Once you've "connected the dots" of research by analyzing the data and forming some conclusions, it's time to ask some questions. Every journalist learns that a good story comes about by asking who, what, where, when, why and how. A strong marketing communications plan develops as you and your team do the same.

The classic Milton Bradley board game, Stratego (featuring a battlefield, varying ranks of military pieces and the aim to capture your opponent's flag) comes to mind when trying to Strategize and Prioritize. The game features strategic thinking, collecting information and planning. Once a player has a strategy in mind, he/she moves one piece at a time in a certain direction. That's similar to what happens when you prioritize which audiences will get what key messages and when that will happen. A game plan is necessary to determine how you will reach your goals.

Here's a simple checklist to help in formulating strategy.

	Who? – What group of people do you want to inform, educate or talk to? Is it physicians, the general public or non-physician referrers? What are the demographics (age, gender, geographic location) and psychographics (values, lifestyles, attitudes and opinions) of the audience?
	What? – Once you've identified your audience, you have to decide what you want to tell them. By tailoring messages for each audience, you take an important, strategic step in effective marketing. Just as TV shows are aimed at different age groups, genders and interests, so too are your messages.

	Where? – You've got your messages, but how do you reach your audience? Will it be in person, through printed pieces, TV ads or other marketing tools? These vehicles define where you will connect with your audiences.
	When? – We learn from human experience that there are good and bad times to communicate with a busy boss, a distracted spouse, a screaming child, a salesman on the phone. That holds true for the people you want to reach from a marketing standpoint. Determining when they are most receptive to your message is important to gain their attention.
	Why? – By asking why, your approach is likely to evoke the positive responses you seek, you give your strategy a second look to make sure it's on target.
	How? – Budget is always a consideration, so asking how to reach each audience cost-effectively helps you finalize your strategic communications plan.

By asking tough questions and establishing defined goals, budgets, metrics and timing, your marketing plan will begin to take shape.