PLEASE USE WORKSHEET PROVIDED, make one to two paragraphs long. For this assignment, you will identify the target market for the product/service and conduct research in order to understand the custome
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What I s A H ealt h care M ark e tin g P la n ?
Hom e ( h ttp s:/ /h ealt h care su cce ss.c o m /) » B lo g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g)
» A dve rtis in g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /a d ve rtis in g) » W hat I s A
H ealt h care M ark e tin g P la n ?
H ow W e D eve lop H os pit a l, M ed ic al a n d D en ta l
M ark e tin g P la n s
A m ark e tin g p la n is n o t a l is t o f m ark e tin g id eas f r o m w hic h y o u r a n do m ly s e le ct
d i ere n t c o nce p ts t o t e st o r c o m bin e f o r t r ia l- a n d-e rro r e xp erim en ta tio n. T h at is ju st
ra n do m , e p is o dic , s p ag h etti- o n-th e-w all m ark e tin g a c tiv it y – w hic h is a lm ost a lw ays
Ge t Ma rk etin g T ip s & S tr a te gie s
D eliv e re d T o Y our I n box
Jo in O ur N ew sle tte r
Yo ur e m ail a d dre ss
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a h ig h -ris k p re sc rip tio n f o r d is a p po in tm en t,
fr u str a tio n a n d f a il u re .
A m ar ke tin g p lan i s a str a te g ic d o cu m en t t h at
is d esig n ed t o f ac il it a te t h e ac hie ve m en t o f
sp eci c b usin ess g o als an d o bje ctiv e s o ve r a
s p eci c t im e p erio d.
W ould y o u c o nsid er h ir in g c o ntr a c to rs t o b uil d o ut y o ur n ew h o sp it a l, o ce o r c lin ic
w it h o ut rs t d eve lo pin g a n d a p pro vin g t h e a rc h it e ctu ra l b lu ep rin ts ? W ell , t h at’s
e sse n tia lly w hat y o u a re d o in g w hen y o u e n gag e in r a n do m , r e ac tio nary m ark e tin g
ac tiv it ie s w it h o ut rs t d eve lo pin g a w ell t h o ugh t o ut m ark e tin g p la n .
M ost m ark e tin g p la n s a re c o nce iv e d t o e xte n d n o l o nger t h an o ne y e ar b efo re t h e
pla n is r e asse sse d f o r m odi catio ns, a d dit io ns, s u b tr a c tio ns o r e n tir e r e in ve n tio n
dep en din g o n c o nsta n tly e vo lv in g b usin ess g o als a n d c ir c u m sta n ce s. I n f a c t, a
p ro perly im ple m en te d m ark e tin g p la n is c o nsta n tly b ein g a sse sse d b y a c cu ra te a n d
co nsis te n t t r a c kin g s y ste m s t o e va lu ate t h e p la n ’s p erfo rm an ce a g ain st e xp ecta tio ns.
T h is c o ntin ual e va lu atio n is p erfo rm ed s o t h at o ngo in g a d ju stm en ts c an b e m ad e t o
im pro ve t h e p la n ’s y ie ld .
B en e ts of a M ark e tin g P la n
A go od m ark e tin g p la n ( h ttp s:/ /h ealt h care su cce ss.c o m /h o sp it a ls /m ark e tin g-p la n )
allo w s y o u t o a n tic ip ate , a sse ss, p re p are , b uil d a r o ad m ap t o f o ll o w , c o ve r- y o ur-
b ase s, c o nstr u ct n ece ssa ry s u p p o rt s y ste m s, p ro te ct y o urs e lf a n d d ra m atic ally
im pro ve y o ur c h an ce s f o r m ark e tin g s u cce ss. A p la n is a n e sse n tia l b usin ess t o ol f o r
ho sp it a ls , m ed ic al g ro up s o r p ro vid er p ra c tic e s.
C rit ic al Ele m en ts o f a M ar ke tin g P lan
T a rg et M ark e tin g – E sta b lis h in g T a rg et C usto m ers
C om petit io n A naly sis
S W OT A naly sis ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/h ealt h care -
m ark e tin g/s w ot- a n aly sis - re vis it e d -sh arp en -y o ur- c o m petit iv e -str a te g y.h tm l) 7/2/2020 What Is A Healthcare Marketing Plan?
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(S tr e n gth s, W eakn esse s, O ppo rtu n it ie s a n d T h re ats )
S M AR T G oals
S tr a te g ie s a n d T a c tic s
M ark e tin g B ud gets
M ark e tin g S yste m
Tar get M ar ke tin g – E stab lis hin g T ar get C usto m ers
Y o ur m ark e tin g b ud get is g o in g t o b e m ost e ectiv e w hen it r e ac h es y o ur s e le cte d
ta rg et m ark e t. T h e b en e t o f t a rg et m ark e tin g is s im ple — e cie n cy. S o lid t a rg et
m ark e tin g is a m eth o d t o m ore e cie n tly r e ac h y o ur c u sto m ers * . T a rg et m ark e tin g is
a b ette r u se o f y o ur m ost v a lu ab le r e so urc e s, i. e . t im e a n d m oney, t o g en era te
a d dit io nal r e ve n ue.
(* In t h is w eb sit e, w e use th e ter ms “ p atien t” a n d “ c u sto m er ” in te rc h an geab ly . W e d o
th is in ten tiona lly b ec au se it is v it a l t h at y o u a n d y o ur s ta t h in k o f a n d t r e at y o ur
p atien ts A S c u stom ers a n d n o t s im ply a s m ed ic al o r d en ta l c h arts a n d r e co rd s.
A pparen tly , t h is is ea sier s a id t h an d o ne if y o u ju d ge by t h e w ay m ost p atie n ts a re
o ft en tr ea ted .)
Yo ur g o al is t o g et t o k n o w a s m uch in fo rm atio n a s y o u c an a b o ut y o ur e xis tin g o r
pro sp ectiv e c u sto m ers . T h e m ore y o u k n o w a b o ut y o ur c u sto m ers , t h e b ette r y o u
w il l b e a b le t o m ake d ecis io ns t h at w il l e n han ce y o ur a b il it y t o c o m mun ic ate a n d
co nnect w it h t h em .
W ho d o y o u c o nsid er w il l b en e t t h e m ost f r o m y o ur p ro ducts a n d s e rv ic e s? T h in k o f
th e p eo ple a n d t h eir m ost c o m mon c h ara c te ris tic s a n d a ttr ib ute s. O ne o f t h e b est
w ays t o id en tif y y o ur t a rg et m ark e t is t o l o ok a t y o ur e xis tin g c u sto m er b ase . W ho a re
y o ur id eal c lie n ts ? W hat d o t h ey h ave in c o m mon? I f y o u d o n o t h ave a n e xis tin g
cu sto m er b ase , o r if y o u a re t a rg etin g a c o m ple te ly n ew a u d ie n ce , s p ecu la te o n w ho
th ey m ig h t b e, b ase d o n t h eir n eed s a n d t h e b en e ts t h ey w il l r e ce iv e . I n ve stig ate
c o m petit o rs o r s im il a r b usin esse s in o th er m ark e ts t o g ain in sig h t.
F o ur W ays t o I d en tif y T a rg et M ark e ts
U se t h ese f o ur c ate g o ry a re as a s y o u c o lle ct in fo rm atio n t o id en tif y a n d d e n e y o ur
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. G eo grap hic s: T h e l o catio n, s iz e o f t h e a re a, d en sit y , a n d c lim ate z o ne o f y o ur
cu sto m ers .
. D em ograp hic s: T h e a g e, g en der, in co m e, f a m il y c o m po sit io n a n d s iz e ,
o ccu p atio n, a n d e d ucatio n o f y o ur c u sto m ers .
. P sy c h o grap hic s: T h e g en era l p ers o nalit y , b eh avio r, l if e -sty le , r a te o f u se ,
re p etit io n o f n eed , b en e ts s o ugh t, a n d l o ya lt y c h ara c te ris tic s o f y o ur
cu sto m ers .
. Beh avior s: T h e n eed s a n d w an ts y o ur c u sto m ers s e ek t o f u l ll, t h e l e ve l o f
kn o w le d ge, in fo rm atio n s o urc e s, a ttit u d e, u se o r r e sp o nse t o a p ro duct o f y o ur
cu sto m ers .
F o cu s o n Ben e ts
O ne o f t h e m ark e tin g f u n dam en ta ls is f o cu sin g o n b en e ts . T h is p ers p ectiv e is
c rit ic al t o t a rg et m ark e tin g. E sta b lis h in g a n in tim ate u n ders ta n din g a b o ut t h e n eed s
an d w an ts o f y o ur d esir e d t a rg et m ark e t is c rit ic al. H ow w il l y o ur c u sto m er b en e t
fr o m u sin g y o ur s e rv ic e s o r p ro ducts ?
W hat t a n gib le o r in ta n gib le b en e ts m ig h t c u sto m ers r e aliz e , a n d is it p o ssib le t o
q uan tif y t h ese b en e ts ? W hat is y o ur c u sto m er r e ally b uyin g? T h is m uch is c e rta in :
N o o ne w an ts t o b uy s u rg ery ! O r d en tis tr y ! O r p h ysic al t h era p y! O r in va siv e
p ro ce d ure s!
