What Do Snowmobiling and Strategic Planning Have in Common?

Nov. 02, 2021

Mike and Ann Milligan

- Mike and Ann Milligan

By Mike Milligan, president, Legato Healthcare Marketing

A couple years ago, my wife, Ann, and I embarked on a snowmobile trip to unfamiliar territory in Michigan’s upper peninsula. I did peek at a map in advance, but I didn’t plan the route. Afterall, I can just watch the trail signs. Everything was going smoothly until I noticed the landscape had changed quite a bit since last winter. Panic set in when I realized I really didn’t know where I was. But I wasn’t about to tell Ann, my passenger, that.

Well, she tapped me on the shoulder and said, “Are you lost?” I said, “Well, temporarily.” She laughed and said, “I researched our trip this morning and the trail is being re-routed due to logging. Head east here and we’ll hook up to the new trail.”

Fortunately, Ann had taken the time to plan. My lesson was learned. Even if you think you know where you’re headed, it’s important to continually plan and adapt if you want to keep moving forward. Oh, and I also learned to buy a GPS.                                                                 

Planning and adapting ARE especially true for rural hospitals in 2022. I don’t have to tell you that rural healthcare has its own unique challenges. Those challenges have been compounded by COVID-19 (in more ways than one) and that’s not going to change any time soon. But with this changing landscape come many new opportunities for growth.

Developing an annual marketing plan that’s strongly aligned with your organization’s strategic plan is critical when it comes to both effectively reaching business goals and generating revenue. Find out how to achieve this alignment.

Join me and Eide Bailly’s Ralph Llewellyn, CPA and partner-in-charge of critical access hospitals, for a timely webinar, “Aligning Your Marketing Plan with Your Strategic Plan,” to find out how you can:

  • Develop a coordinated strategic and marketing plan
  • Engage key decision makers in the planning process
  • Steer revenue with data-driven decisions
  • Weigh priorities so you can focus your resources based on profitability, access, growth and alignment with your strategic plan
  • Make sure every aspect of your marketing plan ties into – and supports – at least one business objective in your strategic plan

We'll offer valuable insights on how to forecast changes in patient utilization in order to prioritize future growth. Plus, we’ll discuss how a data-driven market analysis can provide critical information about needs and trends within your primary service area (PSA), opportunities to generate additional revenue, and your organization’s patient base.

Sign up now for this webinar that will take place on Wednesday, Nov. 17, from 2-3 p.m. CST. Bring your questions. We’ll help you get ready to start planning for 2022!