Marketing plans
Marketing that delivers results and gets desired outcomes is based on the thorough understanding and clear communication of your business.
Having a strategic marketing plan is essential for every health business. It is central to successful outcomes and has a proven direct link to the bottom line. It examines every aspect of your business, your competitors and your potential clients – identifies what it is that makes you different to answer the question… “Why should I choose you?”
Individual businesses need unique marketing solutions
There is no one size fits all approach to results-based marketing as every business is different with variation based on the type of business, the strengths of the service provision, the current marketplace expectations, the competition, and your business goals
Customised, comprehensive Marketing Plans
CJU’s strategic marketing managers have vast experience in the development of comprehensive, detailed marketing plans for small, medium and large Medical businesses, Aged Care and NDIS providers that are customised to meet your needs.
Key elements needed to develop a strategic marketing plan for your business include:
Your existing business profile
Reviewing your existing business profile. Who are our clients? What is our greatest profit centre? What is our retention performance? What is our conversion rate? What is the longevity of our clients? What is our geographic drain? How much market share do we have?
Review marketing activities
Review of current and previous marketing activities and marketing spend to check on what delivered results and the ROI.
Your business vision
Define and clarify your business vision, goals and objectives to ensure your marketing is focused on the deliverables you are seeking.
SWOT
Conducting an analysis of your current business strengths, weaknesses, opportunities, threats (SWOT).
Your competitors
Comprehensive competitor reviews. What do they do well? What can we learn from them? What do we do better? How do we outshine them? How do we benchmark against them?
Compliance
Reviewing your current marketing and ensuring existing and future marketing is industry standard and compliant with relevant legislation and Codes of Practice.
Target markets
Identification of your different target markets (ie hospitals, agencies, care facilities, medical specialists, GPs, the public) and focused strategies to communicate effectively with each.
Budget and Activity Plan
Development of a 12 month mapped timeline activity plan together with a marketing budget accounting for one off items, ongoing costs and media costs.
What is an integrated marketing strategy?
An integrated marketing strategy utilises off-line and on-line channels. It gives you a map to follow and targets to set and achieve along the way. It introduces disciplined and ongoing campaign activities and communications with your marketplace and helps you to best engage for mutual benefit.
A 2-3 hour Strategic Marketing Discovery Meeting
Taking the time to consider your business and gather data through a strategic marketing meeting supported by experienced CJU Medical Marketing consultants will uncover the core elements of your business and your value offering, as well as identify your target market/s, clarify your business goals and identify opportunities not yet considered.
The CJU Marketing Discovery Meeting covers:
- Current marketplace review – where your business is now and how it got there
- What are your segmented target markets, what are those you most want to pursue, what are the most profitable
- Where are your customers coming from, what are they buying from you and why
- Who are your competitors, how are you viewed compared to them, how are you positioned compared to them
- What is the value that your clients receive from your services
- Where you want your business to be – establishing realistic goals and tracking and monitoring these through milestones
Uncovers your potential opportunities
This is the first step in the development of your marketing strategy
Research and analysis
After the discovery meeting, CJU undertakes thorough market research. This research examines your marketplace demographics, your current business client experience and thorough online and offline competitor reviews.
The review analysis includes detailed reviews of your practice through:
- Analysis of existing business turnover
- Review of top profit areas/referrers
- Review of processes and procedures
- Review of existing and previous marketing and advertising
- Referrer analysis for specialist practices
Know your competition
Part of your strategic marketing plan involves comprehensive competitor reviews and analysis, both on-line and off-line. These reviews allow us to thoroughly understand your competition and separate you out by highlighting those areas of your business that you excel at and make you unique.
Mystery shops uncover details
As part of this process, CJU undertakes mystery shops on your competitors based on pre-determined scenarios. The goals from this activity include:
- Professionalism of the service, how they treat the shopper
- What are their key messages?
- What sets them apart and do they express this?
- Service accessibility
- Pricing
How does your business perform against your competitors in a mystery shop?
The same mystery shops are also conducted on your own business to see how you perform against your competitors. These shops identify whether your front desk performs in a manner that properly conveys your brand values, if they are communicating your key messages and to identify any necessary improvements to help give you a competitive edge.
Delivery of your marketing strategy, competitor analysis and 12 month activity plan
Your marketing plan is a comprehensive document that you will be able to implement with or without assistance from CJU.
Your completed marketing strategy and activity plan is a comprehensive document that provides a thorough review of your competitors and is a marketing “roadmap”. It includes:
Your plan includes:
- Executive Summary
- Background
- Marketing Objectives
- Key Challenges New Opportunities, if any Brand Positioning
Detailed competitor analysis is undertaken including:
- Mystery shops based on pre-determined scenarios
- Review of digital presence
- Performance in search
- Marketplace reviews
Your marketing strategy provides detailed recommendations and reviews including:
- Foundation marketing pieces (brand, website, social media platforms, stationery, signage, imagery, brochures and profiles)
- Active marketing outreach recommendations (online and offline) Recommended areas of staff training and development
- Recommended areas of visual improvement of your business premises
- Recommended systems to improve performance
A marketing activity plan:
Development of a 12 month activity plan showing all recommended marketing activities on a timeline graph for roll out.
A detailed marketing budget is provided which details:
- One off costs
- Recurring costs
- Reporting and management costs
- Media spend (where possible)
- Available payment plans
Implementation
Now you have your marketing strategy, the CJU team will meet with you to discuss how best to implement your plan. This can include:
- Guidance on which aspects you are better able to implement utilising your internal resources
- Which aspects of your plan can draw on working with other collaborators for implementation (ie hospitals, device companies for medical specialists)
- Which aspects of your plan you wish CJU to implement for you along with the formulation of an ongoing communications plan to ensure we make progress and achieve results
A strategic marketing plan is intrinsic to business success.
To quote Sun Tzu:
“Tactics without strategy is the noise before defeat”.
CJU Medical Marketing is trusted and used by clinicians, private hospitals, aged care and NDIS providers, device and product suppliers to develop solid tailored marketing strategies and campaigns designed to suit your business, your budget and your goals. CJU can then work with you on the execution of all aspects of your marketing strategy as part of your marketing team.
I engaged CJU in the early stages of my private practice and they have worked closely with us to establish our point of difference, develop our brand and design and execute our digital strategy through our website and social media.
– Dr Louis Shidiak
