solved Marketing plays a strategic role in healthcare, albeit a largely

Marketing plays a strategic role in healthcare, albeit a largely behind-the-scenes function incorporated in the general management process.  Healthcare is a highly regulated endeavor.  For example in many jurisdictions a certificate of need is required before a new facility can be built or major (capital) equipment purchases can be made.  Being able to secure this permission can rely on the ability to create a compelling rationale for the U.S. health services organization’s status.
This discussion uses the concept of community benefit, the demonstration of which is required to maintain tax exempt status, as the foundation for discussing the role of marketing in supporting the health system mission.  While marketing if often seen as focusing on advertising, it can deliver significant value in a rapidly changing market defined by new laws, unprecedented applications of technology, and increasing patient demands.  Defining the product, price, placement, and promotion – the 4 P’s of marketing – defines the organization to patients, other customers, physicians, nurses, regulators, and the community.  This strategic perspective fosters an approach that integrates marketing principles into emerging imperatives driven by healthcare reform and a changing marketplace.
Upon successful completion of the course material, you will be able to:
Explain the basic principles of marketing and how they relate to healthcare.
Describe marketing of healthcare products and services from ethical and biblical perspectives.
Define the relevance of community benefit and the reasons and requirements for demonstrating its provision as supported by healthcare marketing.

Resources
Article: “What are hospital community benefits?”

Website: Fast Facts on US Hospitals
Website: Nonprofit Hospitals  and the Provision of Community Benefits, Introduction and Summary
Article: “New Hospital Community Benefit Briefs: Reporting Requirements and Community Building”
Article: “Illinois Supreme Court Upholds Revocation of Hospital’s State Property Tax Exemption”
Article: “What’s Next for Illinois Non-Profit Hospitals and Their Tax-Exempt Statuses?”

Webpage: Exemption Requirements – 501(c)(3) Organizations

Background Information
In the United States, three times as many hospitals operate as non-profit corporations than as for profit corporations.  This reflects the history of US hospitals as charitable institutions, the economics of healthcare in the United States, and the tradition of providing community benefit as part of the healthcare mission.  The concept of community benefit embodies the ethical principle of beneficence.  For healthcare organizations that operate as non-profits, demonstrated community benefit is a requirement of Section 501(c)(3) of the Internal Revenue Code and state statutes for maintaining a tax-exempt status.
A historic means of demonstrating community benefit has been providing charity and other uncompensated care.  The 2010,Patient Protection and Affordable Care Act (PPACA),  reduced the number of uninsured individuals in the United States and shifted the focus of healthcare toward prevention and population health management.
The ethical dimensions of beneficence, fidelity, autonomy, and justice are as applicable to health services organizations as they are to individuals.  These traits are demonstrated via the creation of community benefit, a central characteristic of all healthcare activities, and a statutory requirement for non-profit institutions.  Marketing provides strategic vision and innovation to the full spectrum of healthcare, helping create and demonstrate community benefit.

Instructions
Review the rubric to make sure you understand the criteria for earning your grade.
Read the following resources:
Article: “What are hospital community benefits?” 
Website: Fast Facts on US Hospitals
Website: Nonprofit Hospitals and the Provision of Community Benefits, Introduction and Summary
Article: “New Hospital Community Benefit Briefs: Reporting Requirements and Community Building”
Article: “Illinois Supreme Court Upholds Revocation of Hospital’s State Property Tax Exemption” 
Article: “What’s Next for Illinois Non-Profit Hospitals and Their Tax-Exempt Statuses?” 
Webpage: Exemption Requirements – 501(c)(3) Organizations
Navigate to the threaded discussion and respond to the following discussion questions:
What role can healthcare marketing play in developing and documenting community benefit?

What balance can be achieved between the need to increase revenue and the requirement to provide community benefit?
What biblical principles address the concept of community benefit?