P eo ple p urc h ase s e rv ic e s a n d p ro ducts ( in clu d in g h ealt h care s e rv ic e s) t o r e aliz e o ne
o r m ore o f t h e f o llo w in g l if e -im pro ve m en t b en e ts :
P ain r e lie f
P ro ductiv it y
A bil it ie s
C ond en ce
A ppeara n ce
P ers o nal r e la tio nsh ip s
P eac e o f m in d
B asic ally , y o u a ll s e ll t h e s a m e p ro duct – a h ap pie r l if e . A t l e ast, t h at is w hat y o ur
cu sto m er w an ts t o b uy. 7/2/2020 What Is A Healthcare Marketing Plan?
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Th e T ar get M ar ke t P ro le
T h e t a rg et m ark e t p ro ce ss a llo w s u s t o b re ak d o w n t h ese g ro up s o f p eo ple s o w e c an
b ette r u n ders ta n d h o w t o r e ac h t h em . O ne w ay t o d o t h is is t o c re ate a t a rg et m ark e t
p ro le . H ere is a n e xa m ple o f a t a rg et m ark e t p ro le :
1. G eo gra p h ic s:
L iv e s w it h in t h e Z IP c o des 9 74 0 1, 9 74 0 2 a n d 9 74 0 5.
2 . D em ogra p h ic s:
M arrie d .
B etw een t h e a g es o f 2 1-3 5.
A t l e ast o ne c h il d .
C ondo m in iu m o r h o m e o w ner.
E d ucatio n e xp erie n ce s b eyo nd h ig h s c h o ol.
E arn in g a c o m bin ed a n nual f a m il y in co m e o f $ 50 ,0 00 o r g re ate r.
3 . P sy c h o gra p h ic s:
V alu es t im e a n d c o nsid ers it t h eir s in gle m ost l im it e d r e so urc e .
E xc it e d a b o ut a c ce p tin g a n d u sin g in no va tiv e id eas a n d p ro ducts .
C onsis te n t W eb u se rs . P re fe r t h e I n te rn et o ve r m ag azi nes a n d n ew sp ap ers f o r
in fo rm atio n t h ey t r u st.
In cre asin g r e so urc e s in ve ste d in to s a fe ty a n d s e cu rit y is su es.
B eg in nin g t o p la n f o r t h eir f u tu re .
4 . B eh avio rs :
T h ey a re l e ad ers in p ro duct s e le ctio n a n d r e sp o nd t o t h e o pin io ns o f t h e
“in dustr y e xp erts ” w hen m akin g p urc h ase d ecis io ns.
T h is g ro up w il l rs t l o ok t o t h e I n te rn et t o a c q uir e t h is in fo rm atio n. 7/2/2020 What Is A Healthcare Marketing Plan?
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Th ey d efe n d t h ese d ecis io ns u n der m ost a n y c ir c u m sta n ce a n d w il l a d am an tly
“ s e ll” t h o se t h at a sk w hy t h ey u se t h e p ro duct o r s e rv ic e a n d w hy t h ey m ad e t h e
ch o ic e t h ey d id .
Th is g ro up c an b e a p o w erfu l, u n paid s a le s f o rc e r e su lt in g f r o m t h e r e fe rra l
n etw ork t h ey b uil d a n d u se .
Ta rg et m ark e tin g a llo w s y o u t o r e ac h , c re ate a w are n ess in , a n d u lt im ate ly in uen ce ,
th at g ro up o f p eo ple m ost l ik e ly t o s e le ct y o ur p ro ducts a n d s e rv ic e s a s a s o lu tio n t o
t h eir n eed s, w hil e u sin g f e w er r e so urc e s a n d g en era tin g g re ate r r e tu rn s.
T h e m ore d eta il y o u k n o w a b o ut y o ur “ id eal” c u sto m ers a n d c lie n ts , t h e b ette r y o u
w il l b e a b le t o m ake t h em a w are o f y o ur p ro ducts a n d s e rv ic e s, a n d h o w t o p urc h ase
th em t h ro ugh y o u.
Tar get A ud ie nce C har ac te ris tic s b y G en era tion an d C oho rt
H ow m uch d o y o u k n o w a b o ut t h e c h ara c te ris tic s a n d b uyin g t e n den cie s o f s p eci c
g ro up s t h at m ake u p y o ur t a rg et a u d ie n ce ? O ne w ay t h at m ass m ark e te rs e va lu ate
t h eir d esir e d a u d ie n ce s is t h ro ugh t h e s tu d y o f t h ese g en era tio nal g ro up s.
A gen era tion al co ho rt h as b een d e n ed a s “ th e a g gre g atio n o f in div id uals ( w it h in
s o m e p o pula tio n d e n it io n) w ho e xp erie n ce t h e s a m e e ve n t w it h in t h e s a m e t im e
in te rv a l” ( R yd er, N ., T h e c o ho rt a s a c o nce p t in t h e s tu d y o f s o cia l c h an ge, p re se n te d
at t h e 1 9 59 a n nual m eetin g o f t h e A m eric an S o cio lo gic al A sso cia tio n). T h e n o tio n o f
a g ro up o f p eo ple b o un d t o geth er b y t h e s h arin g o f t h e e xp erie n ce o f c o m m on
his to ric al e ve n ts w as rs t in tr o duce d b y K arl M an n heim in t h e e arly 1 9 20 s. T o day t h e
co nce p t h as f o un d it s w ay in to p o pula r c u lt u re t h ro ugh w ell k n o w n e p it o m es l ik e
“B ab y B oom er” a n d “ G en -X er”.
T o day w e u se t h e f o llo w in g d esc rip to rs f o r t h ese c o ho rts . D i ere n t s o urc e s w il l
p ro vid e d i ere n t r a n ges o f y e ars t h at c o m pris e e ac h c o ho rt, b ut t h e f o llo w in g
in fo rm atio n r e p re se n ts a r e aso nab le c ro ss- se ctio n o f t h is in fo rm atio n. 7/2/2020 What Is A Healthcare Marketing Plan?
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Dep re ssion c o ho rt ( b o rn f r o m 1 9 12 t o 1 9 21) o M em ora b le e ve n ts : T h e G re at
D ep re ssio n, h ig h l e ve ls o f u n em plo ym en t, p o ve rty , l a c k o f c re atu re c o m fo rts ,
n an cia l u n ce rta in ty o K ey c h ara c te ris tic s: s tr iv e f o r n an cia l s e cu rit y , r is k
a ve rs e , w aste n o t w an t n o t a ttit u d e, s tr iv e f o r c o m fo rt
W WII c o ho rt ( b o rn f r o m 1 9 22 t o 1 9 27) o M em ora b le e ve n ts : m en l e avin g t o g o
to w ar a n d m an y n o t r e tu rn in g, t h e p ers o nal e xp erie n ce o f t h e w ar, w om en
w ork in g in f a c to rie s, f o cu s o n d efe atin g a c o m mon e n em y o K ey c h ara c te ris tic s:
th e n o bil it y o f s a c ri ce f o r t h e c o m mon g o od, p atr io tis m , t e am p la ye r
P o st- w ar c o ho rt ( b o rn f r o m 1 9 28 t o 1 9 4 5) o M em ora b le e ve n ts : s u sta in ed
eco no m ic g ro w th , s o cia l t r a n quil it y , T h e C old W ar, M cC arth yis m o K ey
ch ara c te ris tic s: c o nfo rm it y , c o nse rv a tis m , t r a d it io nal f a m il y v a lu es
Bab y Boom er c o ho rt # 1 ( b o rn f r o m 1 9 4 6 t o 1 9 54 ) o M em ora b le e ve n ts :
a ssa ssin atio n o f J FK , R obert K en n ed y, a n d M artin L u th er K in g, p o lit ic al u n re st,
w alk o n t h e m oon, V ie tn am W ar, a n ti- w ar p ro te sts , s o cia l e xp erim en ta tio n,
se xu al f r e ed o m , c iv il r ig h ts m ove m en t, e n vir o nm en ta l m ove m en t, w om en ’s
m ove m en t, p ro te sts a n d r io ts , e xp erim en ta tio n w it h v a rio us in to xic atin g
re cre atio nal s u b sta n ce s o K ey c h ara c te ris tic s: e xp erim en ta l, in div id ualis m , f r e e
sp ir it e d , s o cia l c au se o rie n te d
Bab y Boom er c o ho rt # 2 ( b o rn f r o m 1 9 55 t o 1 9 64 ) ( a ka “ L ate B oom ers ” o r
“G en era tio n J o nes” o r “ T ra il in g E d ge B oom ers ”) o M em ora b le e ve n ts : W ate rg ate ,
N ix o n r e sig n s, T h e B ra d y B un ch , T w is te r, d efe at in V ie tn am , t h e o il e m barg o ,
ra g in g in atio n, g aso lin e s h o rta g es o K ey c h ara c te ris tic s: p ra c tic al, p ra g m atic ,
le ss o ptim is tic , d is tr u st o f g o ve rn m en t, g en era l c yn ic is m
G en era tion X c o ho rt ( b o rn f r o m 1 9 65 t o 1 9 76 ) o M em ora b le e ve n ts : C halle n ger
exp lo sio n, I r a n -C ontr a , s o cia l m ala is e , R eag an o m ic s, A ID S, s a fe s e x, f a ll o f B erlin
W all, s in gle p are n t f a m il ie s o K ey c h ara c te ris tic s: q uest f o r e m otio nal s e cu rit y ,
in dep en den t, in fo rm alit y , e n tr e p re n eu ria l
G en era tion Y co ho rt ( b o rn f r o m 1 9 77 t o 1 9 94 ) ( a ka E ch o B oom ers , E ch o
G en era tio n, M il le n iu m G en era tio n) o M em ora b le e ve n ts : r is e o f t h e I n te rn et, 9 -
11 t e rro ris t a tta c k, c u lt u ra l d iv e rs it y , 2 w ars in I r a q o K ey c h ara c te ris tic s: q uest
fo r p h ysic al s e cu rit y a n d s a fe ty , p atr io tis m , h eig h te n ed f e ars , a c ce p ta n ce o f
ch an ge
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Su cce ss is n o t a c h ie ve d b y ig n o rin g y o ur c o m petit o rs b ut r a th er b y a n tic ip atin g
co m petit iv e is su es a n d in uen ce s s o y o u c an a lw ays h ave a p ro ac tiv e p la n a n d
str a te g y f o r s ta yin g a h ead o f y o ur c o m petit io n. T h ere a re m an y w ays t o c o m pil e
g o od r e se arc h o n y o ur c o m petit io n. H ere w e w il l l is t t h e e asie st a n d m ost e ectiv e
p ro ce sse s.
