Please develop a marketing plan for a healthcare facility that was recently cited by the OIG (Office of Inspector General), or has been investigated by a journalist (eg., newspaper article, journal). The marketing plan must include a cover page, reference page and must be completed using Microsoft PowerPoint.
Please answer the following items in your marketing plan:
Organizational Summary – Explain why the company is in trouble
Analysis of the External Environment – (Public perception, economy)
Threats and Opportunities
- Marketing Goals and Objectives
The Target Market
Competition – List possible competitors
- Marketing Strategy
Action Programs (Marketing tactics)
Budgets – How much money do you think this would cost?For the past few weeks, we have identified marketing techniques, personal branding and created a SWOT Analysis. Now it’s time to use all of these concepts in a “real world” scenario. Please develop a marketing plan for a healthcare facility that was recently cited by the OIG (Office of Inspector General), or has been investigated by a journalist (eg., newspaper article, journal). The marketing plan must include a cover page, reference page and must be completed using Microsoft PowerPoint. Please answer the following items in your marketing plan:
- Organizational Summary – Explain why the company is in trouble
Analysis of the External Environment – (Public perception, economy)
Threats and Opportunities
- Marketing Goals and Objectives
The Target Market
Competition – List possible competitors
- Marketing Strategy
Action Programs (Marketing tactics)
Budgets – How much money do you think this would cost?
Expert Solution Preview
Introduction:
Developing a marketing plan for a healthcare facility that has been cited by the OIG or investigated by a journalist requires a thorough analysis of the organization’s external environment, competitive landscape, and target market. This plan should focus on the company’s weaknesses, threats, and opportunities to create a strategic roadmap that will help revive the organization’s reputation.
1. Organizational Summary:
The healthcare facility has been cited by the OIG due to non-compliance with regulatory requirements or inappropriate billing practices. As a result, the organization’s reputation has been tarnished, and it has lost the trust of its patients and the community.
2. Analysis of the External Environment:
The organization’s public perception has been negatively impacted by the citation by the OIG or the negative publicity generated by the journalist’s investigation. The economy might also be a threat as patients may prefer to choose a different healthcare facility that is more cost-effective.
3. Threats and Opportunities:
The organization faces a significant threat in terms of losing patients and gaining a bad reputation. However, there is an opportunity to rebuild its reputation by demonstrating compliance with regulations, addressing issues, and being transparent about its goals and objectives.
4. Marketing Goals and Objectives:
The marketing goals and objectives are to restore trust in the organization from patients and the community, increase patient satisfaction and engagement, and increase revenue.
5. The Target Market:
The target market for the healthcare facility is local residents who require medical attention and are looking for a trustworthy healthcare facility. The organization can also focus on attracting patients who want specialized medical services or procedures.
6. Competition – List possible competitors:
Possible competitors might include other healthcare facilities in the area that offer similar services, practitioners with private practices, and urgent care centers.
7. Marketing Strategy:
The marketing strategy will focus on rebuilding trust, promoting transparency, and showcasing compliance with regulations. The organization will use digital marketing channels, such as social media and email marketing, to engage with patients and the community.
8. Action Programs (Marketing tactics):
Marketing tactics will include creating educational and informative content that showcases the organization’s compliance with regulatory requirements, addressing negative reviews and feedback, offering discounts to new patients, and showcasing the organization’s strengths and successes.
9. Budgets:
The budget for this marketing plan will depend on the size of the healthcare facility and the scope of the marketing tactics. However, it is recommended that the budget include a mix of both traditional and digital marketing channels, paid advertisements, and promotional materials, which should be tailored to the target market.
