Tools & Checklists · Free checklist
Hospital marketing plan checklist
Build the annual marketing plan section by section, from service-line priorities to the review cadence that keeps it honest.
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Why it exists
The problem it solves
Most hospital marketing plans are a deck built once a year to satisfy a calendar, then quietly ignored until the next planning cycle asks for one. The service lines it names rarely match where the hospital actually has capacity, the channel mix is copied from the previous year, and nobody can say who is meant to notice when a line stops working.
This checklist builds the plan as a sequence of decisions rather than a document. Each section forces a choice, service-line priority, channel mix, capacity check, budget owner, review date, before the next one is allowed to matter. It is a starting structure for an annual plan, not a template to fill in mechanically, and every line should be argued with by the people who will be held to it.
Inside
What you get
- A section for naming service-line priorities and separating growth spend from maintenance spend
- A channel mix section that ties each channel to a stated reason, not a habit
- A capacity check against OPD and consultant availability before any spend is committed
- A section for naming one accountable owner per service line and per channel
- A review cadence section with dates, not just an intention to review
- Space to record what changed since the last plan and why
Audience
Who it’s for
For marketing heads, growth leads and unit heads in Indian hospitals and multi-unit groups building or defending an annual marketing plan.
Method
How to use it
- Work through the sections in order once, without filling in numbers, to see which decisions the current plan is missing.
- Return to service-line priorities first and separate what is meant to grow from what only needs maintenance.
- Assign one named owner per service line and per channel before the budget conversation starts.
- Check the plan against consultant and OPD capacity before committing spend to any line.
- Set actual review dates in the calendar, not a vague quarterly intention, and note who is expected to attend.
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Questions about this checklist
Enter your email in the form on this page and confirm it from the email I send you. Your welcome email then includes the download link for this checklist and for every other tool on the Tools & Checklists page. It is free.
Naming service-line priorities, building a channel mix tied to a stated reason, checking the plan against OPD and consultant capacity, assigning an accountable owner per line, and setting a review cadence with actual dates. It is a sequence of decisions rather than a form to fill in.
It reads more like a working sequence than a fill-in-the-blank form. Most of it is questions and checks meant to be worked through with the people who own each service line, with space to write the answers and owners as you go.
No. There are no figures anywhere in it. Every hospital’s right allocation depends on its own capacity, service-line mix and stage of growth, and a printed number would be wrong for most readers. The checklist asks you to set your own targets and defend them.
The budget calculator does the arithmetic once you know your priorities: it splits a set budget by service line and channel and checks it against capacity. This checklist comes earlier, it is where you decide what those priorities actually are and who owns each one before any number gets entered.
A single hospital can use it as it is. Where a line assumes more than one unit, for example comparing service lines across sites, a standalone hospital can treat each specialty as its own line or skip that step.