The Strategic Marketing and Market Research (SMMR) division provides broad market development and market research support to the Johns Hopkins Medicine community. The division’s primary areas of focus include:
- Market Analysis and Business Planning
- Market Research
- Market Development
- Internet Strategy and Web Services
Primary Contact: Doug Hall, Sr. Director, 443-287-8564, dhall@jhmi.edu
Market Analysis and Business Planning
The Market Analysis & Business Planning team provides business planning, market analysis and competitive profiling solutions to departments and affiliates throughout Johns Hopkins Medicine (JHM). The team is responsible for informing the institution of key competitive trends and changes in utilization of healthcare services within state, national and international markets. The team also partners with JHM Finance to develop business plans, and to coordinate the annual JHM budgeting process.
Additional services include:
- Support JHM strategic planning efforts
- Identify and develop departmental and institutional business strategies
- Conduct feasibility studies and market analyses
- Evaluate past business plans to assess achievement of goals
Market Research
The Market Research team provides market research expertise to all entities of JHM. The team conducts both quantitative and qualitative research projects, including measuring awareness and preference, facilitating evaluation of programs or services, and monitoring competitor activity. The division provides assistance with all phases of the research process, including: questionnaire development, survey administration, statistical analysis, report writing and presentation.
- Research methodologies include: surveys, focus groups, and in-depth interviews
- Target audiences include: students, physicians and faculty, other allied health professionals, employees, and consumers
- Deliverables include: market analyses, needs assessments, satisfaction surveys, product testing, and demographic profiling
Market Development
The Market Development team creates and implements comprehensive marketing programs to support the business goals and objectives of JHM. The team provides marketing support for clinical services, entities, affiliated business ventures, employee recruitment, and education and research.
Primary services include:
- marketing strategy development
- advertising
- collateral material development
- referring physician and consumer outreach, including newsletters, mailings and educational events.
Internet Strategy and Web Services
Internet Strategy and Web Services provides development and maintenance of the JHM e-strategy through the HopkinsMedicine.org web site and other Internet related mediums. The team is based in Marketing and Communications and manages the Web presence for JHM affiliates, departments, divisions and offices.
Primary services include:
- strategy for Internet communications and Web development
- architectural planning and design services for Web sites
- operational services for domain name registrations, content management system training, and Web site production and administration
- migration and integration services for being included within the HopkinsMedicine.org platform
- Internet marketing and search engine optimization (SEO) services
- management of third party service providers
- strategic consulting services for consumer-oriented technologies, such as:
- Patient portals
- E-commerce
- Blogging
- Partnerships with external Web sites
