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Learn how Bryant Brown’s team of professional healthcare marketers follow a proven strategic and tactical planning process to ensure the success of your brand.
Strategic and tactical planning, strategic planning, tactical planning, healthcare marketing agency, healthcare marketing, healthcare marketing agencies, healthcare advertising agencies, pharmaceutical advertising, medical device marketing agency, hospital marketing agency, Bryant Brown Healthcare
20131
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Strategic & Tactical Planning

Planning your brand’s success

Step 1: strategic planning

We first learn about your brand. We analyze:

 

•  Your marketing plan

•  Any communications you have used to date

•  Your competition’s tactics

 

We also conduct extensive literature searches and other forms of secondary research. And as feasible and appropriate, we recommend, plan, and implement primary research: focus groups, in-person and telephone interviews, and online surveys.

 

Our goal: understand the drivers of your market, how you segment your customers and influencers, and the key messages you express to communicate your position.

 

Once we’ve defined our objectives, our next step is to deliver a comprehensive strategic marketing communications plan detailing:

 

•  Segmentation of your target audience

•  The overarching positioning of your brand

•  The positioning of your brand tailored to each target audience

•  Your messaging platform, specific to each audience

 

Step 2: tactical planning

Once the strategic plan is in place, we craft the tactical plan. Audience by audience, the plan describes the communications that will convey your positioning to your targets. For each tactic, the plan includes a description of what it is, when it should be implemented, how much it costs, and how it delivers ROI. Our recommendations encompass advertising, public relations, and education, and span all media: digital, print, video, and “event marketing” at conferences and elsewhere.

 

We research relevant associations, events conferences, and explore media opportunities beyond those offered in media kits.

 

Then we prepare a comprehensive media schedule detailing deliverables, dates, and costs.

 

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