Marketing Plan

Evidence Based Learning Program:

Free Medical Electronic Resources

For Medial Faculty and Students

Hafiz Nazeer Hussain2013

OutlineMarketing planGoals &ObjectivesMission statement of AMDC LibraryWhat is Evidence Based Program (EBP)PEST & SWOT analysisMarketing MixSegmentationTimelineThe Action PlanEvaluationBudgetReferences

Marketing Plan “The marketing plan that is “a series of activities that are formulated to

attain a specific objective or goal in a set time period”.

According to Business Dictionary

“Marketing plan describes activities involved in achieving specific marketing objectives within a set timeframe. A market plan begins with the identification (through market research) of specific customer needs and how the firm intends to fulfill them while generating an acceptable level of return.”

Evidence-based learning program (EBP)

“Evidence-based programs” refer to organized and typically multi-component

interventions with clearly identified linkages between core components and

expected outcomes for an identified target population and established

necessary organizational supports for implementation. Evidence-based out-of-

school time programs can refer to a range of multi-component interventions

seeking to affect various outcomes, which have been experimentally evaluated

and deemed effective in meeting specified goals.

Goals of Marketing PlanGoal-1: to increase the awareness and use of national and international

electronic information resources free available at the college library: Promotion of library activities and resources

Promotion of free electronic resources in the field of medical sciences among the

faculty and students of AMDC.

Increase the usage of electronic information resources free available

Marketing all forms of services offered by library staff

Advertise information searching service by the college, library website, social groups

and printed means.

Creating enthusiastic relationships with faculties and students to promote services

Cont…Goal-2: to develop their computer skill and searching expertise Organize Evidence Based Learning (orientation) programs.

Organize short period workshops to develop their computer basic skills

Provide reference assistance on the desktop

Develop information literacy programs

Organize library activities and events to promote searching information

service.

Strengthen the faculty relationship programs to promote the use of the library

information resources.

Future Goals

Develop and implement marketing plan

Create and implement a marketing survey

ObjecitvesTo create awareness among the faculty and students about electronic resources

available free on the internet.

To create strong need for electronic resources for medical education & research

To increase the use of electronic resources by organizing Evidence based learning

program on free available resources from

Online medical databases

HEC digital library

Other resources available online.

To increase the information literacy

Mission Statement of AMDC Library

The Library’s mission is to

excel academic and research activities by developing,

organizing and providing resources of information and

knowledge and services according to the needs of Akhtar

Saeed Medical & Dental College community.

Environment Analysis (PEST Analysis) Diversity of authentic electronic information resources, free available on the web

Opportunity for developing country.

Higher Education Commission (HEC) incorporating the academia by providing a plenty of

qualitative digital resources

Tremendous transformation among higher education system, teaching and research

Akhtar Saeed Medical & Dental College, Bahria Town, Lahore established in September

2008,

Approved by PMDC and Minister for Health of Pakistan

College is purely private sector institute

Library and Digital library are equipped with ICTs, databases and sophisticated equipments.

SWOT AnalysisStrengths

Library is already equipped with up-to date computer and ICT facilities

Moral and efficient support from the college

IT staff available.

AMDC has its URL (www.amdc.edu.pk) and web portal of library (www.amdclibrary.weebly.com) to

facilitate the community.

Library has access to online journal and books through HEC digital library and other free medical

resources available online.

An intranet configured with 50 computers which connect faculty with LAN and WAN through

networking along with high bandwidth DSL (Dedicated Supply Line) internet from their offices.

A newsletter is also publishing in AMDC and a magazine is also under process to be initiated.

Cont…Weaknesses

The number of library staffs is limited

Clinical Faculty and MBBS students of fourth and fifth year mostly remain away from the library because the hospital is situated in the territory far from the college.

Library hours are up to 2.30 PM and remain closed at Sunday due to college policy.

Lack of IT experienced library staff.

It is also found out that the faculty and students have meager knowledge about free electronic information resources available in the field of Medical.

faculty and students do not have formal information literacy introduction

There is no concept of adopting practical approach for overall strategic planning for the library development and formulating marketing strategy for library.

