Healthcare Marketing Readiness Scan

Section 1 of 9 - Company Profile

Company Information

Company Name *

Business Segment *

Pharmaceutical / Biotech

Medical Devices

MedTech / Diagnostics

Digital Health / SaMD

Other

Section 2 of 9 - Market Position & Strategy (20%)

Module 1: Market Position & Strategy

Q1.1: Do you have a documented marketing strategy?

Yes, fully developed and current 5 pts

Yes, but outdated or incomplete 3 pts

Informal / in people's heads 1 pt

No, not present 0 pts

Q1.2: How clear is your Unique Value Proposition?

Very clear, consistently communicated 5 pts

Clear internally, not consistent externally 3 pts

Unclear or differs per person 1 pt

Not defined 0 pts

Q1.3: How well do you understand your competitors?

Excellent — actively monitor 5 pts

Good — know names but not strategy 3 pts

Limited — know they exist 1 pt

Barely — no competitive analysis 0 pts

Q1.4: What is your primary competitive basis?

Clinical superiority / proven outcomes 5 pts

Innovation / technological advantage 4 pts

Service & relationships 3 pts

Price / cost-effectiveness 2 pts

Not sure 0 pts

Q1.5: Do you understand your target market?

Yes, supported by data and research 5 pts

Yes, but assumption-based 3 pts

Partially 1 pt

No 0 pts

Section 3 of 9 - Customer & Target Audience (20%)

Module 2: Customer & Target Audience

Q2.2: Do you have documented customer personas?

Yes, detailed and regularly updated 5 pts

Yes, but basic or outdated 3 pts

Informal descriptions only 1 pt

No formal personas 0 pts

Q2.3: How well do you understand customer needs and pain points?

Comprehensive — based on research and feedback 5 pts

Good — informal feedback and observations 3 pts

Basic — assumptions only 1 pt

Limited understanding 0 pts

Q2.4: Do you actively gather customer feedback?

Regularly — surveys, interviews, feedback loops 5 pts

Sometimes — ad-hoc feedback collection 3 pts

Rarely — only when problems arise 1 pt

Not at all 0 pts

Q2.5: How segmented is your customer base for marketing?

Multiple segments with tailored messaging 5 pts

2-3 main segments identified 3 pts

Basic segmentation (at best) 1 pt

One-size-fits-all approach 0 pts

Q2.6: How strong is your customer relationship management?

Strong — CRM system in place, regularly used 5 pts

Basic CRM or contact management 3 pts

Minimal — mostly spreadsheets 1 pt

No formal system 0 pts

Section 4 of 9 - Marketing Capacity & Resources (20%)

Module 3: Marketing Capacity & Resources

Q3.1: Do you have dedicated marketing resources?

Yes — dedicated marketing team/person 5 pts

Partial — part-time or outsourced 3 pts

Minimal — small percentage of someone's time 1 pt

None — ad-hoc marketing only 0 pts

Q3.2: What is your annual marketing budget?

>5% of annual revenue 5 pts

2-5% of annual revenue 3 pts

<1% of annual revenue 1 pt

Minimal or no formal budget 0 pts

Q3.4: What marketing tools and platforms do you use?

Integrated tech stack (CRM, marketing automation, analytics) 5 pts

Multiple disconnected tools 3 pts

Basic tools (email, social media) 1 pt

Minimal tools or manual processes 0 pts

Q3.5: How developed is your content strategy?

Well-defined — documented and executed regularly 5 pts

Basic — some planning and consistency 3 pts

Ad-hoc — reactive content creation 1 pt

No formal strategy 0 pts

Q3.6: How would you rate your marketing team's skills?

Expert — strong across all areas 5 pts

Competent — handles core activities 3 pts

Basic — learning as they go 1 pt

Limited expertise 0 pts

Section 5 of 9 - Digital Presence & Reach (15%)

Module 4: Digital Presence & Reach

Q4.1: How optimized is your website?

Excellent — SEO optimized, mobile-responsive, fast 5 pts

Good — functional but needs optimization 3 pts

Basic — outdated design or poor UX 1 pt

Minimal or no website 0 pts

Q4.2: What is your social media presence?

Strong — active across multiple platforms, engaged community 5 pts

Present — posted on 2+ platforms, some engagement 3 pts

Minimal — accounts exist but rarely used 1 pt

None or inactive 0 pts

Q4.3: Do you track digital metrics and analytics?

Comprehensive — dashboards and regular reporting 5 pts

Basic — track some key metrics 3 pts

Limited — occasional checks 1 pt

No tracking or analytics 0 pts

Q4.4: How developed is your email marketing?

Advanced — segmented lists, automation, tested 5 pts

Basic — newsletter or occasional campaigns 3 pts

Minimal — rare outreach 1 pt

No email marketing 0 pts

Section 6 of 9 - Regulatory & Compliance (15%)

Module 5: Regulatory & Compliance Marketing

Q5.1: Do you have documented regulatory compliance procedures for marketing?

Yes — comprehensive and regularly reviewed 5 pts

Partial — basic procedures in place 3 pts

Minimal — informal understanding 1 pt

No formal procedures 0 pts

Q5.2: How well do you adhere to GDPR and data protection?

Excellent — fully compliant and audited 5 pts

Good — basic compliance measures in place 3 pts

Basic — some awareness but gaps 1 pt

Limited or no compliance measures 0 pts

Q5.3: How well do you manage healthcare marketing claims?

Excellent — all claims substantiated and approved 5 pts

Good — mostly substantiated, formal review process 3 pts

Basic — some review, occasional gaps 1 pt

Limited oversight of claims 0 pts

Q5.5: Do you have a process for tracking compliance violations or concerns?

Yes — documented and systematically tracked 5 pts

Partial — some tracking in place 3 pts

Minimal — informal or inconsistent 1 pt

No formal tracking 0 pts

Section 7 of 9 - AI-Readiness & Future Readiness (10%)

Module 6: AI-Readiness & Future Readiness

Q6.1: Are you currently using AI in marketing?

Yes — integrated into multiple processes 5 pts

Pilot — testing in specific areas 3 pts

Exploring — considering implementation 1 pt

Not at all 0 pts

Q6.2: How prepared is your organization for AI adoption?

Very — clear strategy and investment plan 5 pts

Somewhat — interested but needs planning 3 pts

Limited — aware but hesitant 1 pt

Not prepared 0 pts

Q6.3: Do you have data infrastructure to support AI?

Excellent — clean, organized, integrated data 5 pts

Basic — some data systems in place 3 pts

Limited — fragmented data sources 1 pt

No formal data infrastructure 0 pts

Q6.4: How aligned is your team on digital transformation?

Highly — shared vision and commitment 5 pts

Mostly — some buy-in, some resistance 3 pts

Limited — mostly top-down push 1 pt

Not aligned or unclear 0 pts

Section 8 of 9 - Contact Information

Your Information

Full Name *

Email Address *

Job Title

Phone Number

Section 9 of 9 - Final Insights

Your Insights (Optional)

What is your biggest marketing challenge right now?

What would successful marketing look like for you in 12 months?

What is your primary commercial goal?

Win new customers/markets

Better serve existing customers / upsell

Build brand awareness

Prepare product launch

Achieve reimbursement / market approval

Internationalization (outside Benelux)

Other

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Healthcare Marketing Readiness Scan

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