Primary Care: Strategic Marketing and Action Plan

1306 Words3 Pages

Today’s competitive and transformational healthcare marketplace makes it crucial to have a strategic marketing plan that gets everyone collaboratively engaged and committed in every step in the process. Despite the challenges adherent to this transformation, there are great opportunities for innovation and creativity. Therefore, adopting the most up-to-date marketing strategy is essential to delineate the entire process of planning, implementing, measuring, and reacting to the dynamic nature of today’s markets. This paper uses the current healthcare trends and marketing profile of Washington D. C. to design a strategic marketing plan for a primary care medical group relocating to the area. The plan covers the local healthcare characteristics and trends, defines the mission and main goals of the group, proposes a service strategy from different perspectives, and highlights the key points necessary for the group’s success.
Demographic scan of Washington D.C.
According to the U.S. Department of Commerce (2013), in 2013, the total number of the population in Washington D. C. is 646,449 with an average growth of 7.4 percent from 2010; the growth rate is significantly higher than the national rate of 2.4 percent. In 2012, the population under 18 years old composes 17.3 percent and the population above 65 composes 11.4 percent; both are lower than their national equivalents of 23.5 and 13.7 percent respectively (U.S. Department of Commerce, 2013). Accordingly, most of the population is between 18 and 65 years old; which is slightly higher than the national average (U.S. Department of Commerce, 2013). In fact, populations aged between 18 to 65 years old comprises mainly baby boomers, generation-X, and N-generation. In 2012, African Ameri...

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