Hospital Marketing Campaign

SSM has decided to expand it’s neurosurgery capabilities in one of its community hospitals. This expansion
will focus on cranial and spine related procedures. Target audiences include referring physicians outside of
the hospital and physicians on staff at SSM as well as potential patients experiencing conditions that could
lead to surgery. The new clinic will be the second of its kind in Saint Louis for SSM with other competitors
from other systems in the market as well. While the plan is to pursue this growth opportunity, the other
program should not see their volumes affected by additional marketing support to the new program.

With the hire of a new neurosurgeon and two neurologists, this expansion will have capacity and resources
to see most patients for their initial consultation within 72 hours. The clinic will open in three months.

Assignment:
Develop a comprehensive marketing and communications plan for the expansion of the neurosurgery
program.

Some questions to consider:
1. What are the goals and objective?
2. How will the clinic be positioned?
3. What steps will be taken to ensure the other Saint Louis neurosurgery program continues to
grow?
4. How will we reach and engage our target audiences? How do they vary for consumer and
physician audiences?
5. What unanswered questions do you have? What additional information would you need?
6. What are the KPIs and how will you determine success of the campaign?