In te rn et C om petit iv e R ese arc h
M ed ia C om petit iv e r e se arc h
E ar- to -th e-g ro un d C om petit iv e R ese arc h
A naly zi ng Y o ur D ata
In te rn et C om petit iv e R ese ar ch
In t o day’s I n te rn et s o cie ty , a c ce ss t o in fo rm atio n h as n eve r b een b ette r o r e asie r.
F o r t h e p rim ary c o m petit o rs y o u h ave a lr e ad y id en ti ed , y o u c an c o nduct a s im ple
G oogle s e arc h w it h t h e n am e o f t h e h ealt h s y ste m , h o sp it a l f a c il it y , b usin ess,
p ra c tic e o r t h e n am e o f t h e o w ner(s ) a n d t h at w il l u su ally l e ad y o u t o t h eir w eb sit e . I n
m an y c ase s, t h eir w eb sit e w il l f e atu re h o w t h ey a re a tte m ptin g t o p o sit io n a n d
di ere n tia te t h em se lv e s, a s w ell a s l is tin g t h e s c o pe o f p ro gra m s, s e rv ic e s a n d/o r
pro ducts t h ey o er.
In a d dit io n t o a c o m petit o r’s w eb sit e , y o u m ay a ls o n d o th er in te re stin g in fo rm atio n
ab o ut t h e p ro vid er(s ) o r t h e f a c il it y . T h is in fo rm atio n m ig h t in clu d e a rtic le s t h ey h ave
a u th o re d , m ed ia in te rv ie w s, l e g al a c tio ns t h at a re p ub lic in fo rm atio n, e tc .
Fo r a m ore c o m pre h en siv e l is t o f y o ur c o m petit o rs , y o u c an d o a n I n te rn et s e arc h b y
yo ur p ro fe ssio n o r s p ecia lt y a n d y o ur a re a, ju st l ik e a p ro sp ectiv e p atie n t m ig h t d o .
Fo r e xa m ple , if y o u t y p e “ p la stic s u rg eo ns L o s A ngele s” y o u w il l d ra w u p a s e arc h
re su lt t h at in clu d es:
sit e s t h at l is t p la stic s u rg eo ns t h ro ugh o ut t h e L o s A ngele s a re a
“ n d a d o cto r” s it e s
Ye llo w P ag es o nlin e d ir e cto ry s it e s 7/2/2020 What Is A Healthcare Marketing Plan?
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in div id ual s it e s o f s o m e o f y o ur m ore s o ph is tic ate d a n d a g g re ssiv e I n te rn et
co m petit o rs w ho h ave m an ag ed t o g et a h ig h s e arc h e n gin e r a n kin g f o r t h eir
w eb sit e t h ro ugh e ectiv e s e arc h o ptim iza tio n.
In m an y c ase s, t h e c o m pil a tio n l is t s it e s in clu d e l in ks t o t h e in div id ual w eb sit e s.
M ed ia Com petit iv e r e se ar ch
T h ere a re m an y w ays y o u c an s tu d y y o ur l o cal m ed ia t o g et a d dit io nal c o m petit iv e
in fo rm atio n.
Fo r e xa m ple , e ve n t h o ugh Ye llo w P ag es a d ve rtis in g
(h ttp s:/ /h ealt h care su cce ss.c o m /a d ve rtis in g/y e llo w -p ag es) h as b een im pac te d
so m ew hat b y in cre asin g I n te rn et m ark e tin g, y o u w il l s til l n d t h e m ost a g gre ssiv e
m ark e tin g c o m petit o rs t h ro ugh t h eir l a rg e s p ac e d is p la y a d s in y o ur l o cal Y e ll o w
Pag es d ir e cto rie s.
A s w it h y o ur c o m petit iv e w eb sit e r e se arc h , y o u w il l l e arn f r o m t h ese Y e ll o w P ag es
ad s h o w y o ur m ore a m bit io us c o m petit o rs t r y t o p o sit io n a n d d i ere n tia te
t h em se lv e s, a s w ell a s t h e p ro gra m s, s e rv ic e s a n d p ro ducts t h at t h ey o er, t h eir
h o urs o f o pera tio n, s p ecia l f e atu re s a n d b en e ts , e m erg en cy a c ce ss, e tc .
Yo u c an a ls o s c an a n d c o lle ct c o m petit iv e a d ve rtis in g
(h ttp s:/ /h ealt h care su cce ss.c o m /a d ve rtis in g) f r o m l o cal n ew sp ap er a d s, d ir e ct m ail ,
T V c o m merc ia ls , r a d io c o m merc ia ls , b il lb o ard s o r o th er m ed ia . W hen y o u p ay m ore
a tte n tio n, y o u w il l a ls o b eg in t o n o tic e a n y a rtic le s, p ub lic it y o r o th er p ub lic r e la tio ns
exp o su re t h at y o ur c o m petit o rs m ay a c h ie ve in t h e m ed ia .
If y o u d o n’t l iv e in t h e a re a w here y o u w ork , y o u c an e n lis t t h e h elp o f o th ers w ho d o
liv e in t h e a re a. T h is g ro up m ay in clu d e e m plo ye es, f r ie n ds, r e la tiv e s o r e ve n y o ur
p atie n ts ( a ssu m in g t h ey a re u n questio nab ly l o ya l t o y o u).
E ar -to -th e-g ro un d C om petit iv e R ese ar ch 7/2/2020 What Is A Healthcare Marketing Plan?
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Oft e n , t h is t y p e o f “ in t h e eld ” s le u th in g is t h e m ost e ectiv e w ay t o g ain
c o m petit iv e in te llig en ce , e sp ecia lly f r o m t h o se c o m petit o rs w ho se m ark e tin g is n o t
ad ve rtis in g-b ase d o r v is ib le in t h e m ed ia . Y o u c an – a n d s h o uld e n lis t a v ir tu ally a rm y
of “ s p ecia l a g en ts ” w ho a re c o ndit io ned t o h ave t h eir e ars t o t h e g ro un d f o r a n yth in g
th ey h ear o r l e arn a b o ut y o ur c o m petit o rs .
T h is g ro up in clu d es p h arm ac e u tic al d eta il r e p s, v e n do rs , l o ya l p atie n ts , h o sp it a l s ta ,
yo ur e m plo ye es, f r ie n ds a n d r e la tiv e s. Y o u m ay b e s u rp ris e d a t h o w m uch
in fo rm atio n is a va il a b le t o y o u if y o u k n o w h o w t o u n co ve r it .
A naly zin g Y o ur D ata
W hen y o u f e rre t o ut v a lu ab le c o m petit iv e r e se arc h , y o u n eed t o t a ke a d va n ta g e o f
w hat y o u l e arn . S u cce ss in b usin ess is a b o ut a n tic ip atio n, p la n nin g a n d a c tio n.
B usin ess is n o t d esig n ed t o b e f a ir a n d 8 0 % o f t h e b usin ess w il l g o t o 2 0 % o f t h e
pla ye rs ( T h e 8 0 -2 0 R ule ). T h e w in ners in t h at 2 0 % g ro up a re a b le t o a n tic ip ate , p la n
an d t a ke d ecis iv e a c tio n b efo re t h eir c o m petit o rs e ve n k n o w w hat h it t h em .
Analy z e y o ur c o m petit iv e r e se arc h a n d p ut t o geth er y o ur o w n d ecis iv e p la n o f a c tio n
th at is d esig n ed t o p ut y o u ( o r k e ep y o u) a t t h e t o p o f t h e f o od c h ain .
