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DIY Marketing Part 2: The 4 elements of the Marketing Improvement Plan

June 11, 2013
by Luke Fannon
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[Editor’s note: For the prior segment of this blog, please see DIY Marketing Part 1: Assess thyself.]

The second phase of your DIY marketing makeover is the creation of the Marketing Improvement Plan (MIP). The MIP provides the organization with a big picture point of view while providing an overview of strategic approaches an organization should be considering to improve its census and revenue. Nearly all of the comprehensive MIPs we create for clients have the following four elements: Strategic Marketing Plan, Team Member Performance Improvement, Product Improvement and Reputation Recovery. 

1. Strategic Marketing Plan

I will go into more detail about the strategic marketing plan (SMP) in Part 3 of this blog. Effective SMPs have these elements: Goals, Objectives, Strategies and Tactics. Let’s define each of these for now, and in the next blog I'll give you real-life examples of how SMPs are structured. 

Goals:  Your plan starts with the end in mind—the one or two specific numbers that define top-line success. Top-line success is the revenue number that enables your organization to meet its profitability goals. Typically it is budgeted for maximum overall census or skilled census. 

Objectives:  Objectives are the specific numbers your organization must meet to reach its goals. Typically, your marketing metrics (admissions, discharges, referrals, tours, conversion ratios) are used as objectives.

Strategies and Tactics:  Strategies and tactics are the description of how your organization is going to reach its objectives (and then ultimately its goals).

2. Team Member Performance Improvement

Admissions and marketing team member performance is critical to the success of your organization.  Improving their performance can be difficult for many organizations because they lack sales and marketing leadership suppor,t and administrators typically don’t have sales and marketing backgrounds (or even admissions experience). 

Sales and Marketing Training:  First, admissions and marketing team members are trained in basic sales skills with referrals sources and with patients/families making healthcare decisions. They are also trained in strategic marketing plan development and execution. Administrators are trained in their role as the on-site marketing manager, giving them the skills and best practices they need to be effective leaders of admissions and marketing team members. 

Strategic and Tactical Coaching:  Strategic and tactical coaching is the process by which team members learn to apply knowledge and skills learned in the class room to real-life situations. At Premier Coaching and Training, we use three coaching methods to improve team member performance:

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Luke Fannon

www.pctmarketing.com

Luke Fannon is founder and CEO of Premier Coaching & Training, Unionville, Pa., which...