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Related Experiment Videos

Creating a message for profit.

M Moser, B B Alpern

    Medical Group Management
    |June 9, 1985
    PubMed
    Summary
    This summary is machine-generated.

    Effective medical group marketing requires strategic planning and market research. Developing a comprehensive print communications program, including target audience identification and budget setting, is crucial for success.

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    Area of Science:

    • Healthcare Management
    • Marketing Communications
    • Medical Practice Administration

    Background:

    • Medical groups face unique challenges in advertising and marketing.
    • Effective communication strategies are essential for practice growth and patient engagement.
    • Past marketing efforts may not have yielded desired results due to inadequate planning.

    Purpose of the Study:

    • To outline the process and benefits of developing a strategic print communications program for a medical group.
    • To share practical insights from a collaboration between a medical group and an advertising agency.
    • To emphasize the importance of targeted planning and market research in healthcare marketing.

    Main Methods:

    • A medical group partnered with an advertising agency to create a print communications program.

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  • Key steps included identifying the target audience, establishing a budget, and implementing the program.
  • Post-implementation market research was conducted to evaluate effectiveness.

    • Main Results:

    • The development of a comprehensive print communications program was achieved.
    • Understanding the target audience and setting a clear budget were critical success factors.
    • Follow-up market research provided valuable data for program refinement.

    Conclusions:

    • Strategic advertising and marketing planning are vital for medical group success.
    • A well-executed print communications program can significantly benefit a medical practice.
    • Continuous market research is essential for optimizing marketing initiatives and ensuring a return on investment.