Final Marketing Plan

I’m stuck on a Health & Medical question and need an explanation.

A just one page exceutive summary and evalution. I need it ASAP

Executive summary The executive summary is a summary of the entire plan written in such a way that it can be quickly read. It is similar to the abstract of a research paper. It is straight narrative and should be more than one page (double spaced) but not more than three pages. It should contain highlights from most sections of the plan but not go into detail (not much on the budget except the total, and little if any on the evaluation). This is what the CEO reads. If he or she likes it, then he/she reads on. DO NOT start by writing the Executive Summary even though it will appear first in the completed plan. It is a summary of the highlights of the plan and therefore cannot be written until the rest of the plan is finished. This is another important skill for your career. Unfortunately, you will encounter bosses, clients, committees, and the like who will not take the time to read an entire report, plan, or proposal that you have prepared. For those folks, you need to have the skill to choose the key elements for inclusion in an executive summary that will satisfy their interests and perhaps cause them to want to look at the details.

Evaluation

This section contains your ideas on how you will evaluate both the outcomes of the plan and the processes you go through to accomplish it. Process evaluation and outcome evaluation are skills that will be important to you in your career. They are also different and are described in module 9. Outcome evaluation should focus on your marketing objectives and how the company will know whether they have been achieved. What reports will they look at? Do the reports exist already, or do they need to start tracking new information to have the right information in the end? Who will look at the reports and do the evaluation? Process evaluation should occur as the action plan is implemented. How will the company know that each action has been implemented as planned? Who will do the monitoring? How will decisions be made about process adjustments if necessary?

Situation Analysis

Internal Analysis: Ogden Clinic is a multi-specialty, independently owned group practice which was established in 1950. It is a physician-owned corporation, with all shares divided equally among the 80 physicians which make it up. When a new physician joins the clinic, they become a shareholder and actively participate in contributing financially to the success of the organization. Ogden Clinic has a number of locations throughout Weber and Davis counties, providing care in twenty four different specialties, with over 160 advanced practice providers consisting of nurse practitioners, physician assistants, audiologists, dermatologists, physical therapists, and many more.

Ogden Clinic’s mission statement and overall goal is as follows:

“To be the clinic of choice for patients, employees, and providers, as a thriving independent, physician-owned, multi-specialty group practice.”

Currently, there are twelve dermatology providers who offer care at six different clinical locations. These specialists treat all forms of skin disorders along with offering therapies for patients who may suffer from acne, psoriasis, hair loss, and other more complex disorders which are more difficult to treat. All twelve dermatology providers are dedicated to caring for and educating patients of all different ages.

Product Description: The main focus of this marketing plan is the treatment of skin disorders and conditions, along with skin care products and specific services that are offered through each dermatology clinic location. Ogden Clinic dermatology is a premiere distributor of SkinCeuticals Skin Care, providing a number of skincare products that are proven to penetrate optimally into the skin. SkinCeuticals is a full line of skincare products that are meant to repair skin damage and prevent the effects of aging. The Ogden Clinic Bountiful location, in specific, sells most of these products, and if the product you desire is out of stock or not currently available to buy from the clinic directly, the clinic will then gladly place an order for any patient who is interested.

Primary and secondary markets with estimated calculation: We chose to focus our primary target market segments on those adults, ages forty to sixty, who are interested in anti-aging services and products who also have above average income. The reason we mention a specific income level in our target is due to the fact that most all skincare products offered and sold by Ogden Clinic Dermatology can be pretty pricey, ranging anywhere from $30 to $200 depending on the product.

Secondary market segments include people of all ages who have skin allergies and/or irritations due to allergies from harsh chemicals, autoimmune disorders, or other factors, teenagers and young adults who suffer from severe acne, adult males and females who experience hair loss or total hair loss as a result of balding or certain diseases, and also adults aged forty or older who seek treatment of varicose or spider veins.

