In a competitive market, any healthcare, including coastal medical centre (CMC), needs a strategic marketing plan to gain the market share by focusing on increasing revenue and improving patient retention. The critical marketing initiatives that could enhance clinical workload in the coastal medical centre include accessibility, proactive call centres/ responsive website, evaluation of patient experience, consistent branding, and conducting follow up with patient feedback. With the aforementioned critical marketing initiatives put into consideration, the CMC would realise its patient volume grow at a rapid rate which equates to the strength of the company's brand and an improved clinical workload.
In recent days, the availability of information online has given patients more options than ever before convincing many patients against visiting hospitals and health centres. As a result, a significant number of healthcare organisations have adopted a planned and budget healthcare marketing strategy to retain and lure new patients within their reach. A marketing strategy helps keep an organisation's brand at the forefront ahead of its competitors, and it would be better to develop one now than wait until you find out that the volume of your patient database in almost empty. Besides, clearly and concisely communicating a strategic marketing plan is just as important as creating it (Ginter et al., 2018). Therefore, an effective strategic marketing plan would be emulated by how well it is communicated and thus a communication plan needs to be developed.
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The parties who should be involved in developing the CMC marketing plan include the company leaders and marketing professionals, for instance, the chief executive officer, the chief marketing officer, and the marketing department staffs. The marketing department uses the marketing plan as a tool to guide them in implementing steps necessary to align with the company's marketing objectives and strategies (Collier, 2014).
References
Collier, R. (2014). Patient engagement or social media marketing? Journal for Canadian Medical Association, 186(8), 237-8. DOI:10.1503/cmaj.109-4739
Ginter, P. M., Duncan, W. J., & Swayne, L. E. (2018). The strategic management of health care organizations . John Wiley & Sons.
