marketing plan guide_health education
TRANSCRIPT
October 12, 2014
Marketing In Health EducationEffective Plan GuideAlexa Guarino
Stages of the Marketing Process
✤ Planning!
✤ Analyze the situation!
✤ Select approaches and determine the role of marketing!
✤ Set goals and objectives!
✤ Segment and select target audiences!
✤ Design public health offerings!
✤ Plan evaluation
Stages to the Marketing Process
✤ Development!
✤ Develop budgets and distribution and promotion plans!
✤ Develop prototype products, services, and/or communication materials!
✤ Pretest with target audience members!
✤ Refine as necessary!
✤ Build in process evaluation measures
Stages to the Marketing Process
✤ Implementation!
✤ Produce offerings and materials!
✤ Coordinate with partners!
✤ Implement intervention!
✤ Use process evaluation to monitor implementation!
✤ Refine offerings, promotions, and distribution channels as needed
Stages to the Marketing Process
✤ Assessment!
✤ conduct outcome evaluation!
✤ Refine intervention as needed
What is a Marketing Plan?
✤ A written plan that uses the planning process to detail the necessary actions needed to achieve a marketing goal or objective!
✤ It is essential to achieving social change or the adoption of new public health programs and initiatives!
✤ It is designed to give project staff the information needed to understand the problem and develop a solution!
✤ A marketing plan should outline:!
✤ How the intervention is expected to work !
✤ The audience it should reach!
✤ The actions they are expected to take as a result of the intervention, !
✤ The exchanges constructed!
✤ How the strategies are expected to bring about this action
Outline of the Marketing Plan
✤ Executive Summary!
✤ Background and Mission!
✤ Challenges and Opportunities!
✤ Goals!
✤ Objectives (Measurable Outcomes)!
✤ Target Audiences!
✤ Strategies!
✤ Develop the Offering (Product)!
✤ Managing Perceived Price!
✤ Improving Access (Place)!
✤ Promotion!
✤ Evaluation Design
Planning Process Step 1: Analyze the Situation
✤ Identify problems and populations affected!
✤ Analyze current and possible replacement behaviors!
✤ Outline all components of a solution!
✤ Assessing the intervention environment!
✤ Reviewing past activities and results!
✤ Identifying complementary and competing activities
Planning Process Step 2: Select Approaches and Determine the Role of Marketing
✤ Examine trends and determine potential opportunities and challenges as well as the types of approaches (education, law, and marketing)!
✤ SWOT (strengths, weaknesses, opportunities, and threats) Analysis!
✤ Strengths and weaknesses of both the organization that sponsors the intervention and of the social change itself are assessed!
✤ Opportunities for an intervention to make a difference are identified!
✤ Potential threats to the success of the intervention are identified
Planning Process Step 3: Set Goals and Objectives
✤ Goals translate a program’s mission into specific behavioral outcomes!
✤ Objectives quantify the goals and describe the specific steps necessary to make progress towards them- Objectives should be measurable
Planning Process Step 4: Segment and Select Primary and Secondary Target Audiences
✤ Identify population groups who could benefit from a specific health behavior!
✤ Primary target audience- the group that needs to take a specific action!
✤ Secondary target audience- the group who can help or influence the primary target audience make a change
Planning Process Step 5: Design Public Health Offerings
✤ Develop the marketing mix strategies!
✤ Deciding what the product offering will be (Product)!
✤ Determining how price will be managed (Price)!
✤ Identifying the channels through which offerings will be available (Place)!
✤ Developing a promotion strategy (Promotion)
Planning Process Step 6: Plan Evaluation Approaches
✤ While planning objectives and outlining strategies, planners should also create plans for evaluating progress and outcomes against those objectives!
✤ Process evaluation- used to track when, where, how, and with whom specific tactics were used!
✤ Information is used to monitor progress and make refinements to intervention offerings!
✤ Outcome evaluation- used to determine if objectives are met and whether the intervention succeeded in changing behavior