Durham VA
AUDIENCE RESEARCH · STRATEGIC MARKETING PLAN
Academic Project · Individual · Undergraduate · Spring 2024
Project Overview
Over the course of a semester, I researched and developed a strategic marketing plan for the Durham VA Health Care System focused on strengthening patient experience, reaching a changing veteran population, and increasing digital engagement. The project combined organizational, audience, competitive, and reputation research to identify barriers affecting veterans’ perceptions of VA care and translate those findings into audience-focused marketing strategies, budget recommendations, and measurable objectives.
My Contributions
Conducted audience, market, and competitive research: Analyzed veteran demographics, patient perceptions and reviews, service utilization, regional healthcare competitors, and digital communications to understand Durham VA’s market position and identify opportunities to better reach younger veterans and a growing population of women veterans.
Translated research into audience and experience strategy: Developed a perceptual map and SWOT analysis to identify barriers and opportunities related to patient experience, communication, digital engagement, and public perception, then proposed strategies including staff communication training, human-centered veteran storytelling, community outreach, and interactive social content.
Built an actionable marketing and measurement plan: Developed strategic objectives, service-line and media budget allocations across traditional and digital channels, and KPIs measuring patient growth, satisfaction, referrals, social engagement, campaign reach, and communication effectiveness.
Key Deliverables
Conducted organizational, audience, competitive, and reputation research to understand the Durham VA Health Care System, its changing veteran population, and barriers affecting perceptions of VA care.
Identified audience needs, perception barriers, and opportunities to strengthen the patient experience and improve digital engagement with veterans.
Developed an audience-focused marketing strategy translating research findings into recommendations, measurable objectives, budget considerations, and approaches for strengthening engagement.
SKILLS DEMONSTRATED
Audience Research
Insight Synthesis
Experience Analysis
Strategic Problem Solving
Marketing Strategy