Marketing Plan_updload

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Capella University *

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FPX 5002

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Marketing

Date

Jan 9, 2024

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docx

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13

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Marketing Plan 07/24/2023 Elite Health Membership Program, a Concierge Medicine Program
Table of Contents Executive Summary ..................................................................................................................................... 2 Business Context ......................................................................................................................................... 4 Situation Analysis ........................................................................................................................................ 4 Marketing Strategy ..................................................................................................................................... 6 Marketing Mix ............................................................................................................................................. 7 Effectiveness ............................................................................................................................................... 9 Summary ................................................................................................................................................... 10 References ................................................................................................................................................. 12
Executive Summary This executive summary provides an overview of the comprehensive marketing plan developed for the introduction of our hospital's new product, Elite Health Membership Program, a Concierge Medicine Program (Leonard, 2019). This initiative targets to elevate patient care and provide a personalized healthcare experience, positioning us as a leading provider in the competitive concierge health market (Robinson-Walker, 2023). Business Context and Product Introduction: The Concierge Medicine Program is a cutting-edge healthcare service offering personalized and comprehensive medical care with 24/7 accessibility. Patients enrolled in the program will benefit from tailored treatment plans, reduced wait times, and access to preventive care and wellness initiatives (Robinson-Walker, 2023). By introducing concierge medicine, we demonstrate our commitment to providing exceptional patient experiences and remaining at the forefront of healthcare innovation. Corporate Objectives: Our corporate objectives for the Concierge Medicine Program include: 1. Achieving high patient satisfaction through personalized and convenient healthcare services. 2. Establishing our hospital as a market leader in concierge medicine, known for quality care and exceptional experiences. 3. Driving revenue growth by attracting new patients and retaining existing ones through elevated healthcare services. Situation Analysis: The Concierge Medicine Program complements our existing product portfolio by offering a premium healthcare option. Our target market consists of high-net-worth individuals, executives, and those seeking proactive healthcare management. We will be competing with four other hospitals offering concierge medicine services, and our differentiation lies in the comprehensive nature of our program, our expert healthcare team, and our reputation for excellent patient care. Marketing Strategy: Our marketing strategy centers around positioning the Concierge Medicine Program as the ultimate choice for patients seeking personalized healthcare. We will emphasize its exclusive features, benefits, and accessibility to build strong brand awareness and attract the target market.
Marketing Mix: Promotional Strategy: Utilizing a mix of digital and traditional channels, we will launch targeted online advertisements, social media campaigns, email marketing, direct mail, and partnerships with local businesses. Pricing Strategy: Based on a tiered membership model, our pricing will offer different levels of service and benefits to cater to diverse patient needs and budgets. Distribution Strategy: The program will be offered exclusively through our hospital's outpatient services, with easy enrollment through our website and a dedicated concierge medicine team. Advertising Strategy: Our advertising will highlight the personalized approach, 24/7 accessibility, and expertise of our healthcare professionals, featuring patient testimonials for added credibility. Effectiveness: To measure the plan's effectiveness, we will track key performance indicators such as new enrollments, patient satisfaction scores, market share growth, and return on marketing investment. Regular evaluations will guide data-driven decisions, optimizing marketing efforts to align with our corporate objectives and meet customer expectations. This marketing plan positions our hospital as a premier provider of concierge medicine, delivering exceptional patient experiences and driving sustainable growth in the concierge health market. Through this initiative, we plan to create lasting connections with our patients and reinforce our commitment to providing the best healthcare services available in the community.
Business Context Our hospital is launching the revolutionary "Elite Health Membership Program," a concierge medicine service designed to provide a premium healthcare experience. This program offers personalized healthcare plans, 24/7 access to a dedicated healthcare team, and comprehensive preventive care. Patients will benefit from reduced wait times, enhanced communication channels, and access to wellness services, setting a new standard in healthcare. Company Reason and Corporate Objectives: The introduction of the Elite Health Membership Program is driven by our commitment to elevating patient care and meeting the demand for personalized and convenient medical services. We aim to cater to patients seeking an exceptional healthcare experience beyond traditional offerings. Our corporate objectives include delivering patient-centric excellence, achieving market leadership in concierge medicine, and driving sustainable revenue growth(Robinson-Walker, 2023). Through this program, we aspire to build lasting patient relationships, positioning our hospital as a trusted partner in their healthcare journey. The Elite Health Membership Program represents a transformative step towards redefining healthcare services, prioritizing patient well-being, and solidifying our position as a leading provider of premium healthcare solutions. Situation Analysis 1. Market Overview: The healthcare industry is witnessing a paradigm shift towards patient-centric care, with an increasing demand for personalized and convenient medical services. The concierge health market has emerged as a niche segment, catering to high-net-worth individuals, executives, and patients seeking proactive health management. Our hospital faces competition from four other local healthcare providers offering concierge medicine services. While the market is relatively small, it is characterized by a high-value customer base willing to pay a premium for exclusive healthcare experiences. 2. Customer Profile: The target market for the Elite Health Membership Program comprises individuals who value their health and well-being, seeking enhanced medical attention and personalized care. Key segments include high-net-worth individuals, executives, and individuals seeking proactive healthcare management and preventive care. These patients prioritize immediate access to healthcare providers, reduced wait times, and a seamless healthcare journey. 3. Competitor Analysis:
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