SW OT A naly sis ( S tr e n gth s, W eak n esse s, O ppo rtu n it ie s an d T h re ats )
S W OT is a n a c ro nym f o r S tr e n gth s, W eakn esse s, O ppo rtu n it ie s a n d T h re ats . A
p erio dic e va lu atio n o f y o ur in te rn al a n d e xte rn al e n vir o nm en t is a n im po rta n t p art o f
th e s tr a te g ic p la n nin g p ro ce ss. B ecau se S W OTS a re in here n tly s u b je ctiv e , it is a lw ays
g o od t o g et a n e xte rn al S W OT a n aly sis f r o m a w ell- in fo rm ed b ut o bje ctiv e t h ir d p arty
t h at c an b e c o m pare d t o y o ur o w n S W OT.
S tr e n gth s a n d W eakn esse s a re t h e in te rn al e va lu atio n c o m po nen ts o f t h e S W OT.
O ppo rtu n it ie s a n d T h re ats c o m pris e t h e e xte rn al e va lu atio n. 7/2/2020 What Is A Healthcare Marketing Plan?
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O ne o f t h e m ore in te re stin g d e n it io ns o f m ark e tin g is t h at “ M ark e tin g is t h e p ro ce ss
b y w hic h r e so urc e s a re b ro ugh t t o b ear a g ain st o ppo rtu n it ie s a n d t h re ats .” I n o rd er
to d ete rm in e w hic h r e so urc e s y o u c an b rin g t o b ear a g ain st o ppo rtu n it ie s a n d
th re ats , y o u h ave t o u n ders ta n d y o ur s tr e n gth s a n d w eakn esse s.
S tr e n gth s a re y o ur c ap ab il it ie s a n d r e so urc e s t h at c an b e u se d a s t h e b asis f o r
deve lo pin g a c o m petit iv e a d va n ta g e.
Str eng th s c ou ld in clu d e:
yo ur s p ecia l e xp ertis e a n d/o r e xp erie n ce
a n ew , in no va tiv e p ro duct o r s e rv ic e
lo catio n o f y o ur b usin ess
q ualit y p ro ce sse s a n d p ro ce d ure s
an y o th er a sp ect o f y o ur b usin ess t h at a d ds v a lu e t o y o ur p ro duct o r s e rv ic e .
W eakn esse s in clu d e a re as y o u n eed t o im pro ve a n d/o r a vo id . W eakn esse s c an
so m etim es b e c o nsid ere d a s t h e a b se n ce o f c e rta in s tr e n gth s. I n s o m e c ase s, a
w eakn ess m ay a c tu ally b e t h e ip s id e o f o ne o f y o ur s tr e n gth s.
W eakn esse s c o uld in clu d e: – l a c k o f m ark e tin g e xp ertis e , p la n o r s y ste m ( o r a ll t h re e)
– u n di ere n tia te d p ro ducts o r s e rv ic e s ( i. e . in r e la tio n t o y o ur c o m petit o rs ) –
l o catio n o f y o ur b usin ess – p o or q ualit y g o ods o r s e rv ic e s – d am ag ed r e p uta tio n I n
a d dit io n t o n ew o r s ig n i can t t r e n ds o r o th er o ppo rtu n it ie s y o u m ay a lr e ad y k n o w ,
ad dit io nal o ppo rtu n it ie s c an s p rin g u p b ase d o n y o ur e xte rn al e n vir o nm en t a n aly sis .
O ppo rtu n it ie s c o uld in clu d e:
a d eve lo pin g m ark e t ( s u ch a s t h e I n te rn et)
a n ew t e ch no lo gy, s e rv ic e o r p ro ce d ure y o u c an o er
m erg ers , jo in t v e n tu re s o r s tr a te g ic a llia n ce s
m ovin g in to n ew m ark e t s e g m en ts t h at o er im pro ve d p ro ts
a m ark e t v a c ate d b y a n in e ectiv e c o m petit o r
ch an ges in p o pula tio n p ro le , s o cia l p atte rn s, l if e sty le c h an ges, e tc .
A t h re at c o uld b e a n yth in g t h at s ta n ds in t h e w ay o f y o ur s u cce ss; m is s o r ig n o re
th ese t h re ats , o ft e n a t g re at c o st. 7/2/2020 What Is A Healthcare Marketing Plan?
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Th rea ts c ou ld in clu d e:
a n ew c o m petit o r in y o ur h o m e m ark e t
p ric e w ars w it h c o m petit o rs
a c o m petit o r h as a n ew , in no va tiv e p ro duct o r s e rv ic e
co m petit o rs h ave s u p erio r a c ce ss t o c h an n els o f d is tr ib utio n
eco no m ic s lo w do w n
ch an ge in g o ve rn m en ta l p o lic ie s a n d/o r r e g u la tio ns
ch an gin g in su ra n ce p la n s a n d/o r c o ntr a c ts f o r m ajo r a re a e m plo ye rs S im ple
r u le s f o r s u cce ssfu l S W OT a n aly sis
b e r e alis tic a b o ut t h e s tr e n gth s a n d w eakn esse s o f y o ur f a c il it y , s e rv ic e l in e o r
pra c tic e
an aly sis s h o uld d is tin gu is h b etw een w here y o ur o rg an iza tio n is t o day, a n d
w here it c o uld b e in t h e f u tu re
b e s p eci c. A vo id g ra y a re as.
a lw ays a n aly z e in r e la tio n t o y o ur c o m petit io n i. e . b ette r t h an o r w ors e t h an
yo ur c o m petit io n
ke ep y o ur S W OT s h o rt a n d s im ple . A vo id c o m ple xit y a n d o ve r a n aly sis O nce k e y
is su es h ave b een id en ti ed , t h ey f e ed in to m ark e tin g g o als . Y o u c an a ls o a p ply
S W OT a n aly sis t o y o ur c o m petit o rs . T h is m ay p ro duce s o m e in te re stin g in sig h ts !
S M AR T G oals
Yo u a re p ro bab ly f a m il ia r w it h p o pula r q uo ta tio ns l ik e “ Y o u c an ’t h it a t a rg et if y o u
have n ’t e ve n d ecid ed w here t o a im ” o r “ Y o u d o n’t h ave t o b e g re at t o g et s ta rte d , b ut
yo u h ave t o g et s ta rte d t o b e g re at.”
W ell, it m ay b e f a m il ia r b ut it a ls o h ap pen s t o b e t r u e.
So m an y b usin esse s f a il t o t h riv e b ecau se t h ey h ave n eve r r e ally e sta b lis h ed S M AR T
go als . S M AR T is u se d a s a n a c ro nym in g o al- se ttin g d is c u ssio ns. 7/2/2020 What Is A Healthcare Marketing Plan?
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S=sp eci c, s ig n i can t, s y ste m atic , s y n erg is tic
M = m easu ra b le , m ean in gfu l, m otiv a tio nal
A = ac h ie va b le , a g re ed -u p o n, a c tio n-b ase d , a c c o un ta b le
R = re le va n t, r e alis tic , r e sp o nsib le , r e su lt s - o rie n te d , r e w ard in g
T = ta n gib le , t im e-b ase d , t h o ugh tfu l
Lo ng-te rm v s. S h o rt- te rm g o al s
M ost b usin esse s t h at c o nsid er g o als s e rio usly e sta b lis h b o th s h o rt- te rm a n d l o ng-
te rm g o als . M ark e tin g p la n s a re g en era lly r e al- tim e e xe rc is e s in g o al- a c h ie ve m en t, s o
m ost m ark e tin g p la n s e m ph asiz e s h o rt- te rm g o als ( a c h ie va b le w it h in o ne y e ar o r
le ss). R em em ber t h at m ark e tin g p la n s a re o rg an ic , d yn am ic a n d c o nsta n tly e vo lv in g,
so t h ey a re w ell- su it e d t o s h o rt- te rm g o als .
If y o u a re ju st e sta b lis h in g o r r e in ve n tin g y o ur m ark e tin g s y ste m , y o u m ay a ls o
e sta b lis h l o ng-te rm g o als in y o ur in it ia l m ark e tin g p la n b ecau se y o u w il l n eed t o
in clu d e l o ng-te rm s y ste m in fr a str u ctu re in y o ur in it ia l m ark e tin g p la n . H ow eve r, w it h
o ngo in g, y e ar- to -y e ar m ark e tin g p la n s, s h o rt- te rm s g o als w il l t y p ic ally b e t h e
prim ary f o cu s.
M ar ke tin g S tr a te g ie s an d T ac tic s
Aft e r y o u h ave id en ti ed y o ur g o als , y o u n eed t o e va lu ate , p rio rit iz e a n d o rg an iz e t h e
co m bin atio n o f s p eci c m ark e tin g s tr a te g ie s a n d t a c tic s t h at w il l b e b est s u it e d f o r
yo u t o u se in p urs u in g y o ur g o als .
A w ell c o nstr u cte d m ark e tin g p la n is a p erfe ct il lu str a tio n o f a w ho le t h at is g re ate r
th an t h e s u m o f it s p arts . T h e s e le cte d s tr a te g ie s a n d t a c tic s w ork s y n erg is tic ally t o
c o m ple m en t o ne a n o th er f o r e xp o nen tia l p o sit iv e r e su lt s .
