How to Write a Marketing Plan for Health Care Organizations

A marketing plan is a formal document that outlines your marketing strategies for a specific duration. Marketing strategies have changed over the past couple of years and health care facility executives and directors are finding it hard to keep up. Strategies that worked before no longer bring in new patients. With the advancement of technology, most business owners prefer using social media tools such as Facebook, Twitter and Instagram for marketing.


Acquiring new people who require your service should be the top priority for all healthcare marketing departments. Marketing should be implemented in ways that directly influence the patient’s choice. This means that effective marketing methods should be acquired to reach out to clients, make a personal connection with them and satisfy their expectation. This will improve productivity and profitability of service provided, increase referrals to your facility and also increase market share in the healthcare system.


The benefits of a good marketing plan cannot be overstated. If you do not market your product or services, customers will not know about you and this will result in losses and affect your business. A detailed marketing plan will allow you to introduce yourself and the services you provide to clients and customers. It will also help you to write compelling marketing messages that will speak directly to your customers.


If you have no idea of where to start, here are a few tips on how to write a marketing plan for healthcare organizations:

Write Your Mission Statement and Marketing Plan Summary

A mission statement clearly describes the business and the services offered in just a few sentences. It describes what the healthcare organization does for its customers, employees and owners. It gives you the opportunity to define the facility’s goals, ethics and culture. It also defines how different your facility is from others. It is sometimes written together with a vision statement for large companies.


Next, write an executive summary of your marketing plan. This normally appears at the beginning of the plan even though it is written last. It generally gives an overview of the main components of the plan. This provides a great opportunity to check that the plan makes sense and that it has all the important points.

Create a Marketing Strategy

Your marketing plan is how you implement your marketing strategies. It is wise to group the market in various segments according to the type of customers that you are targeting. In each segment, look at the customers’ needs, what services and products you can offer and what the competition looks like. With this information at hand, you can then proceed to make a marketing strategy that satisfies the needs of your customers and majors on your company’s strength.

You can also gather information from your existing customers. Ask them what they think of your products and services and what you can change or improve on them. This will help you market your facility more effectively. When targeting new clients, ensure that you have adequate resources to reach them.

Once you’ve determined your target market, choose how you will introduce your services to your potential clients. You can use some of the basic marketing strategies such as networking, direct marketing, advertising in print media, press releases, direct selling, participating in trade shows or holding training programs. Whichever strategy you decide to use, remember that you need to stand out from the competition and convince customers to choose your organization first.


Marketing Plan Analysis and Objectives

Understanding the business industry is a key element of marketing. This is because it allows you to identify opportunities, risks and threats. A great way to do this is by using the PEST analysis:

  • Political changes that may affect the market such as new regulations

  • Economic factors such as new exchange rates or interest rates

  • Social factors such as changed lifestyle and attitudes or aging

  • Technical factors including new materials or technology advancement


A SWOT analysis summarizes your organization’s Strength, Weaknesses, Opportunities and Threats. Strengths and weaknesses make up the internal evaluation of the organization while opportunities and threats make up the external evaluation of the market. Once you identify the weakness and threats, the next step is to devise ways to overcome this weakness and mitigate any risks. This can be done by coming up with marketing objectives that will help overcome this.


Your objectives should be SMART meaning that they should be Specific, Measurable, Achievable, Realistic and Time-bound.

This section of the plan can be quite tricky. If you need any assistance, is one of the best platforms equipped with professionals who are more than ready to help.

Marketing Tactics

Marketing tactics are a set of strategic ways of promoting goods and services with the aim of increasing sales and satisfying the customers’ needs. A lot of healthcare organizations use the four Ps method to set their marketing tactics:

  • Product - describes what healthcare products your organization offers that the customers find valuable and whether you should change the product to satisfy the customer’s needs.

  • Pricing - make it easy for customers to buy your product.

  • Place - make your products easily accessible by using various distribution channels such as setting up an online store and doing home deliveries or opening up stores in different locations.

  • Promotion - advertise your products and services. This can be done by setting up websites and generating traffic to them. A study showed that 63% of companies find it challenging to generate traffic and leads to their websites. Therefore, you need to be really smart while using this strategy.


Marketing Plan Implementation

Finally, your marketing plan should include a schedule of important tasks that set out what needs to be done and by when. It should assess the resources that you have and what you will need for marketing. This can be in form of brochures or newsletters required for digital distribution. You also need to determine the time it takes to sell your products to consumers so that you can decide whether you need more sale persons.


Next, you need to include a budget in your marketing plan. Determine your marketing expenditures and include them in the budget. If you have limited finances, your plan should indicate that. Remember to use the SMART method as you make your budget plans.


Make it easy to control and monitor progress and refer to the schedule often to avoid losing sight of the company’s objectives.


For any healthcare organization, the process of creating and implementing a detailed marketing plan is complex and dynamic. The above tips explain in detail how to write a marketing plan. Have you written a marketing plan for your healthcare organization?

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