solved asgnmt 8 To prepare: Select a health care product to

asgnmt 8
To prepare:

Select a health care product to market within your organization.

Note: If you do not currently work for a health care organization, select one that is of interest to you. You may use the same organization you selected in Week 3.

Identify the consumer population of your organization, including general and business consumer.
Consider traditional and/or contemporary marketing techniques that may be appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Reflect on why you might select this technique and how you might use it to market the product.
With the marketing technique you select in mind, consider how you might create an advertisement to market the health care product and what communication techniques might be appropriate for your population.

The Assignment
Write a 2-page brief that addresses the following:

Describe the health care product you selected.
Analyze the consumer population of your health care organization.
Recommend a marketing technique that is appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Include why you selected this technique and how you will use it to market the product you selected.
Recommend one or two communication techniques that are appropriate for the consumer population.

asngmt 10
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.

Hospital
Physician Practice
Outpatient Clinic
Long-Term Care Facility
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.

Marketing of a new specialty unit (OB, Psych, Outpatient, Bariatric, or other)
Marketing of a new community outreach program (i.e. HIV testing)
Marketing of a new service (Family planning)
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:

Specific goals and SMART objectives
Detailed explanations of product, price, place, and promotion of the project type chosen
Supporting information for this initiative (For example, this may include information on the market audit, target audience, and demographics).
Marketing strategy and business communication standards to be used
Assessment of due diligence (any operational, financial, or human resources requirements needed to implement the plan)
Description of any benchmarks from other competitors or industries
Specific marketing actions
Specific explanations of necessary budget, revenue, and staff
Limitations to implementing the plan