Weight Loss SmartSite Sample Marketing Plan

A marketing plan provides a written description of the marketing opportunities, objectives, strategies, tactics and priorities to achieve growth and
financial goals for clinical services. Having a plan is essential to communicating with internal audiences about the marketing activities, resources
and budget commitments to effectively build business. It also serves as a roadmap for how marketing initiatives will be implemented, monitored
and controlled. The following is an example of a plan to position and promote your Weight Loss SmartSite as an essential volume-building
marketing tool for your bariatric surgery program.

Marketing Situation

Our hospital - Smith Hospital - established a weight loss program in 2008 with the recruitment of three board-certified bariatric surgeons. We
offer four weight loss surgery procedures (Roux-en-Y gastric bypass, laparoscopic adjustable gastric banding, lasparoscopic gastric bypass and
laparoscopic sleeve gastrectomy), and have been designated a Center of Excellence by the American Society for Metabolic and Bariatric Surgery
(ASMBS) for each of the past two years. Additionally, we’ve developed a full suite of support services to support patients before and after
surgery. These include nutrition counseling, discounted fitness club memberships and support groups.

Since the beginning of the program, we have experienced steady growth and developed a network of loyal referring physicians. Today, Smith
Hospital has xx% of the weight loss surgery market share in our primary service area, and xx% in our secondary. Weight loss surgery contributes
$xx to net revenues and produces a margin of xx% - one of our highest margin clinical programs.

Now we are facing increased competition for bariatric surgery volumes, primarily from Jones Hospital, who has recruited an additional bariatric
surgeon and plans to open a second outpatient surgery center in our primary service area. With these new competitive challenges, a
comprehensive and targeted marketing and sales effort will be required to maintain our market position and continue on our growth trajectory.

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 Marketing Solution

Our new on-line Weight Loss SmartSite will boost the overall performance of our marketing and sales strategies by attracting consumers early in
their consideration and decision processes for weight loss surgery and connecting those patients to our doctors and surgical services.

This service will set us apart from the competition by:

 Providing a convenient, accessible and easy-to-navigate weight loss surgery resource center
 Engaging consumers through free assessments that provide customized recommendations
 Linking weight loss surgery prospects to our surgeons and other weight management services

Marketing Goals

 Position Smith Hospital as the preferred brand for weight loss surgery in our service area
 Maintain our position as the market share leader in the primary market
 Grow our position in the secondary market

Marketing Objectives

 Increase weight loss surgery volumes (be specific – by what volume or percentage metric?)
 Increase on-line visits to our website (be specific – by what percentage over historic patterns?)
 Increase conversions of on-line visitors to information seminars and physician appointments (by what percent?)

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 Target Audiences

 Obese adults, primarily women

A study of industry data highlights that the most likely candidates for bariatric surgery (based on need and ability to access services) are
white (75%), female (upwards of 80%), middle-aged, privately insured (82%), and from the highest income bracket. Surgeons surveyed
cite higher success rates in patients who are under 60 years old, female, have a high self-esteem, good mental health, a satisfactory
marriage, high socio-economic status, who are self-critical and cope in a direct and active way, are not too obese, were obese before the
age of 18, suffer from and are concerned about their obesity, have realistic expectations and undisturbed eating behaviors.

 Referring physicians

o Primary care physicians in primary and secondary markets

o OB/GYN physicians in primary and secondary markets
o Specialists treating patients with obesity-related health risks
 Endocrinologists
 Cardiologists
 Pulmonologists
 Orthopedics

 Smith Hospital employees and volunteers

Smith Hospital’s 7,000 employees and volunteers are connected to thousands of people and organizations across our service area. They
are a built-in word of marketing force and advocacy group for weight loss surgery to help obese family, friends and neighbors.

 [Hospital Name]’s Past and Current Patients

o The internal CRM system is the best resource for targeting past and current patients who may have bariatric service needs.

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 Marketing Strategy and Actions

Smith Hospital will employ a multi-channel marketing promotions strategy to drive consumers to the Weight Loss SmartSite, connect consumers
to our information sessions and physicians, and convert those that are eligible for surgery.

Actions Tools
Promote the launch of the Weight Loss SmartSite to target audiences, emphasizing the assessments and  Press release
customized reports as differentiating features:  External newsletter article
 Use internal CRM to identify specific past and current patients who may need bariatric services  Internal newsletter article
 Target news media, health and medical bloggers; invite on-line “tours” of the site  Blog announcement
 Announce the new site in the employee newsletter; provide links on the Intranet  Facebook announcement
 Announce the new site in the community and donor newsletters  Twitter announcement
 Use social media channels to announce the new program
Increase target segment awareness and trial of the SmartSite, emphasizing the free on-line assessment to  Print ad
incentivize traffic from obese consumers considering weight loss surgery:  Outdoor poster
 Promote through traditional multi-media channels (print, outdoor, direct mail, etc.)  Direct mail postcard
 Reach target customer markets through on-line advertising  Wall poster
 Reach and engage consumers through social media marketing  Brochure/rack card
 Profile weight loss surgery success stories  Banner ads
 Identify high-impact locations for POS promotions (e.g. waiting rooms)  Social media promotions
Promote the SmartSite to target physicians in the primary and secondary markets, positioning the  Letters to physicians
SmartSite as an additional tool to assist physicians in counseling patients on obesity and weight loss  Wall poster
surgery options:  Brochure/rack card
 Mail or email announcements about the launch of the SmartSite  Patient fact sheet
 Train physician sales and referral development liaisons on the site’s functions
 Provide patient fact sheets, wall posters and rack cards for physician waiting rooms
 Hold an information luncheon for physician office managers and clinical staff; invite former
weight loss surgery patients to tell their “story”

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 Success Measures

Metric Measures Baseline Year 1 Year 2 Year 3

Financial Net Operating Revenue from Bariatric Surgery
Contribution Margin/EBIDA
Strategic Bariatric Surgery Market Share Index
Brand Position
Overall Preference for Bariatrics
Overall Preference Bariatrics/Women
Likelihood to Recommend/Patients
Marketing/Sales Baritric Surgery Volumes/IP
Bariatric Surgery Volumes / OP
SmartSite Visitors
SmartSite Assessments Completed
SmartSite Information Session Registration Conversions
SmartSite Doctor’s Appointment Conversions
Projected Return on Marketing Investment

Monitoring and Control

Results from the bariatric surgery marketing strategy will be monitored and reported on a quarterly basis. Trended data will be shared with the
clinical, administrative, physicians and service line leaders, and provide a platform for discussion adjustments to the on-going marketing
strategy.

We will also closely monitor new competitive developments and advise accordingly.

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 Action Planning Template

MARKETING INITIATIVE: (FILL IN NAME)

Marketing Objective:

Marketing Tactic:

Desired Outcome:

Responsibility Assigned To: Target Completion Date:

# Action Steps: START END Assigned To: Resources/Budget Status:
:
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Other instructions or comments:

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