G oals v s. S tr a te g ie s v s. T ac tic s
Goals a re s p eci c, m easu ra b le , a c h ie va b le , r e le va n t a n d t a n gib le b usin ess o bje ctiv e s.
(S M AR T, r e m em ber? ) 7/2/2020 What Is A Healthcare Marketing Plan?
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Str a te g ie s a re t h e id eas a n d a p pro ac h es t h at a re d eve lo ped t o a c h ie ve t h e g o als .
T a c tic s a re t h e s p eci c a c tio ns, d eta il s a n d a c tiv it ie s t h at m ust o ccu r in o rd er f o r t h e
str a te g y t o s u cce ed .
H ere ’s o ne g o od e xa m ple o f t h e r e la tio nsh ip b etw een g o als , s tr a te g ie s a n d t a c tic s.
T h is e xa m ple r e p re se n ts o nly a f e w o f t h e p o ssib le s tr a te g ie s a n d t a c tic s f o r t h e
sa m ple g o al.
G oal: I n cre ase n ew p atie n t v o lu m e b y 2 0 % in t h e n ext y e ar
S tr a te g y: I m pro ve p atie n t e xp erie n ce t o in sp ir e m ore w ord -o f- m outh r e fe rra ls
T ac tic s:
In stit u te q uarte rly c u sto m er s e rv ic e t r a in in g s e ssio ns f o r s ta a n d o w ners
C re ate in ce n tiv e p ro gra m f o r s ta b ase d o n in cre ase d r e fe rra l v o lu m e
Devo te o ne s ta m eetin g p er m onth t o n ew id eas f o r im pro vin g p atie n t
exp erie n ce – C re ate a n d d is p la y f r a m ed p o ste rs in r e ce p tio n a re as d e n in g
yo ur u n w ave rin g p atie n t s a tis fa c tio n c o m mit m en t
Str a te g y: L e ve ra g e r e la tio nsh ip s w it h e sta b lis h ed p atie n ts a n d im pro ve d p atie n t
exp erie n ce f o r m ore w ord -o f- m outh r e fe rra ls
T ac tic s:
D eve lo p a n d in stit u te n ew p atie n t s a tis fa c tio n s u rv e y. L e ave s p ac e o n s u rv e y f o r
hap py p atie n ts t o r e fe r o th ers .
A sk p atie n ts f o r r e fe rra ls a t o ppo rtu n e t im es ( a s a p pro pria te )
Sta s u p po rts o w ner(s ) w it h a d dit io nal e n co ura g em en t t o p atie n ts t o r e fe r w hen
th e o ppo rtu n it y p re se n ts it s e lf 7/2/2020 What Is A Healthcare Marketing Plan?
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Po st “ T h an k Y o u F o r R efe rrin g” b ulle tin b o ard in r e ce p tio n a re a w it h n am es o f
patie n ts w ho h ave r e fe rre d o th ers
S tr a te g y: D eve lo p a n d t e st t a rg ete d e xte rn al a d ve rtis in g c am paig n
Tac tic s:
T e st n ew p rin t a d s e rie s in l o cal n ew sp ap er
Te st d ir e ct m ail p ro gra m ( h ttp s:/ /h ealt h care su cce ss.c o m /a d ve rtis in g/d ir e ct-
m ail ) t o n ew r e sid en ts u sin g o ve rs iz e d p o stc ard
In a n o ptim ally im ple m en te d m ark e tin g p la n , a ll s tr a te g ie s a n d t a c tic s a re
im ple m en te d c o m pre h en siv e ly . A t t h e v e ry l e ast, e ac h s tr a te g y in y o ur p la n s h o uld
b e im ple m en te d in t h e s a m e c o m pre h en siv e a n d s y n erg is tic m an ner t h at it w as
c o nce iv e d .
Fo r a m ore d eta il e d l is t o f c o m mon s tr a te g ie s a n d t a c tic s, r e vie w M ark e tin g
Str a te g ie s a n d M ark e tin g T a c tic s.
M ar ke tin g Bu dgets
H ealt h care b usin esse s e sta b lis h b ud gets f o r v a rio us c ate g o rie s o f o pera tio nal
e xp en se s b ut r a re ly f o r m ark e tin g. E ve n t h o se w ho f r e q uen tly e n gag e in m ark e tin g
ac tiv it ie s a n d e xp en dit u re s w il l o ft e n h ave n o p re -e sta b lis h ed b ud get f o r m ark e tin g.
U nle ss t h ey d eve lo p a n d t a ke a d va n ta g e o f t h e m an y b en e ts o f a n a n nual m ark e tin g
pla n , t h ey d ete rm in e t h eir m ark e tin g e xp en dit u re s o n a c ase -b y-c ase b asis , a p ro ce ss
c o nsis te n t w it h r a n do m m ark e tin g a c tiv it ie s.
U nfo rtu n ate ly , r a n do m n an cia l d ecis io ns m ad e o ut o f c o nte xt o f a r e al s tr a te g ic
p la n f r e q uen tly y ie ld d is a p po in tin g r e su lt s .
In a m ark e tin g p la n , a p re -e sta b lis h ed a n d c o m mit te d b ud get is e sse n tia l t o a ssu rin g
th e p la n ’s v ia b il it y . R em em ber, in e sta b lis h in g S M AR T g o als , t h e “ A ” s ta n ds f o r
“a c h ie va b le ” a n d t h e “ R ” s ta n ds f o r “ r e alis tic ” ( a m ong o th er a ttr ib ute s). H ow c an y o u 7/2/2020 What Is A Healthcare Marketing Plan?
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kn o w t h at y o u a re d eve lo pin g a n a c h ie va b le a n d r e alis tic p la n if y o u d o n’t k n o w w hat
b ud get r e so urc e s y o u c an o r w il l c o m mit ?
C ost C en te rs v s. R eve n ue C en te rs
M ost p ra c tic e o w ners ( h ttp s:/ /h ealt h care su cce ss.c o m /p ra c tic e s) a n d h o sp it a l
ad m in is tr a to rs p ut m ost o f t h eir f o cu s o n b ud getin g f o r o pera tio nal c o st c e n te rs . A
c o st c e n te r is a n a c co un tin g t e rm u se d t o r e fe r t o a d ep artm en t in a b usin ess t h at
in cu rs e xp en se s b ut d o es n o t g en era te r e ve n ue d ir e ctly .
B asic ally , y o ur c o st c e n te rs c o ve r t h e e xp en se s t h at a re r e q uir e d t o s e rv ic e a n d
o pera te y o ur b usin ess.
A r e ve n ue c e n te r, o n t h e o th er h an d, r e fe rs t o d ep artm en ts a n d/o r a c tiv it ie s e n gag ed
in b y t h e b usin ess t h at g en era te r e ve n ues d ir e ctly in to t h e b usin ess.
In o th er w ord s, m oney in y o ur b usin ess o w s o ut o f y o ur c o st c e n te rs a n d m oney
o w s in t o y o ur r e ve n ue c e n te rs ( o r s h o uld ). A no th er w ay o f u n ders ta n din g t h e
re la tio nsh ip is t h at w it h o ut s u cie n t r e ve n ue c o m in g in to t h e b usin ess, y o u w il l n o t
be a b le t o a ord t o f u n d y o ur c o st c e n te rs w it h o ut o pera tin g in t h e r e d , w hic h
e ve n tu ally l e ad s y o u in to t h e b la c kh o le o f b an kru p tc y.
R eve n ue c e n te rs a ls o in cu r e xp en se s f o r t h e s p eci c p urp o se o f s tim ula tin g a n d
gen era tin g r e ve n ue in to t h e b usin ess – u n lik e c o st c e n te rs , w hic h a re r e q uir e d t o
o pera te t h e b usin ess b ut d o n o t g en era te r e ve n ue d ir e ctly .
R eve n ue C en te r P ro t I n uen ce s v s. C ost C en te r P ro t I n uen ce s
B ecau se c o st c e n te rs s e rv ic e t h e r e ve n ue g en era te d b y t h e b usin ess b ut d o n’t
c o ntr ib ute d ir e ctly t o t h at r e ve n ue, t h e k e y t o in cre ase d p ro ta b il it y in c o st c e n te r
m an ag em en t is b ase d o n e cie n cy. T h e m ore e cie n tly t h e b usin ess f u n ctio ns t o
k e ep o pera tin g c o sts a s l o w a s p o ssib le w it h o ut c o m pro m is in g q ualit y , t h e m ore
p ro t t h at is l e ft a t t h e e n d o f t h e p ro ce ss. 7/2/2020 What Is A Healthcare Marketing Plan?
https://healthcaresuccess.com/blog/healthcare-marketing/what-is-marketing-plan.html 17/30
Sin ce m ost o f t h e f o cu s o f o w ners , a d m in is tr a to rs a n d m an ag em en t is o n c o st
c e n te rs , it is c o m mon f o r o w ners a n d m an ag ers t o a ssu m e t h at k e ep in g c o sts u n der
co ntr o l is t h e k e y t o a ll p ro ta b il it y f o r t h e b usin ess.
