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Sample Marketing Plan Document Transcript

  • 1. Sleep CenterMarketing Plan August 3, 1998
  • 2. Sleep Center Marketing Plan Table of Contents Market Analysis........................................................................................................... 3 Our Mission................................................................................................................ 3 Services Offered ......................................................................................................... 3 Market Definition....................................................................................................... 4 Strengths..................................................................................................................... 5 Weaknesses ................................................................................................................ 6 Opportunities.............................................................................................................. 6 Unexplored Opportunities .......................................................................................... 7 Threats........................................................................................................................ 7 Customer Profile ........................................................................................................ 7 Target Market ............................................................................................................. 7 Competition................................................................................................................ 8 Competitive Roundup ................................................................................................ 9 Observations and Conclusions ................................................................................... 9 Marketing Goals ........................................................................................................ 10 History...................................................................................................................... 10 Graph—Average Monthly Sleep Studies per Fiscal Year........................................ 11 Two-Year Goals ....................................................................................................... 12 Graph—Average Monthly Sleep Studies per Fiscal Year Through FY 2000 .......... 13 Financial Projections ................................................................................................ 14 Communicating with Our Market ........................................................................... 15 Marketing Strategy ................................................................................................... 15 Exhibits ....................................................................................................................... 19 A. Map—Sleep Center Service Area B. Marketing Action PlanSleep CenterMarketing Plan Page 2 of 23Prepared by Bruce Mulkey 08/03/98
  • 3. Market AnalysisAccording to the Report of the National Commission on Sleep Disorder Research, sleepdisorders affect millions of Americans. In fact, nearly half of all Americans suffer fromsome type of sleep-related problem. Additional findings include:• Forty million Americans suffer from sleep disorders. Eighteen million of these suffer from obstructive sleep apnea, while 250,000 to 375,000 suffer from narcolepsy.• Sixty million Americans, one-third of all adults, suffer from chronic insomnia.• Twenty to 30 million Americans experience intermittent sleep-related problems.• Twenty five percent of children between ages one to five experience some type of sleep disturbance.• Over half of the 19 million people now over 65 experience some disruption of sleep.• Millions more Americans obtain inadequate sleep because of their work schedules or their lifestyle.