Kane and Morrison

During the application for FT status, Monitor requires that the trust undertake a marketing situation analysis to demonstrate that they are aware of their situation in their chosen market and have the basis for a corporate marketing strategy in place.

K&M specialise in NHS marketing, making them the ideal partners to contract to ensure your marketing evaluation as part of your FT bid is robust and achievable. The questions from Monitor follow the following basic format:

• What business are we in?
• Where do we make our money?
• How good are our competitive advantages?
• What skills and capabilities underpin our business?
• Are we in the right market?
• What do our customers think?
• Who is the competition?
• What else can we offer?
• Who are we and what do we plan to do?
• How can we raise profits quickly and sustainably?

The first and most vital part of the marketing process is to undertake a 'situation analysis', which encompasses internal and external analyses to determine your organisations strengths, weaknesses, opportunities and threats. The latter part of this process is commonly referred to as a SWOT, although there are various models and matrixes available for illustration purposes.

With thorough anaysis of the SWOT an organisation should be able to answer the last three bullet points above relating to strategic direction.

Richard Hudson leads all K&M's marketing activities and is highly qualified, having achieved 'Fellow' status with the Chartered Institute of Marketing (CIM). Richard is also widely published and regularly contributes to marketing seminars and conferences for organisations such as the Foundation Trust Network (NHS Confederation), Health Service Journal, SBK Healthcare, Healthinvestor and many more.

Call us to discuss your requirements. You will find that we have many ways of working to suit your individual requirements and budget.