The document provides a marketing plan for promoting an Evidence Based Learning Program and the free electronic medical resources available through the library of Akhtar Saeed Medical & Dental College. The plan aims to increase awareness and use of resources by faculty and students. Key elements include conducting workshops on computer skills and information literacy, promoting resources through websites and newsletters, and evaluating the program through feedback. The library has strengths like existing IT infrastructure but also weaknesses like limited staff and resources are free so no extra budget is required.

2. Evidence Based Learning Program:
Free Medical Electronic Resources
For Medial Faculty and Students

3. Marketing plan
Goals &Objectives
Mission statement of AMDC Library
What is Evidence Based Program (EBP)
PEST & SWOT analysis
Marketing Mix
Segmentation
Timeline
The Action Plan
Evaluation
Budget
References

4. “The marketing plan that is “a series of activities that are formulated to
attain a specific objective or goal in a set time period”.
According to Business Dictionary
“Marketing plan describes activities involved in achieving
specific marketing objectives within a set timeframe. A market plan
begins with the identification (through market research) of
specific customer needs and how the firm intends to fulfill them while
generating an acceptable level of return.”

5. “Evidence-based programs” refer to organized and typically multi-component
interventions with clearly identified linkages between core components and
expected outcomes for an identified target population and established
necessary organizational supports for implementation. Evidence-based out-of-
school time programs can refer to a range of multi-component interventions
seeking to affect various outcomes, which have been experimentally
evaluated and deemed effective in meeting specified goals.

6. Goal-1: to increase the awareness and use of national and international
electronic information resources free available at the college library:
Promotion of library activities and resources
Promotion of free electronic resources in the field of medical sciences among the faculty
and students of AMDC.
Increase the usage of electronic information resources free available
Marketing all forms of services offered by library staff
Advertise information searching service by the college, library website, social groups and
printed means.
Creating enthusiastic relationships with faculties and students to promote services

7. Goal-2: to develop their computer skill and searching expertise
 Organize Evidence Based Learning (orientation) programs.
 Organize short period workshops to develop their computer basic skills
 Provide reference assistance on the desktop
 Develop information literacy programs
 Organize library activities and events to promote searching information
service.
 Strengthen the faculty relationship programs to promote the use of the library
information resources.

8. Develop and implement marketing plan
Create and implement a marketing survey

9. To create awareness among the faculty and students about electronic resources
available free on the internet.
To create strong need for electronic resources for medical education & research
To increase the use of electronic resources by organizing Evidence based learning
program on free available resources from
Online medical databases
HEC digital library
Other resources available online.
To increase the information literacy

10. The Library’s mission is to
excel academic and research activities by
developing, organizing and providing resources of information
and knowledge and services according to the needs of Akhtar
Saeed Medical & Dental College community.

11. Diversity of authentic electronic information resources, free available on the web
Opportunity for developing country.
Higher Education Commission (HEC) incorporating the academia by providing a plenty of
qualitative digital resources
Tremendous transformation among higher education system, teaching and research
Akhtar Saeed Medical & Dental College, Bahria Town, Lahore established in September
2008,
Approved by PMDC and Minister for Health of Pakistan
College is purely private sector institute
Library and Digital library are equipped with ICTs, databases and sophisticated
equipments.

12. Strengths
Library is already equipped with up-to date computer and ICT facilities
Moral and efficient support from the college
IT staff available.
AMDC has its URL (www.amdc.edu.pk) and web portal of library (www.amdclibrary.weebly.com) to
facilitate the community.
Library has access to online journal and books through HEC digital library and other free medical
resources available online.
An intranet configured with 50 computers which connect faculty with LAN and WAN through
networking along with high bandwidth DSL (Dedicated Supply Line) internet from their offices.
A newsletter is also publishing in AMDC and a magazine is also under process to be initiated.

13. Weaknesses
The number of library staffs is limited
Clinical Faculty and MBBS students of fourth and fifth year mostly remain away from the
library because the hospital is situated in the territory far from the college.
Library hours are up to 2.30 PM and remain closed at Sunday due to college policy.
Lack of IT experienced library staff.
It is also found out that the faculty and students have meager knowledge about free
electronic information resources available in the field of Medical.
faculty and students do not have formal information literacy introduction
There is no concept of adopting practical approach for overall strategic planning for the
library development and formulating marketing strategy for library.