• Fewer than five percent of Americans who suffer from sleep-related problems are diagnosed and receiving appropriate care at accredited sleep centers.Since advancing age is an important risk factor for many sleep problems, the sleepproblems facing the United States may become even more prevalent as our populationages as expected in the coming decades.Our MissionOur mission at Sleep Center is to provide high quality, affordable sleep medicine servicesto all patients in need and to improve the level of awareness of sleep medicine in theprofessional community as well as the public. We provide diagnosis and treatment for abroad range of sleep disorders, including sleep apnea, narcolepsy, insomnia, parasomnias,and circadian rhythm disturbances for adult and pediatric patients.Services OfferedSleep Center provides the following services to patients with sleep-related problems whoreside in Western North Carolina:• Physician evaluation, including history and physical for adults and children (adult evaluations also available at satellite sites in Angel Community Hospital in Franklin and Spruce Pine Community Hospital in Spruce Pine)• Polysomnography, usually referred to as sleep study (adult studies also available at satellite sites at Angel Community Hospital in Franklin and Spruce Pine Community Hospital in Spruce Pine)• Multiple Sleep Latency Testing• Maintenance of Wakefulness Testing• Insomnia specific evaluation and treatment• Community education programs, including talks to various groups and participation in area health/wellness fairsSleep CenterMarketing Plan Page 3 of 23Prepared by Bruce Mulkey 08/03/98
  • 4. Market DefinitionThe market for our services consists of the populations of the following Western NorthCarolina counties: Sleep Center Service Area County 1998 Population*Primary Service AreaBuncombe 188,385 Subtotal 188,385Secondary Service AreaHaywood 48,400Henderson 78,262Madison 17,335McDowell 36,385Yancey 15,990 Subtotal 196,372Tertiary Service AreaCherokee 21,342Clay 7,515Graham 7,263Jackson 28,191Macon 26,368Mitchell 14,472Swain 11,927Transylvania 27,259 Subtotal 144,338 Total of 14-County Service Area 529,095Other Service AreasAlexander 29,899Alleghany 9,772Ashe 22,392Avery 15,105Burke 79,051Caldwell 73,522Catawba 129,710Polk 15,829Rutherford 59,956Watauga 40,119Wilkes 60,644 Subtotal 535,999 Total population entire service area 1,065,094* Projected population, Land of the Sky Regional Council, 2/6/95Sleep CenterMarketing Plan Page 4 of 23Prepared by Bruce Mulkey 08/03/98
  • 5. We conservatively estimate that 20 percent of the total population of the 14-countyprimary, secondary, and tertiary service areas served by Sleep Center has serious sleep-related problems. Since the total population of these service areas is 529,095, we canassume that the market for our services is 105,819 individuals in these counties (20% x529,095 = 105,819). As this population grows and ages, an even larger market can beassumed. It should be noted, however, that the majority of our patients come fromBuncombe County at this time.While the estimated 105,819 Western North Carolinians suffering from sleep-relatedproblems is the market we must reach, the primary method of doing so is through thereferrals of physicians in the service areas. Therefore, we must target Western NorthCarolina physicians, inform them about sleep disorders, and enroll them into the processof referring their patients to us when sleep disorders are suspected. In addition, industries,especially those where shift work takes place, provide a secondary target. The Mission St.Joseph’s Health Plan now allows for only one sleep study per lifetime. In addition, nosleep screening questions are asked during pre-employment physicals. Therefore, theMission St. Joseph’s Human Resources Department, the Health Plan Design Team, andthe Safety Officer must be lobbied to make changes in this regard and, thus, provide atertiary target.StrengthsThe strengths of Sleep Center include:• Accreditation as full-service sleep disorder center by the American Sleep Disorders Association—Distinguishes us from some other local sleep centers• Staff physicians with over 30 years combined experience in the evaluation and treatment of sleep disorders (One board-certified; one expected to attain certification in 1999)—Assures exceptional patient care• Pediatric sleep specialist—Effective treatment offered for children• Staff psychologist—Enables us to treat insomnia, usually with behavior modification• Four registered polysomnographic technologists, with two additional staff members completing their registration—The quantity and quality of these technologists assure attention to patient needs and high quality sleep studies• Sleep Sciences, Inc. in Atlanta provides services—Leading provider of sleep medicine services in U.S.• Positive treatment results—Success rate of approximately 60 to 80 percent in improving the quality of our patients’ sleep overall. Approximately 90 to 95 percent success rate in compliant patients• Home-like sleep facility with six private beds—Comfortable setting with substantial privacy• Convenient locations—Right off I-40 in Asheville and satellite sites at Angel Community Hospital in Franklin and Spruce Pine Community Hospital in Spruce Pine• Satellite sites (two locations currently with three other locations under consideration)—Patients near these programs can be seen without driving long distances, and referring physicians in outlying regions can retain care of their patientsSleep CenterMarketing Plan Page 5 of 23Prepared by Bruce Mulkey 08/03/98
