Historically, most hospitals in the United States use mass marketing to reach potential buyers in their local areas. Despite the advantages of mass marketing, the strategy may make an organization to be susceptible to the competitors.
As part of the marketing strategy, Eastern Boston Health Center will use market niche strategy for marketing campaign. Market niche is a type of market positioning where an organization follows the market segments in a large market to promote the company specialized service. Market niche is a common approach for the marketing strategy in the healthcare delivery. Typically, the niche strategy is the best approach for the specialized healthcare delivery.
Tactic Plan
The four Ps will be used for the tactical plan. The four Ps includes price, promotion, place and product. Eastern Boston Health Center will use industry price to set up the price that the company will charge each patient. Using industry price is advantageous because the organization is likely to attract the target population. The organization will not lower the price of the healthcare service below the industry price average to avoid the price war. To attract potential customers, the organization will offer discount to potential customers who will seek for the medical service up to 10 times.
The organization will also use different promotion strategy for marketing campaign. The organization will use promotion strategies such as advertising, sales promotion, and publicity to reach potential buyers. Since there is growing number of people using internet, the organization will focus on the internet promotion to reach large number of target population. The organization will also use TV advert to reach the target population since virtually 99% of the households in Boston have televisions. For the effective marketing campaign, the organization will use third party service provider to deliver the marketing campaign.
The organization will also focus on the place to target the marketing promotion. The organization will use an appropriate distribution channel to reach the target population. To facilitate the distribution of the healthcare delivery, the organization will use different media channels to educate the target population about the importance of seeking medical service for the treatment of post-partum...
Eastern Boston Neighbourhood Health Center believes in providing high quality healthcare delivery that will attract potential buyers.
Action Plan
To achieve effective marketing plan, Eastern Boston will budget $100,000 as the marketing costs, and the appropriate personnel will be made available for the action plan. The action plan and the target date are as follows:
Action Plan
01/04/2012
Selection of appropriate personnel for the marketing plan
02/05/2012
Training of personnel
02/06/2012
Device of the strategy for the marketing campaign
02/07/2012
Internet advert
25/07/2012
TV and Radio advert
15/08/2012
Bill board campaign
Evaluation
Evaluation is very critical to determine whether the marketing campaign plan has achieved its desired goals. There are various strategies to evaluate the marketing plan.
First, the management will check whether there is an increase in the number of Spanish women seeking for the treatment of the post-partum depression in the last few months.
There will also be a check whether the organization has been able to increase the total sales and revenue due to the marketing campaign. The organization will also occasionally carry out survey to evaluate the satisfaction of patients with regard of the health service received. The strategy will make the organization to improve on the areas that need improvement.
References
Fox News (2012). 30% of Latinas Suffer from Perinatal Depression. Fox News Network, LLC.
Jones & Bartlett (2010). Marketing Strategy. Jones & Bartlett Learning LLC
Market Watch (2012).Over 30% of Latinas in the U.S. And Mexico Suffer Perinatal Depression. Newswire Portland Oregon.
U.S Census Bureau (2012), Boston (city), Massachusetts. U.S. Census Bureau: State and County QuickFacts.
U.S Health News (2012). Best Hospitals in Boston, MA. U.S. News and World Report.
