|
How We Can Help YouB&A offers a variety of services that can be accessed individually or combined into a package. We can provide:
Marketing Audits. Through review of existing documents, meeting with staff members and interviewing stakeholders, we assess the strengths and weaknesses of your organization and make recommendations for improvement. We evaluate your
Market Profiles. To help you plan a targeted strategy to penetrate each market and submarket, we develop pertinent definitions and in depth analyses of the markets and submarkets within your service area, the consumers within those markets—potential patients and physicians—and your competition. Primary market research and secondary market research plus interviews with key individuals provide important information for decision-making. Primary research includes:
Secondary research involves gathering existing data in these categories:
Marketing Strategy and Planning. Many organizations jump into promoting services or advertising without an adequate strategy. We help you identify your key targets—geographic markets and market segments, including physicians and consumers, analyze the products and services to which they might be most receptive, their current perceptions of your services, as well as your current position—and determine the way in which they should be approached. We suggest creating a Strategy and Market Development Committee to guide this effort. This involves:
The result is a strategic marketing plan that can serve as a blueprint for two to three years. Implementation and evaluation action plans are included. Branding and Positioning. Branding involves developing the brand promise your organization will offer and how you will meet that promise in a consistent manner. Your brand promise stems from your organization’s competitive positioning in the market—how it is differentiated from its competitors in meaningful ways. We can help you create an effective position and brand. Service Line or Program Marketing Plans. Just as you develop an overall marketing plan for the organization, the same care and thought should go into developing marketing plans for each service line or program you wish to grow. A complete marketing plan should consist of a situational analysis (market, consumer, and internal assessments), goals and objectives, strategy, service development or modifications, pricing considerations, and promotion. Action and evaluations plans are included. Communication and Promotion. A well designed and integrated communications and promotional plan should be based on your marketing strategy, brand, and plan. Through B&A’s long experience in health care marketing, we can help you craft the messages you wish to communicate and the best vehicles to convey them including advertising, publications direct mail, Internet, community education and physician sales. We’ve identified outstanding vendors to assist with advertising, graphic design, writing, Internet and other activities. Alternatively, we can conduct advertising agency, website development, and other searches to present you with a range of options from which to choose. Evaluation and ROI. To judge the effectiveness of your marketing activities and measure return on investment, ROI, it is critical to establish an evaluation plan for each project or for your overall efforts. We work with your call center and website to create tracking efforts for your outreach efforts and ensure revenue reconciliation occurs. If you don’t have a call center, we can help you find an outsourced solution or decide to build your own. Recruitment of Marketing Leadership. Our knowledge and network in the health care marketing field has led to client’s asking us to help find Vice Presidents or Directors of Marketing. |
