VI. Marketing Plan
This Section's Contents
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
The [Company Name] Brand
The unique combination of care and service will be the highlighted brand message of [Company Name]. The following unique aspects of this company will be highlighted:
- The focused attention on all members of the client’s team: support personnel, family members, administrative staff and transport team members.
- A dual-option system of offerings: one-time service or packaged services for regular users.
- Commitment to care and service before, during and after transport services.
Promotions Strategy
[Company Name] will promote non-emergency medical transportation in the following ways:
Public Relations
- In-hospital patients receive a company introduction and small token gift, from [Company Name]. This places [Company Name] directly in front of potential clients.
- Support personnel and/or family members receive a company brochure, along with an invitation for a discounted initial transportation service.
- Medical clinic and dialysis clinic staff members receive a monthly lunch free-of-charge from [Company Name] for client referrals.
Local Media News
[Company Name] will work with local media to create newsworthy editorial segments of the non-emergency medical transportation industry and, specifically, the history of [Company Name]. Interviews with the Founders will be offered.
Social Media
Although many elderly clients forego any social media contact, the families of primary clients check social media frequently. A Social Media Manager will frequently post videos, comments, pictures and other encouraging notes.
Website
The current website of [Company Name] contains transport information, pricing structures and directions to order transport. Additional elements will include transporting clients on stretchers, transporting those with cognitive decline, and other special needs.
Videos of special services will be offered to reassure those clients who are initially uncomfortable or concerned about movement and transfer points.
Partnerships with Local Businesses
Primary clients will be located through the personnel at medical offices, hospitals, and through social workers within the 50-mile radius of the company. Partnering with each to provide non-emergency medical transportation will require special promotions and regular contact with each entity.
Promotions for Primary Clients
From time to time, or during special seasons, [Company Name] will offer discounts or bundled services as a token of our appreciation for our regular/on-going clients. Pivotal promotions shall be in “Surprise!” visits by our staff, who will visit regular/on-going clients once each quarter of the year.
Advertising
[Company Name] will promote our business through local newspapers and newsletters, targeting those who have non-emergency medical transportation needs and their families or support personnel. On a trial basis, social media ads will also be offered, targeting younger family members or support personnel.
Billboards
[Company Name] will promote services via a strong brand message on billboards positioned directly across from local hospitals served by [Company Name]. Simple, clear messages will be extended to the hospital population as a result.
Pricing Strategy
The pricing strategy for [Company Name] contains two methods to serve clients:
- “Single trip” (one-way or round-trip) pricing is offered for one-time customers.
- “Customer Care Packages” are offered to primary clients who are or expect to use regular services of [Company Name]. Trips are bundled to create discounts for primary clients and a steady stream-of-revenue for [Company Name].
