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DEVELOPING A MARKETING PLAN FOR YOUR SCHOOL-BASED HEALTH CENTER

DEVELOPING A MARKETING PLAN FOR YOUR SCHOOL-BASED HEALTH CENTER . Presented By: Deborah Costin , Executive Director Colorado Association for School-Based Health Care May 2, 2013 . FINANCIAL DISCLOSURES. There are no relevant financial relationships with any

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DEVELOPING A MARKETING PLAN FOR YOUR SCHOOL-BASED HEALTH CENTER

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  1. DEVELOPING A MARKETING PLAN FOR YOUR SCHOOL-BASED HEALTH CENTER Presented By: Deborah Costin, Executive Director Colorado Association for School-Based Health Care May 2, 2013

  2. FINANCIAL DISCLOSURES There are no relevant financial relationships with any commercial interests to disclose.

  3. HOW TO APPROACH DEVELOPING A MARKETING PLAN • A marketing plan should serve as a road map for the growth or sustainability of your SBHC. • It is a living, breathing, succinct document backed up by data. • It should complement your business plan.

  4. WHERE TO BEGIN? TASK ONE: SITUATIONAL ANALYSIS You must have an understanding of where your SBHC is now – who you are serving, what your community partners bring to the table, what marketing is currently being conducted and who on your staff has marketing expertise - before you can identify where you want to go in the future.

  5. DEFINE YOUR ELIGIBLE AND ACTUAL POPULATIONS • Start by outlining which students are eligible to receive • services at your SBHC and who you are CURRENTLY serving • so that you can compare the two groups and understand • who you are not reaching.

  6. SITUATIONAL ANALYSIS (cont.) • Use market segmentation by gender, race and ethnicity, • age, etc. to refine your analysis. Are you capturing • elementary school children but not adolescents? Female • students but not male students? • Ultimately, who do you want to reach through the • execution of your marketing plan?

  7. SITUATIONAL ANALYSIS (cont.) • You may also want to look at your patients’ zip code of residence. Are there new service areas for your SBHC? • Frequency of patient diagnoses and your payer mix can help determine new areas of opportunity. Are you providing mostly acute care? Should you be promoting well-child exams or preventive oral health services?

  8. A HELPFUL TOOL: COMPLETE A SWOT ANALYSIS • SWOT stands for Strengths, Weaknesses, Opportunities and Threats. • Your Community Advisory Committee can assist in examining where your SBHC is now (strengths & weaknesses) and where you want to be in the future (opportunities & threats).

  9. TASK TWO: DETERMINE THE GOAL (S) OF YOUR MARKETING PLAN • How should your SBHC be positioned in 2-3 years? More utilization? Different case mix? Reaching specific groups? Offering wider array of services? Bigger facility? More or different partners? • Clearly state the purpose of your marketing plan and develop goals that are quantifiable and time-framed.

  10. EXAMPLE: MEASURABLE & TIME-FRAMED GOAL • Raise $250,000 by May 1, 2014 in order to start construction • by June 1, 2014 on an exterior door from the SBHC to the • parking lot so that the SBHC can remain open June – August • 2015. The result will be an increase in patient visits: 2,150 • patient visits between September 1, 2014 and August 30, • 2015 (400 more visits than previous year).

  11. DETERMINE THE GOAL (S) OF YOUR MARKETING PLAN (cont.) • Increase utilization of the SBHC. • Strengthen relationships with parents and/or other community stakeholders such as local businesses. • Strengthen relationships with current or potential SBHC partners. • Increase awareness of the SBHC in the community and/or improve its reputation.

  12. TASK THREE: ACTION PLAN POTENTIAL STRATEGIES • Advertising • Media Relations • Web/Interactive • Community Outreach • Brand/Collateral Development

  13. EXAMPLE: USE OF STRATEGIES • During school year 2013-14, increase the • utilization of SBHC services among adolescent • males from 38 percent of total utilization to 45 • percent.

  14. ADVERTISING • Ads in monthly school newspaper • Banner ads on school website • Ads on district school buses • School signage (on building or in sports venues) • Mobile text message campaign • Morning announcements • Monthly, automated robo-calls

  15. MEDIA RELATIONS • Media talking points • Regular health columns in school newspapers • Interviews by youth ambassadors on high school television programs • Podcasts posted on SBHC website • Placement of stories in local media (feature stories, health columns, letters to the editor)

  16. WEB/INTERACTIVE • The Internet offers your SBHC both owned and paid marketing • opportunities. • Website development or refresh • Video production and creation of YouTube channel • Electronic newsletters • Social media campaigns

  17. Web/Interactive (cont) • Social media tactics should focus on quality engagement, • not volume of likes or followers. • Healthy Me Facebook and Instagram contest • YouTube videos developed by SBHC youth ambassadors • Snapchat photo contest • Facebook and Pinterest to reach moms • LinkedIn to attract business and community leaders

  18. COMMUNITY OUTREACH • Launch of patient-to-patient youth ambassador programs • Hosting quarterly health fairs at middle and high schools • Sponsorship of school health/wellness challenges • Staff and student surveys • Community partnership development

  19. BRAND/COLLATERAL DEVELOPMENT • Logo development/refresh, graphic standards, SBHC • messaging, template PowerPoint presentations • Posters, flyers or brochures • Design for back of school ID cards or lanyards • Thursday/Friday folder announcements

  20. TIMELINE • All strategies and tactics should include a timeline for development and execution. • Be realistic – build in time for materials to be approved by staff and/or stakeholders as well as factors that may impact execution (school breaks, staff turnover, billing cycles, etc.).

  21. TASK FOUR: INTERNAL CONTROL • Decide what data analyses and reports need to be prepared in order to measure progress toward marketing plan goal (s). • Assign specific people to complete these reports. • Determine who should receive the reports and how often.

  22. BUDGET • Once goal (s) and strategies are outlined, determine financial • aspects of marketing plan: • Identify staff person who will be responsible for marketing efforts. • Number of staff hours that will be allocated to executing the plan. • Note if current resources are insufficient to execute certain tactics.

  23. OPPORTUNITY • The Colorado Health Foundation is offering technical • assistance through The Bawmann Group to SBHC programs • that have received an implementation grant through their • SBHC Initiative and can demonstrate need for marketing • assistance. • Up to 8 technical assistance awards available • Must submit a brief application by June 14 • Awards will be made on a rolling basis • See www.CASBHC.org for application instructions

  24. QUESTIONS?

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