Success cases
Marketing plan: research
A marketing plan to relaunch a leading centre that wants to become a benchmark in translational medicine.
Challenge
A research infrastructure located on the campus of a leading hospital that was recently inaugurated wants to establish itself and become a reference in its field at regional, national, and European levels. It also needs to consolidate its viability and income statement.
Defining the product portfolio, segmenting the target customers, understanding the sales and promotion channels, and developing a communication plan are priorities.
Solution
We interviewed the managers of the centre and the managers of each business area. We gathered information regarding the product, customer segmentation, competition, sales and promotion channels and SWOT analysis.
We interviewed current, potential and external customers to build a complementary and aseptic vision.
We prepared a report with a roadmap and concrete actions to be developed in the short and medium term for implementing the marketing plan.
Result
- The entity could focus on the marketing plan’s key points. We segmented the message, products, and communication, adapting them to each area.
- The centre’s strategy aligned with its campus centres, maximising opportunities. Communication was adapted to compete in different sectors and territories.
“We prepare a report with the roadmap and concrete actions to be developed in the short and medium term.”
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success stories Strategic plan