Executive Summary • Provide a brief summary of the marketing plan. Introduction • State the objectives of the strategic plan. • Explain how your marketing plan will achieve specific objectives and support the organization’s business plan and strategic plan. Market Analysis • Describe the organization’s products and services • Explain how these products and services meet the needs of the organization’s determined customer base. • Include relevant aspects from the SWOT analysis you conducted in Week Two. (SWOT analysis is attached) • State the competitive advantage your plan provides. Environmental Analyses • Internal: Include an analysis of the role of leadership and employees, the communication processes, and the culture of the workplace. • External: Include an analysis of socioeconomic, legal, ethical, political, and technological factors that could affect the organization. • Describe how data, based on the quadrants presented in the Boston Consulting Group Matrix, would apply to your marketing plan. Marketing Mix • Describe the marketing opportunities and marketing goals for your chosen HCO. • Explain the marketing strategies that are employed in your plan. • Apply market segmentation to your plan based on the target markets you have identified. • Explain how database marketing was used or why it was not included in your marketing plan. Plan Evaluation • Discuss methods of performance evaluation and monitoring that will be used to evaluate the success of your chosen healthcare organization’s marketing plan. • Explain why reports for a particular timeframe (weekly, monthly, quarterly) would be important and how you would use feedback in these reports to control the future of your marketing. Conclusion • Provide a conclusion that summarizes your marketing plan. Include persuasive statements that explain how your marketing plan supports the goals of your chosen healthcare organization’s strategic plan. The Marketing Plan
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