Instructions:
In this unit, you will explore the advantages and disadvantages of marketing
tools used in healthcare. By the end of the unit, you will be able to make
recommendations on what marketing tools would be most useful and effective given
various elemental factors and internal influences.
To begin, select one (1) of the following healthcare systems that you would like
to explore for this unit: Assisted Living
- Acute care
- Ambulatory care
- Assisted living
- Continuing care retirement community
- Critical access hospital
- Dialysis care
- Home health care
- Hospice care
- Long-term care
- Memory care
- Palliative care
- Pediatric care
- Primary care
- Short-term care (e.g., post-surgery therapy)
- Surgical care
- Veterans Administration
- Other (requires approval from instructor)
Next, select an environment/location: Denver, Colorado
- Downtown New York City
- Denver, Colorado
- Mobile, Alabama
- Boston, Massachusetts
- Rural Minnesota
- Savannah, Georgia
- Los Angeles, California
- Fort Worth, Texas
- Anchorage, Alaska
- Other (requires approval from instructor)
Finally, select three (3) marketing tools: You can choose these
- Newspaper
- Memorandum
- Radio advertisement
- Television
- Telephone
- Social media
- Internet
- Person-to-person
- Billboard
- Referral
- Other (does not require approval from instructor)
Instructions
- Provide a general overview of your select healthcare system.
- Discuss the demographics of your select location.
- Discuss the advantages of using each marketing tool at your healthcare
system and location. - Discuss the disadvantages of using each marketing tool at your healthcare
system and location. - Summarize which marketing tool you would recommend that would yield the
highest marketing potential of your select healthcare system and
location.- Be sure to support your assertions with evidence-based research,
scholarly articles, and well-supported strategies that support your
predictions. Choose one- 3-4 page paper excluding front and back matter (APA
standards apply ). - PowerPoint presentation for a Board of Directors (10-12
slides; speaker notes as needed to support assertions).
- 3-4 page paper excluding front and back matter (APA
- Be sure to support your assertions with evidence-based research,
Expert Solution Preview
Introduction:
In this unit, we will explore the advantages and disadvantages of various marketing tools used in healthcare. Students will be able to make recommendations on which marketing tools would be most useful and effective for a given healthcare system and location. For this assignment, students are to select one healthcare system, one location, and three marketing tools to analyze and make recommendations on.
Healthcare System: Home Health Care
Overview: Home health care is a healthcare service provided to individuals who are home-bound due to illness or disability. Patients receive healthcare services from licensed healthcare professionals in the comfort of their homes. Home health care includes a wide range of services, including nursing care, physical therapy, occupational therapy, speech therapy, and social work services.
Location: Rural Minnesota
Demographics: Rural Minnesota has a population of approximately 1.5 million people. The majority of the population is white (85%), with around 6% identifying as African American and 4% as Hispanic or Latino.
Advantages of Marketing Tools:
1. Television: Television advertising can be effective for home health care in rural Minnesota to reach a large audience. Television ads can showcase the range of services offered by home health care providers, and emphasize the importance of receiving healthcare in the comfort of one’s own home.
2. Social media: Social media can be used to connect with patients and caregivers, and provide them with relevant and timely information. Social media can also be used to share patient success stories to help build trust and credibility.
3. Referral: Referrals from physicians and other healthcare professionals can be an effective way to reach potential patients in rural Minnesota. Home health care providers can work with local healthcare professionals to establish referral programs, which can help build trust and credibility.
Disadvantages of Marketing Tools:
1. Billboard: Billboards may not be an effective marketing tool for home health care in rural Minnesota. The population in rural Minnesota is spread out, and billboards may not be strategically located to reach potential patients or their caregivers.
2. Radio advertisement: Radio advertising may not be as effective as television advertising since rural Minnesota has a larger population and is more spread out. Radio advertising may not reach as many people as television advertising.
3. Memorandum: Memorandums may not be an effective marketing tool for home health care providers in rural Minnesota, as they typically target employees within an organization. Employees of businesses in rural Minnesota are less likely to need home health care services, as there are fewer large businesses in the area.
Recommended Marketing Tool:
Television advertising is the most recommended marketing tool for home health care providers in rural Minnesota. Television provides the ability to reach a large audience and showcase the range of services offered by home health care providers. The advertisement can also emphasize the importance of receiving healthcare in the home.
Conclusion:
In conclusion, selecting the appropriate marketing tools is vital for effective healthcare service promotion, especially in rural areas like Minnesota. As a medical professor, it is important to understand how each marketing tool can be used to promote healthcare services. Understanding the advantages and disadvantages of each marketing tool can help healthcare providers make informed decisions to maximize the impact of their messaging.
