# Media plan — Healthcare

The media plan with five columns a clinic, provider or health product needs: which service line the row sells, who it is aimed at, what the platform will not let you target, the reference of the review that cleared its claims, and what the row counts as a result.

Everything else is the general plan, unchanged. One row per line of spend, budgets as integers in minor units, one currency named per row, and a target column that ships blank because the number is yours.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Write one row per line of spend, and split any row that serves two service lines or two audience types.
3. Fill in Targeting limits before Audience, so the audience you write down is one the platform will actually build.
4. Get a claim review reference against the current wording, and put it in the row with its date.
5. Write the result definition in the row, and use the same words the practice management system uses.
6. Leave Target blank until you have your own enquiry-to-attendance rate for that service line.
7. Re-read the plan whenever a service changes or a platform policy does.

## The columns

**Channel** (Text). The platform the row runs on, one per row. A channel carrying two service lines carries two rows, because the two will not share a review or an attendance rate.

**Campaign** (Text). The campaign name written the way the ad account will display it, so spend by service can be traced without a translation step.

**Objective** (Text). What the row is bought for: prospecting, retargeting, retention, a launch. One per row, because a row with two objectives is judged on whichever one reads better.

**Audience** (Text). Who the row is aimed at, written inside the targeting the platform will actually permit: a location radius, a life stage, an interest that is not a health signal.

**Service line** (Text). The service or product this row sells: a clinic service, a device, a programme, a software product. It sets the claim review, the audience type and the definition of a result at once.

**Audience type** (Text). Who the row is aimed at: a patient, a carer, a referring practitioner, an employer. The four respond to different messages and only some of them can be reached by the obvious targeting.

**Targeting limits** (Text). What the platform will not permit for this row, named rather than implied: no health-condition targeting, no personalised wording, restricted age or location rules. It stops a plan assuming an audience it cannot build.

**Claim review reference** (Text). The identifier of the review that cleared this row's claims, with the date. A row with no reference is a row whose wording nobody has read against what the service can actually say.

**Result definition** (Text). What this row counts: an enquiry, a booked appointment, an attended appointment, a referral. Written here because the four differ by a wide margin and are often reported as one.

**Flight start** (Date (YYYY-MM-DD)). The first day the line is meant to spend, and never earlier than the date its copy cleared review. ISO order so a sheet sorts it and two people read the same day.

**Flight end** (Date (YYYY-MM-DD)). The last day, inclusive. A line with no end date is a line nobody reviews, and an unreviewed line is the one still carrying last year's wording.

**Budget (minor units)** (Integer). The budget for this row in the currency's smallest unit, so 1,500.00 appears as 150000. Whole numbers, because a decimal column drifts a cent per row and the practice's total then disagrees with its own records.

**Currency** (ISO 4217 code). The code this ad account is charged in; a practice usually has one, and a second normally means a second entity. Two currencies sharing a column with no codes cannot be summed, and a sheet that does it anyway is wrong without saying so.

**Primary metric** (Text). The one number the row is judged on. For a provider this is usually a cost per attended appointment, because an enquiry that never arrives has cost money and delivered nothing.

**Target** (Number). The value you are holding the row to. Blank in the file on purpose: it needs your own enquiry-to-attendance rate, which varies by service line more than any published figure can.

**Owner** (Text). The person who answers for the row. In a provider this is often split between marketing and the clinical lead who owns the wording; name one of them and say who reviews.

**Notes** (Text). What the next person needs: the waiting list that is already full, the practitioner on leave, the platform policy that changed last month. Also where to record that a figure is a guess.

## The media plan

| Channel | Campaign | Objective | Audience | Service line | Audience type | Targeting limits | Claim review reference | Result definition | Flight start | Flight end | Budget (minor units) | Currency | Primary metric | Target | Owner | Notes |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- Every row names one service line and one audience type.
- Every row states the targeting the platform will not permit, in words.
- Every row carries a claim review reference with a date.
- Every result definition matches an event the practice management system records.
- Every budget is an integer in minor units and every row names its currency.
- Every target traces to your own attendance rate, or is blank.
- Capacity is written against every row carrying a budget.