Session Number M29  Session Level  B

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Colleen Leonard Leyden
Director, Corporate Marketing and Public Relations
The Chester County Health Network
West Chester, PA
cleyden@cchosp.com

Shari Short
Director, Strategic Research
Aloysius Butler & Clark
Wilmington, DE
sshort@a-b-c.com

Maria Stearns
Senior Account Supervisor
Aloysius Butler & Clark
Wilmington, DE
mstearns@a-b-c.com

Examine the essential steps required to develop a comprehensive service line marketing plan, including a review of market share, outmigration, and psychographic data; a competitive analysis; and business goals and objectives. Most important, we will help participants navigate through their own existing data to get started on the planning process. We’ll also discuss how audience segmentation was used to develop strategic tactics that leveraged the hospital’s position as a community advocate, and later used for brand platform and messaging.