Healthcare Marketing and Strategy

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Assignment 1: Demand Analysis Briefing and Marketing Campaign

You are the director of marketing for a regional hospital. The board of directors at your hospital has studied the 2011 Institute of Medicine (IOM) report Early Childhood Obesity Prevention Policies. The alarming statistics quoted in the IOM report stated that “almost 10 percent of infants and toddlers carry excess weight for their length, and slightly more than 20 percent of children between the ages of two and five already are overweight or obese” (IOM, 2011, pg. 1). A survey conducted among the pediatricians who admit patients to the hospital validated that area children under the age of 5 years follow or exceed the national trend of being overweight or obese.

The board is very concerned about childhood obesity rates for the children in the hospital’s marketing area. At the last meeting, the board directed the marketing department determine the demand for childhood obesity programs and to review the IOM report and propose a marketing campaign to provide information to parents and guardians concerning ways to prevent children from birth to 5 years of age from becoming overweight.

This website can give you the information you need to complete this assignment. http://linkwizard.next.ecollege.com/pub/content/6b8b5dfa-525d-4bfa-8529-97c5d487c52c/Young_Child_Obesity_2011_Report_Brief.pdf

Prepare a demand-analysis briefing for the board of directors. The demand-analysis briefing should be no longer than 2 pages. You will need to do some research to understand the nature of the broader demand questions, but you should focus your analysis on clearly explaining the demand problem to the board. Be sure to define the healthcare demand problem in the scenario.
Here is an outline:

Define the service (1-2 paragraphs). Explain exactly what the service is, when it should be delivered, and what signals quality to the consumer of the service.
Define the demand (2-3 paragraphs). Who are the consumers for this service? Where are they to be found? Are there any consumer characteristics that impact demand for the service? What are they? How sensitive is the consumer to price (price elasticity)?
Define the direction of demand (1-2 paragraphs). What are we trying to do with the demand—-increase it, decrease it, or manage it in other ways? When you analyze the direction of the demand, be sure to consider not only what benefits the consumer, but also the organizational strategy of your focus provider and how the provider can stay financially viable.
Demand management recommendations (1-2 paragraphs). List the steps you recommend. What should management do? Support your recommendations with a clear summary of your previous analysis.

Write a 2- to 3-page marketing campaign to discuss the following marketing issues:

Do you think the hospital needs to complete more marketing research before embarking on the campaign?
What advertising media would you suggest to be used during the campaign?
What products or services could the hospital offer to assist in reducing the number of infants and toddlers who are overweight?
Do you expect to generate any revenue for the hospital from the campaign?
How long will the campaign last? How long would you continue to measure the effectiveness of the campaign?

Make sure you integrate the demand analysis and the marketing campaign for the Board of Directors.

Assignment 2 Grading Criteria	Maximum Points
Defined service, demand, and direction of demand with explanation.	10
Described and explained a situation.	5
Listed steps of implementing the solution.	5
Expressed whether the hospital needs more research and discussed including area pediatricians.	5
Defined the recommended media to use for advertising and explained the direction of demand.	5
Described products and services that could be promoted during the campaign and the impact on the hospital’s revenue.	5
Discussed the length of the campaign and the period used to monitor effectiveness.	5
Presented a structured document free of spelling and grammatical errors. Used correct grammar, spelling, and word choice.	5
Properly cited sources using the APA format.	5
Total	50

Assignment 2: Organizational Strategy

A county health department wants to increase the number of Medicaid beneficiaries that participate in prenatal care. It knows that only 40 percent of the expectant mothers eligible for prenatal care fully use the benefit. Many of these target customers make only one or two prenatal visits and then drop out of the program. Most of these women visit the emergency room if they have problems during pregnancy, and also come to the emergency room when they are in labor.

In 5- to 6-pages:

Define at least four questions you would need to ask in order to write a SWOT analysis.
Write vision and mission statements for the county health department that provides services to pregnant women.
Write at least four objectives for the department. In your objectives, try to address the problem presented in the scenario.

