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Dr Harvey Marketing Class Marketing Plan
Citation preview
Exclusive, safe treatments to enhance
your natural self
Executive Summary
Will I receive the results I want?
Will I receive the results I want?
When is the right time to do this?
When is the right time to do this?
How will I go home after treatment?
How will I go home after treatment?
How will I recover?
How will I recover?
How do I prepare for this?
How do I prepare for this?
Am I safe ?
Am I safe ?
A Marketing Plan for Doctor Harvey’s
Plastic Surgery Practice
Jeff Dobkins - Kim Laur - Robert Harvey - Christina Caamano
Current Marketing Situation
Mission Statement:
It is our goal to provide the highest quality, safest, most artistic plastic surgical care to our
patients
Our aim is to produce results which are natural and unoperated in appearance
We work with our patients to make them the best possible version of themselves
Product and Service Offerings:Head and Neck
Face and neck lift procedures (Rhytidectomy)
Upper and lower eyelid surgery (Blepharoplasty)
Nasal surgery (Rhynoplasty)
Forehead surgery
Lip surgery
Breast & Torso
Breast augmentation, reduction, and lifting
Abdominal surgery (Abdominoplasty, Tummy Tuck)
Liposuction of the torso
Injectables
Treatment with injectable medications
Botox to weaken local muscle action
Soft Tissue or dermal fillers such as Collagen, Restylane, Juvederm, Radiesse
Skin Care
Dermabrasion and Microdermabrasion
Chemical peals
Dispensing of skin care products
Face and body surgeries
Previous Marketing Efforts
• Speaking opportunities
• Fund raising events
• Charity events
• Club memberships
• Direct mailings
Environmental Forces:
• World economy situation
• Increase in cost effective injectable solutions
• Decrease in surgeries performed beginning about 5 years ago
Competition:
•Approximately 400 Plastic Surgeons in Bay Area
•Other doctors perform similar procedures:Dermatology and Ear, Nose, and Throat doctors
•Nurses and Spas also offer similar treatments: Botox, Soft Tissue Filler Treatments, Skin Care
SWOT Analysis:Strengths Weaknesses
Experienced, long time in practice High surgical fees
Name recognition Negative connotation of plastic surgery
Established patient following Web site is outdated
Word of mouth referrals Limited scope of operations offered
Good reputation All surgery done in hospital
Great staff
Attractive office
Chairman, Department of Surgery
Opportunities Threats
Increase face and neck proceduresCompetition from “old guard” plastic
surgeons
Increased injectable treatments Competition from new plastic surgeons
Expand staff help with injectablesCompetition from other medical
specialists
Expand sale of products Current recession
Technology and product changes
Marketing Objectives
• Refine the “Complete Patient Experience”
• Expand wellness products and services
Marketing Objectives
• Focus on head and neck area treatments
Issues for Objective #1Refine the “Complete Patient Experience”
• Gaining trust from prospective patients
• Fulfill patients expectations
• Provide patient with an excellent experience consistently
• Train staff to be focused and friendly and follow up on loose ends
• Motivate staff to be friendly and accommodating
Issues for Objective #2Focus on and increase Head and Neck surgeries
• Doctor has to become a businessman
• Sensitivity of by passing less lucrative surgeries
• Highly competitive field
• Identify advertisement avenues
• The current economy
Issues for Objective #3Expand wellness product and service offerings
• Initial investment in product and injectables
• Current website limitations
• Maintaining inventory issue
• Staff availability to educate patient on product and credentials to administer injectables
Target Market
Customer Analysis
Positioning
Target Market, Customer Analysis, and Positioning
Divide market on the basis of:• Age – Different offers for different age groups• Life stage – Plastic surgery is a way to help transition
through periods of change• Gender – Approximately 90% of procedures are for
women, but there is a small untapped opportunity for men.
• Income – Elective surgery so they have to have disposable funds
• Social class – Image and personal expression will be important to customers
Target Markets
Target Skin care Injectable Surgery
#1 Women 30-45 unmarried X X X
#2 Women 45+ X
#3 Women 20-30 X X
#4 Men 35-55 unmarried X X X
Apply Variables To Test Targets
• Geographic
San Mateo, Santa Clara, SF and Marin Counties – all within easy commute
• Demographic
Age, gender, family status, income, social – all fit the profile of previous patients
• Psychographic
Lifestyles, activities, interests of these groups are appropriate
• Behavioral
Perceived benefit, positive attitude, high loyalty
Target Market Scoring
Segment GrowthCompetitive
Superior
Fit with current
resources
Economic Factors
Environmental Score
Women
5 5 5 4 5 2430-45 unmarried
Women4 5 5 4 5 23
45 +
Women4 4 4 3 4 19
20-30
Men 35-55 unmarried
3 4 4 3 4 18
Marketing Strategy
Marketing Strategy
1. Push Strategy
2. Niche Marketing Strategy
3. Selective Specialization Strategy
Push Strategy
• Direct communication between seller and buyer
• The seller can use intermediaries (partners) to push buyers to the seller
• Yields a “one to one” personal relationship
Niche Marketing Strategy
• Narrowly defined customer group seeking a distinctive mix of benefits
• Good strategy when:– Customers will pay a premium
– Customers have a distinct set of needs
– Fairly small but has size, profit, and growth potential
– Gain economies of scale through specialization
• Not trying to be everything to everyone! – Exclusive product and service offerings
Selective Specialization Strategy
Certain product offerings to certain market segments
P = Product
M = Market
Marketing Programs
Place-Located in Saint Francis Memorial Hospital
- outsourced services are more affordable - location in the hospital is positive for safety reasons
• Cosmeceuticals
• Injectables
• Skin care line
Product
Service
•Surgical treatments for head and neck
•Focus on the Complete Patient Experience
1st Patient contact
Pretreatment Care
Treatment Delivery
Post Treatment Care
• Word of mouth referral
• Website
• Dr. Rob talk
• Social contact
• Educational pamphlets
• Health assessment consultation
• Financial discussion
• Post treatment care
• Follow-up contact
• Pleasant space
• Staff contact
Promotion
• Website development
• Personal letter to past patients • Community building activities
• Online social networking development
• Engage in educational speaking opportunities
• Involvement in emerging medical technology centers
• Develop strategic service alliances
Doctor Robert Harvey, M.D.
Chairman, Department of Surgery
Saint Francis Memorial Hospital
Diplomat, Certified by the American Board of Plastic Surgery
Price
Top tier price range for both services and products
National Average Price Dr. Rob Range
Eyelid Lift $2,921 $3,000-$4,000
Facelift $6,728 $7,000-$8,000
Rhinoplasty $4,369 $5,000-$6,000
Chin Augmentation $2,280 $3,000-$4,000
Financial Plans
Marketing Budget
One-Time Cost Monthly Cost Total Year 1 Investment
Website Development $5,000 $5,000
SEO (Search Engine Optimization) $713 $8,550
Website Video $2,000 $2,000
Social Media Management $250 $3,000
Retrain Staff $1,500 $1,500
Increase Product Inventory $22,680 $22,680
Mailer to Previous Patients $400 $400
TOTAL INVESTMENT $43,130
Revenue Analysis
actual estimate actual estimate
2009 2010 2009 2010
# # $ $
RevenueIncrease / (Decrease)
Abdominoplasty $5,470 9 0 $49,230 $0 -$49,230
Eyelid Lift $2,921 8 17 $23,368 $49,657 $26,289
Breast augmentation $3,603 9 0 $32,427 $0 -$32,427
Facelift $6,728 11 14 $74,008 $94,192 $20,184
Liposuction $2,933 15 0 $43,995 $0 -$43,995
Rhinoplasty $4,369 3 23 $13,107 $100,487 $87,380
Chin Augmentation $2,280 2 15 $4,560 $34,200 $29,640
Totals 57 69 $240,695 $278,536 $37,841
Implementation &
Controls
Implementation Controls for Objective “Refine the Complete Patient Experience”
• Implement customer surveys
• Measure customer satisfaction
• Implement customer suggestions
• Measure referrals from previous clients
• Measure repeat clients
• Measure complaints
Implementation Controls for Objective: “Focus on and increase head and neck surgeries”
• Refer health insurance procedures to competitors
• Increase social presence in exclusive circles
• Measure before and after baseline cost ($Surgery per hour)
• Measure staff’s time tracking down health insurance papers vs. spending time with patients
• Measure # of head and neck surgeries
Implementation Controls for Objective: “Expand wellness product and service offerings”
• Measure number of products sold
• Measure sales revenue by product
• Measure number of injectable treatments
• Measure web site traffic
• Measure number of new/recurring patients
Implementation Timeline
2010 months 1 2 3 4 5 6 7 8 9 10 11 12
Website Development
Retrain Staff
Increase Product Inventory
Mailer to Previous Patients
Review Marketing Plan
Focus on Head & Neck Surgeries
Questions