Hospital Marketing Plan

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Conclusions, Assumptions, Priority Issues Based on Situation Analysis SWOT Conclusions Assumptions: Priorities Goals:
Market growth in 99 County projected to be 15 over next 5 years due to population growth and aging:
Target markets:  Cancer Service Line continues to be one of Community Hospital’s largest and most profitable service lines  Community Hospitals should target 99 County for growth
Competition continues to increase, as evidence by current competitor strategic initiatives:  Community Hospital should strengthen its’ competitive position through product design  Significant investments are required to support growth
Continued consumer choice in cancer care selection process:  Provide services in convenient location  Target direct consumers is essential  Link community screening and education with service line marketing
Financial performance challenges due to changes in reimbursement and technologies:  Surgical oncology (Breast, Colorectal, and Prostate) is expected to provide attractive margins  Community Hospital needs to improve cancer cost position and payer mix  Geographic: 99 County is most attractive market based on population growth and socioeconomic characteristics
Product Design:  Target/invest in high return products and services (Breast, Colorectal, and Prostrate) through outpatient screenings  Develop multidisciplinary clinics (differentiation strategy)  Invest in state-of-the-art, contemporary services and facilities (Radiation Oncology)
Place/Distribution Channels:  Establish cancer screening and treatment centers in convenient locations in 99 County (Radiation Oncology and Mammography Screening)  Recruit and establish Medical Oncology practices in 99 County
Promotion:  Leverage consumer preference and awareness of Community Hospital Cancer Service Line  Develop campaign for cancer service line (overall and channel specific for breast, colorectal, and prostate) 1996-2006 Triad Consulting Group, Inc.. Breast Ca