To determine the target market segments, we focused on both Weber and Davis counties specifically. We found:

  • Population of Adults between 35-65 in Weber County = 76,000
  • Above average income = 47.2% + Population of Adults between 35-65 in Davis County = 113,137
  • Percentage with above average income = 52%.

Estimated size of segment = (76,000 x 0.472) + (113,137 x 0.52) = 94,703

SWOT analysis with a summary of key findings: The key competitors of Ogden Clinic are Tanner Clinic,Mt Timpanogos Women’s Health Care(Central Utah Clinic) and IHC Group is considered to be the biggest rival.

They are mainly competitors of the Ogden Clinic due to the services that are provided in each clinic and the area of service. Tanner Clinic has & locations in Utah and in Utah only, Ogden Clinic has 26 clinics but there are 100 Central Utah Clinics. All of the clinics are affordable due to their shared size, they are not that big to compete with bigger clinics or hospitals but big enough to compete with each other.

Summary of Key Outcomes: Since Ogden Clinic is the smallest organization out of the other two competitors as far as locations go, it is important to stand out to current and future potential customers by keeping prices low and affordable, provide outstanding care, and sell skin care products that other organizations do not offer.

Objectives, Strategies, and Actions

Objective 1: Increase the number of patient visits to the Dermatology Clinic by 25% in the next 12 months (1 year) as compared with the previous year. Specifically September 2020 through September 2021.

Strategy 1: Provide a more satisfying and flexible Customer Service experience for the existing and new customers.

Actions:

  • Extending clinic hours. The current hours for Ogden Clinic Dermatology are 8 AM to 5 PM Mondays, Wednesdays, and Fridays. As well as 10 AM to 7 PM Tuesday and Thursday. By extending the hours to 8 AM- 8 PM Monday through Friday and 10 AM – 3 PM on Saturdays It will help make the clinic more accessible for Customers.
  • Contract with the 3 largest health insurance providers to become a network provider for dermatology. This will allow more patients to use their insurance and keep out of pocket costs for patients low.
  • Ogden Clinic Currently has twelve Dermatologists. Hiring two more physicians will help keep the workload minimal while increasing the number of patients seen.

Strategy 2: Create a beneficial customer program for loyal customers.

Actions:

  • Customers and patients can sign up for a loyalty program which would offer a 20% discount on all dermatology products after you make 10 purchases.
  • Loyalty program also provides discounts for customers who purchase cosmetic procedures. A 20% discount for a customer who has already had a procedure done through Ogden Clinic.
  • 10% Discount on cosmetic procedures or any dermatology product for each successful referral a customer makes. Customer referral must purchase a product or have a procedure done in order for Customer to receive the discount.

Objective 2: Increase overall sales of skin care products and skincare services by 10% in the next 6 months as compared to the previous 6 months. Specifically September 2020 to

Strategy 1: Run an advertisement program for the skincare products and services.

Actions:

  • Buy a 30 second advertisement to run on BYU, and KJZZ Television channels Monday and Wednesday anytime between 7 PM and 10 PM for the next 6 months.
  • Buy a 30 second advertisement to be played on 2 local radio stations for the next 6 months. The advertisement will be played Tuesday and Thursdays between 7AM and 8 AM.
  • Purchase and print brochures with skincare products and services provided by Ogden Clinic. Brochures will include prices and information regarding new loyalty program brochures displayed at front desks and waiting rooms of Ogden Clinic.

Strategy 2: Run big promotions for the skin care products.

