information and library systems draft marketing plan ahec libraries & ahec digital library ils...
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Information and Library Systems
Draft Marketing Plan
AHEC Libraries
&
AHEC Digital Library
ILS Marketing Committee
Information and Library System
Draft Marketing Plan
1. Sections of the Marketing Plan
2. What is a marketing plan?
3. Role of the AHEC Libraries and the AHEC Digital Library
4. ADL Financial Overview
5. ADL: Market Overview
6. Key Objectives: Large Group Discussion
7. Opportunities: Small Group Brainstorming
8. Critical Success Factors: Large Group Discussion
9. Competitor Analysis: Large Group Discussion
10. Key Strategies: Large Group Discussion
11. Remaining: Implementation & Assessment Measures
• Questions or Comments
Information and Library System
Sections of the Marketing Plan
Role of the AHEC Libraries and the AHEC Digital Library
Financial Performance Summary
Market Description
Strategic Planning: Opportunities & Key Issues
Strategic Planning: Critical Success Factors & Competition
Strategic Planning: Key Objectives & Key Strategies
Implementation
Assessment Measures
Information and Library System
What is a Marketing Plan?
Why are we developing a marketing plan?
• Common Elements
• Outreach/Marketing Team Work
• The benefits of the process
• Organize our outreach/marketing
• Inform stakeholders
• Understand resource needs
• Identify competitive advantages
• Establish objectives and strategies
• Focus
Information and Library System
What is a Marketing Plan?
“Matching process between an organization’s or company’s capabilities and the wants of the customer.”
Information and Library System
Resources
Mission
Clients’ Wants
Knowledge & Skills
Marketing
McDonald, M. (2002). Marketing Plans: How to prepare them, how to use them. Oxford, England: Butterworth Heinemann.
Information and Library System
What is a Marketing Plan?
Definition: “Planned application of marketing resources to achieve marketing objectives”
Review Current Market Situation
Define Objectives
Implementation
Create Strategies
Identify Opportunities
McDonald, M. (2002). Marketing Plans: How to prepare them, how to use them. Oxford, England: Butterworth Heinemann.
Information and Library System
Role of the AHEC Libraries and the AHEC Digital Library
Mission ofAHEC Information
& Library Systems
Definition of Services Distinctive Competencies Future Directions
Information and Library System
ADL Financial Overview
A major strategic goal: To provide access to the AHECDigital Library to all North Carolina health professionals.
Two major financial goals for the ADL: 1. Cover the costs of information resources 2. Reserve fund of at least 25 percent of the
annual expenditure for ADL information resources.
For a non-profit organization – customer satisfaction is proxy for profitability
Information and Library System
ADL Financial Overview
Fiscal Years Members’ Payments
Expenditures (ADL Resources)
Balance
2001-2006 $1,9000,492 $1,908,818 ($8,326)
AHEC Digital Library Financial Overview 2001-2006
AHEC Digital Library Financial Overview 2006-2007
Fiscal Years Members’ Payments
Expenditures (ADL Resources)
Balance
2006-2007 $483,823 $455,939 $27,884
Information and Library System
ADL Financial Overview
ADL Revenue by Membership Type 2006-2007
Type% of
Revenue% Contribution to Fixed Costs
(information resources)
Hospital Memberships 77% 81%
Individual Paid Memberships 13% 14%
Northwest & Southern (AHEC Region) 9% 10%
Grants & AHEConnect 1% 1%
Information and Library System
ADL: Market Overview
ADL Memberships by Type, 2006-2007
49%
25%
10%
10%
4%
1%
1%
Hospital Affiliate
Preceptor
AHEC Faculty/Staff
Individual Members
Medical Residents
Community Facility
Other
Total AHEC Digital Library Members by Type, 2006-2007
Information and Library System
Market Overview
Hospitals
There are approximately 137 hospitals in NC that either are or potentially could be ADL members.
107 of these hospitals currently have access to the ADL.
Preceptors & Residents
4,105 preceptors have access to the ADL
528 medical resident have access
Individual
486 individual paid memberships:
311 basic & 175 enhanced
Community Health Facilities & Organizations
22 have ADL memberships
Information and Library System
Key Objectives: Large Group Discussion
Strategic Planning: Key Objectives
Given the mission, values, goals, client needs, and market situation – What are our key objectives?
What do we want to achieve?
Information and Library System
Opportunities: Small Group Brainstorming
Strategic Planning: Opportunities
Given the mission, goals, client needs, and market situation – What are our opportunities?
Hospitals Preceptors & Residents
Individual
Basic, Enhanced
Community Health Facilities & Organizations
Information and Library System
Critical Success Factors: Large Group Discussion
Critical Success Factors
Critical Success Factor Importance 0-100
A favorable cost-benefit to the provider or institution
100
What are the few key things from the customer’s point-of-view that any competitor has to do right in order to
succeed?
Information and Library System
Competitor Analysis: Large Group Discussion
Competitor Analysis: Strengths and Weaknesses
CSF ADL
1
2
3
4
5
Total Score
Information and Library System
Key Strategies: Large Group Discussion
Strategic Planning: Key Strategies
Given our mission, goals, the market situation, our clients’ needs, our critical success factors, our key objectives, and our opportunities – What are our key strategies?
How do we plan to achieve our objectives?
Information and Library System
Remaining: Implementation & Assessment
Information and Library System
Questions or Comments
Information and Library System