  • 6. • Flexible scheduling—Around-the-clock testing accommodates patients’ varying sleep schedules• Reasonable cost—The cost of evaluations and treatment is considerably lower than the Southeastern U.S. average• Affiliated with Mission St. Joseph’s Health System—System has strong regional presence and provides opportunities such as the capture of the sleep medicine portion of managed care contracts• Adjacent to hospital—Medical treatment is available in case of emergency• Support groups for patients with sleep apnea, restless legs, and narcolepsy—Free support groups offers sufferers of these disorders ongoing physical and emotional supportIn marketing, our most powerful assets are:• The relationships built with local and regional physicians by our medical directors• Our affiliation with Mission St. Joseph’s Health System and its stellar reputation• The ability to offer everything that someone with a sleep-related problem might need, including sleep studies, therapy, and when required, continuing support• Our moderate pricing• Our technical expertiseWeaknessesThere are several apparent weaknesses in our services. They include:• Delays, especially in the evaluation of new patients, because of physicians’ schedules• Lack of interaction with specialists in related fields, including ENTs, pulmonologists, cardiologists, neurologists, pediatricians, and clinical psychologists.• Lack of feedback from referring physicians regarding collaboration on patient treatment plans• Lack of data on compliance and outcomes from referring physicians and patients• Lack of patient follow-upThe issue of physician scheduling must be addressed in the weeks to come. Theinteraction between the Center staff and other physicians, especially specialists in relatedfields will be addressed in the marketing strategy portion of this plan. An effectivemethod for obtaining feedback from physicians and patients will also be addressed.OpportunitiesThe opportunities to market our services that have been explored include:• Obtaining patient referrals from physicians• Yellow page display ad in Physicians section in the Asheville telephone book• Talks to wellness groups, community organizations, and support groups• Participation in health and wellness fairs• Alumni groupSleep CenterMarketing Plan Page 6 of 23Prepared by Bruce Mulkey 08/03/98
  • 7. Unexplored OpportunitiesUnexplored marketing opportunities that have been identified to date include:• Seminars on sleep disorders for primary care physicians, ENTs, pulmonologists, cardiologists, neurologists, and pediatricians. CMEs for these seminars• Provide educational information about sleep disorders to above groups plus clinical psychologists• Marketing to local industries, especially those where shift work takes place, about the effects of shift work and how sleep deprivation can affect productivity and workplace safety• Develop sleep assessment for industry wellness programs. Work with Community Outreach on this• Work with MSJ Human Resources, Health Plan Design Team, and Safety Officer to have sleep screening questions included on pre-employment physical and to allow more than one sleep study per lifetime• Gain presence on MSJ websiteThreatsInternal threats to Sleep Center include:• The need for greater understanding of the seriousness of sleep-related problems by Mission St. Joseph’s Health System• The absence of a marketing plan and a unified strategy for attracting new patients• The need for updated, effective marketing materials• The absence of a designated individual at the Sleep Center to spearhead the marketing effort that will be required to achieve goalsHopefully, the completion and implementation of this marketing plan can address all ofthese items.Customer ProfileThe typical adult patient at Sleep Center is a middle-aged Buncombe County residentwho snores. Such patients are typically referred to us by their physician after years ofsleep-related problems. Seventy percent of the adult patients at our center are diagnosedwith obstructive sleep apnea. Ten percent are diagnosed with narcolepsy. The remaining20 percent suffer from either restless legs syndrome or periodic limb movement disorderor one of the parasomnias. The typical pediatric patient is four to five years of age and istypically tested for obstructive sleep apnea and night terrors.Target MarketBecause they refer our patients to us, we must target Western North Carolina physicians,inform them about sleep disorders, and enroll them into the process of referring theirpatients to us when sleep disorders are suspected. Next, we must work with Mission St.Joseph’s Health System’s Human Resources Department, Health Plan Design Team, andSleep CenterMarketing Plan Page 7 of 23Prepared by Bruce Mulkey 08/03/98
