Health Promotion Program Marketing Plan. The purpose of the marketing efforts for the command’s Health Promotion Program will be to ensure that all members of the command are aware of the benefits of participation in the program activities, and will know what program activities are being offered, when and where. Sample marketing plan similar to those created for numerous clients. • Maintenance of Wakefulness Testing• Insomnia specific evaluation and treatment• Community education programs, including talks to various groups and participation in area health/wellness fairsSleep CenterMarketing Plan Page 3 of 23Prepared by Bruce Mulkey 08/03/98. Tifunctional plan based on individual program data. International health communication planning models tend to adapt generic planning tools to specific development issues, such as reproductive health, nutrition, and HIV or other infectious diseases. Marketing & Public Relations Plan (Health Center Planning Template) Provided by Fall 08. Managed communications program that addresses specific high-risk populations. Apply to your health center’s approved communications plan.). Successful marketing and public relations campaigns need to reach target audiences.
Introduction
Home Health Marketing Plan Example
The marketing strategy page of the Mplans.com health fitness sample marketing plan. Health Fitness Marketing Plan. Corporate Fitness. Continue to cultivate CF's image as the premier long-term wellness program provider. Financial Objectives.
Health marketing and communication is an emerging field that draws from traditional marketing theories and principles. Health marketing is defined as creating, communication and delivering health information and interventions using customer-centered and science based strategies to protect and promote the health of diverse populations.
Marketing
Marketing is the process by which products are used to meet human or social needs. By acting as the link between vendors and consumers, marketing is an essential part of the exchange of goods and services. The fundamental aspects of marketing are the same whether they meet the need for a commercial product or a public health service. Therefore, health marketing is a form of traditional marketing.
For both traditional marketing and health marketing, the end user of a product or service is called a ‘consumer’ and a group of consumers is referred to as a ‘market’. Characteristics of the market are considered at every stage in the marketing process, including the initial development of a product.
Marketing Mix
Marketing mix is a term used to describe the integration of four fundamental marketing elements, which are sometimes called the ‘four Ps’:
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Each of these four components should be present in a marketing plan. However, it is the science of correctly using these elements in combination with one another that provides the effective ‘marketing mix’. Essentially, to be effective a “product must be tailored to customer needs, priced realistically, distributed through convenient channels, and actively promoted to customers.” *
A Traditional Marketing Example
A soft drink company creates a new product under its brand name. To efficiently market the new drink, the product is advertised in the local papers with coupons that offer a price reduction. The company distributes the new drink with their existing products so that it is available at every major grocery store in the country. Here is how this company used the marketing mix:
A Health Marketing Example
The CDC develops a new rapid HIV testing kit that provides results in half the time of current tests. To efficiently market the new product, the testing kits are announced by the national media and medical journals. The CDC sends free samples of the new testing kits to each of the state health departments, who deliver them to local health departments, clinics and hospitals. Here is how the CDC used the marketing mix:
As demonstrated in these examples, each of the marketing mix elements must be present in the marketing process. Tailoring the elements to match the target market and using each component in coordination with one another leads to a successful marketing mix.
Marketing and Exchange
One of the fundamental aspects of marketing is exchange. Individuals pay a price (money) for goods or services in the traditional definition of an exchange. In health marketing, the exchange often involves a non-monetary price, such as effort or time.
Health Program Marketing Plan Example
An example:
In both commercial transactions and health marketing, consumers weigh the benefits against the price as they make decisions. For example, a person might agree to buy a banana for $1 but not for $50. The value of an exchange varies depending on the target market.
For example:
As this example shows, different markets can value the same exchanges differently. Because senior citizens and teenagers have varying priorities and often use the same channels for different activities, they have opposite views of what constitutes an equal exchange. Understanding the specific market for each product or service is essential to effective marketing.
Choosing a Target Market
A critical decision in marketing is choosing the target market for the product. A ‘target market’ is a specific group of people who have similar needs, preferences and behaviors. Once a target market is selected by the marketer, a marketing plan is developed to match the characteristics of the target market. There can be one or more target with corresponding marketing plans for each. Choosing a target market is a first step in making appropriate distribution and promotion decisions. It is only through an understanding of the target market that one can develop an effective marketing plan and create value for customers.
There are several important steps in choosing a target market:
A complete analysis of the target markets will result in choosing an effective target market and then, an informed development of marketing plan(s).
*Lovelock, Christopher & Wirtz, Jochen. (2004). Services Marketing: People, Technology, Strategy. Upper Saddle River, NJ. (8)
This five-step plan in will help you draw in and keep customers.
In their book Start Your Own Business, the staff of Entrepreneur Media Inc. guides you through the critical steps to starting your business, then supports you in surviving the first three years as a business owner. In this edited excerpt, the authors explain the simple steps involved with creating a marketing plan for your new business.
Everyone knows you need a business plan, yet many entrepreneurs don’t realize a marketing plan is just as vital. Unlike a business plan, a marketing plan focuses on winning and keeping customers; it's strategic and includes numbers, facts and objectives. A good marketing plan spells out all the tools and tactics you’ll use to achieve your sales goals. It’s your plan of action -- what you’ll sell, who'll want to buy it and the tactics you’ll use to generate leads that result in sales. And unless you’re using your marketing plan to help you gain funding, it doesn’t have to be lengthy or beautifully written. Use bulleted sections, and get right to the point.
