Lilly Hines
Fall 2024
“The marketing plan is to company success as a road map is to car travel. It is the key from strategy to
tactics. It can act as a tracking mechanism, it can determine the budget, and it can be a scale against
which the company measures marketing effectiveness. It is an internal communications tool that
everyone consults to know where the business is going and how it plans to get there.”
Kevin J. Clancy and Peter C. Krieg (2000), Counterintuitive Marketing
Discover the Marketing Plan
Objectives are how we will measure the success of the marketing plan once it is implemented. Strategies address how objectives are to be achieved. Tactics are the specific actions, details, and activities that must occur in order for the strategy to succeed and the objective to be met. Discover this project's objectives, strategies, and tactics above.
Using the media can be an effective way to reach a target market and achieve high-impact objectives. Click on the button above to check out how this project is proposing a "public relations" plan for the proposed healthcare marketing plan.
No marketing plan is complete with a social media plan. In this section, you'll find two social media platforms integrated into the proposed plan to engage students in the selected healthcare product/service via online interaction.
Marketing is not free. There is a cost associated to every effective plan. This portion of the marketing project explores the monetary cost of each proposed tactic and the public relations/social media plans.
The marketing planning process is circular, ending with an evaluation phase which will inform future marketing plans. This semester-long marketing project concludes with an essay including how the success of the proposal should be evaluated. This essay will highlight the metrics and the contingency of this marketing plan.
Target Market
"Knowing your audience will allow you to make decisions that will enhance your
ability to communicate and connect with them."
Anyone through the community of Indianapolis can technically have access to and utilize the services offered by the Student Outreach Clinic, although there is a specific group of people that could benefit the most from the services offered or who should know about the services based on their previous access to health care services. The ideal customer for the clinic would be those without insurance, either currently do not have insurance, unemployed, unable to file for Medicare or Medicaid, or in an area where they are unable to find a provider covered by their insurance. For those without a home in Indianapolis, it is also a good resource to receive general primary care and dental care, in a financially stress-free environment.
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Another factor unique to the community of IUI students in general is the availability of care to the students. Many students are away from home, are uninsured, or need the local services due to lack of transportation. This would be another subsection of an ideal customer.
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Regarding the ideal customers psychographics, it is most important that those who are a higher risk of health care inequities, partake in modifiable risk factor behaviors, or predisposed to disease be seen by the clinic and receive free primary care they are otherwise not receiving due to their socioeconomic status, or relationship with healthcare. Because the clinic offers free primary care services, this includes screenings, vaccines and referral if the customer needs specialized care. If we can screen for preventable diseases and educate on prevention, we are working towards preventing disease and unhealthy behaviors. According to the interviewees from my related health care research interview, some expressed a need for more education around their community and primary, secondary, and tertiary prevention methods.