Cont…Opportunities

Electronic information resources are free available 24/7 on the web.

There is network of medical libraries the locality for effective collaboration

World Wide Web (Internet)

Ultimately the staff of library will earn the knowledge and skill regarding

technology

Faculty and students perception regarding the library and its staff is positive and

good

The college community considers the library as sole information resource.

Cont..Threats

Limited library staff having proficiency of computer skillsThere is big threat of electricity break down for computer equipments.The medical libraries situated in the locality of Lahore with similar services but far from AMDC.Copyright issuesThe library needs dedicated computer laboratory for students with comfortable space and environment to conduct such learning programs.Library needs up-to-date Computers systems and other electronic devices with Wireless Access Points (WAPs).No colour printer is availableLimited printing facilityTime is very precious for medical students.There is no constantly organizational, technological and information environment policy.

Segmentation

Target segments.MBBS StudentsFaculty

Potential segmentsClinical Faculty works at hospitalThe students of the Akhtar Saeed College of Pharmaceutical Sciences situated in the same buildingThe college staff including paramedical, administration, etc.

Marketing Mix

Product“A product is anything that can be offered to a market to satisfy a

need.”

HEC digital library and free medical journals and booksWorld Health Organization resourcesPubmed, Medline, PubmedcentralCD/DVD – ROMs of booksPrinting facilityTOC and Abstracts alerts to the Faculty

Cont…Price

“The amount for which something is offered for sale.”

Printing charges Rs. 5.00 per page (black and white) Rs 5.00 per page (color)

Resources are freeNo membership feeThe physical exertionTime spent

Cont…Place

“Place is a major element of marketing mix which creates an interface between the customer and service.”

Computer terminals

Faculty offices

Social groups

Cont..

Promotion

“It compasses all the tools in marketing mix whose major role is persuasive communication.

Links will be provided on the college and library websitesSocial media (facebook, twitter, etc.) and library email group will be mobilized for promotion.Flyer/ leaflet will be designedResources will be introduced in the college newsletterentrance and exit. Customer Relationship

Timeline : Duration March 2013 – September 2013

Date Activity

March 2013 Promotion of online information resources

Information searching service

Creating lobby for Library support

April 2013 To organize the workshop for improvement of computer skill of students

Design an Evidence based learning programs for students in the library per week, 33 students for each session will be served

May 2013 To organize the workshop for improvement of computer skill of faculty

Evidence based learning programs for Faculty to introduce Information literacy

Contents of Programs:

Searching information through Databases

Searching information Internet

Use of HEC digital library

Open Access and Free Medical related databases

Building personal relations with the faculty

Cont…June 2013

To organize the workshop for the improvement of computer skill of potential audience (Pharmaceutical Students)

Design an Evidence based learning programs for students in the library per week for potential users

July 2013 Summer vacations

August 2013 To organize the workshop for the improvement of computer skill of the Clinical faculty

Evidence based learning programs for the Clinical Faculty to introduce Information literacy

Contents of Programs:

Searching information through Databases

Searching information Internet

Use of HEC digital library

Open Access and Free Medical related databases

Building personal relations with the faculty

September 2013 To organize the workshop for improvement of computer skill of faculty new comers and deficients

Evidence based learning programs for new comer Faculty and deficients to introduce Information literacy

A session will be organized for the paramedical staff as well as working in administration.

Action plan

” Plan of action describes what actions are required and how they will be implemented to ensure success.”

Every member of the team is well trained and well informed with

this marketing plan. An established set of tasks has been assigned to

each member of the team in order to achieve the goals and

objectives of the plan.

Evaluation

“Evaluation helps us make needed changes to our marketing strategies.”

Summative Formative approach Participants will be encouraged for suggestionFeedback

Budget

“A marketing budget is an estimate of projected costs to market your products or services.”

Infrastructure is available and resources are free on the web. No extra budget is required to implement this plan

References

hafiznazeerhussain@gmail.comFor References