Here’s a closer look at creating a marketing plan that works.
Related: 5 Branding Tips If You're an Entrepreneur on a Budget
Step 1: Take a snapshot of your company’s current situation.
This first section defines your company and its products or services then shows how the benefits you provide set you apart from your competition. It's called a “situation analysis.”
Target audiences have become extremely specialized and segmented. No matter your industry, from restaurants to professional services to retail clothing stores, positioning your product or service competitively requires an understanding of your niche market. Not only do you need to be able to describe what you market, but you must also have a clear understanding of what your competitors are offering and be able to show how your product or service provides a better value.
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Make your situation analysis a succinct overview of your company’s strengths, weaknesses, opportunities and threats. Strengths and weaknesses refer to characteristics that exist within your business, while opportunities and threats refer to outside factors. To determine your company’s strengths, consider the ways that its products are superior to others, or if your service is more comprehensive, for example. What do you offer that gives your business a competitive advantage? Weaknesses, on the other hand, can be anything from operating in a highly-saturated market to lack of experienced staff members.
Next, describe any external opportunities you can capitalize on, such as an expanding market for your product. Don’t forget to include any external threats to your company’s ability to gain market share so that succeeding sections of your plan can detail the ways you’ll overcome those threats.
Positioning your product involves two steps. First, you need to analyze your product’s features and decide how they distinguish your product from its competitors. Second, decide what type of buyer is most likely to purchase your product. What are you selling? Convenience? Quality? Discount pricing? You can’t offer it all. Knowing what your customers want helps you decide what to offer, and that brings us to the next section of your plan.
Use These 5 Steps to Create a Marketing Plan
Step 2: Define who your target audience is.
Developing a simple, one-paragraph profile of your prospective customer is your next step. You can describe prospects in terms of demographics -- age, sex, family composition, earnings and geographic location -- as well as lifestyle. Ask yourself the following: Are my customers conservative or innovative? Leaders or followers? Timid or aggressive? Traditional or modern? Introverted or extroverted? How often do they purchase what I offer? In what quantity?
If you’re a business-to-business marketer, you may define your target audience based on their type of business, job title, size of business, geographic location or any other characteristics that make them possible prospects. No matter who your target audience is, be sure to narrowly define them in this section because it will be your guide as you plan your media and public relations campaigns.
Related: Teach Yourself Online Marketing With This Simple Technique
Use These 5 Steps to Create a Marketing Plan
Step 3: Make a list of your marketing goals.Program Marketing Plan Template
What do you want your marketing plan to achieve? For example, are you hoping for a 20 percent increase in sales of your product per quarter? Write down a short list of goals -- and make them measurable so that you’ll know when you’ve achieved them.
If you need help with creating your goals, here is a primer to get you thinking:
Use These 5 Steps to Create a Marketing Plan
Step 4: Research marketing tactics
This section is the heart and soul of your marketing plan. In the previous sections, you outlined what your marketing must accomplish and identified your best prospects; now it’s time to detail the tactics you’ll use to reach these prospects and accomplish your goals.
A good marketing program targets prospects at all stages of your sales cycle. Some marketing tactics, such as many forms of advertising, public relations and direct marketing, are great for reaching cold prospects. Warm prospects -- those who've previously been exposed to your marketing message and perhaps even met you personally -- will respond best to permission-based email, loyalty programs and customer appreciation events, among others. Your hottest prospects are individuals who’ve been exposed to your sales and marketing messages and are ready to close a sale. Generally, interpersonal sales contact (whether in person, by phone, or email) combined with marketing adds the final heat necessary to close sales.
To complete your tactics section, outline your primary marketing strategies, then include a variety of tactics you’ll use to reach prospects at any point in your sales cycle. For example, you might combine outdoor billboards, print advertising and online local searches to reach cold prospects but use email to contact your warm prospects.
To identify your ideal marketing mix, find out which media your target audience turns to for information on the type of product or service you sell. Avoid broad-based media -- even if it attracts your target audience -- if the content isn't relevant. The marketing tactics you choose must reach your prospects when they’ll be most receptive to your message.
Use These 5 Steps to Create a Marketing Plan
Health Program Marketing Plan SampleStep 5: Set your marketing budget.
You’ll need to devote a percentage of projected gross sales to your annual marketing budget. Of course, when starting a business, this may mean using newly acquired funding, borrowing or self-financing. Just bear this in mind -- marketing is absolutely essential to the success of your business. And with so many different kinds of tactics available for reaching out to every conceivable audience niche, there’s a mix to fit even the tightest budget.
As you begin to gather costs for the marketing tactics you outlined in the previous step, you may find you’ve exceeded your budget. Simply go back and adjust your tactics until you have a mix that’s affordable. The key is to never stop marketing -- don’t concern yourself with the more costly tactics until you can afford them.
Home Health Marketing Plan Template
Related: 10 Marketing Strategies to Fuel Your Business Growth
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