HCM-325-M2-SP

HCM 325 Module Two Short Paper Guidelines and Rubric

Overview: For this assignment, you will identify the target market for the product/service, and conduct research in order to understand the customer needs and complete a target market profile. Defining your target market will help you to better understand the customer needs and will assist you in developing your initiatives for your strategic marketing proposal.

Using the Module Two Short Paper Worksheet and the article What Is a Health Care Marketing Plan? as a guide, develop the target market profile for your

selected healthcare product or service.

Prompt: In the provided worksheet, you will collect information about the target market for the product/service using three of the following segmentations:

• Geographic segmentation

• Demographic segmentation

• Psychographic segmentation

• Health risk segmentation

• Usage segmentation

• Payer segmentation

• Benefit segmentation

Using the information you have collected on your target market, you will answer the following question: How are customer needs relevant in marketing your healthcare product or service? Support your response with specific examples from your target market profile.

Rubric

Guidelines for Submission: Your short paper must be submitted as a completed worksheet.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value Target Market Identifies the specific target

market for the selected product/service

Identifies a market for the product/service, but does not provide any specific details

Does not identify a target market for product/service

20

Segmentation Describes target market using relevant segmentation categories

Describes target market using segmentation categories, but does not provide sufficient detail to illustrate relevance or understanding of target market

Does not describe target market using segmentation categories

35

Customer Needs Explains how customers’ needs

are relevant in marketing a healthcare product/service, and uses examples from target market profile to support response

Explains how customers’ needs are relevant in marketing a healthcare product/service, but does not use examples from target market profile to support response

Does not explain how customers’ needs are relevant in marketing a healthcare product/service

35

Articulation of Response Submission has no major errors related to citations, grammar, spelling, syntax, or organization

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

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

10

Total 100%