Marketing Plan Healthcare
Marketing Plan Healthcare
Marketing Plan Healthcare
I.
Executive Summary:
A distinct trend toward the integration of complementary and alternative medicine (CAM)
therapies with the practice of conventional medicine is occurring. Hospitals are offering CAM
therapies, health maintenance organizations (HMOs) are covering such therapies, a growing
number of physicians use CAM therapies in their practices, insurance coverage for CAM
therapies is increasing, and integrative medicine centers and clinics are being established.
(Institute of Medicine, 2005).
XYZ Holistic Internal Medicine Practice will embark on introducing its innovative practice
philosophy to the residents of Morris County, NJ. XYZ Holistic Internal Medicine will focus on
diagnosing and treating conditions of patientsages of 18 and older. The emphasis will be on
treating the patient as a whole not as the illness that is presented at the time of the visit. The
primary focus will be on
patients. The practice will utilize new equipment and a trained staff that will be able to optimize
the care of each patient. XYZ Holistic Internal Medicine understands that there are many factors
that can have a positive and negative affect on the health of a person, including exercise, diet,
environment and heredity. XYZ Internal Medicine will try to provide the most complete, holistic
approach possible to include traditional and alternative options in order to optimize the care and
well-being of each patient.
The marketing strategy will include a breadth of media platforms to insure that each segment of
the population is reached and educated on the philosophies of its physicians.
According to Pew Research, when asked to think about the last time they hunted for health or
medical information, 77% of online health seekers say they began at a search engine such as
Google, Bing, or Yahoo. Another 13% say they began at a site that specializes in health
information, like WebMD. Just 2% say they started their research at a more general site like
Wikipedia and an additional 1% say they started at a social network site such as Facebook
(Cisco, 2015). Understanding everyone does not access their health information on line nor use
the Web as a referral source for picking a new doctor, we have incorporated a breadth of media
platforms to insure the message and our mission is reaching our intended audience within in 10
mile radius of the office location. Our strategy includes: Website Development-with content
based initiatives, Digital Marketing Campaigns, Print Media Advertising, Networking,
Outreach/Promotional Events.
XYZ Holistic Internal Medicines success is dependent on the experience of its physicians and
the marketing strategy that has been utilized with positive outcomes. It is the projection of the
group to have a 5 year plan with an increase in patient growth by 10%-20% yearly.
1.1 The Challenge:
Understanding that many patients in Ocean and Southern Monmouth County, New Jersey
already have established themselves with primary care physicians in the community . The
challenge is to identify and target new opportunities for XYZ Holistic Internal Medicine to grow
business in an area that is seemingly saturated with traditional medicine health care providers.
Another challenge is with evolution of technology. Being the first holistic internal medicine
practice in the area, XYZ Holistic Internal Medicine will have to grow awareness and begin to
educate the community on the benefits of a holistic approach to include traditional medicine in
treating acute and chronic illnesses.
1.2 The Mission:
The mission of XYZ Internal Medicine is to support the health and wellness of the local
community and surrounding areas by providing accessible, high-quality, compassionate,
alternative and traditional medical care for the adult community of Ocean and Southern
Monmouth County, New Jersey. XYZ Holistic Internal Medicine is dedicated to providing both
traditional and alternative options and services that will not just meet the communitys
expectations but will exceed them in providing a comprehensive plan to optimal health.
1.3 Objectives:
The objectives for the first year of operation include:
Establish the practice with a patient-centric attitude and alternative health options.
Increase patient volume by 10% per year through various marketing and educational
platforms.
Increase average visits per month from 200-250-capturing missed appointments and
reschedules via online booking capabilities and personal follow up phone calls.
To form a health care practice that is able to survive off its own cash flow in 10 months or
less.
Identify patients who live within a 10 mile radius of the office, have not established a
relationship with a primary care physician, one or both adults are working with a single or
combined income of $60,000 or greater and are in tune to their health care needs.
Reputable
Quality Outcomes
Practice location
2.2 Weakness/Internal
Targeted messaging
2.3 Opportunity/External
New Technology
Boutiques Services
Population Health
2.4 Threat/External
Average age was between 40-and 45 in 2015, with approximately 500,00 residents.
Females residents make up approximately 51% of the population with men at 49%.
2016). This shift creates both challenges and opportunities for marketers. This transition is driven
by two variables. One is the evolution from a fee-for-service payment system to a healthcare
delivery model based on transparency, quality outcomes and patient satisfaction. The second is
the rise of the empowered healthcare consumer. These changes affect both the "how" and the
"who" of medical marketing strategies ( Lockhard,2016).
