MARKETING HEALTH CARE FINAL PROJECT

MARKETING HEALTH CARE FINAL PROJECT
April 29, 2019 Off All,

Like other products and services, health care products and services must be marketed to potential consumers. To do this effectively, health care organizations must develop marketing plans. These plans provide organizations and their leaders with common goals for their products and services. Moreover, by relating the marketing plan to the mission, vision, and objectives of the organization, marketing plans become a tool in the strategic decision-making process. For the Final Project, you will create a marketing plan for a health care organization and record a presentation of the plan to the board of directors. Please keep in mind that health care marketing goes beyond the scope of hospitals and students are encouraged to consider a diverse array of organizations for this task. To prepare: • Select one of the following health care organization to be the focus of your Final Project. Your selection can be within any type of health care organization and should reflect an actual opportunity available for change in your local community or state. o Hospital o Physician Practice o Outpatient Clinic o Long-Term Care Facility o Other Health Care Organization of Your Choosing

• Select one of the following project types for marketing consideration. The bullets below are intended to help guide your selection process and interest and are not prescriptive. o Marketing of a new specialty unit (OB, Psych, Outpatient, Bariatric, or other) o Marketing of a new community outreach program (i.e. HIV testing) o Marketing of a new service (Family planning) o Marketing of a new product (DaVinci Robot) • Review Chapter 15 of your textbook, “Marketing Planning” for guidance on developing a marketing plan. • Note: This Assignment is not intended for you to select one of the project types in order to apply a blanket marketing approach. The purpose of this Assignment is to generate a thought process about new marketing opportunities in existing settings. Part 1: Executive Summary and Marketing Plan (5-Pages, 150 Points) Create a written document that includes the following: • Executive Summary (2-pages) that explains why the organization and project type were selected along with a justification of the importance of this effort. • • Marketing Plan (3-pages) that will be used to communicate key opportunities to the Board of Directors. Your marketing plan should reflect your selected organization and project type and may contain a variety of the following components: o Specific goals and SMART objectives o Detailed explanations of product, price, place, and promotion of the project type chosen o Supporting information for this initiative (For example, this may include information on the market audit, target audience, and demographics). o Marketing strategy and business communication standards to be used o Assessment of due diligence (any operational, financial, or human resources requirements needed to implement the plan) o Description of any benchmarks from other competitors or industries o Specific marketing actions o Specific explanations of necessary budget, revenue, and staff o Limitations to implementing the plan The final project for this course has two parts. Begin by selecting just one health care organization (note the examples in the assignment) for which you will prepare part of a marketing plan. Part 1 of the assignment is an executive summary and marketing plan. The executive summary should be 2 pages long, explain why you selected the organization, and offer a justification of why the project is important. The marketing plan should be 3 pages long and will communicate key opportunities. Select from the bulleted items in the assignment to decide what you will include in the plan, but keep in mind that it’s just 3 pages long. Please be sure to read the final Note in the assignment, which discusses the number of required sources. The second part of the final project is a video presentation to the Board of Directors. This 3 minute video should summarize and defend your marketing plan. Remember to use good business communication, business dress, and your best speaking skills. References Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press. • Chapter 15, “Marketing Planning” (pp. 417–432) Crowther, E. R. (2014). A comparison of quality and satisfaction experiences of patients attending chiropractic and physician offices in Ontario. Journal of the Canadian Chiropractic Association, 58(1), 24–38.