Plan Do Study Act

plan do study act

Thinking back to my days in the health care industry, I always admired the industry’s continuous quality improvement ethos.

Today I’m going to share with you the Plan, Do, Study, Act model and show you how you can apply continuous improvement to your work, marketing your business.

What is Plan, Do, Study, Act?

Plan, Do, Study, Act (PDSA) is described by The Royal Australian College of General Practitioners (RACGP) as below.

“The plan, do, study, act (PDSA) cycle (Figure 4) uses simple measurements to monitor the effects of change over time. It encourages starting with small changes, which can be built into larger improvements quickly, through successive cycles of change. It emphasises starting unambitiously, reflecting and building on learning.”

Once you’ve implemented a marketing strategy you may use this PDSA cycle to help adjust and improve your strategy in real time.


This is where you plan the change. Find the area of your marketing strategy that aren’t delivering the results you expected. What can you do to make a change to this tactic? There are many options to make a change to a tactic including the execution or design, the medium or channel, the message you’re conveying, the time in market and so on.

Plan your change. What are you changing, when will it be changed, what are the steps to achieving the change?


Execute the change you want to see. Keep this part of the cycle short and sharp. You’ve completed the planning so you just need to implement.


In this phase review your results. Did the change result in improvement? What could you do different next time?


In this phase we differ slightly to the health care industry. Make any amendments or changes you think could improve the results. Keep tracking how this tactic is progressing. Start thinking about the next logical tactic or part of your plan you can start the cycle with again.


//Remember to celebrate your successes and take the time to reflect on the work you’ve done to get there. We hope this post inspires you to improve your marketing strategy or even, a business process!

If you have any great continuous improvement examples from your business we would love to hear from you in the comments below.

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