Marketing Plan

What is it?

Who uses it?

Why use it?

How to use it:

1. Define the audiences
   There are basically three types of audiences:
   • The external users of the services (the users), who can be divided into market segments or target groups

   • The internal users: employees, workers, and professionals of the institution

   • The providers or producers of the financial, material, and personnel resources that are needed to implement the process (e.g., the pharmaceutical sector, the universities, etc.). The provincial or national leadership and the administrative personnel of the facilities also intervene in the implementation of change through political and strategic decision-making.

2. Determine what is the "price" of the change?

   For each audience, you need to analyze:

   • What are the expected benefits from the change?

   • What are the disadvantages and costs associated with the adoption of the change?

     Since it is impossible for you to know what the possible advantages and disadvantages will be for each audience, you can use diagnostic tools such as opinion polls with key informants, brainstorming, consensus-building techniques, or focus groups to learn more about their needs.

   • Particular emphasis may need to be placed on discussing change in standard norms issued by provincial or national leadership. For example, some changes may require provincial or national authorization before implementation can proceed. Once the proper authorization is secured, it is essential to hold regular meetings to keep officials informed of progress. This will lay the groundwork toward eventually gaining access to resources need to support the changes made.

3. Design the "product" or the message

   The message you direct to each of your "audiences" must vary according to their needs and concerns. This is called "market segmentation." To "sell" the product (the change you want to implement), you need to emphasize the positive benefits to each particular group.

   With provincial and national leadership, formulate how to communicate their role in making needed innovations in standard norms. Consider, with them, not including their role in marketing messages if recognition could cause political conflicts or jealousies.

4. Plan the promotional strategy
   For this step, you need to choose an appropriate communication medium, and the most appropriate place and time to transmit the message. The medium could be:
   • Interactive, personal communication through interviews, home visits, seminars

   • Mass communication by radio, television, pamphlets, or posters

   • Informal public relations

   • Campaigns that combine various media

Example: