achieve, the tactics you will use to achieve it and how you will measure success.
- Message strategy
- Media strategy
- Sales promotion
- Direct marketing
- Public relations
- Positioning strategy
This section of the marketing plan is used to define how you will monitor your practice’s performance. It includes budgeting requirements and how success will be measured. (i.e. revenues, growth, patient volumes, etc.)