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Running head: HEALTH MARKETING STRATEGY 1

HEALTH MARKETING STRATEGY 5

Health marketing strategy

Kimberly Crawford

Kaplan University

December 4, 2017

The Union County of Georgia faces critical health issues, which undermine the quality of life of its citizens. One of the leading causes of death in the county is cancer, which is also rated as one of the biggest killers in the United States. The trends indicate almost 100 cancer diagnosis cases are reported on a daily basis and this is a very worrying trend. In the end, it affects the economic and social development of communities in the county. Therefore, it is imperative to develop an effective marketing plan that aims at minimizing to eradicating cases of cancer diagnoses, sustaining healthy lifestyles of citizens and strengthening the collaboration between the community and the health organizations. “Marketing leaders need to think strategically and challenge the status quo, using their unique external vantage point to see what may not be apparent to others in the business” (Comstock et la. 200, par. 6).Thus, the objective of the marketing strategy is to engage the community and health institutions in developing and implementing strategies to reduce the cancer prevalence rates among the people of the Union County of Georgia. The marketing strategy targets men and women particularly from the age of 40 and above, as they are prone to prostrate and breast cancers respectively.

Marketing strategy

The plan entails 5 strategy points which will require the collaboration of several concerned parties in the county.

Strategy 1: The next step is undertaking a survey of all old and new cases of cancer diagnosis. This helps to effectively allocate resources, which promote diagnosis, treatment and follow up care of patients.

Strategy 2: Mobilize local hospitals and clinics to offer periodic screenings of cancer for both men and women. This includes services such as mammography, colorectal screening and early detection examinations.

Strategy 3: Organize schools, gyms and community services to work with certified nutritionists to develop a diet and exercise plan that promote healthy eating and exercise.

Strategy 4: Mobilize local and state government organizations to develop and implement affordable health packages for low-income citizens to encourage hospital visits and early detection.

Strategy 5: Collaborate with local insurance agencies to develop and implement simple and affordable insurance packages targeting low-income community members. This will reduce cancer cases, as more people will seek cancer-screening tests, which will also encourage more medical checkups on a yearly basis.

Strategy 6: Collaborate with community organizations and the local government to form a chamber of commerce, which will be mandated in regulating movement of goods and service in the county. They will be responsible for setting the taxes and levies particularly on processed foods and drinks, which are leading causes of cancer. It will encourage the influx of organic healthy foods into the county’s market centers to encourage citizens to integrate them into their daily diets.

Overall, this marketing plan requires the collaboration of the aforementioned parties including schools, local hospitals, local government, local insurance agencies, local business community and the citizens. However, the plan also needs adequate resources to ensure its success and thus demands that an effective budget is developed and implemented. This is because the financial goals of every institution is dependent on its organizational structure and they ensure that long-term strategic plans succeed (Strata Decision Technology, 2017).

References

Comstock, B., Gulati, R., & Liguori, S. (2010). Unleashing the Power of Marketing. Retrieved from https://hbr.org/2010/10/unleashing-the-power-of-marketing-

Strata Decision Technologies. (2017). Strategic Planning in Hospitals. Retrieved from www.stratadecsion.com/healthcare-and-hospital-strategic-planning