T o o pera te t h e b usin ess w it h t h is m en ta lit y is o ft e n a c rit ic al m is ta ke b ecau se t h e
co st c e n te r p ro ta b il it y m odel d o es n o t w ork f o r r e ve n ue c e n te rs . I n f a c t, t h e e xa c t
o ppo sit e m odel a p plie s t o r e ve n ue c e n te r p ro ta b il it y .
R eve n ue c e n te rs r e q uir e “ fu el” in t h e f o rm o f in ve stm en t c ap it a l in o rd er t o s tim ula te
a n d g en era te t h e d esir e d r e ve n ue. ( T h e o ld a xio m t h at “ it t a ke s m oney t o m ake
m oney” d e n it e ly a p plie s h ere .) I f y o u d o n’t p ut e n o ugh f u el in y o ur e n gin e, y o u’r e
g o in g t o r u n o ut o f g as!
M ar ke tin g is a Reve n ue C en te r – N O T a Cost C en te r
B ecau se m ark e tin g is p rim aril y c o nce rn ed w it h g en era tin g a n d p ro te ctin g s o urc e s o f
re ve n ue, a m ark e tin g b ud get b elo ngs in a r e ve n ue c e n te r, n o t a c o st c e n te r.
M ark e tin g b ud gets s h o uld b e e va lu ate d in t h e c o nte xt o f s u p po rtin g y o ur S M AR T
go als .
If y o u d o n’t h ave t h e n an cia l r e so urc e s o r t h e w il lin gn ess t o c o m m it t h em t o t h is
c ate g o ry o f in ve stm en t in t h e g ro w th a n d/o r p ro te ctio n o f y o u, y o u m ay n eed t o
r e th in k y o ur g o als a n d p o ssib ly e sta b lis h l e ss a m bit io us o bje ctiv e s.
M ar ke tin g Bu dgets Bas ed o n M onth -to -M onth C as h F lo w ar e N O T B ud gets
E ectiv e m ark e tin g is a c o nsis te n t, o ngo in g p ro ce ss b ase d o n s o lid s y ste m s, g o od
pla n nin g a n d e xc e lle n t im ple m en ta tio n. I f y o u a tte m pt t o f u n d y o ur m ark e tin g
bud get b ase d o n a m onth -to -m onth a sse ssm en t o f p o sit iv e c ash o w , y o u w il l n d
th at y o u c an no t m ain ta in c o nsis te n cy in y o ur m ark e tin g p la n a n d y o ur r e su lt s w il l b e
se rio usly c o m pro m is e d – s o m etim es d is a str o usly . 7/2/2020 What Is A Healthcare Marketing Plan?
https://healthcaresuccess.com/blog/healthcare-marketing/what-is-marketing-plan.html 18/30
A m ark e tin g b ud get m ust b e t a ke n s e rio usly a s a n an cia l c o m mit m en t t o y o ur
b usin ess s u cce ss o r y o ur e orts w il l a lm ost c e rta in ly b e d o om ed t o d is a p po in tm en t
an d f a il u re .
D oes t h is m ean t h at y o u h ave t o h ave y o ur e n tir e a n n ual m ark e tin g b ud get s e cu re d
in s o m e s e p ara te a c co un t b efo re y o u b eg in y o ur im ple m en ta tio n p ro gra m ? N ot
nece ssa ril y .
Y o u m ay n o t h ave a ll o f y o ur n ece ssa ry b ud get f u n din g s e t a sid e w hen y o u s ta rt, b ut
yo u h ave t o k n o w w it h c o nd en ce t h at y o u w il l h ave a c c e ss t o t h o se f u n ds a s y o u
need t o u til iz e t h em w it h o ut h avin g t o r e ly o n t h e h o pe t h at y o ur c ash o w w il l b e
co ntin uo usly p o sit iv e e n o ugh t o s u p po rt y o ur b ud get w it h o ut c o m pro m is e o r
in te rru p tio n.
Bu dget M odels
T h ere a re m an y d i ere n t b ud geta ry m odels y o u c an c o nsid er. H ere w e l is t t h e m ost
c o m mon, in o rd er f r o m t h e m ost h ig h ly r e co m men ded t h e d ecis io n m ake rs w ho a re
s e rio us a b o ut t h eir g o als t o t h o se m odels t h at a re n o t r e co m men ded b ut d o e xis t.
O bje ctiv e an d T as k Bu dgets
T h is m eth o d is p ro bab ly t h e “ p ure st” b ud getin g m eth o d f o r a m ark e tin g p la n . H ere
th e b ud gete r m ust s p ecif y e xa c tly w hat g o als a n d o utc o m es a re e xp ecte d . B ud gets
a re t h en b ase d o n t h is e xp ecte d o utc o m e. ( F o r e xa m ple , t h e p rim ary o bje ctiv e c o uld
b e t o in cre ase o ve ra ll r e ve n ues b y 2 0 % o ve r a 1 2 -m onth p erio d.)
T h e f o llo w in g s te p s a re f o llo w ed in d eve lo pin g a n O bje ctiv e a n d T a sk B ud get:
a . S p ecif y t h e m ark e tin g o bje ctiv e (s ) t o b e a c h ie ve d . I d eally , t h ese g o als m ust b e
q uan ti ab le a n d m easu ra b le . 7/2/2020 What Is A Healthcare Marketing Plan?
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b. S p ecif y t h e m ark e tin g s tr a te g ie s a n d t a c tic s n ece ssa ry t o a c h ie ve t h e s ta te d
o bje ctiv e s ( i. e ., b ra n d d eve lo pm en t o r e n han ce m en t, a d ve rtis in g, p ub lic r e la tio ns,
n etw ork in g, in te rn al m ark e tin g, t r a in in g, e tc .) in clu d in g q uan tit y a n d f r e q uen cy o f
ac tiv it y a n d a sso cia te d c o sts .
c . E va lu ate p ro ta b il it y o f m ark e tin g p la n if g o als a re a c h ie ve d a t t h e e xp ecte d c o sts .
c . A ssu m in g p ro ta b il it y l e ve l is a c c e p ta b le , a ssig n b ud get b ase d o n a n tic ip ate d c o sts
a sso cia te d w it h s tr a te g ie s a n d t a c tic s n ece ssa ry t o a c h ie ve t h e g o al.
d . L au n ch p la n , m onit o rin g a n d t r a c kin g c lo se ly t o a d ju st s tr a te g ie s a n d t a c tic s a s
n ece ssa ry t o a c h ie ve , m ain ta in o r e xc e ed a n tic ip ate d p ro t l e ve ls .
R O I- b as ed Bu dgets
In t h is m odel, t h e m ark e tin g b ud get is e sta b lis h ed b ase d o n a r a tio o f a n tic ip ate d
re tu rn -o n-in ve stm en t f o r t h e b ud get a n d it s a sso cia te d m ark e tin g a c tiv it ie s. T h e
ch alle n ge in R O I- b ase d b ud gets c o m es in id en tif y in g a r e aso nab le e xp ecta tio n f o r
re tu rn .
M ost R O I- b ase d b ud gets w ork f r o m a s o urc e o f q uan ti ed d ata o n p erfo rm an ce o f
sim il a r m ark e tin g p la n s o r a c tiv it ie s in s im il a r s it u atio ns a n d c ir c u m sta n ce s t o t h o se
o f t h e b ud gete r. T h e d i cu lt ie s in t h is m odel a re a ) l im it a tio ns o n a va il a b il it y o f
sta tis tic ally m ean in gfu l c o m para tiv e d ata ; a n d b ) t h ere is n o g u ara n te e t h at t h e
perfo rm an ce o f t h e n ew b ud gete r’s m ark e tin g p la n w il l m ir ro r t h o se w ho se d ata w as
u se d f o r t h e R O I m odelin g.
Th ere a re m an y v a ria b le s t h at a ect t h e p erfo rm an ce o f a m ark e tin g p la n w hic h a re
d i cu lt o r im po ssib le t o m easu re a n d c o m pare . T h ese in clu d e p ers o nal in it ia tiv e ,
attit u d e, s a le s s k il ls , f o cu s, e tc . 7/2/2020 What Is A Healthcare Marketing Plan?
https://healthcaresuccess.com/blog/healthcare-marketing/what-is-marketing-plan.html 20/30
Stil l, R O I- b ase d b ud gets a re e m plo ye d in c e rta in s it u atio ns – a ssu m in g t h e d ata is
a va il a b le – w here a m ark e te r w an ts s o m e l e ve l o f r e assu ra n ce , h o w eve r u n sc ie n ti c,
th at t h e o dds o f s u cce ss a re in t h eir f a vo r.
P erc e n tag e M eth o d
In u sin g t h is m eth o d, t h e b ud gete r s im ply a llo ts a p re d ete rm in ed p erc e n ta g e a m oun t
fo r m ark e tin g. T h at p erc e n ta g e m ig h t b e a p erc e n ta g e o f p ro ts , a p erc e n ta g e o f
re ve n ues, a p erc e n ta g e o f s a le s, e tc .
A lt h o ugh t h is m eth o d is e asy t o a d m in is te r, t h ere a re s o m e p ro ble m s a sso cia te d w it h
it .
