Wk 6

IHP 510 Module Six Worksheet Guidelines and Rubric

Matching Healthcare Marketing Techniques to Specific Target Markets Overview: For this task you will propose marketing and communication strategies based on the target market and demographics for a depar tment, program, or service of the Missouri Department of Health and Senior Services. This task will help you as you propose similar marketing and communication strategies for the final project case organization, Bellevue Hospital, in Final Project Milestone Three, due in Module Seven. Prompt: Complete the Module Six Worksheet by addressing the following critical elements:

 Target Markets/Demographics: Select three target markets/demographics from the following: ○ low income Asian population ○ low income Black population ○ low income Hispanic population ○ low income white population ○ middle income Asian population ○ middle income Black population ○ middle income Hispanic population ○ middle income white population ○ affluent Asian population ○ affluent Black population ○ affluent Hispanic population ○ affluent white population

 Department/Program/Service: Select one department, program, or service from the Missouri Department of Health and Senior Services.  Prioritization: Prioritize your target markets/demographics as Priority One, Priority Two, and Priority Three based on the particular program or initiative

you selected.

 Marketing Technique: Identify the marketing technique you will use for each priority (use one traditional, one social media, and one other).

 Discussion: ○ Briefly discuss the prioritization and the marketing techniques that you chose, justifying your choices. ○ Explain how your communication and marketing strategies align with the department’s/program’s/service’s mission, vision, and values.

Rubric Note: For the follow-up worksheet task in Module Eight, you will complete a basic budget for implementing the marketing strategies you develop in the Module Six Worksheet.

Critical Elements Exemplary Proficient Needs Improvement Not Evident Value

Target Markets/ Demographics

Selects three target markets/demographics from the categories listed (100%)

Does not select three target markets/demographics from the categories listed (0%)

10

Department/Program Service

Selects one department, program, or service from the Missouri Department of Health and Senior Services (100%)

Does not select one department, program, or service from the Missouri Department of Health and Senior Services (0%)

10

Prioritization Prioritizes the target markets/demographics as Priority One, Priority Two, and Priority Three, based on the particular program or initiative selected (100%)

Prioritizes the target markets/demographics as Priority One, Priority Two, and Priority Three, based on the particular program or initiative selected, but with inaccuracies or gaps in logic (70%)

Does not prioritize the target markets/demographics as Priority One, Priority Two, and Priority Three, based on the particular program or initiative selected (0%)

15

Marketing Technique Meets “Proficient” criteria and selected techniques are especially well-aligned to the priorities (100%)

Identifies the marketing technique that will be used for each priority (90%)

Identifies the marketing technique that will be used for each priority, but strategies are inappropriate (70%)

Does not identify the marketing technique that will be used for each priority (0%)

15

Discussion: Prioritization and

Marketing Techniques

Meets “Proficient” criteria and demonstrates keen insight into the prioritization and selection of marketing techniques (100%)

Discusses the prioritization and the chosen marketing techniques, justifying choices (90%)

Discusses the prioritization and the chosen marketing techniques, justifying choices, but response has gaps in detail, clarity, or logic (70%)

Does not discuss the prioritization and the chosen marketing techniques (0%)

15

Discussion: Communication and Marketing Strategies

Meets “Proficient” criteria and demonstrates keen insight into the alignment of communication and marketing strategies with healthcare organizations (100%)

Explains how the communication and marketing strategies align with the department’s/program’s/ service’s mission, vision, and values (90%)

Explains how the communication and marketing strategies align with the department’s/program’s/ service’s mission, vision, and values, but response has gaps in detail, clarity, or accuracy (70%)

Does not explain how the communication and marketing strategies align with the department’s/program’s/ service’s mission, vision, and values (0%)

30

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to- read format (100%)

Submission has no major errors related to citations, grammar, spelling, syntax, or organization (90%)

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas (70%)

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas (0%)

5

Total 100%