Marketing Plan Dr Harvey Final


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Marketing Plan Dr Harvey Final

  1. 1. Exclusive, safe treatments to enhance your natural self Executive Summary Will I receive the results I want? When is the right time to do this? How will I go home after treatment? How will I recover? How do I prepare for this? Am I safe ? A Marketing Plan for Doctor Harvey’s Plastic Surgery Practice Jeff Dobkins - Kim Laur - Robert Harvey - Christina Caamano
  2. 2. Current Marketing Situation
  3. 3. Mission Statement: It is our goal to provide the highest quality, safest, most artistic plastic surgical care to our patients Our aim is to produce results which are natural and unoperated in appearance We work with our patients to make them the best possible version of themselves
  4. 4. Product and Service Offerings: Head and Neck Face and neck lift procedures (Rhytidectomy) Upper and lower eyelid surgery (Blepharoplasty) Nasal surgery (Rhynoplasty) Forehead surgery Lip surgery Breast & Torso Breast augmentation, reduction, and lifting Abdominal surgery (Abdominoplasty, Tummy Tuck) Liposuction of the torso Injectables Treatment with injectable medications Botox to weaken local muscle action Soft Tissue or dermal fillers such as Collagen, Restylane, Juvederm, Radiesse Skin Care Dermabrasion and Microdermabrasion Chemical peals Dispensing of skin care products Face and body surgeries
  5. 5. <ul><li>Previous Marketing Efforts </li></ul><ul><ul><ul><li>Speaking opportunities </li></ul></ul></ul><ul><ul><ul><li>Fund raising events </li></ul></ul></ul><ul><ul><ul><li>Charity events </li></ul></ul></ul><ul><ul><ul><li>Club memberships </li></ul></ul></ul><ul><ul><ul><li>Direct mailings </li></ul></ul></ul>
  6. 6. <ul><li>Environmental Forces: </li></ul><ul><ul><li>World economy situation </li></ul></ul><ul><ul><li>Increase in cost effective injectable solutions </li></ul></ul><ul><ul><li>Decrease in surgeries performed beginning about 5 years ago </li></ul></ul>
  7. 7. <ul><li>Competition: </li></ul><ul><li>Approximately 400 Plastic Surgeons in Bay Area </li></ul><ul><li>Other doctors perform similar procedures: </li></ul><ul><li>Dermatology and Ear, Nose, and Throat doctors </li></ul><ul><li>Nurses and Spas also offer similar treatments: </li></ul><ul><li>Botox, Soft Tissue Filler Treatments, Skin Care </li></ul>
  8. 8. SWOT Analysis: Strengths Weaknesses Experienced, long time in practice High surgical fees Name recognition Negative connotation of plastic surgery Established patient following Web site is outdated Word of mouth referrals Limited scope of operations offered Good reputation All surgery done in hospital Great staff   Attractive office   Chairman, Department of Surgery   Opportunities Threats Increase face and neck procedures Competition from “old guard” plastic surgeons Increased injectable treatments Competition from new plastic surgeons Expand staff help with injectables Competition from other medical specialists Expand sale of products Current recession   Technology and product changes
  9. 9. Marketing Objectives
  10. 10. <ul><li>Refine the “Complete Patient Experience” </li></ul><ul><li>Expand wellness products and services </li></ul>Marketing Objectives <ul><li>Focus on head and neck area treatments </li></ul>
  11. 11. Issues for Objective #1 Refine the “Complete Patient Experience” <ul><li>Gaining trust from prospective patients </li></ul><ul><li>Fulfill patients expectations </li></ul><ul><li>Provide patient with an excellent experience consistently </li></ul><ul><li>Train staff to be focused and friendly and follow up on loose ends </li></ul><ul><li>Motivate staff to be friendly and accommodating </li></ul>