  • 8. Safety Officer to recognize sleep disorders as a serious problem, to have sleep screeningquestions included on pre-employment physicals, and to allow more than one sleep studyper lifetime. In addition, we must target area industries, especially those where shift worktakes place, and let them know that we can help them increase productivity and reduce thenumber of accidents and injuries due to fatigue. Finally, we must let the general publicknow that we are here to help alleviate their sleep problems.CompetitionOur competition in Western North Carolina currently consists of Sleep Medicine Center,Inc. and Sleep Center of Pardee. Each of these centers is profiled below.Sleep Medicine Center, Inc., 1901 Hendersonville Road, AshevilleSleep Medicine Center is an accredited sleep center owned by Park Ridge Hospital. Thisis a two-bed facility with two board certified sleep physicians and one registeredpolysomnographic technologist on staff. The medical director is on the Pardee Memorialstaff and also serves as the medical director of the sleep center at that hospital. Accordingto the staff at Sleep Medicine Center, they average two sleep studies three nights perweek for a total of six sleep studies each week. The medical staff of Park Ridge staffrefers almost exclusively to this center. Sleep Medicine Center advertises on WLOS-TVduring prime time and has a display advertisement in the Asheville Yellow Pages. Oneadditional factor: patients can purchase their sleep equipment at this center. It is currentlyunderstood that the Sleep Medicine Center will soon vacate their current location andmove into Park Ridge Hospital. Recently, there have been conversations aboutcontracting with Sleep Center to manage the Sleep Medicine Center at Park RidgeHospital.Sleep Center of Pardee, Pardee Memorial Hospital, 715 Fleming Street, HendersonvilleSleep Center of Pardee is located within the hospital in a very clinical setting. This centeris not currently accredited though accreditation is expected this fall. This is a two-bedfacility with two board certified sleep physicians and one registered polysomnographictechnologist on staff. The medical director here also serves as the medical director of theSleep Medicine Center. According to the staff at Sleep Center of Pardee, they averageseven sleep studies per week at Pardee and three additional studies per week through theiroutreach program at Grace Hospital in Morganton and Harris Regional Hospital in Sylva,for a total of 10 sleep studies per week. Sleep Center of Pardee has a well-formed multi-disciplinary physician team interested in expanding their scope of service. Sleep Center iscurrently managing this center.Sleep CenterMarketing Plan Page 8 of 23Prepared by Bruce Mulkey 08/03/98
  • 9. Competitive RoundupSleep Center (SC), Sleep Medicine Center (SMC), and Sleep Center of Pardee (SCP) arecompared below. The areas marked by an asterisk (*) are rated on a scale from A to F,with A being strong and F being weak. Area Sleep Center Competitive Roundup SC SMC SCPAccreditation as full-service sleep center? Yes Yes NoNumber of board certified physicians 1 2 2Number of pediatric sleep specialists 1 0 0Number of psychologists/psychiatrists 1 0 1No. of registered polysomnographic techs 4 2 2Management expertise* A B AFlexible scheduling for patients?* A ? BFacility design, incl. function and comfort* A C CNumber of beds in facility 6 2 2Average number of sleep studies/week 22 6 (?) 6.7Number of satellite sites 2 0 2Avg. number studies/week from satellite sites 1.8 0 3.1Consultation cost $162 $180 $180Sleep study cost $1086 $1050 $1076Physician interpretation cost $325 $300 $300Patient education* B ? CPatient follow-up* B+ ? B-Overall quality of service* A- ? B-/CPatient satisfaction* A- ? ?Sleep equip. available for purchase onsite? No Yes NoSupport of sponsoring institution* A- ? B-Relationship with area physicians* A-/B+ ? AStrength of marketing program* F B FEffectiveness of marketing materials* D B FPublic perception* B ? BPercent market share ? ? ?Support groups available? Yes ? YesCurrent competitive strength* ? ? ?Potential competitive strength* A C BObservations and ConclusionsIt appears, from the above information, that we have a competitive advantage over both ofour local competitors. To expand our market share, however, we must develop andimplement a marketing strategy to attain the goals described in the next section of thisplan.Sleep CenterMarketing Plan Page 9 of 23Prepared by Bruce Mulkey 08/03/98
