DIGITAL MARKETING STRATEGY

Digital Marketing Strategy: Family Doctors Practice



Digital Marketing Strategy: Family Doctors Practice

Introduction

The digital marketing technology is an important new medium of communication between the consumers and the producers to market their products (Edelman 2010). The digital marketing is a new medium that use different mediums of marketing for introducing the products and services to the customers. In this report, I propose a digital marketing strategy for a small doctor's practice known as Rosemount Family Doctors. Its patient rate is 40 patients a week. The practice is based on the Southside of Dublin, and run by two doctors. The practice opened in November 2010. The report sets out objectives of the digital marketing strategy, the intended audience, the channels to be used, the action plan, and an overview of the budget measure and iteration. In particular the report considers the use of digital marketing channels like Social Media, email marketing, mobile marketing and web analytics.

Rosemount Family Doctors Goals and Objectives

Since we are formulating a strategy for Rosemount Family Doctors, we need to have an idea of how the organisation works and what it tries to achieve through its operations. The organization strives to take care of its patients and their families through its health services. It loves in providing affordable health services by working on an appointment system with phone attended between 9 am and 6pm (www.familydoctors.ie). Its aim is to see people who are looking for an appointment at a time that suits them. RFM always make time for sick children who need to be seen urgently. It is a part of the LukeDoc out of hour's service. The following table shows some of the offered services for which appointments are available on phone, and of course from other digital marketing channels.

Medical Service

Fees in Euros

Consultation with Doctor

50

Follow up visit, within 1 week

20

Two children, same family

50

Blood Tests

25

MOT to include full physical, blood tests, urinanalysis, ECG and written report.

140

Cervical Smear Free with invitation letter from Cervical Screening Programme

FREE

Keeping in consideration of today's modern world of rapid development and expansion, it has been highlighted and understood that no matter how hard a person pertains to avoid the life around them, they must be able to adapt themselves to the world of digital marketing around them (Adams 2000). This is because this is one field that would stay for all times to come. To understanding the phenomenon, we shall first look into the details of creating and crafting a digital marketing strategy. The word strategy has been derived of Latin origin, which implies 'outdo your rivals'. Therefore, in the world of digital marketing, it has become extremely important that such tools and techniques must be intended for sustainability, survival and deeply knit and linked with the external environment (Wind & Mahajan 2001).

Ways with which the Doctors' practice can Digitally market

When creating a strong and effective digital marketing strategy, there are several pointers which must be kept in consideration for the purpose and objective of intending an interesting, relevant, original ...