  12. 12. Issues for Objective #2 Focus on and increase Head and Neck surgeries <ul><li>Doctor has to become a businessman </li></ul><ul><li>Sensitivity of by passing less lucrative surgeries </li></ul><ul><li>Highly competitive field </li></ul><ul><li>Identify advertisement avenues </li></ul><ul><li>The current economy </li></ul>
  13. 13. Issues for Objective #3 Expand wellness product and service offerings <ul><li>Initial investment in product and injectables </li></ul><ul><li>Current website limitations </li></ul><ul><li>Maintaining inventory issue </li></ul><ul><li>Staff availability to educate patient on product and credentials to administer injectables </li></ul>
  14. 14. Target Market Customer Analysis Positioning
  15. 15. Target Market, Customer Analysis, and Positioning <ul><li>Divide market on the basis of: </li></ul><ul><ul><li>Age – Different offers for different age groups </li></ul></ul><ul><ul><li>Life stage – Plastic surgery is a way to help transition through periods of change </li></ul></ul><ul><ul><li>Gender – Approximately 90% of procedures are for women, but there is a small untapped opportunity for men. </li></ul></ul><ul><ul><li>Income – Elective surgery so they have to have disposable funds </li></ul></ul><ul><ul><li>Social class – Image and personal expression will be important to customers </li></ul></ul>
  16. 16. Target Markets   Target Skin care Injectable Surgery #1 Women 30-45 unmarried X X X #2 Women 45+     X #3 Women 20-30 X X   #4 Men 35-55 unmarried X X X
  17. 17. Apply Variables To Test Targets <ul><li>Geographic </li></ul><ul><ul><li>San Mateo, Santa Clara, SF and Marin Counties – all within easy commute </li></ul></ul><ul><li>Demographic </li></ul><ul><ul><li>Age, gender, family status, income, social – all fit the profile of previous patients </li></ul></ul><ul><li>Psychographic </li></ul><ul><ul><li>Lifestyles, activities, interests of these groups are appropriate </li></ul></ul><ul><li>Behavioral </li></ul><ul><ul><li>Perceived benefit, positive attitude, high loyalty </li></ul></ul>
  18. 18. Target Market Scoring Segment Growth Competitive Superior Fit with current resources Economic Factors Environmental Score Women 5 5 5 4 5 24 30-45 unmarried Women 4 5 5 4 5 23 45 + Women 4 4 4 3 4 19 20-30 Men 35-55 unmarried 3 4 4 3 4 18
  19. 19. Marketing Strategy
  20. 20. Marketing Strategy <ul><li>Push Strategy </li></ul><ul><li>Niche Marketing Strategy </li></ul><ul><li>3. Selective Specialization Strategy </li></ul>
  21. 21. Push Strategy <ul><li>Direct communication between seller and buyer </li></ul><ul><li>The seller can use intermediaries (partners) to push buyers to the seller </li></ul><ul><li>Yields a “one to one” personal relationship </li></ul>
  22. 22. Niche Marketing Strategy <ul><li>Narrowly defined customer group seeking a distinctive mix of benefits </li></ul><ul><li>Good strategy when: </li></ul><ul><ul><li>Customers will pay a premium </li></ul></ul><ul><ul><li>Customers have a distinct set of needs </li></ul></ul><ul><ul><li>Fairly small but has size, profit, and growth potential </li></ul></ul><ul><ul><li>Gain economies of scale through specialization </li></ul></ul><ul><li>Not trying to be everything to everyone! </li></ul><ul><ul><li>Exclusive product and service offerings </li></ul></ul>
  23. 23. Selective Specialization Strategy <ul><li>Certain product offerings to certain market segments </li></ul>P = Product M = Market
  24. 24. Marketing Programs
  25. 25. Place <ul><li>Located in Saint Francis Memorial Hospital </li></ul><ul><ul><li>outsourced services are more affordable </li></ul></ul><ul><ul><li>location in the hospital is positive for safety reasons </li></ul></ul>
  26. 26. <ul><li> Cosmeceuticals </li></ul><ul><li> Injectables </li></ul><ul><li> Skin care line </li></ul>Product
  27. 27. Service <ul><li>Surgical treatments for head and neck </li></ul><ul><li>Focus on the Complete Patient Experience </li></ul>