  • 10. Marketing GoalsThis section of the marketing plan will be devoted to establishing Sleep Center’smarketing goals for the next two fiscal years. First, however, we will review the history ofthe Center in terms of the number of sleep studies performed.HistoryThe table below shows the history of the Sleep Center in terms of sleep studies perquarter over the past several fiscal years. The total number of sleep studies per fiscal yearalong with the average number of sleep studies per month is shown at the bottom of thetable. History of Sleep Studies at Sleep Center (Fiscal Years) FY93 FY 94 FY 95 FY 96 FY 97 FY 98 st1 Qtr. 40 62 125 162 163 1992nd Qtr. 59 75 163 157 212 190 rd3 Qtr. 59 75 171 165 224 2654th Qtr. 58 100 171 185 258 300*Total 216 312 630 669 857 954Avg./mo. 18 26 52.5 55.8 71.4 79.5* Projected number of sleep studies for FY 98 fourth quarterAs shown in the table, the average number of sleep studies per month at Sleep Center hasgrown steadily. From an average of 18 sleep studies per month during the fiscal yearending 9/30/93, the average number of sleep studies per month increased to 71.4 for thepast fiscal year. The average for the first nine months of the current fiscal year is 72.7studies per month. This growth is illustrated in the graph on the following page.Sleep CenterMarketing Plan Page 10 of 23Prepared by Bruce Mulkey 08/03/98
  • 11. Average M onthly S leep S tudies per Fiscal Year 79.5 80 71.4 70 55.8 60 52.5 50 FY 93 FY 94 Average M onthly Sleep FY 95 40 Studies FY 96 FY 97 26 FY 98 30 18 20 10 0 1992-1998 Fiscal YearsSleep CenterMarketing Plan Page 11 of 23Prepared by Bruce Mulkey 08/03/98
  • 12. Two-Year GoalsThe goal that we wish to attain at Sleep Center is to consistently conduct 145 sleepstudies per month, 130 per month at the Center and 15 per month at the satellite sites. Thetable below provides a conservative scenario of how we intend to reach this goal over thenext two fiscal years. Sleep Study Projections for Next Two Fiscal Years FY 99 FY 00 Month # studies Month # studies Oct. 93 Oct. 102 Nov. 85 Nov. 99 Dec. 77 Dec. 81 Jan. 93 Jan. 93 Feb. 97 Feb. 102 March 99 March 110 April 101 April 117 May 103 May 123 June 107 June 130 July 111 July 135 Aug. 113 Aug. 140 Sept. 117 Sept. 145 Total 1196 Total 1377 Avg./Mo. 99.7 Avg./Mo. 114.75Sleep CenterMarketing Plan Page 12 of 23Prepared by Bruce Mulkey 08/03/98
  • 13. Average Monthly Sleep Studies per Fiscal Year Projected through FY 2000 114.75 120 99.7 100 79.5 80 FY 93 71.4 FY 94 FY 95 Average Monthly Sleep 55.8 FY 96 60 52.5 Studies FY 97 FY 98* FY 99* 40 FY 00* 26 18 20 0Sleep CenterMarketing Plan Page 13 of 23Prepared by Bruce Mulkey 08/03/98
  • 14. Financial ProjectionsBelow is a summary of financial projections for the next two fiscal years. Summary of Financial Projections for FY 1999 & FY 2000 Fiscal Total sleep Fee per Gross years studies study revenue FY 99 1196 $1086 $1,298,856 FY 00 1377 $1086 $1,495,422Sleep CenterMarketing Plan Page 14 of 23Prepared by Bruce Mulkey 08/03/98
  • 15. Communicating with Our MarketIn order to reach our goal of 145 sleep studies per month on a consistent basis, SleepCenter must adhere to a coherent, effective strategy. In all that we do, we must positionourselves as the preeminent sleep center in Western North Carolina. We will do this bydeveloping strong relationships with area physicians, partnering with local businesses,communicating the strengths of the Center at every opportunity, and providing excellentand effective care for each patient that enters our doors. Underpinning all of this will beour compassionate attitude, an attitude and way of being that upholds the dignity of ourpatients and everyone involved in delivering care to them.Marketing StrategyBelow are the prioritized target markets along with the message that we willcommunicate to them and the prioritized strategies we will undertake to do this.I. Physicians in related fields within