Offensive Marketing Plan for Scarlet Hospital
Read the case study, Stopping Outshopping [PDF] Then, use the Internet to research similar marketing strategies in the health care industry.
Your task is to create an offensive marketing plan for Scarlet Hospital. The competition has already created a marketing plan that advertises in your area, so your marketing plan should reflect that.
Your plan should be 4 pages and include the following eight sections:
-An Executive Summary and Table of Contents that summarizes the key points of the marketing plan including any recommendations and strategies and has an itemized table of contents for the plan that make each of the sections easy to find.
-An explanation of the Current Marketing Situation that determines whether Scarlet Hospital is ready to fully compete aggressively based on market research, and existing marketing plan.
-An Opportunity and Issue Analysis that assesses the existing marketing plan, while making recommendations on the direction Scarlet Hospital should follow. It should also include a review of the Scarlet hospital strategy for assessing the potential for a change or enhancement to generate revenue.
-Objectives for an offensive marketing plan using techniques like market penetration, market development and product development.
-A Market Strategy that proposes a one-page offensive strategy (such as communication, branding, or innovation) that Scarlet Hospital should deploy in order to turn the table on opposing health care providers and improve its competitive marketing position.
-An outline of Action Programs that can be put in place by Scarlet Hospital to protect its market share and thus decrease the chance of losing patients to other institutions. Action programs should also reflect an awareness of the current events that contribute to the risk of losing patients to other institutions.
-Financial Projections that allow Scarlet Hospital to determine if any financial reinforcement is needed for the offensive marketing strategy.
-Implementation Controls that include a review of the marketing team’s plan, communication and project timeline to ensure those pieces contribute to the success of the marketing strategy being implemented.
Everything you need will be attached.
Use 3 sources to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source slide at least one time within your assignment.
Create an Offensive Marketing Plan
Student’s Name
Institutional Affiliation
Create an Offensive Marketing Plan
Executive Summary
Scarlet Hospital faces stiff competition from other healthcare providers in the area. Equally, this marketing plan proposes an offensive strategy to penetrate the market, increase market share, and retain patients. The approach includes reviewing the current marketing situation, opportunity and issue analysis, objectives, market strategy, action programs, financial projections, and implementation controls. Scarlet Hospital should consider expanding its services to include new specialties or procedures to penetrate the market and increase market share. Notably, this could involve investing in new equipment or hiring specialized physicians and staff to provide high-quality care in these areas. Scarlet Hospital can attract new patients and stand out by offering unique and technical services.
Another way to increase market share is to provide exceptional patient experiences. Besides, this could include investing in technology to streamline the patient experience, such as offering online appointment scheduling or telemedicine services. The hospital could also improve the physical environment by updating waiting rooms, adding amenities such as free Wi-Fi, or offering a concierge service that helps patients with non-medical needs. Scarlet Hospital should also consider developing partnerships with local businesses or community organizations to increase its visibility and reach new patients. Equally, this could involve sponsoring local events, offering health fairs or screenings, or partnering with other organizations to promote health and wellness in the community. By building solid relationships and partnerships, Scarlet Hospital can position itself as a trusted community member and attract new patients through word-of-mouth referrals.
Besides, Scarlet Hospital should focus on building long-term patient relationships through ongoing communication and engagement to retain patients. Notably, this could involve sending regular newsletters or emails with health tips and updates on the hospital, offering loyalty programs or incentives for returning patients, or providing personalized follow-up care after procedures or hospital stays. By focusing on building solid relationships with patients, Scarlet Hospital can foster loyalty and increase patient retention. Therefore, the offensive marketing strategy proposed in this plan should be focused on developing a solid brand image and identity that resonates with patients and sets Scarlet Hospital apart from the competition. By investing in innovative services and technologies, building partnerships with the community, and fostering strong relationships with patients, Scarlet Hospital can successfully penetrate the market, increase market share, and retain patients.
Table of Contents
Executive Summary……………………………………………………………………...………2I. Current Marketing Situation ………………………………………………………….……….5II. Opportunity and Issue Analysis ……………………………………………………….….….7III. Objectives……………………………………………………………………………….……7IV. Market Strategy ………………………………………………………….……………….…8V. Action Programs……………………………………………………………………………...8VI. Financial Projections…………………………………………………………………….......8VII. Implementation Controls…………………………………………………………………...9VIII. Conclusion……………………………….……………………………………………......9IX. References...……………………………….…………………………………………….....10
I. Current Marketing Situation:
Scarlet Hospital has a strong brand reputation in the market but needs to upgrade its marketing tactics to remain competitive. Besides, there is a high demand for healthcare services in the area, and the competition has already established a significant presence in the market. Scarlet Hospital needs to assess its marketing strategies to determine whether it is prepared to compete aggressively. In addition to evaluating its marketing strategies, Scarlet Hospital needs to thoroughly analyze its current market position and market share and identify its key competitors and their strengths and weaknesses. This analysis will provide valuable insights into how Scarlet Hospital can differentiate itself from the competition and develop a unique value proposition that appeals to its target market.
Scarlet Hospital should also consider the changing healthcare landscape, such as technological advancements, healthcare regulations and policies, and shifts in consumer behavior and preferences. These factors can impact the demand for healthcare services and influence how patients choose their providers. Another important consideration is the patient ...