Weight Loss SmartSite Sample Marketing Plan

1y ago
17 Views
1 Downloads
481.19 KB
6 Pages
Last View : 29d ago
Last Download : 2m ago
Upload by : Madison Stoltz
Transcription

Weight Loss SmartSite Sample Marketing PlanA marketing plan provides a written description of the marketing opportunities, objectives, strategies, tactics and priorities to achieve growth andfinancial goals for clinical services. Having a plan is essential to communicating with internal audiences about the marketing activities, resourcesand budget commitments to effectively build business. It also serves as a roadmap for how marketing initiatives will be implemented, monitoredand controlled. The following is an example of a plan to position and promote your Weight Loss SmartSite as an essential volume-buildingmarketing tool for your bariatric surgery program.Marketing SituationOur hospital - Smith Hospital - established a weight loss program in 2008 with the recruitment of three board-certified bariatric surgeons. Weoffer four weight loss surgery procedures (Roux-en-Y gastric bypass, laparoscopic adjustable gastric banding, lasparoscopic gastric bypass andlaparoscopic sleeve gastrectomy), and have been designated a Center of Excellence by the American Society for Metabolic and Bariatric Surgery(ASMBS) for each of the past two years. Additionally, we’ve developed a full suite of support services to support patients before and aftersurgery. These include nutrition counseling, discounted fitness club memberships and support groups.Since the beginning of the program, we have experienced steady growth and developed a network of loyal referring physicians. Today, SmithHospital has xx% of the weight loss surgery market share in our primary service area, and xx% in our secondary. Weight loss surgery contributes xx to net revenues and produces a margin of xx% - one of our highest margin clinical programs.Now we are facing increased competition for bariatric surgery volumes, primarily from Jones Hospital, who has recruited an additional bariatricsurgeon and plans to open a second outpatient surgery center in our primary service area. With these new competitive challenges, acomprehensive and targeted marketing and sales effort will be required to maintain our market position and continue on our growth trajectory.Copyright 2012 Ebix, Inc.CONFIDENTIAL1

Marketing SolutionOur new on-line Weight Loss SmartSite will boost the overall performance of our marketing and sales strategies by attracting consumers early intheir consideration and decision processes for weight loss surgery and connecting those patients to our doctors and surgical services.This service will set us apart from the competition by: Providing a convenient, accessible and easy-to-navigate weight loss surgery resource centerEngaging consumers through free assessments that provide customized recommendationsLinking weight loss surgery prospects to our surgeons and other weight management servicesMarketing Goals Position Smith Hospital as the preferred brand for weight loss surgery in our service areaMaintain our position as the market share leader in the primary marketGrow our position in the secondary marketMarketing Objectives Increase weight loss surgery volumes (be specific – by what volume or percentage metric?)Increase on-line visits to our website (be specific – by what percentage over historic patterns?)Increase conversions of on-line visitors to information seminars and physician appointments (by what percent?)Copyright 2012 Ebix, Inc.CONFIDENTIAL2

Target Audiences Obese adults, primarily womenA study of industry data highlights that the most likely candidates for bariatric surgery (based on need and ability to access services) arewhite (75%), female (upwards of 80%), middle-aged, privately insured (82%), and from the highest income bracket. Surgeons surveyedcite higher success rates in patients who are under 60 years old, female, have a high self-esteem, good mental health, a satisfactorymarriage, high socio-economic status, who are self-critical and cope in a direct and active way, are not too obese, were obese before theage of 18, suffer from and are concerned about their obesity, have realistic expectations and undisturbed eating behaviors. Referring physiciansooo Primary care physicians in primary and secondary marketsOB/GYN physicians in primary and secondary marketsSpecialists treating patients with obesity-related health risks Endocrinologists Cardiologists Pulmonologists OrthopedicsSmith Hospital employees and volunteersSmith Hospital’s 7,000 employees and volunteers are connected to thousands of people and organizations across our service area. Theyare a built-in word of marketing force and advocacy group for weight loss surgery to help obese family, friends and neighbors. [Hospital Name]’s Past and Current PatientsoThe internal CRM system is the best resource for targeting past and current patients who may have bariatric service needs.Copyright 2012 Ebix, Inc.CONFIDENTIAL3

