Development of a Marketing Plan for a Healthcare Organization

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June 7, 2020
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June 7, 2020

Development of a Marketing Plan for a Healthcare Organization

Development of a Marketing Plan for a Healthcare Organization Instructions Overview In this Assessment, you will analyze your company’s strategic plan or a healthcare organization with which you are familiar. Based on the strategic plan, you will develop a marketing plan for one product/service that is part of the company’s strategic plan. Development of a Marketing Plan for a Healthcare Organization In this Assessment, you will prepare a marketing plan for a product or service of the healthcare organization you selected. If possible, this should be a healthcare organization for which you work. If that is not viable, look online at other healthcare organizations for which information is available. This marketing plan must take into consideration and demonstrate alignment to that organization’s strategic plan. It should take into consideration the competitors and where the competitors are located. Keep in mind that product is one of the traditional “4 Ps” of marketing: product, price, place, and promotion—a mix that is the foundation of a customer-focused approach to marketing products and services. Part I Locate and analyze a healthcare organization’s strategic plan. Based on the strategic plan, select one product or service in which to focus your marketing plan. Create a summary of your analysis as follows (4–5 pages): Provide an overarching description of the healthcare organization, including the organization’s strategic plan, which also includes the organization’s mission, vision, and goals. Briefly describe key products and services of this organization. Explain how these align to the organization’s mission and vision. Note: It is not necessary to include every product and service. Focus on key offerings. Based on the organization’s strategic plan, describe the marketing opportunities for the organization. Describe one product or service on which to focus your marketing plan. Provide an overview of the market for this product or service. Who are you marketing to? What are some special considerations you might take into account related to this market? Describe key competitors and where they are located. Explain how this product or service differs from competitors’ offerings. Describe how this product or service fits into the organization’s strategic plan.

Development of a Marketing Plan for a Healthcare Organization

Instructions

Overview

In this Assessment, you will analyze your company’s strategic plan or a healthcare organization with which you are familiar. Based on the strategic plan, you will develop a marketing plan for one product/service that is part of the company’s strategic plan.

Development of a Marketing Plan for a Healthcare Organization

In this Assessment, you will prepare a marketing plan for a product or service of the healthcare organization you selected. If possible, this should be a healthcare organization for which you work. If that is not viable, look online at other healthcare organizations for which information is available. This marketing plan must take into consideration and demonstrate alignment to that organization’s strategic plan. It should take into consideration the competitors and where the competitors are located. Keep in mind that product is one of the traditional “4 Ps” of marketing: product, price, place, and promotion—a mix that is the foundation of a customer-focused approach to marketing products and services.

Part I

Locate and analyze a healthcare organization’s strategic plan. Based on the strategic plan, select one product or service in which to focus your marketing plan.

Create a summary of your analysis as follows (4–5 pages):

Provide an overarching description of the healthcare organization, including the organization’s strategic plan, which also includes the organization’s mission, vision, and goals.
Briefly describe key products and services of this organization. Explain how these align to the organization’s mission and vision. Note: It is not necessary to include every product and service. Focus on key offerings.
Based on the organization’s strategic plan, describe the marketing opportunities for the organization.
Describe one product or service on which to focus your marketing plan. Provide an overview of the market for this product or service. Who are you marketing to? What are some special considerations you might take into account related to this market?
Describe key competitors and where they are located.
Explain how this product or service differs from competitors’ offerings.
Describe how this product or service fits into the organization’s strategic plan.


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