Marketing for Mobile Healthcare
Marketing is invitation.
A hands-on course for mobile clinic teams, built on the book A Guide to Mobile Health Marketing. It applies the StoryBrand framework to mobile health. The patient is the hero, the program is the guide, and every participant leaves with a one-page BrandScript and a 90-day plan.
Taught by Neil Rotroff, VP of Marketing at Mission Mobile Medical and co-author of the book.
- days
- 3days
- modules
- 13modules
- take-home outputs
- 9take-home outputs
About this course
Great care does not market itself. Led by Neil Rotroff, VP of Marketing at Mission Mobile Medical and co-author of A Guide to Mobile Health Marketing, this three-day course teaches participants how to build the community trust a mobile health program depends on. Traditional healthcare says “come to us.” A mobile program says “we are coming to you,” and that calls for a different kind of marketing. Participants learn to make the patient the hero and their program the trusted guide, work through the three messages and 4Ps of Mobile Health Marketing (position, promotion, place, and pricing) along with influencer, print, and social media tactics, then spend hands-on time building a marketing plan for their own program.
Who it's for
Mobile clinic teams: healthcare professionals, clinic managers, and marketing leaders.
Outcomes
Every participant leaves with
Each module ends in something participants can use the next week, all built for their own mobile clinic program.
- A named, research-based patient persona
- A four-layer community asset map with three stop candidates
- A 60–90 second mobile clinic tour video, captioned
- A one-page BrandScript for their mobile clinic
- A rewritten homepage hero section and channel plan
- Three tactics chosen, one drafted
- A partner plan and a community ambassador list
- A stakeholder translation and ROI story
- A 90-day plan with a Wildly Important Goal (WIG), lead measures and a weekly cadence
Schedule
Three days at a glance
Day 1 · 1:00–5:00 PM
Understand the Hero
See your patient as the hero, then map the community they live in.
- 1:00 PMOpen
Welcome & “Who Is Your Hero?”
Introductions with a purpose: each person names the one type of person their mobile clinic exists for.
- 1:20 PMM1
Marketing Is Invitation
Healthcare’s hardest problem is trust as much as access. Marketing is the bridge, and it works by invitation.
You leave with: Course map + the hero list from the opening circle
- 1:55 PMTour
Inside Mission Mobile Medical
See how mobile clinics get built, then make the first piece of content every program needs: a walkthrough that removes fear of the unknown.
You leave with: Raw tour clip
- 2:55 PMM2
Your Hero Has a Problem
Your patient is the hero of the story, and every problem lives on three levels.
You leave with: One named persona + a three-level problem map
- 4:10 PMM3
Community Asset Mapping
Before you park, map what’s already there: the need, the places people already go, the voices they trust and the rhythm of the week.
You leave with: Community Asset Map + Top 3 stops
- 4:50 PMClose
Day 1 Check-Out
One-word check-out, then tonight’s homework.
- 1:00 PM
Day 2 · 9:00 AM–5:00 PM
Build the BrandScript
Build all seven story elements, lock one page, then take it online.
- 9:00 AMOpen
Asset Map Gallery Walk
Maps go on the wall. Peers add one sticky note each: a trusted messenger or place you missed.
- 9:15 AMM4
The Character Meets a Guide
You can’t guide people from a position of superiority. You guide from solidarity, with empathy and authority.
You leave with: Empathy statement, authority statement, positioning statement
- 10:00 AMM5
Guides Have Plans
Confusion causes paralysis. Three steps, not thirteen, and end with “That’s it.”
You leave with: Three-step plan, five promises, a 30-second script
- 11:00 AMM6
Call Them to Action
Passive marketing waits for people to act. Every piece needs a specific invitation.
You leave with: One direct CTA, one transitional CTA, one verbal CTA practiced
- 11:50 AMM7
Stakes & Success
Use failure to create urgency. Use success to create vision. The line between warning and fear-mongering is truth.
You leave with: Failure lines, a survivor frame, a success vision
- 1:25 PMM8
The BrandScript Workshop
One page. Seven sections. Every webpage, post, flyer and conversation flows from it.
You leave with: A one-page BrandScript, the class’s #1 deliverable
- 3:20 PMM9
Digital: Where Patients Already Are
Your online presence is the bridge, not the starting point. It has to answer three questions in ten seconds.
You leave with: A rewritten hero section + a channel plan
- 4:20 PMM10
Tactics Lab
Tactics serve the strategy. Pick the three that fit your persona and BrandScript, then draft one.
You leave with: Three tactics chosen, one drafted
- 4:55 PMClose
Day 2 Check-Out
Tonight’s homework.
- 9:00 AM
Day 3 · 9:00 AM–12:00 PM
Put It to Work
Earn community trust, speak to funders, and leave with a 90-day plan.
- 9:00 AMOpen
Red · Yellow · Green
Everyone holds up a color for how ready their BrandScript feels.
- 9:10 AMM11
Community Engagement: Trust Beyond the Screen
Community engagement is consistent presence, promise kept by promise kept. It is never a one-off campaign.
You leave with: A partner plan + an ambassador list
- 9:50 AMM12
Stakeholders Beyond Patients
Patients need care, and someone needs to pay for it. Speak each stakeholder’s language.
You leave with: A stakeholder one-liner + an ROI story
- 10:30 AMM13
The 90-Day Plan
Strategy rarely fails because it’s bad. It fails because the whirlwind buries it.
You leave with: A 90-day plan + an accountability partner
- 11:15 AMCapstone
Three-Minute BrandScript Pitches
Each person stands up with four things: my hero, my one-line BrandScript, my Wildly Important Goal (WIG), and my first move Monday.
- 11:45 AMClose
The Work Ahead + Certificates
This marketing saves lives. The veil only falls when people know the mobile clinic is there, understand it’s for them, and trust it enough to walk up.
- 9:00 AM
The core framework
One page, seven sections
The BrandScript puts a program’s whole marketing message on one page, in the order people take in a story. Participants build it a section at a time on Days 1 and 2, lock it in Module 8, and translate it for one stakeholder in Module 12.
- 1
A Character
Your patient: who they are, their situation, and what they want for their health (specific, never “to be healthy”).
- 2
Has a Problem
External (the practical barrier), internal (how it feels), philosophical (the injustice). Pick the most important one at each level.
- 3
And Meets a Guide
An empathy statement and an authority statement. Empathy first.
- 4
Who Gives Them a Plan
Three or four steps in active language, plus the agreement plan that answers cost, judgment, privacy, quality and time.
- 5
And Calls Them to Action
A direct CTA (what, when, where, objection removed) and a transitional CTA for people not ready yet.
- 6
That Helps Them Avoid Failure
What they lose at three levels, stated truthfully and paired with the way out.
- 7
And Ends in Success
The transformation at three levels: vivid, sensory, and something they can picture.
Course text
A Guide to Mobile Health Marketing
The Art of Introducing Your Community to a New Kind of Healthcare
Travis LeFever, Neil Rotroff and Tara Shiozawa
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