THE HEALTHY TIP MARKET MARKETING PLAN OUTLINE

I.

Executive Overview
A. Intended Program Plan
1.

The Healthy Tip Market Program is a non-profit resource organization that

provides supportive services to the low-income uninsured populace of
Charleston, SC. Overall, we as an organization help to empower the
decision-making of our clients in their making of critical decisions
pertaining to their health in efforts to reducing risky health behaviors.

2.

Case Managers- responsible for handling the cases of clients filing for
Medicaid and Supplemental Security Income. They provide guidance for
clients throughout their filing process, serving as their resource navigator
by identifying service resources and appropriate providers.
Community Advocate Counselors-are responsible for answering and
responding to client inquiries in providing them medical teaching
guidance regarding health information such as prescription dosage,
medication labeling instruction, medical instructions, translating or
making plain medical vocabulary and health care concepts.

and

B.

C.

Intervention Description
3.

The priority population at risk is marginalized groups and vulnerable

individuals in impoverished communities.

4.

The individuals and groups of people within the priority population lack of
access to health services, have worsened health outcomes and increased
mortality rates.

Proposed Intervention
5.

Goal #1: To train and equip individuals into becoming self-sufficient

patients.
Objective #1: After 1 year of services, at least 50% of the clients will have
learned how to independently utilize health services and resources,
responsibly manage health conditions, and employ effective
communication skills with medical professionals.
Goal # 2: To improve and enhance the health literacy skills of the targeted
populace.

Objective#2: By August 2017, 30% of the clients will elevate to an expert

level in their health literacy skills.
Goal #3: To increase the number of uninsured individuals to obtaining
health insurance coverage and/or access to health services.
Objective #3: By May 2017, there will be a 45% increase in the
number of uninsured clients who acquire health insurance coverage
and/or maintain consistent access to health services.
6.

The Lit Training Tour Project -is a 2-year seasonal project incorporated
within the program where 2 community advocate counselors will travel to
local county free health clinics and child-based non-profit programs in
low-income communities, to provide health literacy trainings to patients,
medical professional, and parents of the children who attend the non-profit
programs. For the first 6 months of each year, they will provide
information, techniques, strategies, principals, and approaches to
incorporate in their curriculum based teachings about the importance of
health literacy for the targeted populace in their treatment and goals of
care.

7.

The intended overall outcomes of the Lit Training Tour Project is to

develop and improve the cultural competent communication skills of
clinicians and enhance the knowledge of community members of lowincome communities regarding health services systems and their
responsibilities as patients.
a. Short term: Medical professionals adopt a patient-centered
communication style.
b. Long term: Increasing the number of low-income community
members access to health information.

II.

The Customers (Market Review)

A.

Intended primary target audience characteristics

1.

BehavioralLow-income uninsured adults are less likely to access health

services where they establish and maintain a primary care physician. The
reason for this is because of their financial situation. Many adults, who are
in low-income families and are uninsured, have at least one family
member who is employed and primarily responsible for household
expenses. Therefore, cost of health services poses as a barrier to their
health coverage. And as a result, they incur chronic health conditions
overtime that may lead to death and higher rates of hospitalization. Also,
due to a dearth of resources in their communities and access to health

information, they have limited access and funds to afford quality care and
food choices, so as a result they are more likely to have a poor health
status and face challenges in adopting and maintaining healthy behaviors.

B.

2.

CulturalThe uninsured low-income adult population consists of a

majority people of color. The low-income communities frequently lack or
are limited in resources, funds for, and access to healthy foods and as a
result they tend to have poor health diets. There are a variety of families
structures composed of uninsured low-income adults; the connecting
factor is their level of income.

3.

DemographicLow-income uninsured adults as previously mentioned

are in families where there is at least one person who works full-time or
part-time. They primarily reside in low-income communities in urban and
rural areas. These communities are often characterized by high crime
rates, substance abuse usage, environmental risk hazards that affect the
health of its members, early at-risk sexual behaviors that lead to teen
pregnancies. Adults in this populace tend to acquire low incomes and have
low education statuses and literacy levels. Due to their income level, often
times, adults in this population maintain a history of an unsteady income,
with periods of unemployment, which during that time they depend on
public assistance. Their occupations vary according to qualifications,
skills, and educational status, but because of their status, they are at risk of
not acquiring health insuring through their employer.

4.

PhysicalUninsured low-income adults vary in sex and they lie between

the ages of 18-64. They are more at risk for developing chronic health
conditions such as asthma, cardiovascular disease, diabetes, depression
etc., due to their exposure to lower qualities of services, environmental
surroundings, resources and food supply.

5.

