Weight Loss SmartSite Sample Marketing Plan - Adam.com

Weight Loss SmartSite Sample Marketing PlanA marketing plan provides a written description of the marketing opportunities, objectives, strategies, tactics and priorities to achieve growth andfinancial goals for clinical services. Having a plan is essential to communicating with internal audiences about the marketing activities, resourcesand budget commitments to effectively build business. It also serves as a roadmap for how marketing initiatives will be implemented, monitoredand controlled. The following is an example of a plan to position and promote your Weight Loss SmartSite as an essential volume-buildingmarketing tool for your bariatric surgery program.Marketing SituationOur hospital - Smith Hospital - established a weight loss program in 2008 with the recruitment of three board-certified bariatric surgeons. Weoffer four weight loss surgery procedures (Roux-en-Y gastric bypass, laparoscopic adjustable gastric banding, lasparoscopic gastric bypass andlaparoscopic sleeve gastrectomy), and have been designated a Center of Excellence by the American Society for Metabolic and Bariatric Surgery(ASMBS) for each of the past two years. Additionally, we’ve developed a full suite of support services to support patients before and aftersurgery. These include nutrition counseling, discounted fitness club memberships and support groups.Since the beginning of the program, we have experienced steady growth and developed a network of loyal referring physicians. Today, SmithHospital has xx% of the weight loss surgery market share in our primary service area, and xx% in our secondary. Weight loss surgery contributes$xx to net revenues and produces a margin of xx% - one of our highest margin clinical programs.Now we are facing increased competition for bariatric surgery volumes, primarily from Jones Hospital, who has recruited an additional bariatricsurgeon and plans to open a second outpatient surgery center in our primary service area. With these new competitive challenges, acomprehensive and targeted marketing and sales effort will be required to maintain our market position and continue on our growth trajectory.Copyright © 2012 Ebix, Inc. CONFIDENTIAL 1

Marketing SolutionOur new on-line Weight Loss SmartSite will boost the overall performance of our marketing and sales strategies by attracting consumers early intheir consideration and decision processes for weight loss surgery and connecting those patients to our doctors and surgical services.This service will set us apart from the competition by:Providing a convenient, accessible and easy-to-navigate weight loss surgery resource centerEngaging consumers through free assessments that provide customized recommendationsLinking weight loss surgery prospects to our surgeons and other weight management servicesMarketing GoalsPosition Smith Hospital as the preferred brand for weight loss surgery in our service areaMaintain our position as the market share leader in the primary marketGrow our position in the secondary marketMarketing ObjectivesIncrease weight loss surgery volumes (be specific – by what volume or percentage metric?)Increase on-line visits to our website (be specific – by what percentage over historic patterns?)Increase conversions of on-line visitors to information seminars and physician appointments (by what percent?)Copyright © 2012 Ebix, Inc. CONFIDENTIAL 2

Target AudiencesObese adults, primarily womenA study of industry data highlights that the most likely candidates for bariatric surgery (based on need and ability to access services) arewhite (75%), female (upwards of 80%), middle-aged, privately insured (82%), and from the highest income bracket. Surgeons surveyedcite higher success rates in patients who are under 60 years old, female, have a high self-esteem, good mental health, a satisfactorymarriage, high socio-economic status, who are self-critical and cope in a direct and active way, are not too obese, were obese before theage of 18, suffer from and are concerned about their obesity, have realistic expectations and undisturbed eating behaviors.Referring physiciansoooPrimary care physicians in primary and secondary marketsOB/GYN physicians in primary and secondary marketsSpecialists treating patients with obesity-related health risks• Endocrinologists• Cardiologists• Pulmonologists• OrthopedicsSmith Hospital employees and volunteersSmith Hospital’s 7,000 employees and volunteers are connected to thousands of people and organizations across our service area. Theyare a built-in word of marketing force and advocacy group for weight loss surgery to help obese family, friends and neighbors.[Hospital Name]’s Past and Current PatientsoThe internal CRM system is the best resource for targeting past and current patients who may have bariatric service needs.Copyright © 2012 Ebix, Inc. CONFIDENTIAL 3

Success MeasuresMetric Measures Baseline Year 1 Year 2 Year 3FinancialNet Operating Revenue from Bariatric SurgeryStrategicMarketing/SalesMonitoring and ControlContribution Margin/EBIDABariatric Surgery Market Share IndexBrand PositionOverall Preference for BariatricsOverall Preference Bariatrics/WomenLikelihood to Recommend/PatientsBaritric Surgery Volumes/IPBariatric Surgery Volumes / OPSmartSite VisitorsSmartSite Assessments CompletedSmartSite Information Session Registration ConversionsSmartSite Doctor’s Appointment ConversionsProjected Return on Marketing InvestmentResults from the bariatric surgery marketing strategy will be monitored and reported on a quarterly basis. Trended data will be shared with theclinical, administrative, physicians and service line leaders, and provide a platform for discussion adjustments to the on-going marketingstrategy.We will also closely monitor new competitive developments and advise accordingly.Copyright © 2012 Ebix, Inc. CONFIDENTIAL 5

Action Planning TemplateMARKETING INITIATIVE: (FILL IN NAME)Marketing Objective:Marketing Tactic:Desired Outcome:Responsibility Assigned To:Target Completion Date:# Action Steps: START END Assigned To: Resources/Budget:12345678910Status:Other instructions or comments:Copyright © 2012 Ebix, Inc. CONFIDENTIAL 6