What prompted SNC to embark on marketing planning? Southern Neuroscience Center (SNC) has completed a strategic planning process and set a goal of becoming recognized as the premier neurological specialty group in its region. To support this goal, SNC has developed a marketing plan with the following components:

Marketing Goal To establish SNC as the premier neurological specialty center in the minds of consumers in its market area Marketing Objectives 1. Increase awareness of SNC from 40 percent of consumers to 60 percent of consumers within 12 months.

2. Improve patient satisfaction ratings of “excellent” from 80 percent to 90 percent within 12 months.

3. Increase the number of physicians regularly referring to SNC by 25 percent over the next 12 months.