Background Information

There is no “right” format for a marketing plan or a right way to do one. The proof of the plan is in the context, not the format. The plan itself is just a “blueprint”, it does not delineate every detail and step. A marketing plan:

• Needs to be flexible, but not fluid.
• Is near term in scope, 12 to 18 months.
• Coordinates with and follows other plans, such as the strategic plan.

Here is an example of how the marketing plan and the strategic plan might coordinate.(see attached picture)

The marketing plan involves the entire organization. It cannot just be the responsibility of the marketing department or a contracted marketing firm. In order to determine the success of the plan, measurable goals and objectives must be set as part of the plan. Indicators or measures must be tracked and monitored. Finally, the market plan must be implemented. Otherwise, it is just an exercise in paperwork. Implementation of a good quality market plan means it becomes part of the organization’s culture in the same way the strategic plan should.

Adapted from Healthcare Marketing Plans that Work by David Marlowe

Marlowe, D. (2014, October). Healthcare marketing plans that work. Paper presented at the Nebraska Healthcare Marketers, Lincoln, NE. Retrieved from www.nebraskahospitals.org/file_download/3a748cf5-1283-44cd-a5b6-53684cb065d0