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Marketing Plan OutlineMarketing Plan Outline

I.I. Executive SummaryExecutive SummaryII.II. The SituationThe SituationIII.III. Market SegmentationMarket SegmentationIV.IV. ApproachApproachV.V. Go-To-Market Go-To-Market

Assess Situation Segment Market Select Targets Develop Positioning & VP Marketing Mix Action Plan & Execute

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Executive SummaryExecutive Summary

The market the plan looks atThe market the plan looks at Recent performanceRecent performance Current and future environmentCurrent and future environment The ChallengeThe Challenge

Broad marketing objectivesBroad marketing objectives Intended resultsIntended results

Required decisionsRequired decisions

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The SituationThe Situation

Environment and Definition of BusinessEnvironment and Definition of Business PEST AnalysisPEST Analysis

Political and legal Political and legal Economic Economic Social and culturalSocial and cultural TechnologicalTechnological

The MarketThe Market Attractiveness, dimensions, forces, entry/exit barriers, Attractiveness, dimensions, forces, entry/exit barriers,

growth and profitability prospects, KSFsgrowth and profitability prospects, KSFs

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The SituationThe Situation Company AnalysisCompany Analysis

GoalsGoals CultureCulture SWOT (internal attributes/capabilities classed as SWOT (internal attributes/capabilities classed as

S&W; external environment = O&T)S&W; external environment = O&T) Market ShareMarket Share

Customer AnalysisCustomer Analysis NumberNumber TypeType Value driversValue drivers Decision making processDecision making process Strengths and WeaknessesStrengths and Weaknesses

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The SituationThe Situation Competitive AnalysisCompetitive Analysis

Market PositionMarket Position S&WS&W Market ShareMarket Share

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The TargetsThe Targets By segmentBy segment

DescriptionDescription Percent of salesPercent of sales What they want/needWhat they want/need How they use productHow they use product Support requirementsSupport requirements How to reach themHow to reach them Price sensitivityPrice sensitivity

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The ApproachThe Approach

Value Proposition, Positioning and Brand ModelValue Proposition, Positioning and Brand Model Marketing GoalsMarketing Goals Marketing MixMarketing Mix

ProductProduct PricePrice Place (distribution)Place (distribution) PromotionPromotion

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Go-to-Market Go-to-Market

12 month Action Plan12 month Action Plan Goal: What must be achieved to successfully realize Goal: What must be achieved to successfully realize

planplan Core Strategies: 3-5 strategies that guide how goal is to Core Strategies: 3-5 strategies that guide how goal is to

be achievedbe achieved Tactical Activities: 4-7 activities undertaken to achieve Tactical Activities: 4-7 activities undertaken to achieve

goalgoal Who/When: Who has accountability; start/finish timingWho/When: Who has accountability; start/finish timing

Moving From Positioning to Moving From Positioning to ImplementationImplementation

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Sample MissionSample Mission

XX Hospital strives to be the world leader in XX Hospital strives to be the world leader in the advancement of healthcare for children the advancement of healthcare for children by integrating excellent patient care, by integrating excellent patient care, innovative research and quality innovative research and quality professional education into all of its professional education into all of its programs.programs.

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Our unrelenting drive to cure and prevent childhood disease makes XX Hospital the first choice of patients, clinicians, researchers and referring physicians around

the world.

Positioning: By 2012…

XX Hospital sets new standards for excellence in clinical outcomes by offering the most innovative, advanced and comprehensive care, tailored to the individual child, leading with…

CardiacOncology/Cancer CenterFetalNeonatalTransplantNeurosciencesGenomics…

and encompassing all program areas over time.

Recognizing that successful pediatric medicine is equal parts great science and compassionate patient care, XX Hospital has pioneered a Family-Centered Care approach that puts the patient’s entire family at the center of the care team, creating a total patient experience that is recognized as the benchmark for other medical centers

As an institution committed to improving the well-being of the entire community, XX Hospital is

• Creating a model work environment for clinicians and employees that inspires and rewards them as they make a profound difference in the lives of children.

• Helping inform public opinion and form public policy by advocating for those health issues most affecting children in society

• Dedicated to training the health care professionals of today and tomorrow

The world’s premier pediatric research program helps drive our care, service and leadership model while fueling the quest for discoveries that will eventually eradicate pediatric disease.

