How to Build a Comprehensive Marketing Plan
Elevate's Scott Harper Shares How to Create A Comprehensive Marketing Blueprint
In the feature article of the June edition of PM360, Elevate’s Scott Harper crafted “How to Build A Comprehensive Marketing Plan” featuring the 5 main components of today’s modern marketing plan. Scott begins:
“So what are the new must-haves in a marketing plan? Truth be told, the basic tenets of a great marketing plan haven’t changed all that much over time. Even the most disruptive companies in the new economy (think Airbnb, Lyft, and Amazon), work within the construct of a formal marketing plan. The difference is that these companies have built-in flexibility to leverage opportunities as they go, even if they aren’t always part of the original plan. The idea is if you look at your marketing plan like a roadmap, when the landscape of opportunity changes, you don’t have to throw out the whole map, just change the direction.”
Tapping into his vast experience, Scott provides a guide that product managers (and even more seasoned marketers) can use to the assemble the elements necessary to build a better marketing plan roadmap for today—and into the future. Through following each of the “five commandments” outlined—the must-haves of a marketing plan—this guidance can help create an environment for success for both marketers and their brands. He encourages to use them as a guide or template, but wisely counsels to leave room in plans to move beyond the basics and build in next-level thinking that gives the plan flexibility, sustainability, and creativity.
Click here to read the entire article of Scott shares how to create a comprehensive marketing blueprint at PM360.
About Elevate Healthcare
Elevate is the only agency specializing in helping guide healthcare challenger brands—biopharma and medical device brands that need to overcome more powerful competitors, market limitations, and internal obstacles to achieve their full potential. Based in suburban Philadelphia, Elevate was founded in 2016 by two successful former healthcare agency presidents, Lorna Weir and Frank Powers, as a new kind of agency, purpose-built to serve clients in the current challenging and dynamic healthcare marketing landscape.