Reference no: EM133682719

Develop a marketing plan for a fictitious primary care clinic as described below:

Sebago Lake Medical Center (SLMC) has just completed a strategic plan. One of the priority goals in the plan is to "Increase access and utilization of primary care services." Now it is time to begin implementation, which will be guided by a business plan. Your job is to create the marketing portion of the business plan.

Assumptions:

• Sebago Lake Medical Center is an acute-care hospital with an affiliated medical group.
• The decision has been made to develop a new primary care clinic site to increase access. Assume the clinic can be operational in six months.

To be provided by the student:

Describe SLMC - The student can define the size, location and other specifics of SLMC and its service area. SLMC could be a tertiary medical center with a large affiliated multispecialty clinic located in an urban area; or a critical access hospital with a small primary care clinic in a rural area; or something in between. It is the student's choice, but it is recommended that the student choose a type of medical center and community with which he or she is familiar - this should make it easier to describe services and make other assumptions.

Consistency is required - Once the type of HCO and community are selected, it is expected that the rest of the plan will be consistent. For example, if a critical access hospital (CAH) in a rural area is chosen, then it will affect the options that are available for promotion. It is unlikely a CAH would spend extensively to purchase television time. Conversely, if SLMC is located in an urban community, then open houses or a community reception might be less effective.

Make your numbers realistic - Part of the assignment will be to develop a description of the SLMC and the service area. Since this is a fictitious scenario, you will be creating numbers to describe the area; for example the service area population, age mix, etc. Make these numbers consistent and realistic with the description of the SLMC.

Budgets - Any time money will be spent to implement a part of the plan, an associated budget is required.

Market Research - Within the "product description" section of the plan, you are asked to develop a market research process to test a feature of the new clinic (for example, this could be a flexible office hours, i.e., early morning versus evening hours.) Refer to the PowerPoint for more instructions.

Plan Format - The PowerPoint presentation attached to the study notes describes the format to be used for the marketing plan.

Length of plan - There is no minimum length requirement, but your plan should be thorough and complete.

Presenting statistical information - The most effective way to present data is through the use of tables or graphs with some narrative highlighting key points. If you are comfortable creating tables and graphs in Excel, please do so; however, recognizing that not everyone is comfortable with Excel, tables and graphs are encouraged, but not required.