Write a minimum of 2 pages for the Goals/Objectives and Marketing Strategy portions for your Marketing Plan .
Detailed Instructions
Goal focus – identify the specific, measurable goals you will recommend for ECRH. Use specific numbers for each goal. Rather than stating they need to increase the recruitment of new physicians, for example, look at the numbers in the Case Study and recommend a specific number to target. Do this for at least 3 different goals.
Performance benchmarks – Identify specifics for this one as well, describing where their performance needs to increase the most. Do not describe the whole organization. Explain the highest priorities for improvement.
Market Objectives – identify at least 2 specific objectives in terms of the customers. Do not use the same ones you used for the Goals. Use specific numbers based on the Case Study. Keep it realistic. An example would be to increase the market share for a selected specialty from 30% to 35%.
For the Target Market:
Identify the specific target group you will focus on. You cannot choose everyone, so be specific and describe the typical customer in terms of age, gender, income, behavior, etc.
Briefly identify what type of companies would want to work with ECRH. Identify several specific organizations that would find it advantageous for themselves to be a partner with ECRH. Use specifics.
Identify the Collaborators that ECRH can work with. These are people or organizations outside of ECRH that could help you achieve your Goals. An example could be a medical supply company for certain specialties. Use specifics.
Identify and describe the major Competitors for ECRH. Identify a few specifics about each one.
For the Value Proposition: This is a section that many teams have a difficult time with. Place yourself in the shoes of the Target Market, the Collaborator, and the Companies. You will explain how they see value, not what ECRH can do for them. Describe only what their priorities are, what they do not want, and the specifics in a healthcare provider that would satisfy their needs.
Explain how your specific target customer sees value in healthcare. This should be the basis for the changes you will make later in the Marketing Plan.
For the Collaborators you identified, explain how they see value in partners. This will be the basis for attracting them to partner with ECRH.
For the Companies, explain how they see value in a healthcare provider to work with.
For each of these, you are looking at value through their eyes. This is essential when creating a Marketing Plan, as you need to understand how they view healthcare providers, so you can position ECRH to be their first choice.