Business Challenge

Catholic Healthcare is a leading provider of health and aged care facilities in Sydney and regional NSW. Catholic Healthcare needed marketing direction to launch a new aged care facility at Croydon in NSW.

Sense Marketing Solution

In conjunction with George P. Johnson, Sense Marketing identified that as well as a launch strategy for the new aged care facility, Catholic Healthcare needed to understand what its brand meant in the market place, so a market research project was commissioned. Using the research, a marketing plan was developed that included:

• Critical Issues
• Target Audience
• Competitor analysis
  
• Customer Journey Mapping
• Market Research
• SWOT Analysis
• Purchasing Drivers
• Objectives, Strategies and Tactics
• Brand Management
• Channels to market
• Product Overview
• Market Overview

Key Results

The marketing plan resulted in Catholic Healthcare reviewing all of its marketing communications, and understanding how to position its brand moving forward. The research project within the plan delivered critical insights for Catholic Healthcare’s management in terms of gaining a greater understanding of:

• The perception clients, cares and healthcare practitioners had of the Catholic Healthcare brand; and
• What was important, and of concern to potential clients and their carers.