1. Evidence-Based Marketing Approach
Assess whether your marketing strategies are rooted in evidence-based practices. This includes a comprehensive marketing plan, effective implementation, and robust evaluation of results. Ensure all marketing components, from need identification to customer satisfaction, are thoroughly addressed.
2. Timely Execution of Marketing Plans
Without a clear timeline, even the best-laid marketing plans can falter. Ensure your marketing activities are time-bound, allowing for efficient execution and evaluation.
3. Setting Clear, Specific, and Measurable Goals
Define clear, specific, and measurable objectives for your marketing initiatives. Often, the absence of quantifiable goals can derail a marketing plan. A marketing audit should scrutinize these goals and their alignment with overall organizational objectives.
4. Appropriating the Right Marketing Budget
Determine if your marketing budget aligns with your goals and supports a comprehensive marketing strategy. Evaluate the methodologies used to set this budget and its adequacy in covering all necessary marketing activities.
5. Effective Communication of USPs
Does your marketing communication effectively convey your Unique Selling Points (USPs)? In a crowded market, clarity and precision in messaging are crucial. Audit your communication channels to ensure they accurately represent your USPs
6. Adopting a 360-degree Marketing Approach
Ensure your marketing strategy encompasses all communication channels and engages all stakeholders. A holistic approach is vital to reach every corner of your target market.
7. Measuring ROI and Conversion
Without a reliable mechanism to track the effectiveness of marketing efforts, the entire process remains incomplete. Implement tools to measure ROI, patient demographics, referral sources, and influences impacting patient decisions.
8. Continual Marketing Evolution
Remember, branding and marketing are continuous endeavours. Regular marketing audits are essential to adapt and refine strategies, ensuring your organization stays ahead in the marketing domain.
“Knowing is Knowing and Doing is Doing” –
Understanding the critical role of marketing audits is one thing, but actively implementing them is what truly drives success. Regularly auditing your marketing strategies ensures they remain relevant, effective, and aligned with your organization’s goals.
-Key Takeaways-
A marketing audit is not just an assessment tool; it’s a strategic compass guiding healthcare organizations towards sustainable growth and enhanced market presence. In the complex world of healthcare marketing, it’s not just about spending resources but about spending them wisely.
Author
Akhil Dave
Founder – Trizone Healthcare Consultants
Director – Trizone Communications Pvt. Ltd
Chairman – AHMP India Foundation