  28. 28. <ul><li>1st Patient contact </li></ul>Pretreatment Care Treatment Delivery Post Treatment Care <ul><li>Word of mouth referral </li></ul><ul><li>Website </li></ul><ul><li>Dr. Rob talk </li></ul><ul><li>Social contact </li></ul><ul><li>Educational pamphlets </li></ul><ul><li>Health assessment consultation </li></ul><ul><li>Financial discussion </li></ul><ul><li>Post treatment care </li></ul><ul><li>Follow-up contact </li></ul><ul><li>Pleasant space </li></ul><ul><li>Staff contact </li></ul>
  29. 29. Promotion <ul><li>Website development </li></ul><ul><li>Personal letter to past patients </li></ul><ul><li>Community building activities </li></ul><ul><li>Online social networking development </li></ul><ul><li>Engage in educational speaking opportunities </li></ul><ul><li>Involvement in emerging medical technology centers </li></ul><ul><li>Develop strategic service alliances </li></ul>Doctor Robert Harvey, M.D. Chairman, Department of Surgery Saint Francis Memorial Hospital Diplomat, Certified by the American Board of Plastic Surgery
  30. 30. Price Top tier price range for both services and products   National Average Price Dr. Rob Range Eyelid Lift $2,921 $3,000-$4,000 Facelift $6,728 $7,000-$8,000 Rhinoplasty $4,369 $5,000-$6,000 Chin Augmentation $2,280 $3,000-$4,000
  31. 31. Financial Plans
  32. 32. Marketing Budget   One-Time Cost Monthly Cost Total Year 1 Investment Website Development $5,000   $5,000 SEO (Search Engine Optimization)   $713 $8,550 Website Video $2,000   $2,000 Social Media Management   $250 $3,000 Retrain Staff $1,500   $1,500 Increase Product Inventory $22,680   $22,680 Mailer to Previous Patients $400   $400 TOTAL INVESTMENT     $43,130
  33. 33. Revenue Analysis     actual estimate actual estimate       2009 2010 2009 2010       # # $ $ Revenue Increase / (Decrease) Abdominoplasty $5,470 9 0 $49,230 $0 -$49,230 Eyelid Lift $2,921 8 17 $23,368 $49,657 $26,289 Breast augmentation $3,603 9 0 $32,427 $0 -$32,427 Facelift $6,728 11 14 $74,008 $94,192 $20,184 Liposuction $2,933 15 0 $43,995 $0 -$43,995 Rhinoplasty $4,369 3 23 $13,107 $100,487 $87,380 Chin Augmentation $2,280 2 15 $4,560 $34,200 $29,640 Totals   57 69 $240,695 $278,536 $37,841
  34. 34. Implementation & Controls
  35. 35. Implementation Controls for Objective “Refine the Complete Patient Experience” <ul><li>Implement customer surveys </li></ul><ul><li>Measure customer satisfaction </li></ul><ul><li>Implement customer suggestions </li></ul><ul><li>Measure referrals from previous clients </li></ul><ul><li>Measure repeat clients </li></ul><ul><li>Measure complaints </li></ul>
  36. 36. Implementation Controls for Objective: “Focus on and increase head and neck surgeries” <ul><li>Refer health insurance procedures to competitors </li></ul><ul><li>Increase social presence in exclusive circles </li></ul><ul><li>Measure before and after baseline cost ($Surgery per hour) </li></ul><ul><li>Measure staff’s time tracking down health insurance papers vs. spending time with patients </li></ul><ul><li>Measure # of head and neck surgeries </li></ul>
  37. 37. Implementation Controls for Objective: “Expand wellness product and service offerings” <ul><li>Measure number of products sold </li></ul><ul><li>Measure sales revenue by product </li></ul><ul><li>Measure number of injectable treatments </li></ul><ul><li>Measure web site traffic </li></ul><ul><li>Measure number of new/recurring patients </li></ul>
  38. 38. Implementation Timeline 2010 months 1 2 3 4 5 6 7 8 9 10 11 12 Website Development                         Retrain Staff                         Increase Product Inventory                         Mailer to Previous Patients                         Review Marketing Plan                         Focus on Head & Neck Surgeries                        
  39. 39. Questions