Marketing Strategy

LOWCOUNTRY HOSPITAL |
Lowcountry Hospital Marketing Plan |
For The Plastic Surgery Department |
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The purpose of this marketing plan is to market Lowcountry Hospital’s plastic surgery department to potential out of the area customers by promoting it as a destination cosmetic surgery center to tourists. |

Marketing Strategy for the Product

While Lowcountry Hospital offers a wide range of services, for the purposes of this marketing campaign we will be focusing on two specific services: providing quality cosmetic surgery and a memorable vacation for the patient and her family while she recuperates. We will offer any type of cosmetic surgery procedure you would like but we will stress that Lowcountry Hospital specializes in breast augmentation, liposuction, cosmetic eyelid surgery, rhinoplasty, and abdominoplasty. When it comes to an actual tangible product that a patient can choose from, we offer the choice between saline and silicone for breast implants. We also offer Radiesse, a collagen filler, Botox, and many other products to reduce the visible signs of aging. We realize that cosmetic surgery is a specialty purchase and that it blurs the line between tangible and intangible and that we provide mainly a service.   For this reason, we are partnering with restaurants, spas, and retail shopping outlets that provide a mixture of goods and services. Unlike most products in the service industry, cosmetic surgery is a service that isn’t perishable because the product produced remains with the consumer long after the service has been provided.  
Since Lowcountry Hospital provides mainly a service, our branding strategy will emphasize the experience of having your cosmetic surgery done with us. Our slogan will be “An experience that lasts a lifetime.” We chose this slogan because we feel it will portray to the consumer that they are not just having cosmetic surgery done, but taking part in something that will be with them for the rest of their lives.... [continues]

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