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The Complete Idiot's Guide® To Strategic Planning by Lin Grensing-Pophal

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Marketing Plan for a Health-Care Organization

The following example outlines a plan developed for a business function—marketing—in this case, in the health-care industry. Note the connection made between this functional plan and the organization’s overall strategic plan.

Background and Purpose

XYZ Health Care is a fully integrated health delivery system that provides primary, secondary, and tertiary care to a broad geographic region. The purpose of this document is to provide a comprehensive situation analysis, to review and assess historical marketing efforts, and to formally outline (1) specific marketing goals and objectives; (2) market-based strategies and tactics for achieving those goals and objectives; and 3) success criteria that ...

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