Strategic Planning
Case Study
Developed by
TAG Healthcare Marketing
April 2012
SO WHAT IS
MARKETING?
• In the world of for-profits
it is the science and art
of finding, keeping and
growing profitable
customers.
• In healthcare today it
has become the science
and art of finding,
keeping and growing
paying patients
THE
SITUATION
A rural health network at work
developing a comprehensive
marketing plan.
The Network’s mission is to support
its members ability to improve the
health of the people and
communities they serve.
Their vision is to be the primary
source of relevant management
information, shared services and
technical assistance services for
all members.
VALUES:
Excellence: in delivery of services
Integrity: building trust to better
collaborate
Flexibility: continually adapt, adopt
and develop innovative ways to
serve members
Teamwork: achieve common goals
by working together
STRATEGIC
INTENT
Describe the direction you
want to go…..
-THENReview what we have
done in the past so we
don’t repeat…..
Tool 1 – Audit
COMPETITIVE
ANALYSIS
Use a matrix – a simple
way to compare ---See
Handout
Tool 2 – Competitive Matrix
DEVELOP
COMPETITIVE
ADVANTAGE
•
•
•
•
•
•
•
Offerings
Services
Payer Mix
Referral System
Ancillary Services
Financial Stability
Community Perceptions
Tool 3 – Key Questions
DEFINE
TARGET
MARKET
DRG Data Sources
CMS Data
County Data /
Demographics
Tool 4 – Data
REACHING
TARGET
MARKETS
Internal and External
Resources
Efficient and Effective
Methods
Tool 5 – Communications
Check List
VALUE
PROPOSITION
• Clear statement of the
concrete results a
patient/provider will get
from purchasing and
using your products
and/or services.
• Not just for consumer
oriented marketing
communications
Tool 6 – Audience List
THE PLAN
• Objectives
• Strategies
• Tactics / Actions
• Timeline
• Budget