1-2

Scenario 
The marketing director for Happy Valley long-term care center looks at the organization’s strategic plan to differentiate marketable objectives from non-marketable objectives. Objectives found in the healthcare organization’s strategic plan include the following:

• Purchasing medical equipment

• Purchasing more land

• Acquiring financial capital

• Acquiring physical resources

• Providing elder day care to Alzheimer’s patients

• Providing physical therapy

• Providing social activities such as bingo

• Promoting product awareness such as: marketing in a manor to improve the public’s perception of the HCO’s product or service

• Providing shuttle service to medical appointments

• Increasing sales

• Creating a brand

• Establishing the organization as a leader in the long-term care industry


Initial Post: Based on the Happy Valley scenario detailed above and the information presented in Chapters 1 and 2 of the course text, construct an initial post in which you

• Differentiate between the organization’s stated objectives as to whether they are marketable or non-marketable objectives.  

• Select the marketable objectives (i.e., those you would recommend developing in a marketing plan), and explain why you consider those objectives marketable.

• Explain why the marketing plan objectives should be in line with the objectives in the healthcare organization’s strategic plan.