Assignment: Communications, Marketing & Public Relations- Audiences and Communities
One of the key steps in the health communication and social marketing process is identifying the population segments that can benefit from a specific health [service]. The more you know about your primary segment, the better you can reach them with messages, activities and policies.
-Centers for Disease Control and Prevention, 2012
As a health care administrator, you will likely engage in communication with different audiences. These audiences may include the patients or clients served by your agency, community leaders, physicians or medical staff, as well as non-medical employees/staff within your agency. Effectively understanding your intended audience influences the approaches you will take to engage in health communication. In developing a health services marketing plan, health care administrators need to consider those segments of the intended audience who will be exposed to the intended message as well as identifying those segments of the intended audience who are most likely to be most receptive to the message delivered.
You explore health care administrator strategies for engaging in communications with different audiences. You analyze populations served by an agency's health services marketing plan and examine strategies that health care administrators might implement to overcome barriers in the promotion of this marketing plan.
Learning Objectives
Students will:
· Analyze health care administrator strategies for communicating with different audiences
· Analyze population served by health services marketing plan
· Evaluate barriers to promoting health services marketing
· Analyze strategies to overcome barriers in promoting health services marketing plan
Learning Resources
Note: To access this week's required library resources, please click on the link to the Course Readings List, found in the Course Materials section of your Syllabus.
Required Readings:
· Hillestad, S. G., & Berkowitz, E. N. (2012). Health care market strategy: From planning to action (4th ed.). Burlington, MA: Jones & Bartlett Learning. Chapter 3, "The Challenges of a Competitive Marketplace" (pp. 57-82).
· Parker, J. C., & Thorson, E. (Eds.). (2009). Health communication in the new media landscape. New York, NY: Springer. Chapter 3, "Communication Consumer involvement in Health care" (pp. 41-54)
Chapter 6, "Enhancing Consumer Involvement in Health Care" (pp. 119-143)
· Agency for Healthcare Research and Quality. (2014). Effective health care program stakeholder guide 2014 (AHRQ Publication No. 14-EHC010-EF).
· Heaney, C. A., & Israel, B. A. (2008). Social networks and social support. In K. Glanz, B. K. Rimer, & K. Viswanath (Eds.), Health behavior and health education: Theory, research, and practice (4th ed., pp. 189-210). San Francisco, CA: John Wiley & Sons.
· Health Behavior and Health Education: Theory, Research, and Practice, 4th Edition by Glanz, K.; Rimer, B.; Viswanath, K. Copyright 2008 by John Wiley & Sons - Books. Reprinted by permission of John Wiley & Sons - Books via the Copyright Clearance Center.
· Lillrank, P., Groop, P. J., & Malmström, T. J. (2010). Demand and supply-based operating modes - A framework for analyzing health care service production. Milbank Quarterly, 88(4), 595-615.
Note: Retrieved from Walden Library databases.
· McAlister, A. L., Perry, C. L., & Parcel, G. S. (2008). How individuals, environments, and health behaviors interact. In K. Glanz, B. K. Rimer, & K. Viswanath (Eds.), Health behavior and health education: Theory, research, and practice (4th ed., pp. 169-188). San Francisco, CA: John Wiley & Sons.
· Health Behavior and Health Education: Theory, Research, and Practice, 4th Edition by Glanz, K.; Rimer, B.; Viswanath, K. Copyright 2008 by John Wiley & Sons - Books. Reprinted by permission of John Wiley & Sons - Books via the Copyright Clearance Center.
· Mattson, M., & Basu, A. (2010). The message development tool: A case for effective operationalization of messaging in social marketing practice. Health Marketing Quarterly, 27(3), 275-290. Note: Retrieved from Walden Library databases.
· Sidibe, S., Pack, A. P., Tolley, E. E., Ryan, E., Mackenzie, C., Bockh, E., & Githuka, G. (2014). Communicating about microbicides with women in mind: Tailoring messages to specific audiences. Journal of the International AIDS Society, 17(3 Suppl. 2), 1-8. Note: Retrieved from Walden Library databases.
· Williams, C.-A. N., Khanfar, N. M., Harrington, C., & Loudon, D. (2011). Marketing retail health clinics: Challenges and controversies arising from a health care innovation. Health Marketing Quarterly, 28(3), 270-285. Note: Retrieved from Library databases.
Discussion Part
Discussion: Communication Strategies for Different Audiences
1. How does a health care administrator communicate with different audiences? What potential challenges might exist for health care administrators when engaged in communication with these audiences?
As mentioned previously, health care administrators engage in communication with different audiences. Not surprisingly, the approaches used to effectively communicate with a patient or client may not be as effective when communicating with a physician, other medical staff, or non-medical employees/staff. While the approaches used to communicate with these different audiences will certainly vary, clear, concise, and direct messages will contribute to the effectiveness of your communication as a health care administrator.
· For this Discussion, review strategies in the resources for this week that health administrators might use to communicate with different audiences. Reflect on what strategies you might use as a health care administrator when engaged in communication with these audiences. Then, consider how these strategies might differ when delivering the same message to different audiences.
· Post a brief description of health care administrator strategies for communicating with different audiences (providers, patients, and staff). Then, explain how these strategies might differ depending on the audience and why.
· Continue the Discussion and provide additional support or an alternative view of your colleague's stance on communication strategies for the intended audiences. Be specific and provide examples.
Continue the Discussion and provide additional support or an alternative view of your colleague's stance on communication strategies for the intended audiences. Be specific and provide examples.
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.