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Orientation Marketing Plan Template

The document provides a marketing plan template for pharmaceutical and life science organizations. It outlines 10 sections to include in a marketing plan such as aims and goals, target audiences, competition, unique selling proposition, marketing channels, messaging, collaboration, budget, responsibility, and timescales.

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Shatha Zakariyya
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89 views4 pages

Orientation Marketing Plan Template

The document provides a marketing plan template for pharmaceutical and life science organizations. It outlines 10 sections to include in a marketing plan such as aims and goals, target audiences, competition, unique selling proposition, marketing channels, messaging, collaboration, budget, responsibility, and timescales.

Uploaded by

Shatha Zakariyya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Marketing plan template

A marketing plan template for the pharmaceutical and life science organisation.

1. Aims and goals


What is the purpose of this marketing plan and what are the desired outcomes, this can be
financial results or something else i.e. increased awareness? Remember to keep your desired
outcomes SMART (Specific, Measurable, Achievable, Relevant and Time-Bound)

2. Target audience and behaviours


Define your desired target customers (you can have multiple segments) and prioritise those
that have the highest potential for growth.

Segment 1 Segment 2 Segment 3 Segment 4

Who are they? I.e. age, lifestyle,


disposable income, location, job title
Which media channels do they use?
Why do they buy this product/service?
When do the use this product/service?
How often do they buy this
product/service? In what quantity?
Are they brand loyal?
Do they use any of your other
products/services?

3. Competition
Identify your key competitors and explain why customers may choose them instead of you.

Competitor Reason to choose them


4. Unique selling proposition
Define why customer would choose your business, what makes your business and
products/services unique?

5. SWOT analysis
Strengths Weaknesses
Identify the things your business or What areas could be improved within your
products/services do well, and what sets business or products/services? What is
your business apart from the competition. holding you back? You should try to
These will help you when writing marketing address these before starting any
messaging. marketing campaigns.

Opportunities Threats
Identify any key trends or gaps in your What external factors could cause harm to
market. Think about potential alternative your business?
markets or new for your products/services.
6. Marketing channels
Identify which marketing channels may be open to you and then think about which ones
would be appropriate for your target audience. You will also want to understand how each
channel’s success will be measured and the cost of each channel. Once you have done this,
create a shortlist of your preferred 4 channels to start with.

Appropriate
Marketing channel Pros Cons Measurement Cost
target audience

Shortlisted Marketing channels


1.
2.
3.
4.

7. Messaging
Based on the information you have gathered so far, you should now be in a position to
come up with the desired messaging and calls to action for your campaigns. You will also
want to think about any imagery or content you might need.

8. Collaboration
To get your campaigns running you will need the support of other departments such as
sales, operations, digital. Create a list of all the departments you will need to work with to
make sure your campaigns are a success.
9. Budget
Identify how much is available to spend on your campaigns.

10. Responsibility and timescales


Define roles and areas of responsibility both within your team and with other departments.
You will also need to agree on specific deadlines for different activities and plan in time to
review your activities.

For more life science marketing resources and ideas, visit Orientation Marketing Insights.

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