The Medical Group
Strategy and Implementation Summary
The company plans to use the Internet as one of its primary marketing channels. The Internet is a growing force in the buying and selling of a wide variety of products, including medical services. According to International Data Corporation (IDC), a leading provider of information technology data, aggregate Internet commerce across all industries was estimated to have been $32 billion in 1998, and is projected to soar to $425 billion by 2002.
The Internet provides a relatively easy way to gather information and to shop for the best deals, in terms of both price and needed attributes. Through websites, consumers can read a variety of reviews to compare models and see which vehicles meet their needs. They can view, search, and screen for prices, features, and other important information. For retailers, the Internet is a means of increasing volume through leads that are converted into sales and a means of decreasing marketing, advertising, and personnel costs per sale.
| Sales Forecast | |||
| Year 1 | Year 2 | Year 3 | |
| Sales | |||
| Customers | $250,000 | $3,750,000 | $10,750,000 |
| Physician membership | $325,000 | $4,875,000 | $15,875,000 |
| Other services | $500,000 | $7,500,000 | $18,500,000 |
| Total Sales | $1,075,000 | $16,125,000 | $45,125,000 |
| Direct Cost of Sales | Year 1 | Year 2 | Year 3 |
| Customers | $33,330 | $500,000 | $1,102,564 |
| Physician membership | $0 | $0 | $0 |
| Other services | $66,670 | $1,000,000 | $1,897,436 |
| Subtotal Direct Cost of Sales | $100,000 | $1,500,000 | $3,000,000 |
6.1 Marketing Communications
The key message associated with TMG’s services are affordability and reliability for customers. TMG believes that it can achieve success through the implementation of a new promotional plan. The company’s new promotional plan is diverse and includes a range of marketing:
- Print advertising. The company’s print advertising program includes advertisements in the Irving News Express and the military newspaper distributed by Prime Time News.
- Internet. TMG plans to develop a website through which it will generate sales beyond Denton County. Plans are underway to develop a professional and effective site. In the future, this is expected to be one of the company’s primary marketing channels.
- Television and Radio. The company plans to expand its promotions into television advertising. Currently, a number of local radio stations have been used for advertising purposes. The company intends to use additional radio stations that have listener bases that includes more of its target customers.
- Industry journals. The company plans on advertising in medical journals, local magazines that dedicated to the medical industry.
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