Assignment 2 Grading Criteria

Maximum Points

Wrote four questions for the scenario that you would need to write a SWOT analysis. Provided at least one supporting reason for each question.

Wrote a vision statement for the county health department.

Wrote a mission statement for the county health department.

Wrote at least four objectives for the department.

Provided justification for each objective.

Writing Components:
Organization (10)
Style (10)
Usage and Mechanics (10)
APA Elements (10)

Total

200

Assignment 3: Case Study

You work for a marketing department in a hospital within a suburban location of a large metropolitan area. Though it neighbors million-dollar homes, the hospital’s mission includes providing care to underserved and indigent populations in the area.

A new primary care physician moved into the area and approached your hospital to partner with her as she begins a new practice in the community. Because the administration is always anxious to welcome new practitioners to the hospital, you agree to meet with the physician. During the meeting, the physician explains that she wants to establish the first concierge medical practice in the community. The physician plans to attract around 100 families to her practice, and she plans to charge from $300 to $1,000 per month, depending on the size of the family unit. (Note: A goal of 100 families may not be realistic; however, the number makes for easier calculations.)

The patients who join the concierge practice will receive access to the physician’s services 24 hours a day, 7 days a week, at an office located near the hospital. Families will receive preventive care services, and the physician will design wellness programs to encourage healthy lifestyles for her patients. The physician will use the hospital for all emergent care, day surgeries, rehabilitation, and in-patient care. The physician also plans to use nutritionists and the hospital’s fitness center facilities.

Discuss some of the goods or services that could be highlighted in a marketing campaign that involves a concierge practice of medicine.
What advantages do you think a concierge practice of medicine might contribute to the hospital’s offerings of products to the community?
Discuss some of the issues and challenges that may arise from the hospital sponsoring a concierge practice of medicine.

Assignment 2 Grading Criteria	Maximum Points
Discussed goods and services that could be highlighted in a marketing campaign involving a concierge practice of medicine.	10
Explained some positive contributions that a concierge practice would offer to the community on behalf of the hospital.	15
Described issues and challenges that may arise from the hospital sponsoring a concierge practice.	15
Presented a structured document free of spelling and grammatical errors.	5
Properly cited sources using the APA format.	5
Total	50

Assignment 4. A New Marketing Opportunity

The CEO of your firm has just announced that the organization is considering two diverse strategies to increase business: marketing healthcare services to the mature healthcare consumer, or marketing healthcare services to international consumers.

1) Read the following two articles:

· Fell, D. (2002). Taking the U.S. health services overseas. Marketing Health Services, 22(2), 21-23. Click here to read the article.

· Marsh, D. (2010). Marketing to the mature marketplace. Marketing Health Services, 30(1), 12–17. Click here to read the article.

2) Draft two separate marketing proposals for the organization. Each proposal should be based on a marketing strategy covered in the course.

In a separate 6- to 7-page Microsoft Word document

3) Explain which proposal best supports the marketing opportunities outlined by the firm's CEO. In other words, does targeting one or the other group make sense in light of either of the proposals you have just drafted?

4) Decide which (if either) of the strategies should be a part of your marketing proposal. Explain why and be sure to address each of the following:

1. The opportunities available to the organization by marketing healthcare services to the mature marketplace and the opportunities available to the organization by marketing healthcare services to the international consumer.

2. How either or both of the opportunities compliment or conflict with the organization’s current marketing strategy.

3. What recommendations you would make to the CEO concerning the two proposals.

Assignment 2 Grading Criteria	Maximum Points
Compiled two marketing proposals based on the marketing strategies outlined.	30
Analyzed the opportunities available to the organization by marketing healthcare services to the mature marketplace.	40
Analyzed the opportunities available to the organization by marketing healthcare services to the international consumer.	40
Discussed how the opportunities compliment or conflict with the organization’s current marketing strategy.	50
Stated recommendations to the CEO concerning the two proposals.	50
Writing Components: Organization (10) Style (10) Usage and Mechanics (10) APA Elements (10)	40
Total	250