Marketing Strategy

Target market
Corporates, SMEs, NGOs, Tertiary Institutions, Educational Institutions and Individuals
Target market Profile
Customer on-boarding strategy
Service provider on-boarding
strategy
1. Companies looking forward to switch from their current
medical aid provider
2. Companies which allow more than one medical aid
provider to give cover
3. Companies which do not offer any assistance to
employees with medical aid
1. Cold calling by location of companies and making sales
pitches.
2. Cold emailing by industry with short and to the point
emails.
3. Building relations with prospect clients by segmenting
them high-priority, middle priority, and low priority and
following up with personalized emails.
1. Visiting by region, hospitals, Emergency Rooms,
Maternity clinics, laboratory and Pathology providers first
2. Visiting specialists and General practitioners second

Strategy Plan of Action Amount US

a) Website (search engine optimization) $300
b) Direct marketing (fuel) $2,496
Brand elements c) Advertising campaigns, $700
as tools d) Business cards $300
e) Branded golf shirts and t-shirt, caps and
$300
jackets.
a) Online advertising on Twitter,
Facebook, LinkedIn using sponsored $200
ads.
Marketing $500
Print newspaper
communication
strategy Stationery $1000
b) Offline Billboards (on major
Marketing mix advertising on roads leading into the $500
media CBD)
ZBC TV $500
Radio (PowerFM &
$1,000
StarFM)
g) Events, conferences, exhibitions $2,700
h) Sponsorships, $500
i) Content marketing $500
Other expenses to Airtime $624
fulfil the strategy Lunch $780
Miscellaneous $850
Total $13,750
On-boarding Targets
Membershi Service Providers
p
January 100 10
February 150 10
March 200 20
April 200 20
May 250 30
June 250 30
July 300 40
August 350 50
September 350 50
October 350 50
November 300 40
December 200 20
3000 370