Lakeside Hospital has just received approval from the hospital board of directors to expand the current hospital to include a pediatric emergency care and hospital for children. Lakeside Hospital is located in Rochester, Minnesota. Your marketing team has been asked to develop a marketing plan for the new pediatric hospital to present to the senior executives and the board of directors. As part of your marketing plan, you have been tasked with the following:
• Defining the target market.
• Conducting a competitive analysis and a SWOT analysis.
• Outlining the goals and marketing strategies.
• Creating a marketing budget.
• Providing an implementation plan, including a timeline
Lakeside Hospital Pediatric Expansion Marketing Plan
Executive Summary
Lakeside Hospital is excited to announce the expansion of our facilities to include a pediatric emergency care and hospital for children. This new addition will provide much-needed care for the growing pediatric population in Rochester, Minnesota and the surrounding areas.
Our marketing team has developed a comprehensive marketing plan to introduce the new pediatric hospital to the community and ensure its success. The plan includes a clearly defined target market, a competitive analysis, a SWOT analysis, specific goals and marketing strategies, a detailed marketing budget, and an implementation plan with a timeline.
Target Market
Our target market for the new pediatric hospital is:
Competitive Analysis
There are two other pediatric hospitals in the Rochester area: Mayo Clinic Children’s Center and Olmsted Medical Center Children’s Hospital. We will differentiate our hospital from these competitors by:
SWOT Analysis
Strengths:
Weaknesses:
Opportunities:
Threats:
Goals and Marketing Strategies
The goals of our marketing plan are to:
We will achieve these goals through the following marketing strategies:
Marketing Budget
The total marketing budget for the new pediatric hospital is $500,000. This budget will be allocated as follows:
Implementation Plan
The implementation plan for the marketing plan is as follows:
Month 1-3:
Month 4-6:
Month 7-9:
Month 10-12:
Conclusion
Lakeside Hospital is committed to providing the highest quality pediatric care to the Rochester community. We believe that our new pediatric hospital will be a valuable asset to the community and will meet the growing need for high-quality pediatric care. Our marketing team is confident that our marketing plan will be successful in raising awareness of the new hospital, driving referrals, and attracting new patients. We are excited to embark on this new chapter in our history and to serve the children of Rochester and the surrounding areas.