Looking to better connect with its target audience of moms, Mott’s LLP has upped its marketing budget a whopping 33 percent over the past year.
Share on Facebook Tweet LinkedIn Print E-mailHow to bring maximum benefit to your twice-yearly marketing update. Thoughtfully listing the STRENGTHS, WEAKNESSES, OPPORTUNITIES and THREATS of your situation should be done at least once a year. A SWOT analysis is useful for hospitals, medical groups, and individuals in private practice—it helps focus your marketing in areas that harbor the strongest benefits.
Create a four-part grid on a single piece of paper to provide an overview that helps visualize the relationships.
STRENGTHS: List of your capabilities and resources that can be the basis of a distinct competitive advantage.
OPPORTUNITIES: In addition to new or significant trends, what other external opportunities exist and how can we best exploit or benefit from each?
If you’d like to know more about putting this high-value assessment tool to work in your plan, we would be pleased to provide a well-informed and objective sounding board for you.
Stewart GandolfChief Executive Officer and Co-Founder at Healthcare Success StrategiesStewart Gandolf, MBA, is CEO of Healthcare Success, a medical marketing and health care advertising agency. A new pedestrian community that provides subsidized, affordable and market rate housing for hundreds of families in new sustainable homes.
At least twice each year, use the SWOT analysis to discover key internal and external issues and refresh the strategies and tactics of your marketing plan.

Here are a few ideas to maximize the value and generate effective strategies from this exercise. No practice is immune to threats, but too many people miss, ignore or minimize these threats, often at great cost.
Be Realistic: Use a down-to-earth perspective, especially as you evaluate strengths and weaknesses. Apply Context: Distinguish between where the organization actually is today, and where it could be in the future.
Update your marketing plan and goals: Once the key issues have been identified, define the action steps to achieve change.
We deliver the capabilities of a multinational firm with the personal attention of a boutique studio. Weaknesses can sometimes be the absence of certain strengths, and in some cases, a weakness may be the reverse side of one of your strengths. By immersing ourselves in each client’s culture, we create spaces that tell a meaningful story about the people who bring them to life. Additionally, Mott’s is using the new marketing initiatives to gain attention for the brand as it gears up for new product rollouts over the next year. At 17 events, Mott’s sets up experiential display tents featuring a mock apple orchard. Brand ambassadors use the booth to sample product and ask visitors to make a pledge to take care of their health.

Attendees are invited to write down their pledges on apple-shaped paper and hang them on one of three relevant tree displays: getting more exercise, eating more healthy foods and learning more about breast cancer.
In exchange for their pledges, attendees are given co-branded eco-friendly shopping bags and product coupons.
The Pink to the Core program was developed as an empowerment statement to capture Mott’s commitment to the cause and to help Komen meet its goal of encouraging women to take charge of their health and reduce their cancer risk, said Christine Price, senior account supervisor with PowerPact, the agency that developed and is executing the on-site promotional elements. The relationship builds on Dr Pepper Snapple Group’s two-year-old association with Komen.
The company is activating the tie with the Wake Up with Mott’s and Marcia Cross program.
For each call, Mott’s is donating $1 to the nonprofit, with the goal of feeding one million Americans in need. Cross, the Desperate Housewives star and mother of twins, also touts the promotion in national print ads.

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