Read the case study, Stopping Outshopping [PDF] (attached). Then, use the Internet to research similar marketing strategies in the health care industry.
Your task is to create an offensive marketing plan for Scarlet Hospital. The competition has already created a marketing plan that advertises in your area, so your marketing plan should reflect that.
Review Philip Kotler’s Marketing Plan to understand what you will need to include in your plan.
You may want to watch some of the videos found in the LinkedIn Learning course, Writing a Marketing Plan, (https://www.linkedin.com/learning/writing-a-marketing-plan-2/unlock-the-power-of-a-written-marketing-plan?autoplay=true&u=57878161) to get specifics on the different parts of a plan.
You may also want to review the article 8 Important Steps to Successfully Implement Your Marketing Plan. (https://flybluekite.com/how-to-implement-your-marketing-plan/)
Your plan should be 4–6 pages and include the following eight sections:
An Executive Summary and Table of Contents that summarizes the key points of the marketing plan including any recommendations and strategies and has an itemized table of contents for the plan that make each of the sections easy to find.
An explanation of the Current Marketing Situation that determines whether Scarlet Hospital is ready to fully compete aggressively based on market research, and existing marketing plan.
An Opportunity and Issue Analysis that assesses the existing marketing plan, while making recommendations on the direction Scarlet Hospital should follow. It should also include a review of the Scarlet hospital strategy for assessing the potential for a change or enhancement to generate revenue.
Objectives for an offensive marketing plan using techniques like market penetration, market development and product development.
A Market Strategy that proposes a one-page offensive strategy (such as communication, branding, or innovation) that Scarlet Hospital should deploy in order to turn the table on opposing health care providers and improve its competitive marketing position.
An outline of Action Programs that can be put in place by Scarlet Hospital to protect its market share and thus decrease the chance of losing patients to other institutions. Action programs should also reflect an awareness of the current events that contribute to the risk of losing patients to other institutions.
Financial Projections that allow Scarlet Hospital to determine if any financial reinforcement is needed for the offensive marketing strategy.
Implementation Controls that include a review of the marketing team’s plan, communication and project timeline to ensure those pieces contribute to the success of the marketing strategy being implemented.
Use 3 sources to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source slide at least one time within your assignment. For help with research, writing, and citation, access the library or review library guides. These sources can be the last page of the plan.
Executive Summary
Scarlet Hospital is facing increasing competition in the local area, with other hospitals and clinics luring away their patients. To regain market share and maintain a competitive position within the industry, Scarlet Hospital needs to launch an aggressive offensive marketing plan. This plan involves performing market research and opportunity analysis of existing competitors’ strategies to determine what tactics are necessary for success. The strategy includes utilizing techniques such as market penetration, market development, product development, branding initiatives, promotional campaigns, communication efforts and innovation strategies. To ensure that these tactics are implemented appropriately and successfully measure their effectiveness over time financial projections will be made available to monitor progress. Following implementation measures will be taken to evaluate how well the plans were executed in order prevent any further outshopping from occurring again in the future.
Table of Contents
I. Executive Summary i
II. Introduction 1
III. Current Marketing Situation 2
IV. Opportunity & Issue Analysis 4
V Market Strategy 5
VI Action Programs 8
VII Financial Projections 10 VIII Implementation Controls 11 IX Sources 14
Introduction
This document outlines an offensive marketing plan designed by Scarlet Hospital which aims to increase both patient-level loyalty as well as its overall contribution within their community healthcare network despite increased competition from other health care providers in the region . By leveraging data gathered from observing current trends within their own organization alongside those of contending providers in addition to insights collected through customer feedback surveys; it allows us insight into what steps need taken by Scarlet Hospital in order for them remain at or above standards set by competing institutions while still maintaining its core values that make it unique among others like it (such as providing advanced medical-care combined with exceptional hospitality services). The outlined plan should also act as a guide regarding how Scarlet can effectively combat “outshopping” (the trend where patients switch between different provider locations) without sacrificing its profitability or placing undue strain on internal resources such as staff or equipment availability; thereby allowing them not just survive but thrive against external threats posed by contending companies operating nearby areas they do business in .
The current marketing situation at Scarlet hospital consists primarily of traditional methods used for attracting new customers such as television/radio advertisements , print ads , direct mail flyers / brochures , etc. . Additionally they have been actively engaging potential clients through social media outlets including Facebook pages devoted exclusively towards garnering public interest about services provided there ; along side limited usage website optimization techniques such SEO keywords placement throughout articles found on blog section located inside official corporate website associated this institution . Despite these efforts however results appear mixed; indicating certain marketed goods / services being better received than others due positive reviews posted online after clients had visited facility itself or perhaps even because access convenience factor played part when deciding whether purchase something offered there instead somewhere else closer home base location -ily speaking . These results indicate need more focus placed upon digital/mobile advertising options if hope compete against growing number rival health care centers popping up around area while simultaneously making sure established brand remains viable one amongst multiple choices consumers have when looking treatment options available near them either now foreseeable future timespan kept mind here too before making decision commit fully proposed strategies outlined next sections below …