First, review the case study that preceded Chapter 1 in the textbook. Then respond to the following: After investigating the declining performance of CMC, the new CEO believes that a new marketing plan is necessary to gain market share. Develop a list of five marketing initiatives to improve clinical workload. Who should be involved in developing the CMC marketing plan?
As you develop your “list of five marketing initiatives to improve clinical workload” (I interpret as volume or business), consider the five P’s as presented in Exhibit 5.1 (page 118) of your text–see attachment.
People
Product
Price
Place
Promotion
A good explanation of the five P’s is offered on page 117
Expert Solution Preview
Introduction:
Developing a strong marketing plan is essential to improve the clinical workload of a medical center. As a medical professor, I have collaborated with numerous medical professionals and students to analyze the problems faced by medical centers. In this content, I will provide suggestions on five marketing initiatives that can help to improve the clinical workload. Additionally, I will also outline the stakeholders that should be involved in developing the new marketing plan.
Answer:
The declining performance of CMC can be improved by implementing the following marketing initiatives:
1. Develop an online presence- A website and social media profile for CMC must be developed to increase its visibility online. This strategy will help patients to get acquainted with the services and doctors of CMC.
2. Special Packages & Offers- CMC should offer special packages and discounts to patients. These offers are an effective way to attract new customers and retain existing ones.
3. Telehealth Services- In recent times, Telehealth services have become increasingly popular, especially during the pandemic. CMC should implement Telehealth services to cater to patients who cannot visit the center.
4. Personalized Services- Personalization is the key to success in the medical industry. Patients appreciate doctors who listen, empathize and take their health issues seriously. CMC should focus on developing personalized services to build trust and loyalty among its patients.
5. Build partnerships with local healthcare providers- CMC should build partnerships with other healthcare providers to promote awareness about the center. Partnership with medical clinics, hospitals, pharmaceutical companies, and insurance providers can help CMC to gain market share.
The following stakeholders should be involved in developing the new marketing plan for CMC:
1. CEO and senior management- to oversee the marketing plan and give direction to the marketing team.
2. Marketing Professionals – to develop and execute marketing campaigns.
3. Medical Professionals- to provide suggestions and insights on how to improve clinical workload.
4. Patients- to provide feedback on current services, identify gaps and suggest improvements.
5. Local Health Authorities and other healthcare providers – to facilitate partnerships and promote the center.
In conclusion, CMC can significantly improve its clinical workload by implementing effective marketing initiatives and involving relevant stakeholders in developing a new marketing plan.
