Marketing – New Year Creative Meeting

I organized and facilitated a “New Year Creative Meeting.” ProHealth’s marketing team and C-suite were in attendance. The outcome of the meeting brought a lot of insight and ideas toward a successful new year of marketing. Most of the bullets were left blank to encourage the staff to answer aloud. I also had members of the team get up and write the answers they came up with on a big chalk board. After this meeting, I scheduled a follow-up meeting and assigned specific tasks to the people that were most passionate about each task.

Find the outline of the meeting below.

ProHealth Creative Planning Meeting – January 3, 2017 

Define the KEY COMPONENTS of the ProHealth’s plan (goals, key messages, target audience, etc.):

  • More Patients
  • More PMM Members
  • Occupational Testing (after hours*)
  • No doctor’s order needed
  1. Audit 2016’s Marketing:
    1. What worked? (strengths)
      • Postcards to patients
      • Double Bridge Run Expo – half price B12 shots
      • Pensacola Parent Magazine advertisements
      • Hiring a part-time promotional specialist
    2. What didn’t work? (weakness)
      • PMM business every door direct mailer
      • Stickie’s in Crestview, Fort Walton Beach and Santa Rosa Beach newspaper
      • Grant (previous web developer)
      • September (weak month after summer rush)
  2. What are opportunities in 2017?
    1. NEW website launch! Opt in to newsletter/discounts on home page.
    2. For postcards, hyper-focus on only 1 service for entire card
    3. “No doctor’s order needed” – creatively rephrase. Add it to the rack cards and capitalize on it more!
    4. Introduce new service: Botox!
    5. Create package pricing as a follow-up for patients that don’t want to be members/business owners
      • 3 Pack ($180 – $60/visit); 6 Pack ($330 – $55/visit); 10 Pack ($500 – $50/visit)
      • New sales plan for the sales team:  Sell PMM > Sell Packages > Drop Rack Cards > Send Email
  3. List Competition (threats): Great job, we accomplished a lot in 2016! But our competitors probably did too. Let’s get into intelligence gathering mode and see what’s new with our competitors. What changes have they made on their website? Are they positioning things differently? Selling a new product? Have a new pricing model? What kind of press did they get?
    1. Who are our top 3 biggest threats?
      • PMC: Baptist Clinic, Gulf Breeze Sacred Heart, Urgent Cares
      • Botox: Smith Chiropractic
      • Labs: Any Lab Test Now, Quest, Lab Corp
    2. What can we do about them? (tactics):
      • Run an SEO audit of keywords to compare our rankings to competitors.
      • Who’s doing Botox that reaches out to our demographic? How are they marketing?
      • When’s the last time we compared lab prices? Make sure we are competitive.
      • More reviews online
      • Online directory management – talk this over with new web designer
  4. Identify gaps.
    1. List 4 “dark holes” – where prospects or customers get lost.
      1. Website – not enough information for occupational testing
      2. “No doctor’s order needed.” – what does that even mean?
      3. Access – nights and Sundays. We need better hours!
      4. PMM sales team follow-up. What to do after employers say no.
    2. Identify at least 3 key pieces of sales enablement tools missing that we need to create. This could be from PMM to drug testing… anything!
      • 30 second elevator pitch
      • Visual Messages and Design – 1 selling point per ad
      • Add to sales pieces: “We’re not just colds and coughs”
      • Email members on their b-day with a special offer
      • Ask happy patients to rate us online during the call-back
  5. Be fearless. Ideas for quarterly campaign ideas to send out to a small subset to test the results. Albert Einstein said, “Insanity is doing the same thing over and over again and expecting different results.” 
    • Q1 Campaign 1 – Indoor Billboards, Add David Apple or Fran (owner of GCTE) testimonials to rack card
    • Q2 Campaign 2 – 1 idea-per-piece Mailer
    • Q3 Campaign 3 – Focus Group with the PMC birthday card list (our MVPs)
    • Q4 Campaign 4 – Pensacola Parade
    • How will we measure each campaign’s results? Who will be in charge of this campaign? (Example: MS tracks how many calls she got on a PMM mailer, CC tracks from WDYH form for Billboards, etc.)
  6. Communicate. First Monday of the month, we will plan to discuss yearly goals and measure results. This ensures that everyone is on board and gets a chance to share input.

2017 Marketing:

  • Q1 Marketing:
    1. Website launch and Lucid Content Management
    2. Indoor Billboards
    3. Outdoor Billboard launched in Fort Walton Beach
    4. Double Bridge Run Expo
    5. Occupational Health on website
  • Q2 Marketing:
    1. Weight Loss Program
    2. Community Outreach
    3. 1st PMC and PHE mailer of the year
    4. Pensacola Parent Mag and Facebook Campaign (end of June)– about sports/camp physicals
  • Q3 Marketing:
    1. Botox launch
    2. PMC and PHE mailer (Aug?)
    3. Conduct a focus group
    4. Demographic information collected
    5. GB Expo
  • Q4 Marketing:
    1. PMC and PHE mailer (Thanksgiving mailer to all- big discount)
    2. Marathon Expo – B12s!
    3. Pensacola Parade! Will cost $175 to enter

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