Design the qualification criteria that stop effort being wasted in health service marketing.
Building Marketing Strategies for Health Services and Facilities
A senior-level treatment of health service marketing, focused on what changes outcomes.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on health service marketing before speaking to anyone. Discounting solves a problem in this area of marketing and commercial practice today and creates a larger one next quarter. Participants leave with a method for the marketing and commercial practice discipline, not a set of opinions about it. Plans for health service marketing often fail at the handover point between functions. They acquire practical criteria for judging when the wider marketing and commercial practice agenda is working and when it is only appearing to. Applied research in marketing and commercial practice consistently shows that early structure around the marketing and commercial practice discipline reduces downstream rework. It is written for people who have to make health service marketing work with the resources they already have. The method assumes participants will be challenged on their handling of the marketing and commercial practice capability and prepares them for it. Participants leave with a plan for this strand of marketing and commercial practice sized to what their organisation can realistically absorb.
Expected Learning Outcomes
Choose channels for health service marketing on evidence of where the audience decides.
Define the audience for health service marketing precisely enough to exclude people.
Present the case for investment in health service marketing in terms that a finance function will accept.
Measure customer lifetime value arising from health service marketing, not first-order revenue.
Review contracts and agreements for the obligations they create around health service marketing.
Recognise early indicators that health service marketing is drifting away from its intended design.
Who Should Attend
Product managers whose proposition depends on health service marketing.
Retail and channel managers executing health service marketing in the field.
Managers in small and medium organisations who own health service marketing alongside other duties.
Managers with direct responsibility for health service marketing within the commercial team.
Marketing managers responsible for health service marketing.
Agency and consultancy staff supporting clients on health service marketing.
Course Modules
Health service marketing: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1The handover between marketing and sales in health service marketing
- Measure lifetime value from health service marketing, not just first purchase.
- Set the discount authority for health service marketing and require justification.
- Establish who is informed, consulted and accountable in health service marketing.
- Write down the assumptions underpinning the approach to health service marketing.
Session 2Comparing health service marketing with recognised practice
- Name a single owner for each element of health service marketing.
- Prepare the summary of health service marketing that senior management will read.
- Identify where judgement in health service marketing is legitimate and where it is not.
- Compare cost of acquisition against value in health service marketing.
Health service marketing: audience definition and segmentation
2 sessions · 8 pointsSession 1Building lasting competence in health service marketing
- Set out how exceptions to health service marketing are requested and approved.
- Agree the attribution model for health service marketing and state its known limits.
- Set objectives for health service marketing in revenue terms with a timeframe.
- Script the three most common objections in health service marketing and the responses.
Session 2Protecting the brand while hitting targets on health service marketing
- Agree the indicators that will show whether health service marketing is improving.
- Describe the buyer for health service marketing specifically enough to name who is excluded.
- Set the review interval for health service marketing and who attends.
- Structure pricing for health service marketing against perceived value.
Health service marketing: the customer journey and decision points
2 sessions · 8 pointsSession 1Where the buyer actually decides on health service marketing
- Identify the data already collected that bears on health service marketing.
- Build the report on health service marketing that answers whether to spend more or less.
- Benchmark the organisation's health service marketing against comparable operations.
- Define qualification criteria that disqualify quickly in health service marketing.
Session 2Handling the objection to health service marketing that ends most conversations
- Plan the sequence in which improvements to health service marketing will be introduced.
- Test the procedure for health service marketing against a realistic scenario.
- Document the sales process for health service marketing so a new joiner can follow it.
- Review whether short-term tactics on health service marketing are damaging the brand.
Health service marketing: positioning and the honest claim
2 sessions · 8 pointsSession 1Who answers for health service marketing, and to whom
- Select channels for health service marketing based on evidence, then cut the rest.
- Record what was learned when health service marketing did not go as planned.
- Review whether health service marketing is aligned with the objectives of the commercial team.
- Test creative for health service marketing at small scale before full commitment.
Session 2Pricing health service marketing on value rather than cost
- Confirm that those complying with health service marketing understand why it exists.
- Choose the next segment for health service marketing and state why it is next.
- Map the decision journey for health service marketing and mark where the choice is actually made.
- Define acceptance criteria for health service marketing in advance.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.