Analyzing Castlight Health's Marketing Plan: A Strategic Case Study

This case study examines Castlight Health's marketing plan, initiated in 2008 with a focus on web-based consumer comparison tools for healthcare services. The analysis covers the market background, highlighting the growing healthcare industry and the need for affordable pricing strategies. It details Castlight Health's marketing strategies, emphasizing social media marketing, email, and meetings as key communication channels. The study also addresses human resource requirements, marketing goals aligned with the SMART framework, and benchmarking against competitors. Specific marketing actions, including target market segmentation using geographic, demographic, and psychographic data, are outlined. Global marketing issues, such as building a strong brand culture and effective communication, are identified, along with limitations in promotional budget planning. The case study concludes with a reference list of relevant academic sources. Desklib provides access to this and other solved assignments for students.

Marketing Plan
(Case study of Castlight Health)
Presented by
(Name)

Company background
• Castlight Health has started their journey in the year
2008
• Castlight Health has decided to offer web-based
consumer comparison tools
• It shows price and quality metrics for tests and other
medical procedures which are performed by health
care providers.

Market background
• Tt is also observed from the current market background that
healthcare industry is growing their business wings day by
day.
• Large number of service providers in order to maintain
sustainability and market threat has implemented affordable
pricing strategy.
• Castlight Health would give them effective notion about the
service strategy and cost of various health care centres.

Marketing strategy and business
communication standards
• Marketing strategy is of four different kinds that include direct
marketing, sales promotion, social media marketing and
personal selling.
• Castlight Health has focused to follow social media strategy
• Marketing strategy is of four different kinds that include direct
marketing, sales promotion, social media marketing and
personal selling.
• However, Castlight Health has focused to follow social media
strategy

Marketing strategy and business
communication standards
• Business communication standard can be constituted with five major ways
that include meeting, email, letters and memo, social media and online
chat
• Castlight Health primarily focuses to select email and meeting
• as a major path of marketing communication Castlight Health uses social
media platform

Due diligence
Requirements in human resource structure
• Hiring people for marketing department:
• Effective training program:
• Participative leadership style at the workplace

Marketing goals and objectives
Specific To enhance the profit level in achieving the need of the target audience within
one year
Measurable To render product diversification to increase profit level
Achievable To achieve international recognition by increasing service quality within one
year
Realistic To improve the skills of marketing executives in order to deal with customers’
demand within one year
Time bound To keep up effective customer rapport within one year

Benchmark from other
competitors
Benchmark from other competitors
• Promotional content quality
• Timing and frequency
• Advanced in technology

Specific marketing actions
• Making target marketing segmentation is one of the most effective
ways of segregating target audience.
• As per geographic, demographic and psychographic backgrounds
the customers are segregated.
• While following STP analysis Castlight Health has targeted
different zones of Sans Francisco.
• Both male and female customers would be provided equal respect
and dignity.

Global marketing issues
• Lack of creating strong brand
culture
• Lack of proper
communication with the target
audience

Limitation while implementing the plan
• The study has not focused on
making effective promotional
budget plan based on which the
entire marketing activities are
highly dependent

Reference List
• Davcik, N. S., & Sharma, P. (2015). Impact of product differentiation, marketing investments and brand equity on
pricing strategies: A brand level investigation. European Journal of Marketing, 49(5/6), 760-781.
•Davcik, N. S., & Sharma, P. (2015). Impact of product differentiation, marketing investments and
brand equity on pricing strategies: A brand level investigation. European Journal of Marketing,
49(5/6), 760-781.
•Deans, E. G., Thomas, S. L., Derevensky, J., & Daube, M. (2017). The influence of marketing on
the sports betting attitudes and consumption behaviours of young men: implications for harm
reduction and prevention strategies. Harm reduction journal, 14(1), 5.
•Notta, O., & Vlachvei, A. (2015). Changes in marketing strategies during recession. Procedia
Economics and Finance, 24, 485-490.
•Barnoya, J., Colditz, G., Moreland-Russell, S., Cyr, J., Snider, D., & Schootman, M. (2014). Peer
Reviewed: Prevalence of Cigarette Advertising and Other Promotional Strategies at the Point of
Sale in St Louis, Missouri: Analysis by Store Type and Distance From a School. Preventing
chronic disease, 11.
•Smallwood, C., & Becnel, K. (Eds.). (2013). Library services for multicultural patrons: strategies
to encourage library use. Rowman & Littlefield.
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