Marketing Plan

Marketing Plan

Kenya Brown

Principles of Public Relation Fall 2014

Instructor Holly Hall

November 17, 2014

Executive Summary

The reason for this marketing plan analysis is to implement a breast cancer clinic into the hospital so that cancer can be detected at an early stage. The purpose for creating a plan is to define the purpose and establish goals and objectives that will be consistent with the hospitals mission. The analysis will allow the organization and its leaders to communicate goals and objective to everyone involved, it will also help develop ownership of the plan, allow the organization to focus on priorities, keep track of progress and establish a mechanism for change when needed, and it brings together ideas and efforts about where the organization is and where it's going. The breast cancer clinic will be helpful in the community and it will help provide transportation to the community and others in need of services. The marketing plan analysis will give a clear view and understanding to strengths, weaknesses, opportunities, and threats that may occur when making change.

A marketing plan analysis is developed to avoid risk. When implementing changes into a healthcare organization you must focus on the patients and how the change may affect their safety. A plan can easily be discussed and executed, but without the proper plan an organization may run into financial risk. When developing a marketing plan an organization must have purpose and they must be able to plan according to what is needed. A marketing plan helps to avoid unnecessary changes and allows you to make adjust along the way. Once an organization has their plan together they are able to see the advantages and disadvantages of the plan and make the necessary adjustments. An effective plan provides a clear focus which produces effectiveness and efficiency, build strong teams and allow everyone work as a team which will motivate them to produce satisfaction, and increase productivity. Developing a plan helps to solve problems that have or may occur in an organization (www.namac.org/stategic-planning-benefits). The need for a market plan is important because it helps to develop a sense of direction and develop strategies to promote their products and services as well as communicating and satisfying the customers. A marketing plan helps outline businesses marketing efforts. In society today the health care environment is a competitive field with new technology that offer new ways to deliver health care and improve the health care system as well, and make it accessible and affordable. When implementing something new it is important that your change has a purpose, and without a plan there is no purpose.

The purpose of the implementation of the breast cancer clinic is to keep up with new era that involves economic, service, and research activity across instead of within boundaries of a traditional organizations (www.implementationscience.com). The clinic will focus on full continuum of cancer care that includes risk assessment, prevention, screening, treatment, follow-up care, palliative care, oncology practices, and individual community providers. The breast cancer clinic will help improve access to clinical trials within a community and target minorities, low socioeconomic status, rural areas, and populations that are under served and face a large burden of cancer (www.implementationscience.com).

Market Analysis

Implementing a Breast Cancer Clinic in the community would be helpful to the people as well as the healthcare organization. The clinic will be developed to patients that cannot afford coverage or does not have an insurance plan. If the people have access that is affordable they may consider their health to be an important part of their life. The Breast Cancer Clinic will provide and educate the people on breast cancer and help them to cope with being diagnosed. I have realize when people are diagnosed with breast cancer some may feel like that is the end of the world because they are not knowledgeable of the different options they may have on living a longer life. Breast cancer is one of the leading cause of death. In our world today there are many risk factors for developing breast cancer and still there is about 60% of patients diagnosed with breast cancer and have no known risk factor (www.jcancer.org/v04p0433.htm).

In the state of Arkansas breast cancer is the number one type of cancer and the second leading cause of death. Statistics show 2,280 women were diagnosed with breast cancer and 420 of them actually died from breast cancer in Arkansas (www.healthyarkansas.gov). African American women have a greater chance of dying from cancer and Caucasian women has a bigger chance of being diagnosed with the disease (www.arkansas.gov). Cervical cancer is another concern in Arkansas. In 2013 Arkansas was most likely to have 150 new cases of cervical cancer.

When researching a marketing plan it is necessary that a SWOT analysis is conducted to help patients with high risk factors based on their personal and/or family history. The purpose of conducting a SWOT analysis will allow the organization to have a better understanding of the Breast Cancer Clinic and its market and allows investor to consider all options available. The SWOT analysis allow the organization to show their positive factors, recognize where improvement is needed, take advantage of their opportunities, and make the organization knowledgeable of changes in the market (HUI 2007). When conducting a SWOT analysis the organization must be aware of their strengths, recognize their weaknesses, notice the opportunities', and be aware of potential threats (HUI 2007). The SWOT analysis will the organization a clear understanding of the organizations strengths, weaknesses, opportunities', and threats.

SWOT ANALYSIS

Internal

Strengths

Breast cancer is the main cancer treated in our clinic

Multidisciplinary breast cancer team working together

Highly trained radiologist with experience in breast magnetic resonance imaging

Genetic counseling available

Weaknesses

Physicians are not knowledgeable of programs for patients at high risk for breast cancer

There are no risk assessment models