Charter were appointed by a leading Mental Health NHS Trust to provide expert input into the development of a pragmatic and dynamic Strategic Marketing Plan. Focus in developing this Plan was on understanding and fulfilling the needs of both existing and prospective commissioners of their services, as they provide the income streams on which the Trust depends. In seeking to achieve this objective, our emphasis was on profitable growth.
Charter undertook research to understand the marketplace, competitive position, future opportunities and options for profitable growth.
This research included interviewing a cross-section of people both within and external to the Trust.
Output was analysed and presented at a Strategic Workshop to which all internal participants in the project were invited. This enabled research findings to be challenged and fully understood before drafting the Plan, during which time we have consulted further.
Achievement of the plan will be challenging as it will require changes in attitudes and behaviours across the Trust.