Marketing is typically defined as anticipating, understanding and meeting the needs of the customer. In the NHS, the customer is not only the patient or the clinician but can also be the commissioner and provider of healthcare, each driven by different needs.
We carry out the evaluation of the market and the opportunity for your product or service using the marketing ‘SOSTAC’ principle:
Situation analysis of the current care pathway, how it is delivered, how it is performing, activity levels and any opportunities to improve quality of care.
Objectives- what are you trying to change and why
- Market attractiveness
- Segmenting the market
- Building a strong value proposition
- Stakeholder mapping and analysis
- Critical Success Factors & challenges to adoption
- Entry Strategies
- Routes to Market
Tactics- building a ‘Case for Adoption’
Action- planning for adoption
Control- project management, capturing benefits (see module 4 below) and sharing the news
We will also use a ‘PEST’ methodology, where appropriate to understand the ‘macro’ market, identifying relevant current policies, economics, social and technological factors.
A comprehensive and detailed understanding of your market will also support investment proposals and grant funding applications. A well-considered market access strategy will support decisions to invest.