PsychographicDue to the quality of care that uninsured low-income

adults receive, they are less satisfied with their quality of care. Due to their
access to health information and their level of education, many individuals
of this populace feel powerless in making decisions pertaining to their
health, they either blindingly trust they physicians because of their lack of
knowledge in health information and so they are shameful, fearful, and
embarrassed to ask questions or dont know the questions to ask pertaining
to their health; or they are not trustworthy of physicians due to the lack of
relatable communication on behalf of their physicians due to the
differences in culture.

The intended secondary audience that my program plans to serve is uninsured

low-income children. Children who are in families with inadequate income are
the product of the adults who are in the same populace. They too lack access to
health services, resources, and nutritional food supply. Theyre health is

constantly at risk due to their exposure to their physical environment. Theyre

mental, physical, and emotional health attribute to the factors that are involved in
the environment of which they are reared.
III.

The Product (Product Review)

A.

B.

IV.

Description of Services
1.

The Healthy Tip Market is a resource program that provides Medicaid and
Supplemental Security Disability application assistance services to those
who are uninsured while also promoting health literacy to help them
understand governmental guidelines and health information provided by
their current and prospective providers.

2.

My program offers a combination of social service healthcare support and

higher health education.

3.

In comparison to a similar service in the area, we both maintain the same

mission in seeking to reduce health disparities and increasing health
literacy in underserved communities.

The unique characteristic about the services of my program is that it has a wide
array of services offered to our targeted populace that range from social services,
counseling services, resource navigation and support services, and advocacy
services.

Strategies
A.

B.

Position
1.

Imaging: The image will be one that symbolizes diversity. The theme of
our services image will illustrate a worldwide and collective view of
members of every race, ethnicity, age group, gender, cultural background
etc.

2.

Distinctiveness: The unique selling points of my services will be the wide

array of services that my program offers. The services that are provided
are free. The location is located in a convenient area for the targeted
populace.

Product
1.

Features: In emphasis, my program provides administrative application

support in helping our clients to file for Medicaid or Social Security
Disability Insurance. Also, case management services that is provided to
our clients, in which the case-managers oversee their filing process,

manage their information and paperwork, serving as a liaison among

Medicaid and Social Security Administration professional and serving as
their resource navigator in helping them to locate appropriate services
fitting to their health needs.
2.

C.

D.

V.

Necessity: The importance to my targeted audience is equipping and

enhancing their minds with knowledge that motivates them to live and
lead a healthy lifestyle. The knowledge and information they will gain will
empower them as patients and as individuals, the services that my
organization provides will have a long-lasting effect on the targeted
audience that will last for a lifetime.

Price
1.

Price: My intended program will provide free services.

2.

Value: As an organization we value the people more than the product. We

believe the people we serve and the improvement that we see in them is a
revelation to the quality of our services for them.

Promotion
1.

Selling points: My selling points are free services, delivery of a widearray of services that fit the need of uninsured individuals. I would also
emphasize that staff members are dedicated, passion-driven, and
competent individuals who are passionate about the community,

2.

Promotional places (Channels): My services will be promoted at the South

Carolina Department of Health and Environmental Control North Area
and Northwoods locations. It will also be promoted at the Planned
Parenthood- Charleston Health Center, Northwoods Public Health Clinic,
and the Medical University of South Carolina Main Hospital. We will
provide brochures, pamphlets, flyers, and newsletters to the locations to
provide to the patients.

Budget
A.

Budget Plan:

ORGANIZATION INCOME

Source

FISCAL YEAR: ___2017-2018__

Amount

Support
Government grants

$200000

Foundations

$100000

Institutions

$100000

Individual contributions

$10000

Fundraising events and products

$2000

In-kind support

$10500

Investment Income

$422500

Revenue
Earned income

$40000

Other income

$75000

Total Income

$537,500

ORGANIZATION EXPENSES

FISCAL YEAR: _2017-2018_

Item
Salaries, wages and benefits

Amount
$423,000

Travel

$4000

Insurance

$8000

Professional fees

$8000

Office Equipment

$4000

Office Supplies

$5500

Printing and copying

$3000

Telephone and fax

$2000

Postage and delivery

$2000

Rent and utilities

$26000

In-kind expenses

$0

Paid Internships

$5000

Training and Professional Development

$10000

Marketing

$12000

Conferences, meetings, etc.

$5000

Miscellaneous

$20000

Total Expense

$533,500

Surplus

$4,000

Budget Analysis
The Healthy Tip Market Program receives funding in the form of grants from all
levels of governments, corporations, nonprofits, and institutions such as universities.
The bulk of the investment income that was requested provided the salaries, wages,
and benefits of staff members. The in-kind support went towards the office
equipment, telephone and fax equipment, and postage and delivery. We made sure

that with the projected source income amount that we would inquire fitting amounts
to have a remaining surplus for emergency purposes.