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Jan 9, 2024
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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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Year
Advertising Expenditure ($000)
Membership Subscriptions
2013
51
62
2014
58
68
2015
62
66
2016
65
66
2017
68
67
2018
76
72
2019
77
73
2020
78
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2021
78
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