HOSPITAL AND HEALTH-SYSTEM MARKETING — PROJECT BRIEF
Prepared by Stan Consulting. Illustrative planning material, not client results.

Business:
Offer:
Audience:
Market:
Approved facts:
Objective:
Existing team:

Service-line and regional campaigns
Example opening: Help people find the appropriate service
Work: Plan clinician-approved service pages, location content and media tied to actual access capacity. Keep provider referral information, patient education and appointment actions distinct and agree on content ownership.
Buying information: Service line, audience, existing partners, approval process and purchasing requirements.
Measurement: Use approved aggregate access and campaign measures; do not infer patient outcomes from clicks.

Website programs and internal-team support
Example opening: Practical support for your website and marketing team
Work: Take a defined content or campaign assignment, help establish publishing standards or deliver a workshop around current work. Prepare a scope, responsibilities, deliverables and review schedule suitable for procurement.
Buying information: Workstream, existing platform, accessibility requirements, stakeholders and procurement stage.
Measurement: Assess completed deliverables, content quality and agreed user-task measures alongside the internal team.

Review: Clinical, privacy, accessibility and procurement teams retain their approval roles. Scope access and integrations before handling protected or operational information.
Training: Web content governance, search and AI visibility, campaign briefing and safe everyday AI workflows.
Agree scope, price, reviewers and timing before implementation.
https://stanconsultingllc.com/industries/hospitals-health-systems