Marketing Strategy and ActionsSmith Hospital will employ a multi-channel marketing promotions strategy to drive consumers to the Weight Loss SmartSite, connect consumersto our information sessions and physicians, and convert those that are eligible for surgery.ActionsPromote the launch of the Weight Loss SmartSite to target audiences, emphasizing the assessments andcustomized reports as differentiating features: Use internal CRM to identify specific past and current patients who may need bariatric services Target news media, health and medical bloggers; invite on-line “tours” of the site Announce the new site in the employee newsletter; provide links on the Intranet Announce the new site in the community and donor newsletters Use social media channels to announce the new programIncrease target segment awareness and trial of the SmartSite, emphasizing the free on-line assessment toincentivize traffic from obese consumers considering weight loss surgery: Promote through traditional multi-media channels (print, outdoor, direct mail, etc.) Reach target customer markets through on-line advertising Reach and engage consumers through social media marketing Profile weight loss surgery success stories Identify high-impact locations for POS promotions (e.g. waiting rooms)Promote the SmartSite to target physicians in the primary and secondary markets, positioning theSmartSite as an additional tool to assist physicians in counseling patients on obesity and weight losssurgery options: Mail or email announcements about the launch of the SmartSite Train physician sales and referral development liaisons on the site’s functions Provide patient fact sheets, wall posters and rack cards for physician waiting rooms Hold an information luncheon for physician office managers and clinical staff; invite formerweight loss surgery patients to tell their “story”Copyright 2012 Ebix, Inc.CONFIDENTIALTools Press release External newsletter article Internal newsletter article Blog announcement Facebook announcement Twitter announcement Print adOutdoor posterDirect mail postcardWall posterBrochure/rack cardBanner adsSocial media promotionsLetters to physiciansWall posterBrochure/rack cardPatient fact sheet4

Success suresNet Operating Revenue from Bariatric SurgeryContribution Margin/EBIDABariatric Surgery Market Share IndexBrand PositionOverall Preference for BariatricsOverall Preference Bariatrics/WomenLikelihood to Recommend/PatientsBaritric Surgery Volumes/IPBariatric Surgery Volumes / OPSmartSite VisitorsSmartSite Assessments CompletedSmartSite Information Session Registration ConversionsSmartSite Doctor’s Appointment ConversionsProjected Return on Marketing InvestmentBaselineYear 1Year 2Year 3Monitoring and ControlResults from the bariatric surgery marketing strategy will be monitored and reported on a quarterly basis. Trended data will be shared with theclinical, administrative, physicians and service line leaders, and provide a platform for discussion adjustments to the on-going marketingstrategy.We will also closely monitor new competitive developments and advise accordingly.Copyright 2012 Ebix, Inc.CONFIDENTIAL5

Action Planning TemplateMARKETING INITIATIVE: (FILL IN NAME)Marketing Objective:Marketing Tactic:Desired Outcome:Responsibility Assigned To:#Action Steps:STARTENDTarget Completion Date:Assigned To:Resources/Budget:Status:12345678910Other instructions or comments:Copyright 2012 Ebix, Inc.CONFIDENTIAL6

Weight Loss SmartSite Sample Marketing Plan A marketing plan provides a written description of the marketing opportunities, objectives, strategies, tactics and priorities to achieve growth and financial goals for clinical services. Having a plan is essential to communicating with internal audiences about the marketing activities, resources

Related Documents:

programs maintain their weight loss for any significant length of time. 6 It is estimated that 90 percent of all dieters who los 25 pounds in a diet program regain that weight within two years. 7 0 Rapid weight loss and certain weight loss programs may lead to severe gallstone injuries. Rapid weight loss is

The Weight Loss Challenge Manual, MyHerbalife.com support materials, and Herbalife’s Weight Loss Challenge website for participants (HerbalifeWLC.com) are based on a 12-week program. Distributor Weight Loss Challenge RULES AND GUIDELINES SECTION ONE: Distributor Weight Loss Challenge Rules and Guidelines *Amount is in U.S. dollars.

7/2017 Stony Brook Medicine Bariatric and Metabolic Weight Loss Center (631) 444-BARI (2274) bariatrics.stonybrookmedicine.edu Bariatric and Metabolic Weight Loss Center Weight Loss Program Questionnaire: Please complete this questio

with weight loss. Conventional, structured weight-loss strategies usually involve limiting total calories4 or a major macronutrient, such as protein, fat, or carbohydrates, to achieve weight-loss success.5,6 Meal replacement programs are also effective for weight loss and

weight-loss journey. As you see here, the booklet contains healthy tips for weight loss, food lists to be used with meal plans that your doctor or dietitian can give you, and some info on medications and surgery for weight loss. If you have more questions, please call TBHC's Weight Loss Center at 718.250.8920. Contents Section 1

Chapter 5 - Green Tea Weight Loss Pills 19 Chapter 6 - A Study On The Effect Of Green Tea On Weight Loss 26 Chapter 7 - The "Green Tea" Diet 28 Chapter 8 - Conclusion 40 . Green Tea: An All-Natural Weight Loss Solution That Works . Microsoft Word - Green Tea - An All-Natural Weight Loss Solution That Works.doc

Non-Surgical Weight Loss 7-10% weight loss is the target for lifestyle interventions Losing weight is hard keeping it off is harder! Non-Surgical Weight Loss 7-10% weight loss is the target for lifestyle interventions Losing weight is hard keeping it off is harder! 0 11 22 33 44 12 24 36 48 Exercise Diet Diet/Exercise .

