Unit II Essay Healthcare Marketing Instructions
There are three steps to this essay assignment. Before you can begin, you must first choose one of the health care scenarios below on which you will base this assignment.
- You are the marketing director for a primary care doctor’s office in a middle- to upper-class suburban area. A company has designed a new technology that can measure blood pressure via a wearable bracelet, and your doctor’s office has just been selected to receive the first shipment of the bracelets.
- You are the marketing director for the EMS department in a large, culturally diverse urban area that also covers the surrounding county including more rural areas. Your department has just partnered with a virtual company so that certain patients with minor issues can be seen via video call instead of having to physically come to the emergency room.
- You are the marketing director for a small nonprofit health clinic in a large city. You just received a large grant to provide medication, treatment, and counseling for patients in the community who are struggling with addiction.
For step one, you will begin your essay with an introduction that briefly identifies the scenario, as well as your marketing goal and primary impediment.
- You are free to create names or other details necessary to illustrate your scenario.
- You should identify a realistic goal and impediment based upon the details of your scenario. Remember, you are the marketing director, and this essay is basically your plan to guide your department to its goals.
In step two, you will discuss the strategic marketing planning process.
- Explain key factors that will or may impact marketing in your chosen scenario.
- Be sure to address how economic factors uniquely affect your chosen scenario (as opposed to non-health care marketing economics.)
In step three, you must briefly describe your marketing communication strategy.
- You need only address the first six steps of effective communication strategies outlined in Chapter 2 of your eTextbook.
- Ensure you detail specifics in each step that are tailored to your chosen scenario and that support the marketing planning process you discussed in step two.
The elements of your essay should address basic concepts discussed in this unit but be tailored to, and exemplified by specifics tailored to the scenario you have chosen.
Your essay must be a minimum of two pages. The title and reference pages do not count toward the page requirement. You must use at least two sources to support your essay, one of which may be your eTextbook. All sources used must have citations and references properly formatted in APA Style.
Expert Solution Preview
Introduction:
In this assignment, students are required to choose one of the three given scenarios in the healthcare industry to create a marketing plan. The scenario chosen will determine the marketing goal and primary impediment. The essay will consist of three steps, in which students will discuss the strategic marketing planning process and the marketing communication strategy, addressing economic factors that uniquely affect the healthcare industry. This essay will require a minimum of two pages and citations and references in APA style.
Step One:
As the marketing director for a small nonprofit health clinic in a large city, my marketing goal is to provide medication, treatment, and counseling for patients struggling with addiction in the community. The primary impediment is limited funding, as addiction and mental health services are not always prioritized in healthcare funding.
Step Two:
The key factors that impact marketing in this scenario include the demographics of the community, the various forms of addiction prevalent in the area, and the cultural sensitivity required to address addiction in a diverse community. Economic factors that uniquely affect the healthcare industry include the high cost of treatments and medication, insurance policies and availability of healthcare, and the lack of funding for addiction and mental health services.
Step Three:
The marketing communication strategy for this scenario begins with identifying the target audience and their specific needs, concerns, and expectations regarding addiction treatment. This will be followed by creating a message that addresses those needs and concerns while considering the cultural sensitivities of the community. The message will be disseminated through various channels such as social media, television, and community events. The use of testimonials and case studies from former patients can also provide social proof of the clinic’s effectiveness.
In conclusion, the assignment requires students to apply the concepts of strategic marketing planning and effective communication strategies to the chosen healthcare scenario. The essay must address the economic factors unique to the healthcare industry while being tailored to the scenario. The marketing communication strategy must be detailed with specifics that support the marketing planning process. Lastly, the essay must include proper APA style citations and references.