the Mission St. Joseph’s Health System A. Message: We want to assist you in providing the very best healthcare for your patients. B. Marketing Strategies 1. Quarterly MAHEC programs for physicians in related fields, including primary care physicians, ENTs, pulmonologists, cardiologists, neurologists, and pediatricians at Owen Heart Center auditorium. SC physicians, staff, and patients to present. CMEs to be offered 2. Powerful, effective Power Point presentations to be designed to support above programs 3. Produce and send mailer to accompany The Doctor’s Office, a monthly newsletter sent to all system physicians by MSJ Marketing and Communications Department 4. Call on physicians’ offices to educate the physicians and/or their office managers on sleep disorders. Provide physicians and office managers with screening information and educational brochures for their staff and patients 5. On initial referrals, hand deliver letter from Center regarding the treatment and diagnosis of the referred patient within one week of the patient’s treatment and diagnosis. Otherwise, send letter to referring physician within two days 6. Because of the correlation between coronary heart disease and obstructive sleep apnea, work closely with Heart Center to identify and treat cardiovascular patients with this disorder 7. Develop educational materials appropriate for public including brochures and fact sheets. Develop short-form sleep disorder screening and fact sheets for physicians, including fact sheet on How to Refer 8. Thank you notes to physicians who have referred patients within 48 hours of referral 9. Fast Facts to Physicians postcard mailings to physicians on a monthly basis 10. Gain presence on Mission St. Joseph website. Include page for public and one for healthcare professionals. Have subscription service for daily or weekly Fast Facts for Physicians via e-mailSleep CenterMarketing Plan Page 15 of 23Prepared by Bruce Mulkey 08/03/98
  • 16. II. Physicians in related fields outside the Mission St. Joseph’s Health System A. Message: We want to assist you in providing the very best healthcare for your patients. B. Marketing Strategies 1. Host a annual program for physicians in related fields, including primary care physicians, ENTs, pulmonologists, cardiologists, neurologists, and pediatricians at each satellite site, including Angel Community Hospital, Spruce Pine Community Hospital, and Cherokee Hospital. Hold event at local restaurant. SC physicians, staff, and patients to present. CMEs to be offered 2. Use powerful, effective Power Point presentations designed to support above programs 3. Call on physicians’ offices to educate the physicians and/or their office managers on sleep disorders. Provide physicians and office managers with screening information and educational brochures for their staff and patients 4. On initial referrals, hand deliver letter from Center regarding the treatment and diagnosis of the referred patient within one week of the patient’s treatment and diagnosis. Otherwise, send letter to referring physician within two days 5. Thank you notes to physicians who have referred patients within 48 hours of referral 6. Fast Facts to Physicians postcard mailings to physicians on a monthly basis 7. Use Mission St. Joseph website with sleep disorder page for healthcare professionals. Have subscription service for daily or weekly Fast Facts for Physicians via e-mail 8. Explore opening additional satellite sitesIII. Mission St. Joseph’s Health System A. Message: The System must recognize sleep disorders as a real problem for a large percentage of people in the service area, including the Mission St. Joseph’s staff and their family members. B. Marketing Strategies 1. Work with Human Resources to have changes made in the number of sleep studies now allowed (one) and to have sleep screening questions included in the pre-employment physical. Visit and provide copies of recent news articles, brochures, fact sheets 2. Work with Health Plan Design Team to have changes made in the number of sleep studies now allowed (one) and to have sleep screening questions included in the pre-employment physical. Visit and provide copies of recent news articles as well as brochures, fact sheets 3. Work with Safety Officer regarding staff productivity and safety issues related to sleep problems, sleep deprivation 4. Write quarterly articles, place ads in SCOPE about sleep disordersSleep CenterMarketing Plan Page 16 of 23Prepared by Bruce Mulkey 08/03/98