Actions:

  • Secure a Distribution Deal with a local salon to sell Ogden Clinic skin care products and increase sales as well as brand awareness.
  • Secure Distribution deals with local pharmacies to sell Ogden
    Clinic skin care products.
  • Mail out coupons for 10% off any Ogden Clinic skin care product to addresses within at least 10 miles of the Clinic

Calendar of Events

Budget

The costs associated with the first Objective are the following:

  • Extending clinic hours. By extending the hours from 8:00AM to 8:00PM Monday through Friday and 10:00AM to 3:00PM on Saturdays, the clinic will be open 20 extra hours a week. It will cost approximately $2,200 a week for the 20 extra hours that Dermatologists must be paid. It will also cost approximately $300 extra per week for the salary of all Medical Assistants and Receptionists, as well as an additional cost of $440 for the salary of all Nurses. The expenses for employee salaries were calculated using the average salaries of each position multiplied by 20 hours. The clinic will use rotating shifts to avoid employees going into overtime. Extra costs in utilities will be approximately $500 this was calculated using the monthly average of utilities. Total expense for action: $3,440 a week or $178,880 a Year
  • Contract with the 3 largest health insurance providers to become a network provider for dermatology. The only expense associated with this action would be labor for the administration and legal team. This task will be completed within the regular 8 hour work day and will not cost extra. Total expense for task: $0
  • Hiring two new Dermatologists. The average Yearly Salary for a Dermatologist is $290,000. Since two Dermatologists are needed this will cost $580,000 a year. Total Expense for action $580,000 a year
  • Customers and patients can sign up for a loyalty program which would offer a 20% discount on all dermatology products after you make 10 purchases. We have guaranteed that even with the 20% discount on products our gross margins are still adequate to maintain a profit. Total expense for action $0
  • Loyalty program also provides discounts for customers who purchase cosmetic procedures. A 20% discount for a customer who has already had a procedure done through Ogden Clinic. We have guaranteed that even with the 20% discount we can still maintain a profit. Total expense for action $0
  • 10% Discount on cosmetic procedures or any dermatology product for each successful referral a customer makes. Customer referral must purchase a product or have a procedure done in order for Customer to receive the discount. We have guaranteed that even with the 10% discount we can still maintain a profit. Total expense for action $0

Total Yearly Expense for the first Objective: $758,880

The Costs Associated with the Second Objective are the Following

  • Buy a 30 second advertisement to run on BYU, and KJZZ for the next 6 months. Production of the commercial will cost approximately $4,000. It will air on air on both channels Mondays and Wednesdays anywhere from 7 PM- 10 PM according to BYU and KJZZ this would cost approximately $130,000. The advertisement would run on both channels which would be $260,00. Total expense for action $264,000
  • Buy a 30 second advertisement to be played on local radio stations for the next 6 months. This advertisement would be played on two local radio stations every Tuesday and Thursday between 7 AM and 8 AM for the next six months. Production would cost $400. Airing it will cost $200 a week for both radio stations. Total expense for action $10,400
  • Purchase and print brochures with skincare products and services provided by Ogden Clinic. Brochures would be colored with a fairly basic design. This would cost approximately $100 to design and $200 to print 1,000 brochures. Total expense for action $300
  • Secure a Distribution Deal with a local salon to sell Ogden Clinic skin care products and increase sales as well as brand awareness. We will sell products to the retailer at a price which is both profitable for us and the retailer. We are able to accomplish this and still maintain our current margins. We currently have the inventory to maintain stock for a local salon. Total expense for action $0
  • Secure Distribution deals with local pharmacies to sell Ogden
    Clinic skin care products.We will sell products to the retailer at a price which is both profitable for us and the retailer. We are able to accomplish this and still maintain our current margins. We currently have the inventory to maintain stock for retail distribution. Total expense for action $0
  • Mail out coupons for 10% off any Ogden Clinic skin care product to addresses within at least 10 miles of the Clinic. There are 300 homes within 10 miles of the clinic. The 10% discount will not cost anything since the products will still be profitable. The printing of the coupons will cost approximately $300 and the mailing will cost $76. Total expense for action $376

Total Yearly Expense for the Second Objective: $275,076

The total Budget is $1,033,076, however the recommended budget would be $1,050,000 incase any unexpected expenses may occur.

Get 20% discount on your first order with us. Use code: GET20

CHOOSE YOUR WRITER