The world leader in healthcare for children

World-class research

Setting care standards

Compassionate, family-centered

care

Committed to our communities

Essence

Positioning

Defining Characteristics

Messaging

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Linking the Brand Model to Business Planning: The XX Hospital Cancer CenterLinking the Brand Model to Business Planning: The XX Hospital Cancer Center

Business GoalsBusiness Goals

1.1. To increase Oncology inpatient To increase Oncology inpatient admissions by roughly 4% per year admissions by roughly 4% per year through 2012 (1):through 2012 (1):

# Adm# Adm % % IncreaseIncrease

FY2007 Goal: xxxx 4%FY2007 Goal: xxxx 4% FY2008 Goal: xxxx 4%FY2008 Goal: xxxx 4% FY2009 Goal: xxxx 5%FY2009 Goal: xxxx 5% FY2010 Goal xxxx 4%FY2010 Goal xxxx 4% FY2011 Goal xxxx 4%FY2011 Goal xxxx 4%

2.2. To improve customer service from pre-To improve customer service from pre-referral to post-dischargereferral to post-discharge

3.3. To improve physician accessTo improve physician access

(1) FY07 Oncology Outreach Program Business Plan, 5/24/06(1) FY07 Oncology Outreach Program Business Plan, 5/24/06

Marketing ObjectivesMarketing Objectives

1.1. To rebrand the Division of Oncology as The To rebrand the Division of Oncology as The Children’s Cancer Center among key referring Children’s Cancer Center among key referring audiences and patientsaudiences and patients

2.2. To grow awareness of The Children’s Cancer To grow awareness of The Children’s Cancer Center as the premier cancer program in the U.S., Center as the premier cancer program in the U.S., with specialized expertise in rare childhood with specialized expertise in rare childhood cancers and advanced or recurrent cancers and a cancers and advanced or recurrent cancers and a record of increased survival ratesrecord of increased survival rates

Nationally recognized experts for every Nationally recognized experts for every major type of pediatric cancermajor type of pediatric cancer

Open protocols for the treatment of Open protocols for the treatment of virtually every pediatric malignancyvirtually every pediatric malignancy

3.3. To establish XX Hospital as the cancer center of To establish XX Hospital as the cancer center of choice for the treatment of adolescentschoice for the treatment of adolescents

4.4. To leverage our research leadership which extends To leverage our research leadership which extends to genes, proteins and pathways that contribute to to genes, proteins and pathways that contribute to the genesis of cancer in children, especially for the genesis of cancer in children, especially for neuroblastoma, childhood leukemias and brain neuroblastoma, childhood leukemias and brain tumorstumors

5.5. To market Proton as a unique and differentiated To market Proton as a unique and differentiated treatment option available to XX Hospital pediatric treatment option available to XX Hospital pediatric patients beginning in 2009patients beginning in 2009

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The Children’s Cancer CenterThe Children’s Cancer Center

Target Audiences:Target Audiences:1.1. Referring PhysiciansReferring Physicians

a)a) Pediatricians & Family PractitionersPediatricians & Family Practitionersb)b) OncologistsOncologistsc)c) NeurologistsNeurologistsd)d) Adult HematologistsAdult Hematologistse)e) Adult Orthopaedic SurgeonsAdult Orthopaedic Surgeonsf)f) InternistsInternists

2.2. PayorsPayors3.3. Parents of a child with suspected cancer diagnosisParents of a child with suspected cancer diagnosis4.4. DonorsDonors

Communications Strategy:Communications Strategy:To develop a comprehensive marketing and outreach plan that utilizes an integrated, cross-disciplinary mix of To develop a comprehensive marketing and outreach plan that utilizes an integrated, cross-disciplinary mix of marketing and communications elements, including but not limited to: Advertising & Direct Marketing, Media marketing and communications elements, including but not limited to: Advertising & Direct Marketing, Media Relations, Payor Relations, Event and Conference Attendance/Participation, Web, CME and Physician Relations, Payor Relations, Event and Conference Attendance/Participation, Web, CME and Physician Referral Activities. A grassroots fundraising strategy will be explored as a means of raising the regional profile Referral Activities. A grassroots fundraising strategy will be explored as a means of raising the regional profile of The Children’s Cancer Center.of The Children’s Cancer Center.

Geographic ScopeGeographic Scope::Marketing efforts will be largely restricted to the primary service area with the exception of selected national Marketing efforts will be largely restricted to the primary service area with the exception of selected national outreach/marketing of high-end capabilities (rare/recurrent cancers and Proton therapy)outreach/marketing of high-end capabilities (rare/recurrent cancers and Proton therapy)

Budget (excluding Proton):Budget (excluding Proton):FY07FY07 FY08FY08 FY09FY09 FY10FY10 FY11FY11

ProposedProposed $xxx,000$xxx,000 $xxx,000$xxx,000 $xxx,000$xxx,000 $xxx,000$xxx,000 $xxx,000$xxx,000ApprovedApproved $xxx,000$xxx,000

http://www.nytimes.com/2010/11/07/weekinreview/07brustein.html?_r=1&hpw

http://foursquare.com/

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