Writea 350- to 700-word synthesis of how you would communicate your plan to the entire company, if approved.
The Need for the New Hospital Program in
the Community
The community needs a
program that will support
mental health.
It needs an easily accessible
program for all.
The community requires an
affordable option.
The hotline call will offer
affordable support for mental
wellness
Key Data Points that Support the Need of
the New Program
The community has an inadequate number of mental
health facilities.
Increased cases of mental issues- depression and
anxiety
Increased medical cost
Lack of medical insurance
The Marketing Strategy for your New
Program
Provider advertising campaign
It will involve:
Advertising in social media
platforms
Creating awareness of the
program in the hospital
Issuing of marketing information
on the hospital’s website
Publication of the program in the
company’s pamphlets
The Target Audience
The target audience for the new program includes:
The members of Pleasanton
Teen, youths, adults and older persons
Individuals of all socioeconomic status
People dealing with any form of mental issues
The Specific Message(s) You Will Use In
Your Integrated Advertising Campaign
The hotline center has trained people to attended to
you.
It is a toll-free call that anyone can use at zero fee.
Your confidence is guaranteed- it is a safe place.
If you need someone to talk to, we are here 24/7
The hotline center will connect you to mental health
services or professionals.
The Tasks and Their Order of Importance
Needed to Implement the Marketing
Project Plan
Market segmentation and defining the target audience
Researching about the target audience
Developing the goals and objectives of marketing
Identifying the marketing strategy
Developing the advertising campaign
Advertising according to the campaign design
Explain When and How You Will Evaluate
Your Marketing Project Plan
During the implementation, the marketing plan will
be evaluated by:
Examining customer engagement
Monitoring the progress
Assessing awareness of the program
After implementing the marketing plan, it will be
evaluated by:
Customer feedback – people‘s views about the hotline
Measuring the number of people using the program
Comparing outcome to marketing goals
Identify a Projected Timeline of Evaluation
1-6 months during implementing the campaign-
Monitoring the progress
3-6 months while implementing the campaign
Examining customer engagement
Assessing awareness of the program
7th month after implementation
Customer feedback
Customers’ reviews about the hotline
12th month after implementation
Measuring the number of people using the program
Comparing outcome to marketing goals
Tools to Evaluate the Plan
Survey- questionnaire and
interviews
Advertising codes
Feedback
Tracking the online campaign
Calculating the number of
people that have used the
hotline
Resources and Data that Will Be Used To
Determine Success in Your Marketing
Project Plan and New Program
Customer reviews or rating
Feedback report from clients and
operators
Mental health reports of the
community, county, and nation
Government health sites
The program’s goals and
objectives
Based On Anticipated Changes In The
Future, Discuss How Health Care Marketing
Strategies Can Change
Marketing will be customer-centered and focus on
customer services.
Marketing will be data-driven
It will consist of digital marketing
It will incorporate technology– AI and voice
marketing.
Consider External Influences that May
Guide Strategy Changes
The government regulations and requirements
Competition in the health industry
Client’s trend and changing demands
Technology changes
Economic situation
References
Palmatier, R. W., & Sridhar, S. (2017). Marketing strategy: Based on
first principles and data analytics. Macmillan International
Higher Education.
Hacienda (2020). Sanibel Community.
https://www.hacienda.org/location/projectoverview/demograph
ics/sanibel-community
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research
in marketing strategy. Journal of the Academy of Marketing
Science, 47(1), 4-29.
Simasathiansophon, N. (2019, June). Development of Online
Marketing Strategy for Thai Educational Institutes: Case of
International College, Suan Sunandha Rajabhat University. In
IOP Conference Series: Earth and Environmental Science (Vol.
272, No. 3, p. 032112). IOP Publishing.
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