Rapid weight loss is not associated with an increased risk of weight regain Rapid weight loss, e.g. a 10% reduction in body weight over five weeks, is associated with the same risk of weight regain after nine months, compared to a 10% reduction in body weight over three months.9 Therefore, even though diets that

Weight loss challenge: "Winners" are determined by percentage of total weight loss. This is a fairer comparison than total pounds lost since heavier persons can safely lose weight more rapidly. A healthy rate of loss is 1% of beginning weight per week. So, a person weighing 280 pounds can lose

Benefits/Goals of Weight Loss 3-5% weight loss may lower cardiovascular and other disease risk factors, reduce joint pain, and improve overall health and quality of life 5-10% may lower blood pressure, improve diabetes control, sleep apnea, blood lipids, and other weight-related health problems 5-10% weight loss at 6 months is targeted goal,

reactions (beneficial risk-to-benefit ratio) for the purpose of restarting a weight loss program, to lose weight that has been recently gained following a therapeutic loss of weight, or to maintain weight loss on a chronic basis even if the above criteria are no longer met. Off Label Prescribing A provider is not required to use the .

weight of by . joining him on . walks. Much more than weight loss . The weight-loss stories of De, Cindy, and Samuel make you want to cheer. De lost 30 pounds. Cindy lost 25 pounds. Samuel lost 25 pounds. But after you know their real stories, you are even more in awe. You realize that their weight loss is not their big success. Their big .

UNIT: - I BASIC CONCEPTS IN MARKETING MANAGEMENT STRUCTURE 1.0 Introduction to Marketing 1.1 Definition of Marketing 1.2 Evolution of Marketing 1.3 Marketing Concept 1.4 Role of Marketing 1.5 Strategic Marketing Planning 1.6 Scope of Marketing 1.7 Approaches of Marketing 1.8

May 05, 2011 · 3022 Broadway . Uris Hall, Room 604 . New York, NY 10027 . dn75@columbia.edu . May 5, 2011 . Abstract . We review accounting principles related to the reporting of marketing activities and evaluate their implications for marketing research and practice. Based on our review, we argue thatFile Size: 393KBPage Count: 50Explore further(PDF) Strategic Marketing and Marketing Strategy: Domain .www.researchgate.net(PDF) Marketing Management - ResearchGatewww.researchgate.net5 Marketing Management Orientationscommercemates.com5 Marketing Concepts: Marketing Management Philosophieswww.iedunote.comBasic Marketing Principles - Mercer Universityfaculty.mercer.eduRecommended to you b

Nutrition Evaluation: 1. Present Weight: Height (no shoes): Desired Weight: 2. In what time frame would you like to be at your desired weight? 3. Birth Weight: Weight at 20 years of age: Weight one year ago: 4. What is the main reason for your decision to lose weight?

1. Understand what a marketing manager does. 2. Know what marketing strategy planning is—and why it is the focus of this book. 3. Understand target marketing. 4. Be familiar with the four Ps in a marketing mix. 5. Know the difference between a marketing strategy, a marketing plan, and a marketing program. 2–2

International Marketing (3) Sales Management (3) Marketing of Financial B2B Marketing (3) Marketing Strategy (1.5) Media Planning ( 1.5) (3)Brand Management (3) Retail Marketing ((3) Marketing Engineering (1.5) Rural Marketing (3) Innovations in Marketing (3) Customer Relationship Management (3) Sales Promotion (3) Marketing for Entrepreneurs

100 Days of Weight Loss Journal This powerful insights and learning journal is designed as a companion to the book 100 Days of Weight Loss. It includes a brief summary of each of the daily motivators as well as the written exercises and assignments contained in the book. Keep this journal handy as you read through 100 Days of Weight Loss.

Weight Loss Intake Form Page 1 of 8 Aleksandr Benji FNP 98-71 Queens Blvd, Rego Park NY 11374 646-301-4000 Weight Loss Intake Form . Does your diet include a lot of meat/cheese or processed foods? _Yes _No . Weight Loss Intake Form Page 4 of 8 Do you suffer from incontinence? _Yes _No

The AAT Advanced Diploma in Accounting is a potential stepping stone for students to take into employment, further education or training. It may be suited to students studying part time alongside employment or to those already working in finance. This qualification will also suit those looking to gain the skills required to move into a career in finance as it provides a clear pathway towards a .