People often think of marketing as advertising—the ads you see on billboards, in newspapers, on television or the Internet. Or you might think of a sales person pitching their latest invention or discovery in an infomercial. But marketing is much more: It’s the whole range of activities that revolve around finding your customers, defining your product and sharing information about your product with your customers. You may find you have multiple customers (patients, providers within your organization and even payers in your region), each of whom will respond to a different marketing approach. Whether your marketing plan is simple or complex, it should begin with a market analysis.The value and importance of a good market analysis cannot be overemphasized. It can be the difference between success and failure of your program.

The value and importance of a good market analysis cannot be overemphasized. It can spell the difference between success and failure of your program.

This module provides information on performing a market analysis and then developing a marketing plan to publicize your program.