Implementation of the Marketing Plan

Before initiating a marketing plan, the marketing message must be presented to each level of the administrative and clinical teams involved with the trans­port program (and base facility).

Table 13.3: Marketing Strategies for Transport Medicine

Branding

• Put logo (hospital or transport) on everything

• Standardize uniforms

Media (Written and Internet)

• Develop website featuring services, photos, news, etc.

• Develop social media monitoring

• Distribute business cards, brochures, form letters

• Distribute newsletter (online or written)

• Provide promotional items (e.g., magnets/stickers with contact information)

• Arrange spots on TV/radio/webinars

• Utilize Public Relations (PR) department to share special interest stories

Incentives: Education

• Sponsor local transport conferences

• Develop reporting system for case follow-up (final diagnosis, outcomes)

• Develop outreach education, customized to hospital department need

• Offer safety in-service classes

Demonstration of Services

• Offer tours of helicopter/ambulance, communications center

• Develop “business pitch” (video, powerpoint, etc)

• Demonstrate advanced technologies (telemedicine, monitoring devices, etc)

Personal/Social Contact

• Visit referring hospitals (develop name recognition of key personnel)

• Invite referring facility to open houses, celebrations

• Implement service recovery strategies to address customer concerns records to track the expected timeline, evaluation, and maintenance require­ments for a particular project. Table 13.4 show a sample record created with the implementation of several new marketing endeavors.

Table 13.4: Sample Marketing Plan