Sample Marketing Plan A: Simple and Low Budget - For professionals

Sample Marketing Plan A: Simple and Low Budget
Month
1-3
Hearing Loss Patient Materials
Review and print all relevant patient
information and make available for
candidates
Leverage content to develop a new
brochure if appropriate
Website Optimization
Identify additional information
that could be useful to patients
and incorporate new content
and/or navigation into website
Search Engine Marketing
Set up SEM with a vendor
Develop ads and implement
campaign , setting budget
parameters
Month
4-6
Social Media Campaign
Set up accounts and develop your
company page. Set a schedule to
update the social media sites
regularly to ensure patient
engagement
SEM Reporting and Optimizing
Review the activity reports and
optimize ads based on response
rate
Month
7-9
SEM Reporting and Optimizing
Review the activity reports and
optimize ads based on response
rate
Recipient Testimonials
Think about your cochlear
implant/Baha recipients and
identify those that may be able to
share their story. Post stories on
website and in social media
Social Media Post
Develop and post a story and or
news update of relevance and
interest to your patients
Ongoing Distribution of Patient Education Materials
-HLAA Exploring a Cochlear Implant Brochure
-Hearing Loss & Treatment Fact Sheet
Month
9-12
SEM Reporting and Optimizing
Review the activity reports and
optimize ads based on response
rate
Social Media Post
Develop and post a story and or
news update of relevance and
interest to your patients

Sample Marketing Plan B: More Time-Consuming, Low Budget
Month
1-3
Public Relations
Identify newsworthy stories about
technology, patients or your
organization
Professional Biographies
Develop professional biographies
for each person within the
organization
Clinic Fact Sheet
Develop a fact sheet that includes a
description of the services,
offerings and staff
Month
4-6
Patient Biographies
Identify patients who have a
powerful story and contact them
to learn of their interest for
sharing their story
Consumer Event Planning
Identify a date and time for your
event. Remember to consider your
audience and their availability
Consumer Event Promotion
Flyers: Post around community
Mailers: Mail flyers to patient base
Email Patients about event
Post to Website and Social Media.
Post Calendar listings
Invite recipients to share their
story!!
Month
7-9
Blog
Create a blog on your website,
including topics of relevance to
your patients.
Recipient Testimonials
Think about your cochlear
implant/Baha recipients and
identify those that may be able to
share story . Post stories on
website and in social media
Month
9-12
Blog
Create a blog on your website,
including topics of relevance to
your patients.
Consumer Event Planning
Identify a date and time for your
event. Remember to consider your
audience and their availability
Consumer Event Promotion
Flyers: Post around community
Mailers: Mail flyers to patient base
Email Patients about event
Post to Website and Social Media.
Post Calendar listings
Invite recipients to share their
story!!

Sample Marketing Plan C: Higher Visibility, Higher Cost
Week
1
Advertising Planning
Determine advertising budget
Determine which type of media you
would like to advertise:
Newspaper, Magazine, Radio, Online
Banner
Tip:
Discounted rates are usually
available so be sure to negoiate to
get the best rate
Week
2
Ad Space Buying
Determine which publications you
would like to run in and contact
the tem to request a quote
Ensure the ad meets the
specifications required
Tip:
For event promotion, you may
want to place ad two weeks in
advance
Week
3
7-9
Ad Development
Develop advertisement based on
media type (using the ad samples
provided or creating your own)
Tip:
Ensure a clear action/next step to
track metrics
Week
4
Ad Placement
Ensure your ad runs as contracted
and track the leads that you
receive, based on the action you
requested in your ad.
Tip:
Analyze response rate to
understand if you ad worked.
When talking with people who saw
your ad, request feedback so you
can consider for next ad placement