Example digital marketing plan – healthcare/pharma industries

An adaptable template using the RACE Planning system for healthcare companies

How will this plan help me and my business?

Healthcare companies face several challenges when it comes to their digital marketing. They're in one of the most highly-regulated industries and must compete with a plethora of medical advice websites and conflicting information to gain their audience's attention. They also have to provide communications and customer journeys that appeal both to patients and multiple healthcare decision makers. That's why having a plan to organize your digital marketing efforts to engage your audiences is integral to improving your brand's performance.

This plan serves as both an example and a template. You can use it to see how a fictionalized healthcare company, BronchoFlow, have outlined their digital marketing activities across a range of channels. You can tailor the template with your own company's information into a structured document to create your own detailed digital marketing plan.

Who is this plan for?

This plan has been created to help the marketers in pharmaceutical and healthcare companies create a structured plan that can be worked on with other colleagues and signed off by major stakeholders. It is written to be understood by marketers of all levels and shows readers the detail required for past performance, current tasks, and future plans.

This plan’s SMART objectives have been marked with Xs so you can edit it to include your own company’s KPIs.

How is the plan structured?

This plan uses BronchoFlow, a fictionalized UK-based supplier of inhaler steroid preventer medications. To provide a comprehensive overview of past, present, and future performance, it is structured into the following sections:

• Summary of integrated digital strategy (business background and internal analysis)
• Opportunity from digital marketing (current performance and key issues)
• Strategy to achieve objectives
• Actions to implement digital strategy

Resource Details

• Author: Sarah Lindley
• Format: Example marketing plan (Word document)

About the author

Sarah Lindley

Sarah Lindley, Managing Director at The Yorkshire Marketing Agency, is an award-winning Chartered Marketer. Sarah holds over 10 years’ experience in implementing results-driven marketing and communications strategies, plans, and campaigns.