14. Opportunities
Electronic information resources are free available 24/7 on the web.
There is network of medical libraries the locality for effective collaboration
World Wide Web (Internet)
Ultimately the staff of library will earn the knowledge and skill regarding
technology
Faculty and students perception regarding the library and its staff is positive and
good
The college community considers the library as sole information resource.

15. Threats
Limited library staff having proficiency of computer skills
There is big threat of electricity break down for computer equipments.
The medical libraries situated in the locality of Lahore with similar services but far from
AMDC.
Copyright issues
The library needs dedicated computer laboratory for students with comfortable space
and environment to conduct such learning programs.
Library needs up-to-date Computers systems and other electronic devices with Wireless
Access Points (WAPs).
No colour printer is available
Limited printing facility
Time is very precious for medical students.
There is no constantly organizational, technological and information environment policy.

16. Target segments.
MBBS Students
Faculty
Potential segments
Clinical Faculty works at hospital
The students of the Akhtar Saeed College of Pharmaceutical Sciences
situated in the same building
The college staff including paramedical, administration, etc.

17. Product
“A product is anything that can be offered to a market to satisfy a
need.”
HEC digital library and free medical journals and books
World Health Organization resources
Pubmed, Medline, Pubmedcentral
CD/DVD – ROMs of books
Printing facility
TOC and Abstracts alerts to the Faculty

18. Price
“The amount for which something is offered for sale.”
Printing charges
Rs. 5.00 per page (black and white)
Rs 5.00 per page (color)
Resources are free
No membership fee
The physical exertion
Time spent

19. Place
“Place is a major element of marketing mix which creates an interface
between the customer and service.”
Computer terminals
Faculty offices
Social groups

20. Promotion
“It compasses all the tools in marketing mix whose major role is
persuasive communication.
Links will be provided on the college and library websites
Social media (facebook, twitter, etc.) and library email group will
be mobilized for promotion.
Flyer/ leaflet will be designed
Resources will be introduced in the college newsletter
entrance and exit.
Customer Relationship

21. Date Activity
March 2013
 Promotion of online information resources
 Information searching service
 Creating lobby for Library support
April 2013
 To organize the workshop for improvement of computer skill of students
 Design an Evidence based learning programs for students in the library per week, 33 students for each session will be served
May 2013
 To organize the workshop for improvement of computer skill of faculty
 Evidence based learning programs for Faculty to introduce Information literacy
Contents of Programs:
 Searching information through Databases
 Searching information Internet
 Use of HEC digital library
 Open Access and Free Medical related databases
 Building personal relations with the faculty

22. June 2013
 To organize the workshop for the improvement of computer skill of potential audience (Pharmaceutical Students)
 Design an Evidence based learning programs for students in the library per week for potential users
July 2013
 Summer vacations
August 2013
 To organize the workshop for the improvement of computer skill of the Clinical faculty
 Evidence based learning programs for the Clinical Faculty to introduce Information literacy
Contents of Programs:
 Searching information through Databases
 Searching information Internet
 Use of HEC digital library
 Open Access and Free Medical related databases
 Building personal relations with the faculty
September 2013
 To organize the workshop for improvement of computer skill of faculty new comers and deficients
 Evidence based learning programs for new comer Faculty and deficients to introduce Information literacy
 A session will be organized for the paramedical staff as well as working in administration.

23. ” Plan of action describes what actions are required and how they will
be implemented to ensure success.”
Every member of the team is well trained and well informed with
this marketing plan. An established set of tasks has been assigned to
each member of the team in order to achieve the goals and
objectives of the plan.

24. “Evaluation helps us make needed changes to our marketing
strategies.”
Summative
Formative approach
Participants will be encouraged for suggestion
Feedback

25. “A marketing budget is an estimate of projected costs to market your
products or services.”
Infrastructure is available and resources are free on the web. No extra
budget is required to implement this plan

26. hafiznazeerhussain@gmail.com
For References