Assignment:
Requirements and Evaluation of Marketing Plan
Every student will be asked to develop and write a marketing plan for a healthcare organization of his or her choice. Each student may develop and write a marketing plan for his or her current organization/institution, or for any other organization/institution.
Our course discusses many marketing concepts, theories, frameworks, analytical tools, and real cases. Students will analyze and apply these principles and methods in healthcare organizations. As part of course requirements, students are asked to develop a marketing plan that highlights specific issues in the management and marketing of a healthcare organization. The marketing plan will increase the student's critical perspectives, awareness, and knowledge in the course subject area. Students choose the focus based on their professional interests within the course's context. The marketing plan could be at system, facility or department level.
The marketing plan outline must be approved by the instructor. Students should have a writing plan which includes full title of this marketing plan, why the organization/institution is your best choice, and how you plan to write.
The marketing plan should demonstrate that the student has read carefully and critically in the relevant field. Each student has a chance to present his/her point of view through a well-structured plan while properly citing others' ideas. The references section should include 5 reliable, current, and professional sources.
The marketing plan must be at least 7 pages long, with 12-pt font double-spaced, and 1 inch margins all around. The plan should adhere to the American Psychological Association style manual, and must be submitted to the Blackboard before due date. Student work will be checked by the Blackboard plagiarism detection software. Violations of the student code of conduct (plagiarism, cheating) will result in an F being assigned for this course. The marketing plan is due on April 9.
Sample Marketing Plan Structure:
1. Understand Your Hospital's Market Position
• Community Information
• Community Health Needs Assessment
• Market Share Information
• Competition
2. Determine Your Vision for the Hospital's Future
• A mission is the present state or purpose of your organization;
• A vision is about the future what you want to achieve over time.
3. Set Your Marketing Objectives
• Marketing Objectives: the group of goals set when promoting your products or services to potential consumers that should be achieved within a given time frame.
• Sample Growth Strategies To Consider
o Market Penetration:
Increasing the sale of present products and services in present markets
o Market Development:
Initiating sales of existing products and services in new markets
o Product Development:
Providing new products to existing markets
o Diversification:
Developing new products or services for new markets
o Strategic Alliances:
Partnering with another resources to enter a new market
o Divestment/ Pruning
Selling off a business or product line/reducing the products/services it offers
4. Consider Your Stakeholders & Communication Plan
• Current / former patients
• Potential patients
• Government
• Board
• Auxiliary
• Providers
• Health care Suppliers
• Community at large - associations, clubs, organizations, other businesses
• How are you going to communicate the message?
o Publications
o Direct Mail
o Press Releases to Local & State Media, Trade Associations
o Advertising
o Listings in Trade Directories and Internet Listings
o Web Site Strategy
o Local Events - Exhibits
o Telemarketing
o Specialty Promotional Items
o Social Media
5. Putting a Plan Into Place: Develop Action Items, Timelines and Budgets
• Marketing Objective: the business goal (what you would like to achieve).
• Action Plan: the strategies that can be implemented to reach that goal. Break down into small, achievable steps and then identify the actions you need to take for each step.