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Global Mobile Medical Association
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DateTBD
Speciality3 days

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.

Get on Our Training Class Waiting ListSee the three days
days
3days
modules
13modules
take-home outputs
9take-home outputs
A team filming a patient's story beside a mobile clinic

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

  1. Day 1 · 1:00–5:00 PM

    Understand the Hero

    See your patient as the hero, then map the community they live in.

    1. 1:00 PM
      Open

      Welcome & “Who Is Your Hero?”

      Introductions with a purpose: each person names the one type of person their mobile clinic exists for.

    2. 1:20 PM
      M1

      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

    3. 1:55 PM
      Tour

      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

    4. 2:55 PM
      M2

      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

    5. 4:10 PM
      M3

      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

    6. 4:50 PM
      Close

      Day 1 Check-Out

      One-word check-out, then tonight’s homework.

  2. Day 2 · 9:00 AM–5:00 PM

    Build the BrandScript

    Build all seven story elements, lock one page, then take it online.

    1. 9:00 AM
      Open

      Asset Map Gallery Walk

      Maps go on the wall. Peers add one sticky note each: a trusted messenger or place you missed.

    2. 9:15 AM
      M4

      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

    3. 10:00 AM
      M5

      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

    4. 11:00 AM
      M6

      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

    5. 11:50 AM
      M7

      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

    6. 1:25 PM
      M8

      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

    7. 3:20 PM
      M9

      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

    8. 4:20 PM
      M10

      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

    9. 4:55 PM
      Close

      Day 2 Check-Out

      Tonight’s homework.

  3. 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.

    1. 9:00 AM
      Open

      Red · Yellow · Green

      Everyone holds up a color for how ready their BrandScript feels.

    2. 9:10 AM
      M11

      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

    3. 9:50 AM
      M12

      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

    4. 10:30 AM
      M13

      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

    5. 11:15 AM
      Capstone

      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.

    6. 11:45 AM
      Close

      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.

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. 1

    A Character

    Your patient: who they are, their situation, and what they want for their health (specific, never “to be healthy”).

  2. 2

    Has a Problem

    External (the practical barrier), internal (how it feels), philosophical (the injustice). Pick the most important one at each level.

  3. 3

    And Meets a Guide

    An empathy statement and an authority statement. Empathy first.

  4. 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. 5

    And Calls Them to Action

    A direct CTA (what, when, where, objection removed) and a transitional CTA for people not ready yet.

  6. 6

    That Helps Them Avoid Failure

    What they lose at three levels, stated truthfully and paired with the way out.

  7. 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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Marketing for Mobile Healthcare | GMMA