Maintenance and Evaluation of the Marketing Plan

Ultimately, the success of any marketing plan requires consistent evaluation of the perceptions of both direct and indirect customers in terms of program responsiveness, service excellence, and cost-effectiveness.

Statistical analysis is an essential method to evaluate the effectiveness of the marketing plan. This requires ongoing data entry of all calls received and missions and transport accomplished. Data collection can be maintained using database software, such as Microsoft Access or FileMaker Pro, which can be easily queried to analyze specific variables. Analysis may include the following:

• Frequency of referral from certain institutions during a specified period.

• Review intervals (eg, 3 and 6 months and 1 year)

• Diagnostic categories, transports, response times, and consultations

• Volume assessment for time of day and day of week

• Comparisons can identify areas of change such as increased referrals (or decreased demand) from a particular hospital or unit

• Monitoring and reassessment should be consistent and ongoing

Using these quantitative (statistical) evaluation tools, the marketing plan should be evaluated periodically and can be revised based on chang­ing needs and trends in the environment (both internal and external). The critical elements of the marketing process include emphasis on the quality of service and the importance of customer relations. Providing an excel­lent service, maintaining current data on the demand for service, sustaining a sound relationship with program users, and using consistent and quality promotion strategies all contribute to an effective marketing plan.

Maintaining marketing presence can be challenging. Although it is easy to maintain simple marketing tactics, such as displaying the brand image, it is sometimes difficult to remind referring facilities of the other advantages to your transport program, especially in busy settings while practitioners are providing acute care. Establishing a follow-up notification system can be an advantageous method to provide continuous communication with referring providers. Providing follow-up about outcome, final diagnoses, and manage­ment tactics helps remind referral facilities about the expertise and specialty diagnostic and therapeutic capabilities of your tertiary care center. Follow-up can be accomplished either through a Web/cloud-based system or by phone, letter, or e-mail communication (complying with HIPAA standards for patient privacy). Follow-up platforms offering regular feedback allows the transport team to have a regular communication channel to offer additional marketing tactics such as notifications of upcoming events, policy changes, new services, and medical education. Be careful that any follow-up system does not come across as judgmental, overly critical, or condescending. Some facilities and providers are more capable with neonatal-pediatric care than others, and this is the opportunity to educate. All follow-up communication should emphasize an appreciation for the referral. This is an immeasurable professional courtesy.

Suggested Readings

Alward RR, Camunas C. The Nurse’s Guide to Marketing. Albany, NY: Delmar Publishers; 1991 Berkowitz EN, Pol LG, Thomas RK. Healthcare Market Research. Boston, MA: McGraw-Hill; 1997 Collett HM. Marketing an aeromedical transport system. In: MacDonald MG, Miller MK, eds. Emergency Transport of the Perinatal Patient. Boston, MA: Little Brown & Co; 1989:112-123 Cravens DW, Piercy NF. Strategic Marketing. 7th ed. Boston, MA: McGraw-Hill; 2002 Holleran RS, ed. Air and Surface Patient Transport: Principles and Practice. 3rd ed. St Louis, MO: Mosby; 2003

Kotler P, Keller KL. Marketing Management: Analysis, Planning, Implementation and Control. 12th ed. Upper Saddle River, NJ: Pearson Education Inc; 2006

Kotler P, Armstrong G. Principles of Marketing. 10th ed. Englewood Cliffs, NJ: Prentice Hall; 2003