  • 17. IV. Area Businesses A. Message: We can help increase your productivity, reduce the number of accidents and injuries due to fatigue, and help boost company morale. B. Marketing Strategies 1. Call on company OSHA/Safety Officers to help educate them on the effects of sleep disorders and sleep deprivation. Provide them with brochures and fact sheets. Develop presentation including fact sheets that specifically address productivity and accident issues 2. Develop schedule of company health screenings and health fairs. Participate in these on a regular basis 3. Become part of the health screenings provided by Mission St. Joseph’s Community Outreach Program. Include postcard-sized self-assessments on brochure rack of CARE van.V. General Public A. Message: We can help bring relief to your sleep problems. B. Marketing Strategies 1. Change Center name to Mission St. Joseph’s Sleep Center in order to benefit from MSJ’s name recognition and reputation for quality care in Western North Carolina 2. Hold open house when Center expansion is complete. Send invitations to physicians, Mission St. Joseph’s staff (including Human Resources Department, Health Plan Design Team, and Safety Officer), OSHA/Safety Officers at local companies, current and former patients, support group members, etc. 3. Participate in radio and television programs including Evening Rounds (WCQS), Healthy Living (WWNC), and Medical Minute (WWNC & WLOS- TV). Concentrate on this in the months preceding the open house 4. Invite Asheville Citizen-Times health editor to write story about newsworthy patient as tie-in to Center open house. Write guest column in 1999 5. Send news releases to area media (print, radio, television) regarding opening of expanded Center and for such events as support group meetings, staff changes, new satellite sites, upcoming lectures, etc. Be certain to also send releases regarding upcoming events to editors of community calendars 6. Secure Yellow Page display advertisement and listing in Physicians section and listing in Sleep Disorders section 7. Write articles for Health Words for Women, a quarterly newsletter concerning women’s health issues that is sent to selected area women on a quarterly basis 8. Write quarterly articles, place ads in SCOPE about sleep disorders. Also, list support group meetings in community calendar 9. Maintain regular contact with Health Connection. Update them on latest developments at Center so that they can respond appropriately to all sleep problems and guide callers to the CenterSleep CenterMarketing Plan Page 17 of 23Prepared by Bruce Mulkey 08/03/98
  • 18. 10. Develop system for tracking patients (how they found out about the Center) and referring physicians (how they made the decision to refer patient to Center). Such a system will be used to determine which marketing methods are working best and which do not seem to be working 11. Develop patient education video to free up more of Center physicians’ timeSleep CenterMarketing Plan Page 18 of 23Prepared by Bruce Mulkey 08/03/98
  • 19. Exhibits A. Map—Sleep Center Service Area B. Marketing Action PlanSleep CenterMarketing Plan Page 19 of 23Prepared by Bruce Mulkey 08/03/98
  • 20. Sleep Center Marketing Action Plan Sec. I Action Primary Responsibility Date Due Primary SupportI.B.1 Quarterly programs for MSJ physicians Dr. James McCarrick Qtrly. beg. in 12/98 Jean Hardy a. Enroll physician, staff, patient presenters b. Choose dates, siteI.B.2 Develop presentations, handouts Dr. James McCarrick Qtrly. as needed Bruce MulkeyI.B.3 Produce and send bi-monthly informational Jean Hardy On hold Bruce Mulkey mailer with The Doctor’s Office (Use Ernest Williamson, Sleep Diagnosing Sleep Disorders fact sheet) [1] SciencesI.B.4-5 Call on physicians Jean Hardy As needed N.A.I.B.5.a Send letter from Center to referring Leigh Patton As needed N.A. physiciansI.B.5.b Review letter from Center to referring Jim Tate w/ 11/16/98 Bruce Mulkey physicians for PR value Dr. James McCarrick Dr. Charles O’CainI.B.6 Meet with Shonnie Lavender to determine Jean Hardy 11/1/98 Shonnie Lavender, Heart strategy for interacting with Heart Center ServicesI.B.7 Develop brochures, fact sheets, letterhead Jean Hardy 10/15/98 Bruce Mulkey a. 6 patient brochures Ernest Williamson, Sleep b. 6 physician fact sheets SciencesI.B.7 Final proofs to physicians Jean Hardy 10/30/98 Bruce MulkeyI.B.7 Final proofs reviewed Dr. James McCarrick 11/6/98 Jim Tate Dr. Charles O’CainI.B.7 Brochures, fact sheets, etc. received from Jean Hardy 11/20/98 Bruce Mulkey printer MSJ Print ShopI.B.8 Determine procedures for thank you notes Jim Tate w/ 11/16/98 Bruce Mulkey Dr. James McCarrick Dr. Charles O’CainI.B.9 Mail Fast Facts to Physicians Leigh Patton On hold Merrell Gregory, MarketingI.B.10 Gain presence on MSJ website Jim Tate On hold Rod Whiting, MarketingSleep CenterMarketing Plan Page 20 of 23Prepared by Bruce Mulkey 08/03/98
  • 21. Sleep Center Marketing Action Plan (cont.) Sec. II Action Primary Date Due Primary Support ResponsibilityII.B.1 Annual program at each satellite site Dr. James McCarrick Qtrly. beg. in 12/98 Jean Hardy a. Enroll physician, staff, patient presenters b. Choose dates, siteII.B.2 Develop presentations, handouts Dr. James McCarrick Qtrly. as needed Bruce MulkeyII.B.3-4 Call on physicians at satellite sites Jean Hardy As needed N.A.II.B.4 Send letter to referring physicians Leigh Patton As needed N.A.II.B.5 Determine procedure for thank you notes Jim Tate w/ 11/16/98 Bruce Mulkey Dr. James McCarrick Dr. Charles O’CainII.B.6 Mail Fast Facts to Physicians Leigh Patton On hold Merrell Gregory, MarketingII.B.7 See I.B.10 above N.A. N.A. N.A.II.B.8 Develop strategy to open additional Jean Hardy On hold Sonya Greck, VP Regional satellite sites Services Sec. III Action Primary Responsibility Date Due Primary SupportIII.B.1 Human Resources to meet to consider Jim Tate 11/13/98 Tim Macklin, MSJ HR request for changesIII.B.2 Meet with Health Plan Design Team to Jean Hardy On hold Claudia Muse, Exec. Dir., request changes Health Delivery Inc.III.B.3 Meet with Safety Officer to request Jean Hardy On hold Angela Jones, MSJ Safety changes OfficerIII.B.1-3 Develop presentation package including Jean Hardy On hold Bruce Mulkey brochures, fact sheets, articles, etc. for Ernest Williamson, Sleep above meetings SciencesIII.B.4 Write articles for SCOPE [2] Jean Hardy Qtrly. beg. 11/15/98 Bruce Mulkey Carole Donnelly, SCOPE EditorSleep CenterMarketing Plan Page 21 of 23Prepared by Bruce Mulkey 08/03/98
  • 22. Sleep Center Marketing Action Plan (cont.) Sec. IV Action Primary Responsibility Date Due Primary SupportIV.B.1.a Develop list of area companies and visit Jean Hardy 1/18/99 Bruce Handley, Community OSHA/Safety Officers OutreachIV.B.1.b Develop business presentation and Jean Hardy 12/31/98 Bruce Mulkey materials re productivity, safety issues Ernest Williamson, Sleep a. Brochures Sciences b. Fact sheets c. PresentationIV.B.2.a Develop schedule of business health Jean Hardy 11/1/98 Bruce Handley, Community screenings, fairs OutreachIV.B.2.b Create professional booth and participate Jean Hardy 1/30/99 Bruce Mulkey in screenings, fairs [5] Ernest Williamson, Sleep SciencesIV.B.3.a Meet with Community Outreach to explore Jean Hardy 11/1/98 Bruce Handley, Community becoming part of their program OutreachIV.B.3.b Postcard sized self-assessments in Jean Hardy 11/15/98 Bruce Handley, Community brochure rack of CARE Van [7] Outreach Sec. V Action Primary Date Due Primary Support ResponsibilityV.B.1 Change Center name to Mission St. Jean Hardy 10/1/99 Bruce Mulkey Joseph’s Sleep Center Janet Moore, MarketingV.B.2 Plan and hold Open House Jean Hardy On hold Bruce MulkeyV.B.3 Schedule participation in radio and TV Jean Hardy 1/15/99 Bruce Mulkey programs, write scripts [4] Rod Whiting, MarketingV.B.4 Invite Citizen-Times to write story about Jean Hardy On hold Bruce Mulkey pediatric patient. Later, write guest column Merrell Gregory, Marketing [3]V.B.5.a Develop list of area media Jean Hardy On hold Bruce Mulkey Merrell Gregory, MarketingV.B.5.b Send news releases re Open House and Jean Hardy On hold Bruce Mulkey other Center and sleep disorder news Merrell Gregory, MarketingSleep CenterMarketing Plan Page 22 of 23Prepared by Bruce Mulkey 08/03/98
  • 23. Sleep Center Marketing Action Plan (cont.) Sec. V Action Primary Date Due Primary Support ResponsibilityV.B.5.c Send upcoming events info to Community Susan DuRant Monthly beg. 8/14/98 N.A. CalendarsV.B.6 Display ad, listings in Yellow Pages [6] Jean Hardy 3/1/99 Bruce Mulkey Rod Whiting, MarketingV.B.7 Write articles for Health Words for Women Jean Hardy On hold Bruce Mulkey Harley Dartt, MarketingV.B.8 See III.B.4 Also list upcoming events in Jean Hardy 11/15/98 Carole Donnelly, SCOPE SCOPE EditorV.B.9 Update Health Connection Jean Hardy Qtrly. Beg. 11/15/98 Barbara Moore, Health ConnectionV.B.10 Develop tracking system Jean Hardy 1/1/99 Computer ServicesV.B.11 Develop patient education video [8] Jean Hardy 1/15/99 Bruce Mulkey Ernest Williamson, Sleep SciencesSleep CenterMarketing Plan Page 23 of 23Prepared by Bruce Mulkey 08/03/98