Note
Collateral development
Establish a database of
referral sources
Flyer/Postcard
Digital strategy
development
Research
Responsible
Party
TBD after Plan
is accepted
Timeline
2 months
prior to
opening
2 months
prior to
opening
6 weeks
prior
4-5 weeks
prior
Responsible
Party
Timeline
8-12
weeks
prior to
opening
uncovered
Digital Ads
Website development
Social Media
Facebook
Twitter
Instagram
You-Tube
On Line Reputation
Management (CRM)
Content
submissio
n 3-4
weeks
prior
6 months
prior to
opening to
insure all
informatio
n is vetted
3-4 weeks
and
ongoing
after
opening
After
opening
continuou
s
Press Releases
Community Outreach
Notes
55 older communities
Local Government
Establish an ongoing
relationship with community
leaders and government officials
Establish relationship with
religious leaders to help network
the practice with sub groups
with the establishments
Religious Leaders
Chamber of
Commerce (CoC)
Responsibl
e Party
Day of
opening
and
continuou
s
Timeline
Prior opening
continuous after
opening
Prior/continuous
Prior/continuous
V. Marketing Mix
5.1 Price
Price is among the highest concerns for prospective patients, especially those without
comprehensive health insurance coverage (Hanks, 2016). Healthcare providers need to look for
opportunity in the simplest form to offer patients/customer services at a reduced rate or
alternatives in medicine that treats them as a whole and not as an illness.
5.2 Placement
Medical services, no matter how inexpensive, must be made available to patients to be effective.
Providers can seek out new locations, expand office hours, offer no appointment needed as well
as reach out to local communities to offer more access to healthcare services and stand out from
the competition.
5.3 Product
Physicians must be able to provide services other than inexpensive testing. They need to
provide products that add value and improve quality of life to the patients.
5.4 Promotion
The promotion of a healthcare providers service is the most important aspect of the
marketing mix, yet it is often overlooked. Many larger providers, such as major hospital chains
or pharmaceutical manufacturers, use mass media to promote their services. Smaller providers
can promote their services at a grass-roots level.(Hanks 2016). Social Media is a promotional
platform that has great ROI and little investment costs. Social Media has great impact on the
how decisions are being made when it comes to healthcare. Consider these statistics as outlined
by Patty Cicso, MBA Principal of Inbound Marketing , in her blog of August 2015- 5
Marketing Trends to Look For in 2016 for Healthcare:
More than 40% of consumers say that information found via social media affects
90% of people that responded to the survey from 18 to 24 years of age said they
would trust medical information shared by others on their social media networks. (Source:
Search Engine Watch)
41% of people said social media would affect their choice of a specific doctor,
hospital, or medical facility. (Source: Demi & Cooper Advertising and DC Interactive
Group)
Parents are more likely to seek medical answers online, 22% use Facebook and 20%
use YouTube. Of non-parents, 14% use Facebook and 12% use YouTube to search for
health care related topics. (Source: Mashable)
40% of people polled said information found on social media affects how they coped
with a chronic condition, their view of diet and exercise, and their selection of a physician.
(Source: HealthCare Finance News)
VI. Conclusion.
The physicians of XYZ have both the experience and the training to successfully counsel
and treat patients with the most comprehensive care plan that rival their traditional medicine
competitors. However, the healthcare consumer expects more. Essential to the success of XYZ
Holistic Internal Medicine is patient education and content marketing on a consistent digital
platform. In utilizing the guideline of the market strategy and incorporating the staff and
physicians expertise and customer service aptitude , the projected 5 year plan of growth at 10%20% is attainable.
References
Cisco, P., (August, 18, 2015). Top 5 Marketing Trends for Healthcare in 2016. Essentials in
Marketing. Retrieved From: http://blog.mktgessentials.com/top-5-marketing-trends-forhealthcare-in-2016/
Hanks,G(2016). How to Implement the 4 P's of Marketing in Healthcare. Chron.com.
Retrieved From: http://smallbusiness.chron.com/implement-4-ps-marketing- healthcare68980.html
Institute of Medicine (US) Committee on the Use of Complementary and Alternative Medicine
by the American Public.
Washington (DC): National Academies Press (US); 2005. Retrieved From:
http://www.ncbi.nlm.nih.gov/books/NBK83807/
Lockard,P. (March 16,2016). 5 Healthcare Marketing Trends to Watch in 2016. DMN3.com
Retrieved From: www.dmn3.com/dmn3-blog/5-healthcare-marketing-trends-you-should-knowabout
Town Charts.com. Retrieved From: http://www.towncharts.com/New-Jersey/Economy/MorrisCounty-NJ-Economy-data.html
United States Census. Retrieved from: http://www.census.gov/en.html