Marketing Plan & Execution - Healthcare Services

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A large healthcare network of hospitals and outpatient centers contacted HeimannHills Marketing Group to develop a comprehensive marketing plan. The healthcare network is located in a very competitive market and it had minimal knowledge of the changing dynamics of the communities it served..


We outlined a process to obtain the essential information to conduct a situational analysis and a market assessment of the network's hospitals and outpatient centers. We analyzed the demographics, competitors and major players, including the HMOs, and PPOs. We conducted 65 in-depth interviews with physicians, nurses and managers to understand current practices and the needs of the healthcare providers and patients. Based on our analyses, we developed both short and long-term objectives, a marketing strategy and action plan for each of the hospitals and outpatient centers.


The project was successful in creating marketing strategies and action plans, based on an in-depth understanding of the patient demographics, competitive environment and physician/healthcare providers’ input. As a result, the new marketing plans and processes are being incorporated into the annual strategic planning process for the healthcare network.

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