As the marketing project manager, you are ready to present your marketing project plan and marketing campaign to your supervisor.
Use your work from the assignments, discussions, and activities in Weeks 2 through 4 to create a 10- to 15-slide voice-over presentation using either Microsoft® PowerPoint® or websites like Google Slides™, Adobe® Slate, or Prezi.
Part 1
The presentation should showcase your proposed marketing project plan and the integrated advertising campaign, and it should:
Summarize the need for your new hospital program in your community.
Identify key data points you collected that support the need for the new program.
Identify the chosen marketing strategy for your new program.
Define your targeted audience based on your market segmentation in previous assignments.
Include the specific message(s) you will use in your integrated advertising campaign.
Identify the tasks and their order of importance needed to implement your marketing project plan.
Explain when and how you will evaluate your marketing project plan.
Identify a projected timeline of evaluation.
Identify tools you will use to evaluate your plan.
Identify resources and data that will be used to determine success in your marketing project plan and new program.
Based on anticipated changes in the future, discuss how health care marketing strategies can change.
Consider external influences that may guide strategy changes.
Part 2
Write a 350- to 700-word synthesis of how you would communicate your plan to the entire company, if approved.
Full Answer Section
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Examples:
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Demographics: "Our area has a growing population of [target demographic] with a high incidence of [relevant health condition]."
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Healthcare Utilization: "Hospital records show a significant number of [relevant medical conditions] treated in our ER, suggesting unmet needs in this area."
Slide 4: Marketing Strategy
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Strategic Approach: Clearly state your chosen marketing strategy (e.g., digital marketing, community outreach, public relations, etc.) and explain why it's best suited for your target audience and program goals.
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Example: "We will utilize a multi-pronged approach that combines digital marketing with community engagement. This will allow us to reach a broad audience and establish a strong presence in the community."
Slide 5: Target Audience
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Segmentation: Describe the specific segments of your target audience based on your market research. This could be based on demographics, health conditions, needs, and behaviors.
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Example: "Our target audience is [age range] individuals in the [geographic area] who are [describe their health needs/conditions] and are looking for [describe their desired healthcare experience]."
Slide 6: Key Messages
Slide 7: Integrated Marketing Campaign
Slide 8: Marketing Project Plan Implementation
Slide 9: Evaluation Plan
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Evaluation Metrics: Identify the key performance indicators (KPIs) you will use to assess the effectiveness of your marketing plan. These should be quantifiable and aligned with your program goals.
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Example: Website traffic, social media engagement, new patient inquiries, program utilization, patient satisfaction scores.
Slide 10: Evaluation Timeline
Slide 11: Evaluation Tools
Slide 12: Success Metrics and Data
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Success Criteria: Define the specific metrics and data you will use to determine the overall success of your marketing project and the new program.
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Example: "We will consider the program successful if we achieve [target number] of new patients within [timeframe] and see a [target percentage] increase in [relevant program metrics]."
Slide 13: Future Health Care Marketing Trends
Slide 14: External Influences
Slide 15: Conclusion and Call to Action
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Summary: Reiterate the key goals and benefits of your marketing plan and the program launch.
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Call to Action: Seek approval from your supervisor to move forward with implementing the marketing plan and launch the new program.
Part 2: Communication Plan for Company-Wide Announcement
Subject: Exciting News! Introducing [Your Hospital Program Name]
Introduction:
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Begin by acknowledging the growing demand for [Program Type] services within our community and the hospital's commitment to providing exceptional care to all patients.
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Briefly highlight the key data points and findings that underscore the need for this new program.
Program Overview:
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Summarize the key features and benefits of [Your Hospital Program Name], emphasizing the unique value proposition it offers to patients.
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Briefly introduce the team of expert providers who will lead the program and their qualifications.
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Explain the program's target audience, ensuring everyone understands who it's intended to serve.
Marketing Strategy and Campaign:
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Provide a high-level overview of the marketing strategy, highlighting key components like digital marketing, community outreach, and public relations initiatives.
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Briefly discuss the target messaging and how it will resonate with the intended audience.
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Mention any partnerships or collaborations that will support the program's launch.
Call to Action:
Conclusion:
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Emphasize the hospital's commitment to providing high-quality healthcare and the importance of this program in meeting community needs.
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Conclude by thanking everyone for their support and enthusiasm in launching this important new program.
Appendix (Optional):