Assignment
In this unit, you will become the marketing expert of a select healthcare system. By the end of this unit, you will be able to proficiently elaborate how healthcare marketing principles and theories can maximize effectiveness of a specific healthcare system.
To begin, select one of the following healthcare systems that you would like to explore for this unit:
• Acute care
• Ambulatory care
• Assisted living
• Continuing care retirement community
• Critical access hospital
• Dialysis care
• Home health care
• Hospice care
• Long-term care
• Memory care
• Palliative care
• Pediatric care
• Primary care
• Short-term care (e.g. post-surgery therapy)
• Skilled nursing facility
• Surgical care
• Veterans Health Administration
• Other (requires approval from instructor)
The healthcare system that you selected will be the foundation for your unit 2 assignment.
• Research a real-life healthcare organization that matches the system you selected. Describe its target market and services provided.
• Evaluate the healthcare organization's mission statement based on researched evaluation criteria. What components does the mission statement contain? Lack? What recommendation would you offer to improve the mission statement?
• Discuss how your selected healthcare system can legally market their services and products (e.g. federal requirements, state mandates, etc.). Be sure to discuss applicable laws that may impact the marketability of the healthcare system.
• Report your findings by using one of the methods below:
• 3-4 page paper excluding front and back matter.
• 4-5 page fact sheet for the general community.
• Letter to the CEO of your selected healthcare system.
• Infographic
• Powerpoint presentation for a Board of Directors (10-12 slides; speaker notes as needed to support assertions).
• 5-7 minute public service announcement (using a free online voice recorder such as vocaroo.com)
• Select and provide a general overview of three (3) real-life healthcare organizations that interest you*.
• Discuss the 5 P's of healthcare marketing of each healthcare organization that you selected.
• Using an assessment or evaluation strategy, discuss the marketing potential of each and predict which one has the most promising marketing potential (i.e. SWOT analysis, Porter's Five Forces analysis, etc.).
o 3-4 page paper excluding front and back matter (APA standards apply).
o Internal organizational memorandum
o Infographic
o Powerpoint presentation for a Board of Directors (10-12 slides; speaker notes as needed to support assertions).
o 7-10 minute public service announcement (using a free online voice recorder)
o Video newscast (using a free online video recorder)(e.g. entertainment talk show, television commentary, interview-style, news reporting, etc.).
• The use of first person is permitted for this assignment (excluding option 1). APA formatting (e.g. title page, conclusion, reference page, etc.) should not be used.
Assess various marketing tools and identify their advantages and disadvantages. [Evaluation]
Instructions:
In this unit, you will explore the advantages and disadvantages of marketing tools used in healthcare. By the end of the unit, you will be able to make recommendations on what marketing tools would be most useful and effective given various elemental factors and internal influences.
To begin, select one of the following healthcare systems that you would like to explore for this unit:
• Acute care
• Ambulatory care
• Assisted living
• Continuing care retirement community
• Critical access hospital
• Dialysis care
• Home health care
• Hospice care
• Long-term care
• Memory care
• Palliative care
• Pediatric care
• Primary care
• Short-term care (e.g. post-surgery therapy)
• Skilled nursing care
• Surgical care
• Veterans Health Administration
• Other (requires approval from instructor)
Next, select an environment/location:
• Downtown New York City
• Denver, Colorado
• Mobile, Alabama
• Boston, Massachusetts
• Rural Minnesota
• Savannah, Georgia
• Los Angeles, California
• Fort Worth, Texas
• Anchorage, Alaska
• Other (requires approval from instructor)
Finally, select three marketing tools:
• Email
• Newspaper
• Memorandum
• Radio advertisement
• Television
• Telephone
• Social media
• Internet
• Person-to-person
• Billboard
• Referral
• Other (does not require approval from instructor)
Instructions
• Provide a general overview of your select healthcare system.
• Discuss the demographics of your select location.
• Discuss the advantages of using each marketing tool at your healthcare system and location.
• Discuss the disadvantages of using each marketing tool at your healthcare system and location.
• Be sure to support your assertions with evidence-based research, scholarly articles, and well-supported strategies that support your predictions.
o 3-4 page paper excluding front and back matter.
o Internal organizational memorandum.
o Infographic
o Powerpoint presentation for a Board of Directors (10-12 slides; speaker notes as needed to support assertions).
o 7-10 minute public service announcement (using a free online voice recorder such as vocaroo.com)
o Video newscast (using a free online video recorder such as YouTube)(e.g. entertainment talk show, television commentary, interview-style, news reporting, etc.).
Formulate effective practices for employing marketing tools to specific situations in the healthcare environment.
Professional Competency addressed in this Assignment:
PC-2.3: Demonstrate integrity through the application of relevant codes of conduct and social responsibility within one's profession.
Instructions:
In this unit, you become the sole owner of a healthcare organization. You would like to increase marketing potential while maintaining social responsibility within your field. As a new owner, you are not afforded a budget to hire a marketing expert and must develop the marketing strategy and subsequent collateral materials yourself. Your objective for this unit it to develop a marketing package that promotes your healthcare organization. By the end of this unit, you will become the subject matter expert on developing and deploying a marketing strategy for a healthcare organization.
• Submit your marketing package as one Word document. To do this, you will need to use Page Break and copy/paste functions. Failure to submit your marketing package into one document may result in a grade reduction.
• Your final submission must include each of the following:
• Professional letter from you to the local Chamber of Commerce introducing your new healthcare organization to the community. This is your opportunity to make a good, first impression, so be sure to incorporate the elements you would want to promote.
• Discuss the 4 P's of marketing in your organization
• Discuss the 5 P's of healthcare marketing in your organization
• Create mission and vision statements
• Develop codes of professional conduct which support social responsibility in your select healthcare field
• Record a 30-second radio announcement (using a free online voice recorder such as vocaroo.com). You will provide the audio link to your instructor on a separate page in your marketing package.
• Design a print advertisement (e.g. billboard, bus, newspaper, etc.). You will provide the print advertisement that you create on a separate page in your marketing package.
• All materials in your marketing packet must be completely original. Copying and pasting work from other sources for this assignment is strictly prohibited. Remember, you are developing a marketing package for your own healthcare organization; make it unique. Plagiarism is not permitted and will result in academic discipline. All content submitted needs to be original.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.