Marketing for Allied Health

Our MARKETING PLAN CANVAS is based on the book 'The 1-Page Marketing Plan', also referred to as the 1-PMP, written by Australian Allan Dib, a self-confessed "geek" and serial entrepreneur.

STRUCTURE

The MARKETING PLAN CANVAS is a simple nine (9) Step model, divided into three (3) Stages, with each Stage represented as a row.

Or three Steps in each Stage, multiplied by three (3) Stages, which equals nine (9) Steps.

See the model below.

In summary YOUR entire marketing strategy fits on a single page.

As you can see it is a simple, methodical process that is simple to understand and to communicate to the wider organisation.

The MARKETING PLAN CANVAS with the support of the book is essentially a DIY process however we have found that for the best outcomes support is required. Please refer to our PRODUCTS and PROGRAMS.

ROKETING are certified 1-PMP trainers, implementers and licensees of the content and models created by Allan Dib and his company.

We have also incorporated our own ideas and content based on our own experience such as an additional Stage and an additional three (3) steps, THE FOUNDATION STAGE.

THE FOUNDATION STAGE

After working with clients to implement the 1PMP, we identified additional steps that were commonly implemented but not part of the model.

We call this additional Stage and the three (3) additional Steps, the FOUNDATION STAGE.

THE MODEL

		TARGET MARKET & NICHE - MASTER NICHE It all starts with clearly defining your target market. In fact nearly all of YOUR Marketing problems and questions can be addressed with a clearly defined, narrow Target Market, what we call YOUR MASTER NICHE.
		MESSAGING Once YOUR Target Market is defined, the next step is determine YOUR message, which ideally addresses their problems.
		MEDIA The Media (mediums and tactics) YOU will use to connect with YOUR Target Market.
		Lead Capture Systems Define, design, obtain or build systems to generate and capture YOUR leads.
		LEAD NURTURING How YOUR leads will migrate from Suspects to Prospects.
		SALES CONVERSION STRATEGY How YOUR Prospects will become YOUR customers using YOUR offer that addresses their problems.
		DELIVERING A PREMIUM CUSTOMER EXPERIENCE How YOU will deliver a total experience better than any competitors. Marketing is everything from signage, web sites and even YOUR invoicing and how easy it is for YOU to receive payments.
		INCREASING CUSTOMER LIFETIME VALUE How to drive more value using the most cost effective Marketing - YOUR existing, happy and satisfied customers.
		ORCHESTRATING & STIMULATING REFERRALS How to generate FREE marketing from YOUR existing customers and strategic partners.
		MINDSET & MARKETING CAPABILITY ASSESSMENT Your biggest competitor is not the company around the corner, across town, or even online. It's YOU! Mindset first, then success. We also complete a thorough review and analysis of YOUR current Marketing capabilities, history and experiences.
		YOUR TEAM YOU don't have to do everything with YOUR marketing but YOU will need a Team. Define a Team that is a flexible mix of people that meet YOUR needs and YOUR budget.
		KPI's & SYSTEMS Knowing what to focus on and how to measure it is key. This Step we define these and establish a process to continue to refine and extend over time.

NOTE: The actual order of implementation may vary.

STEP 10: MINDSET & MARKETING CAPABILITY ASSESSMENT

The correct Mindset is underestimated and undervalued.

There is a common misconception that the right Mindset comes from achieving success but it's actually the other way around. The correct Mindset comes first, then success.

In fact it's said that YOUR biggest competitor is not the company around the corner, across town or even online.

It's YOU, with your attitude and possibly limiting beliefs. In our experience it's true.

The reason YOU haven't implemented a successful marketing plan before is not only that you didn't know how to do it - it's that you didn't go and find it until now.

We work together to uncover these beliefs and habits PLUS we set a big purpose for YOUR business and YOUR life.

This Step is often the first step in YOUR marketing journey with us.

We've reduced success to a formula which is the basis of the Mindset Step.
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MARKETING CAPABILITY ASSESSMENT

The Marketing Assessment takes broad, general intentions of a project and using a highly interactive process and structure creates a definition of what "better" is.

When its completed it provides a set of goals, supported by objectives that are measurable. This process is based on our MARKETING ASSESSMENT MODEL.
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STEP 11: YOUR TEAM

We believe that Marketing should be a core part of YOUR business and shouldn't be outsourced.

IT'S TOO IMPORTANT.

As a result nearly all our Programs are DWY (Done With YOU) which means there is some time and effort on YOUR part. As a business owner(s) you may not be interested in doing the marketing YOURSELF and remember successful marketing is achieved through simple marketing activities performed well and repeatedly.

So YOU will need support in the form of a Team.

It could be a dedicated marketing team or even a single marketing person if YOU are a small business. They could even be part-time.
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STEP 12: KPI's & SYSTEMS

During the process YOU will establish KPIs (Key Performance Indicators) which put simply are things YOU measure to keep YOU on track.

KPIs might measure things like web site visits, requests for key lead generation and marketing assets, the number of social media posts and of course revenue. Systems support the simple marketing activities performed well and repeatedly. They provide the ability to expand, scale and repeat successful marketing activities over and over, repeatedly with confidence and quality. Systems are closely linked to and support KPIs.