Textbook of Urgent Care Management: Chapter 25, Marketing Overview
By Megan Lamy
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About this ebook
Chapter 25 includes:
Marketing Analysis
- Customer Analysis
- Competitive Analysis
- Company Analysis
Marketing Plans and Guides
- Marketing Budget
- Marketing and Sales Plans
- Media and Advertising Plan
- Brand Standards Guide
Compelling Marketing Messages and Communications
- Message-Development Goals
- Message-Formatting Recommendations
Local Marketing: Building Continual Referral Resources
Enhancing Customer Relationships and Loyalty
Tracking Results and Sources of Success
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Textbook of Urgent Care Management - Megan Lamy
CHAPTER 25
Marketing Overview
Megan Lamy
from
CHAPTER 25
Marketing Overview
Megan Lamy
MARKETING IS NOT JUST a matter of fulfilling a checklist of activities but is rather a process that requires much thought, analysis, creativity, implementation, and evaluation. The science of marketing is complex in that you are formulating and integrating a strategy across multiple delivery channels, an array of services and products, multiple business units, a large number of customers, and frequently varying customer goals—all of this within an ever-changing, competitive environment. Yet by applying the right marketing tools and processes, you’ll be on your way to executing an effective marketing strategy to further your urgent care company. The order in which you approach this marketing process is important. Follow the sequence described in this chapter.
MARKETING ANALYSIS
An effective marketing strategy springs from a foundation of strong marketing analysis, including analyses of your customers, competition, and company. To determine how you are going to reach new customers, you must first determine who your targeted customers are, what the competition is offering, how they are targeting customers, and how your company should position itself in the marketplace.
Customer Analysis
Defining your target customers is one of the first steps in identifying your marketing strategy, which in turn will determine the marketing messages, campaigns, and channels you use. The urgent care industry is fortunate in that its services apply to a broad audience (adults, seniors,