Organizing, Implementing, and Controlling Marketing

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• Chapter 15
• Organizing, Implementing, and Controlling
  Marketing

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LEARNING OBJECTIVES

1. How can a health care organization set up its
   marketing department and what tasks should it
   address?
2. How can the marketing group help the rest of the
   organization to become patient-centered?
3. What steps will ensure a successful
   implementation of the marketing plans and
   campaigns?
4. What controls and tools can the organization use
   to ensure that it is moving efficiently toward
   its goals?

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LO1. How can a health care organization set up
its marketing department and what tasks should it
address?

• Develop a clear mission and vision to be
  communicated to the target markets.
• Market segment, target, and position.
• Offer better in-hospital services, advertising,
  community relations, and promotional events.

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LO1. How can a health care organization set up
its marketing department and what tasks should it
address? (cont)

• Tasks
• Help define position and brand in the community.
• Provide data on changes and identify new
  opportunities.
• Monitor activities of competitors, medical
  associations, and regulation.
• Develop metrics for measuring results of
  marketing expenditures.
• Be available to help departments needing
  marketing assistance.

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LO2. How can the marketing group help the rest of
the organization to become patient-centered?

• Convince other senior manager of the need to
  become customer-focused.
• Exemplify the behavior that the CEO wants others
  to emulate.
• Get outside help and guidance.
• Develop an improved system on patient data and
  satisfaction.
• Change the organizations incentive and reward
  system.
• Develop in-house training programs.
• Empower the employees.

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LO3. What steps will ensure a successful
implementation of the marketing plans and
campaigns?

• Four skills for implementing marketing programs
• Diagnostic skills
• Identification of organization level
• Implementation skills
• Evaluation skills

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LO4. What controls and tools can the organization
use to ensure that it is moving efficiently
toward its goals?

• Controls
• Annual-plan control - management by objectives
• Profitability control
• Efficiency control
• Sales-force efficiency
• Advertising efficiency
• Sales-promotion efficiency
• Distribution efficiency
• Strategic control
• Marketing effectiveness review

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CONCLUSION

• Marketing roles and scopes different between and
  within separate companies.
• Marketers are most effective when they work
  closely with other departments to help set
  courses and solve problems.
• The marketing department must monitor and control
  marketing activities through efficiency control
  and strategic control instruments.