Assignment:
A group of primary care physicians has decided to locate in a suburb of Washington, D. C. Although the group plans to conduct primary market research on the area, they have already learned that the community is comprised of baby boomers, Gen-Xers, and N-Gen white-collar workers, mostly employed by high-tech and consulting firms located in the outer belt that surrounds Washington, D.C.
What are the implications of this market profile with regards to:
1. How the office setting might be configured?
2. How office scheduling and hours should be set?
Several of the group's older partners have announced their intentions to retire within the next two years. At a recent meeting, the group has decided it wants to bring in five new partners over the next 12 to 20 months. The group hopes it can attract younger primary care physicians who are no more than 3 to 5 years out of training. In this way, the group believes the group can continue to stay viable and grow. Identify the key elements of a recruitment plan to attract physicians from this cohort. In your plan, describe both your message and the media you would propose using.
In addition to responding to the above questions, develop a marketing plan for the entire group that includes the following components:
•Industry Overview (characteristics, trends, competitive factors, regulatory constraints)
•Description of suggested market research objectives and study design
•Business mission and goals
•Description of key customers (segment) and their key needs
•Description of services and key advantages/benefits
•Four key strategies for positioning the service
•Advertising and communications strategy
•Organization and staffing.
Support your analysis by referencing and citing at least three credible peer-reviewed sources.
Your answer must be typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format.