F o r e xa m ple , h o w d o y o u d ete rm in e w hat p erc e n ta g e t o a ssig n f o r m ark e tin g? I s 5 %
to o m uch ? I s 2 % t o o l it tle ? T h e a ssig n m en t o f a p erc e n ta g e is t y p ic ally s u b je ctiv e o r
eve n a rb it r a ry , b ase d o n a d vic e o f n an cia l a d vis e rs , e xp erie n ce , “ g u t f e el” o r o th er
fa c to rs .
A ls o , w it h t h is m eth o d, t h e m ark e tin g b ud get in cre ase s a s p ro ts , r e ve n ues o r s a le s
g o u p o r a re e xp ecte d t o g o u p . W hat h ap pen s t o a n ew p ro duct w it h f e w s a le s? A ls o
if t h ere is a r e ce ssio nary p erio d, s a le s g en era lly g o d o w n. I f s a le s g o d o w n,
ad ve rtis in g d o lla rs a ls o d eclin e. I n t h is s it u atio n, it m ay b e w is e r t o in cre ase
m ark e tin g b ud get t o g en era te a d dit io nal m ark e t s h are a n d s a le s r a th er t h an l e ttin g
th e m ark e tin g b ud get h ave l e ss n an cia l s u p po rt.
T h e p erc e n ta g e m eth o d o f b ud getin g d o es n o t n ece ssa ril y c o rre sp o nd t o g o al
a c h ie ve m en t, e ve n if it w ork e d s u cce ssfu lly d urin g a p re vio us p erio d.
Z ero -b as ed Bu dgets
A z e ro -b ase d b ud get is o ne w here y o u s ta rt w it h n o p re d ete rm in ed o r a u th o riz e d
fu n ds. I n a z e ro -b ase d b ud get, e ac h a c tiv it y t o b e f u n ded m ust b e ju sti ed – o r r e -
ju sti ed – e ac h t im e a n ew b ud get is e va lu ate d . 7/2/2020 What Is A Healthcare Marketing Plan?
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Th e p ro ble m w it h z e ro -b ase d m ark e tin g b ud gets is t h at t h e b asic c o nce p t o f t h e
m odel c o m pro m is e s c o nsis te n cy, w hic h is e sse n tia l f o r l o ng-te rm s u cce ss in
m ark e tin g. F o r m ost s m all b usin ess o w ners , z e ro -b ase d b ud getin g m ean s t h at e ac h
m ark e tin g e xp en dit u re , e ve n t h o ugh p re vio usly a ssig n ed t o t h e p la n a n d m ark e tin g
bud get, is c o nsta n tly b ein g r e -e va lu ate d a n d r e -ju sti ed a s t h e m oney n eed s t o b e
co m mit te d .
M ost s m all b usin ess o w ners n d it d i cu lt o r im po ssib le t o a vo id s e co nd-g u essin g
th eir p re vio us c o m mit m en ts d ue t o f e ar o r n an cia l s tr a in o f t h e m om en t o r
un ce rta in c ir c u m sta n ce s o r a n y c o m bin atio n o f t h ese f a c to rs , m ost o f w hic h a re
c o nsta n tly p re se n t in a s m all b usin ess e n vir o nm en t.
O ft e n , t h ere fo re , p re vio usly c o m mit te d m ark e tin g a c tiv it ie s a n d a sso cia te d f u n din g is
w it h dra w n o r r e allo cate d . T h is in te rru p ts o r e ve n d estr o ys t h e c o nsis te n cy o f t h e
m ark e tin g e ort a n d t h e c h an ce s f o r s u cce ss o f t h e p la n a s o rig in ally c o nce iv e d .
SW AG Bu dgets
S W AG is d e n ed v a rio usly a s e ve ry th in g f r o m “ s u p er w il d a ss g u ess” t o “ s o ph is tic ate d
w il d a ss g u ess” t o “ s c ie n ti c w il d a ss g u ess” t o “ s il ly w il d a ss g u ess.” R eg ard le ss o f
yo ur p re fe rre d d e n it io n, p le ase n o te t h e c o m mon w ord s in a ll t h e v a ria tio ns.
S W AG b ud gets a re a n yth in g B U T s c ie n ti c. U su ally , t h ese b ud gets a re b ase d m ore o f
em otio nal b elie fs , p erc e p tio ns, m is p erc e p tio ns a n d c o m fo rt l e ve ls . R are ly a n d o nly
a c cid en ta lly d o S W AG b ud gets h ave a n y r e la tio nsh ip t o s u cce ss in a c h ie vin g o ne’s
g o als .
A ll- y o u-c an -a ord Bu dgets
In t h is m eth o d, t h e b ud gete r l o oks a t t h e f u n ds t h at r e m ain a ft e r a ll o th er b ud gets
h ave b een d eve lo ped . W hate ve r is l e ft o ve r is s p en t o n m ark e tin g. 7/2/2020 What Is A Healthcare Marketing Plan?
https://healthcaresuccess.com/blog/healthcare-marketing/what-is-marketing-plan.html 22/30
Th is is u su ally a m odel f o r d is a p p o in tm en t a n d f a il u re o f t h e m ark e tin g p la n b ecau se
m ark e tin g h as a lr e ad y b een d ete rm in ed t o b e o f r e la tiv e ly l o w im po rta n ce a n d
prio rit y t o t h e b usin ess.
O n-th e- y Bu dgets
T h is is t h e m ost c o m mon m eth o d f o r a ssig n in g m ark e tin g c o sts in m ost s m all
b usin esse s – p artic u la rly in h ealt h care . I t is a ls o t h e m ost c o nsis te n tly u n su cce ssfu l.
O n-th e- y b ud gets a re n o t r e ally b ud gets a t a ll. M ark e tin g e xp en dit u re s a re
d ete rm in ed o n a c ase -b y-c ase b asis a s a m ark e tin g o ppo rtu n it y is id en ti ed . T h ere is
n o r e al p la n , n o s tr a te g y – ju st r e ac tiv e , s p o nta n eo us b eh avio r. I t is n o t d i cu lt t o
u n ders ta n d w hy t h e m arg in f o r e rro r is s o h ig h a n d t h e o dds o f s u cce ss s o l o w w it h
t h is m eth o d.
M ar ke tin g S yste m
T h e q ualit y o f im ple m en ta tio n o f a m ark e tin g p la n is c e rta in ly a s c rit ic al a s t h e q ualit y
o f t h e p la n it s e lf t o t h e c h an ce s f o r a s u cce ssfu l o utc o m e.
W hil e t h e s u cce ss f o rm ula h ere m ay n o t e xa c tly c o rre sp o nd t o t h e T h o m as E d is o n
quo te t h at “ G en iu s is 1 % in sp ir a tio n a n d 9 9% p ers p ir a tio n,” it is c le ar t h at e ectiv e
im ple m en ta tio n o f a w ell c o nce iv e d m ark e tin g p la n is a t l e ast h alf t h e b attle .
D ra m atic d i ere n ce s in t h e o utc o m e o f s im il a r o r id en tic al m ark e tin g s tr a te g ie s a n d
pla n s, e xe cu te d in s im il a r o r id en tic al s it u atio ns, r e in fo rc e s t h is r e alit y .
L ik e s o m an y o th er b usin ess p ro ce sse s, m ark e tin g im ple m en ta tio n is f a r m ore
s u cce ssfu l w it h a s o lid m ark e tin g p la n w it h t h e s u p po rt o f a s tr u ctu re d s y ste m . W e
have t h e e xp erie n ce t o c re ate a hig h ly e ectiv e s tr a te g ic m ar ke tin g p lan
( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/h ealt h care -m ark e tin g/w hat- is - m ark e tin g-
p la n .h tm l) . C all u s t o day a t 8 66-3 4 8-1 7 4 2 , o r c o nnect w it h u s h ere
(h ttp s:/ /h ealt h care su cce ss.c o m /c o nta c t- u s) . 7/2/2020 What Is A Healthcare Marketing Plan?
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Fo r a d dit io nal r e ad in g: W hat is a M ark e tin g S YS TEM
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/m ed ic al- a d ve rtis in g-a g en cy/w hat- is - a -
m ark e tin g-sy ste m .h tm l) ? f o r e xte n siv e d eta il s o n h o w t o s tr u ctu re a n d m an ag e a
s u cce ssfu l, o ngo in g im ple m en ta tio n s y ste m t o s u p po rt y o ur m ark e tin g p la n a n d g et
th e m ost y ie ld f r o m y o ur e orts .
