Industry has long recognized the value of being "market-driven"- it is what supplies the customers and revenue. Yet, in healthcare, the term "marketing" has become synonymous with promotional tactics (brochures and advertisements) - often with little consideration for addressing the entire marketing mix. In fact, in our experience, we find many large organizations operating without a strategic marketing plan while spending hefty portions of their marketing budgets predominantly on broad-based advertisement.
We view a strategic marketing plan as a roadmap for growth that considers the entire marketing mix including market segments, product design and delivery, pricing strategies, brand and positioning, distribution channels, and promotional strategies. To maximize growth opportunities and create marketplace value, these strategies should align with the needs of consumers.
Healthcare organizations are increasingly faced with consumer mandates for improved product design and delivery while providing value. To meet these consumer demands, most healthcare organizations will have to transform themselves from cumbersome bureaucracies to institutions that offer innovative products and services around the needs of each market segment. In today’s turbulent environment, the organization’s future success will be dependent on becoming "market-driven" through an artfully executed strategic marketing plan that considers the entire mix and employs a monitoring function to measure the effectiveness of each strategy and return on investment (ROI). Healthcare organizations that are "market-driven" will have the potential to realize significant gains in market share and revenues. (Click for more information)
Our strategic marketing services include the following:
- Segmentation research
- Strategic Market Plan development with return on investment (ROI) metrics
- New product design and development
- Distribution channel expansion
- Clinical program expansion, identifying new markets and revenue streams
