The purpose of an executive summary is to simplify complex topics and projects, and entice readers to explore the full marketing plan further. It can be considered an elevator pitch for the marketing plan, and is often easier to write last, even though it appears first in the plan. This section is for someone (e.g. an “executive”) who does not have time to read the entire marketing plan.
It enables them to scan the key details of the marketing plan:
• What are our goals?
• Who are we targeting?
• What is our budget?
• What do we plan to do with it?
• Are there any major activities or items worth noting?
• How will we measure success
Here are some tips for writing an effective executive summary:
Keep it concise and engaging
Use clear, concise language and avoid marketing jargon
Define any marketing-specific terms or acronyms for your audience
Support scannability with section headers and bulleted lists
Embed the summary information in a compelling narrative At this juncture of the course, you have completed the following sections:
Write an Introduction
Your executive summary should begin with an introduction that briefly explains what the reader can expect. It provides valuable context and will make the subsequent points easier to understand. Concisely explain the project, the purpose of your marketing plan, and the key benefits it provides to potential customers. Keep the introduction simple, short, and direct.
Describe your Company and Team
Briefly describe your business, type, size, and services. List the main people involved with this plan, including their positions and responsibilities. For this project, you will list your name only; however, almost all projects in healthcare are team-based. Outline Market Factors and Trends
Describe the marketplace and industry sectors in which you sell your products and service lines, and the main trends that affect them. List the factors that influence the market, the innovations that are taking place, and the main drivers or players involved.
Describe Products or Services being Marketed
Describe your products or services and explain their key features and benefits. Outline your products’ or services’ unique selling propositions to show how they differ from or are better than competitors’ offerings.
Define your Customer Base and Related Marketing Activities
Describe the key aspects of your target audience, as well as how you identify those customers. Briefly explain your target patient population and how you will reach them. Outline your promotional strategy, including its main objectives and related timelines. Describe your key marketing priorities and how they relate to specific business activities (e.g., entering a new market or creating new products). Explain what methods you will use to distribute your products or services.
Define Financial Plans and Projects
Clearly define key financial information related to short-term and long-term marketing activities. Provide line-by-line budget details for individual activities and related metrics to determine their success.
Summarize you Overall Objectives and Related Strategies
Briefly describe the project’s goals and the strategies that will be implemented to achieve those goals. Conclude with a couple of sentences that encourage the reader to review your marketing plan.
Last, Write the Executive Summary
The executive summary is a brief overview of your marketing plan. Write the complete marketing plan before you provide a summary of that plan. Once you have all of the information for your marketing plan, you can decide what’s important enough to include in the executive summary. Whoever reads the executive summary should come away with a complete understanding of your marketing goals. Tell your story. Explain what your company does and why you chose to do what you do. Talk about what matters to you, the people who are helping you meet your goals, and what you want to achieve with your marketing. After you have completed your executive summary, you may “spice up” the format or visual simulation of your project as you like for the final submission. Add charts, graphs, logos, colors, and other visually stimulating components. Make it look professional.