S te w ar t G an do lf
C hie f E xe cu tiv e O ce r at H ealt h care S u cce ss
S te w art G an do lf , M BA, is C hie f E xe cu tiv e O ce r o f
H ealt h care S u cce ss, o ne o f t h e n atio n's l e ad in g h ealt h care
a n d d ig it a l m ark e tin g a g en cie s. O ve r t h e p ast 2 0 y e ars ,
S te w art h as m ark e te d a n d c o nsu lt e d f o r o ve r 1 ,0 00
healt h care c lie n ts , r a n gin g f r o m p ra c tic e s a n d h o sp it a ls t o m ult i- b il l io n d o ll a r
c o rp o ra tio ns. A f r e q uen t s p eake r, S te w art h as s h are d h is e xp ertis e a t o ve r 2 0 0
ve n ues n atio nw id e. A s a n a u th o r a n d e xp ert r e so urc e , S te w art h as a ls o w rit te n
fo r m an y l e ad in g in dustr y p ub lic atio ns, in clu d in g t h e 2 1,0 00 s u b sc rib er
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Healt h care S u cce ss I n sig h t b lo g. S te w art a ls o c o -a u th o re d , " C ash -P ay
H ealt h care : S ta rt, G ro w & P erfe ct Y o ur C ash -P ay H ealt h care B usin ess." S te w art
b eg an h is c are er w it h l e ad in g a d ve rtis in g a g en cie s, in clu d in g J . W alt e r
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P o ste d in : A dve rtis in g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /a d ve rtis in g) ,
D octo r R efe rra ls ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /d o cto r- re fe rra ls ) ,
H ealt h care M ark e tin g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h ealt h care -
m ark e tin g) , H osp it a l M ark e tin g
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h o sp it a l- m ark e tin g)
Ta g ged h ealt h care m ark etin g p la n ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/ta g /h ealt h care -m ark etin g-p la n ) , m ed ic al a d ve rt is in g a g en cy
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/ta g /m ed ic al- a d ve rt is in g-a g en cy-2 ) , p la n nin g f o r su cce ss
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/ta g /p la n nin g-fo r- su cce ss) , R etu rn o n I n ve stm en t ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/ta g /re tu rn -
on-in ve stm en t) , S M AR T g o als ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/ta g /s m art -g o als ) , T a rg et a u d ie n ce / d em ogra ph ic s
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/ta g /ta rg et- a u d ie n ce -d em ogra ph ic s) 7/2/2020 What Is A Healthcare Marketing Plan?
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Rece n t P os ts
[P o dcast] H ow t o A dju st Y o ur C re ativ e S tr a te g ie s I n R esp o nse t o t h e C O VID -1 9
P an dem ic ? ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/p o dcast- in te rv ie w /h o w -to -
ad ju st- y o ur- c re ativ e -str a te g ie s- in -re sp o nse -to -th e-c o vid -1 9 -p an dem ic .h tm l)
J u n e 1 9 , 2 0 20
H ow A re H ealt h care C onsu m ers R esp o ndin g t o t h e C oro navir u s P an dem ic ?
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/h o sp it a l- m ark e tin g/h o w -a re -h ealt h care -
co nsu m ers - re sp o ndin g-to -th e-c o ro navir u s- p an dem ic .h tm l) J u n e 1 8 , 2 0 20
H ealt h care S u cce ss h ir e s n ew s e n io r e xe cu tiv e t o l e ad c re ativ e d eve lo pm en t
an d e xe cu tio n ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/h ealt h care -
m ark e tin g/h ealt h care -su cce ss- h ir e s- n ew -se n io r- e xe cu tiv e -to -le ad -c re ativ e -
d eve lo pm en t- a n d-e xe cu tio n.h tm l) M ay 4 , 2 0 20
A ddic tio n T re atm en t C en te r M ark e tin g W eb in ar: H ow t o A dju st N ow a n d A ft e r
C O VID ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/a d ve rtis in g/c o vid -a d dic tio n-
tr e atm en t- c e n te r- m ark e tin g-w eb in ar- h o w -to -a d ju st- n o w -a n d-a ft e r.h tm l) M ay
1, 2 0 20
W eb in ar: H ow t o R eb uil d Y o ur M ed ic al P ra c tic e N ow a n d A ft e r C O VID -1 9
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/h ealt h care -m ark e tin g/w eb in ar- h o w -to -
re b uil d -y o ur- p ra c tic e -n o w -a n d-a ft e r- c o vid -1 9 -th urs d ay-m ay-7 -8 -p m -
easte rn -5 -p m -p ac i c.h tm l) A pril 2 9, 2 0 20 7/2/2020 What Is A Healthcare Marketing Plan?
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Cate g or ie s
A dve rtis in g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /a d ve rtis in g)
B ra n din g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /b ra n din g)
C ase S tu d ie s ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /c ase -stu d ie s- b est-
p ra c tic e s)
D en ta l M ark e tin g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /d en ta l-
m ark e tin g)
D octo r M ark e tin g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /d o cto r-
m ark e tin g)
D octo r R efe rra ls ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /d o cto r-
r e fe rra ls )
H ealt h care A dve rtis in g A gen cy
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h ealt h care -a d ve rtis in g-a g en cy)
H ealt h care C onte n t M ark e tin g
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h ealt h care -c o nte n t- m ark e tin g)
H ealt h care M ark e tin g
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h ealt h care -m ark e tin g)
H ealt h care M ark e tin g A gen cy
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h ealt h care -m ark e tin g-a g en cy)
H ealt h care M ark e tin g L e ad ers h ip
( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h ealt h care -m ark e tin g-
le ad ers h ip )
H ealt h care R efo rm ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h ealt h care -
re fo rm )
Healt h care S o cia l M ed ia
( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h ealt h care -so cia l- m ed ia )
H ealt h care T e ch no lo gy
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h ealt h care -te ch no lo gy)
H osp it a l M ark e tin g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /h o sp it a l-
m ark e tin g)
In te rn et M ark e tin g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /in te rn et-
m ark e tin g-a d ve rtis in g)
In te rv ie w s ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /p o dcast- in te rv ie w )
M ark e t t o D octo rs ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /m ark e t- to -
do cto rs ) 7/2/2020 What Is A Healthcare Marketing Plan?
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Med ic al A dve rtis in g A gen cy
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /m ed ic al- a d ve rtis in g-a g en cy)
M ed ic al D evic e M ark e tin g
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /m ed ic al- d evic e -m ark e tin g-
ad ve rtis in g)
M ed ic al M ark e tin g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /m ed ic al-
m ark e tin g-a d ve rtis in g)
M ed ic al W eb sit e s ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /m ed ic al-
w eb sit e s)
M ult ic u lt u ra l M ark e tin g
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /m ult ic u lt u ra l- m ark e tin g)
N ew s & E ve n ts ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /n ew s- e ve n ts )
P atie n t E xp erie n ce ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /p atie n t-
e xp erie n ce )
P harm ac e u tic al M ark e tin g
(h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /p h arm ac e u tic al- m ark e tin g-
ad ve rtis in g)
P hysic ia n M ark e tin g ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /p h ysic ia n -
m ark e tin g)
P ub lic R ela tio ns ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /p ub lic it y )
S W OT ( h ttp s:/ /h ealt h care su cce ss.c o m /b lo g/c ate g o ry /s w ot)
G et I n T ou ch
8 66-3 4 8-1 7 4 2 ( t e l: 8 66-3 4 8-1 7 4 2)
info @ heal th car esu cce ss.c o m ( m ail to :in fo @ heal th car esu cce ss.c o m )
Heal th car e S u cce ss
2 8 60 M ic h elle D r.
S u it e 2 30
Ir v in e, C A 9 26 0 6
M ap + D ir e ctio ns ( h ttp s:/ /g o o.g l/ m ap s/fZ Q d3A td r8 p)
N avig ation 7/2/2020 What Is A Healthcare Marketing Plan?
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© 2 0 20 H ealt h care S uc ce ss, L LC . A ll r ig h ts r e se rv e d ( h ttp s:/ /h ealt h care suc ce ss.c o m /)
H om e
(h ttp s:/ /h ealt h care su cce ss.c o m /)
A bo ut U s
(h ttp s:/ /h ealt h care su cce ss.c o m /a b o ut)
O ur W ork
(h ttp s:/ /h ealt h care su cce ss.c o m /o ur-
w ork )
C ase S tu d ie s
(h ttp s:/ /h ealt h care su cce ss.c o m /c ase -
stu d ie s)
S e m in ars
(h ttp s:/ /h ealt h care su cce ss.t e ac h ab le .c o m /p /h ealt h care -
m ark e tin g-se m in ar)
C onta c t U s ( / c o nta c t- u s)
P riv a c y P o lic y
(h ttp s:/ /h ealt h care su cce ss.c o m /p riv a c y-
p o lic y)
H osp it a ls
( h ttp s:/ /h ealt h care su cce ss.c o m /h o sp it a ls )
D octo rs ( / d o cto rs )
P harm a & M ore
(h ttp s:/ /h ealt h care su cce ss.c o m /c o rp o ra te )
Se rv ic e s ( / m ark e tin g-se rv ic e s)
A dve rtis in g
(h ttp s:/ /h ealt h care su cce ss.c o m /a d ve rtis in g
Fre e M ark e tin g R eso urc e s
(h ttp s:/ /h ealt h care su cce ss.c o m /fr e e-
re so urc e s)
( h ttp s:/ /w ww.f a c e b o ok.c o m /H ealt h care Su cce ss)
( h ttp s:/ /tw it te r.c o m /H CSu cce ss)
( h ttp s:/ /w ww.y o utu b e.c o m /u se r/ H CSu cce ss)
( h ttp s:/ /w ww.l in ke d in .c o m /c o m pan y/1 6 0 8223/)
F in d U s On lin e
