Define marketing planning ? Explain the steps involved in marketing plan? Differentiate between strategic planning and tactical planning?
Market planning is the process of organizing and defining the marketing aims of a company and gathering strategies and tactics to achieve them. There are several steps involved in a market plan as described below; firstly, set your marketing goals where you need to set realistic and measurable goals to achieve over the next 18 to 24 months. This time span allows you to plan activities around community events that are in line with your marketing goals. Secondly, conduct a marketing audit where you have a review of all marketing activities that have occurred in your practice over the past three years. Thirdly, conduct marketing research so as to draw a realistic picture of your practice, the community you practice in, and your current position in that community. With this research, you can make fairly accurate projections about future growth in the community, identify competitive factors and explore nontraditional opportunities. Fourthly, analyze the research, here the raw data you collect and summarize it into meaningful findings that will be the foundation for determining which marketing strategies make the most sense and will get the best results for your practice.
The fifth step is identifying a target audience where the specific group of patients to which you’d like to direct your marketing efforts. Your target audience might include patients of a certain age, gender, location, payer type or language/ethnicity, and patients with certain clinical needs. The sixth step is determining a budget to fund the marketing strategies then the seven-step is to determine the marketing strategies that will address your goals, reach your target audience, and build your patient base. The eighth step is to develop an implementation schedule by determining the time-line that shows which marketing actions will be done when and by whom. Lastly, Create an evaluation process since the value of a marketing plan is its effectiveness, which requires deliberate and timely implementation and monitoring and evaluation of results.
Strategic planning lays out the long-term, broad goals that a business or individual wants to achieve, while tactical planning outlines the short-term steps and actions that should be taken to achieve the goals described in the strategic plan.