MHA 626 Week 1 Discussion 1 Business and Strategic Planning
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Business and Strategic Planning
The business plan of a healthcare organization describes the purpose of the HCO and lends structure to its organizational goals. The strategic plan is used as a directional guide; in other words, how the organization will fulfill its purpose and put ideas into action. The strategic plan also prioritizes the organization’s resources as a means to fulfill the business plan. Simply put, the business plan is the “what,” and the strategic plan is the “how.”
To prepare for this assignment, read Chapters 1 and 2 in the course text as well as the required article by Varkey and Bennett (2010). You may also want to review the recommended article by Williams (2008). For your initial post, answer the following questions in the discussion forum:
What is the difference between a healthcare organization’s business and strategic plan? Be sure to include the purpose of each plan and how they relate to one another.
Why is it important for a healthcare organization to develop a strategic plan?
Support your initial post with in-text citations and references for at least two scholarly sources.
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MHA 626 Week 1 Discussion 2 Strategic Planning and Marketing
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Figure 1.1 in the course text illustrates how various functional plans for a healthcare organization support the overall strategic plan.
Figure 1.1: Relationship of overall strategic plan to business unit plans. Adapted from Strategic Planning and Marketing in Healthcare Organizations by R. Stevens and L. S. Silver, 2015, section 1.2: “The Importance of Strategic Planning and Marketing – Strategic Planning Process Overview.” Copyright 2015 by Bridgepoint Education, Inc.
The healthcare delivery system is often described as a servicedriven industry. Therefore, it is vitally important for healthcare organizations to define the services that they are providing; however, it is equally important to determine the demographics or customer base that requires the specific service.
The strategic planning process supports the healthcare organization by prioritizing objectives and detailing the actions needed to fulfil the goals of the business plan. Specific actions are unique and depend on the healthcare organization’s services, goals, and
mission. Not all objectives outlined in the strategic plan require marketing plans (e.g., purchasing land, equipment, and buildings). Other objectives may require a marketing plan (e.g., providing physical therapy targeted toward a specific demographic). To prepare for this discussion, read Chapters 1 and 2 of the course text. You may also want to review the recommended article by Yang (2010). Then read the scenario below and construct your initial post based on the directives that follow.
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. ===============================================
MHA 626 Week 1 Individual Assignment Vision, Mission, and Values Statements (Banner Health Organization)
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Vision, Mission, and Values Statements
The course is structured so that each week you will work on specific segments of your marketing plan for the Final Project that is due in Week Six. This week you will choose a specific healthcare organization (HCO) and begin examining the products and services found in the HCO’s strategic plan. For this assignment, read Chapter 3 in the course text, which addresses the importance of the mission, vision, and values statements to organizations. Why is it important for an organization to have these statements? What purpose do they serve?
Next, research and choose a specific healthcare organization for your marketing plan. You could select the organization your currently work for, one you are familiar with, or one you would like to work for in the future. After selecting your HCO, conduct research online to locate the organization’s strategic plan and read its vision, mission, and values statements. Add the term strategic plan after the HCO’s name in the search engine box (e.g., Sharp Healthcare strategic plan) to narrow your search results.
In your assignment
State your choice of HCO and explain why it interests you.
State the organization’s vision, mission, and values statements
Discuss whether the organization’s purpose and priorities are clearly defined
Discuss whether the mission statement clearly separates the HCO from competing organizations.
Include any ideas you have at this point for improving the mission statement in terms of aligning the HCO’s stated priorities with its products and services.
Discuss whether the current vision statement correctly describes the HCO’s path as it implements the strategic plan.
Could the current vision statement be utilized to motivate the organization’s workforce?
If not, how would you reword the vision statement to better reflect high ideals and aspirations to fulfill the HCO’s strategic plan?
Discuss whether the current values statement takes into consideration the values of multiple participants such as the community, employees, shareholders, and customers.
How would you reword the current value statement to better reflect priorities found within the HCO’s strategic plan? ===============================================
MHA 626 Week 1 Individual Assignment Vision, Mission, and Values Statements (Department of Defense military medicine)
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Vision, Mission, and Values Statements
The course is structured so that each week you will work on specific segments of your marketing plan for the Final Project that is due in Week Six. This week you will choose a specific healthcare organization (HCO) and begin examining the products and services found in the HCO’s strategic plan. For this assignment, read Chapter 3 in the course text, which addresses the importance of the mission, vision, and values statements to
organizations. Why is it important for an organization to have these statements? What purpose do they serve?
Next, research and choose a specific healthcare organization for your marketing plan. You could select the organization your currently work for, one you are familiar with, or one you would like to work for in the future. After selecting your HCO, conduct research online to locate the organization’s strategic plan and read its vision, mission, and values statements. Add the term strategic plan after the HCO’s name in the search engine box (e.g., Sharp Healthcare strategic plan) to narrow your search results.
In your assignment
State your choice of HCO and explain why it interests you.
State the organization’s vision, mission, and values statements
Discuss whether the organization’s purpose and priorities are clearly defined
Discuss whether the mission statement clearly separates the HCO from competing organizations.
Include any ideas you have at this point for improving the mission statement in terms of aligning the HCO’s stated priorities with its products and services.
Discuss whether the current vision statement correctly describes the HCO’s path as it implements the strategic plan.
Could the current vision statement be utilized to motivate the organization’s workforce?
If not, how would you reword the vision statement to better reflect high ideals and aspirations to fulfill the HCO’s strategic plan?
Discuss whether the current values statement takes into consideration the values of multiple participants such as the community, employees, shareholders, and customers.
How would you reword the current value statement to better reflect priorities found within the HCO’s strategic plan? ===============================================
MHA 626 Week 2 Assignment SWOT Analysis (Banner Health Organization)
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SWOT Analysis
This week’s assignment will allow you to generate content that you will incorporate into the Market Analysis section of your Final Project. To prepare for this assignment, read Chapter 4 of the course text and the article by Simoneaux and Stroud (2011). You may also want to review the recommended article by Valentin (2001).
During the analysis stage, you consider external factors that pose possible threats to or provide opportunities for your organization and compare these factors against your HCO’s internal operation to diagnose its strengths and weaknesses. Many HCOs have found it useful to conduct a SWOT analysis. SWOT is an acronym for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses refer to elements that are internal to the organization; opportunities and threats are external to the organization. An
effective SWOT analysis helps the marketing team determine the healthcare organization’s position in a particular market place as well as the positions of its competitors. By analyzing the current market and the deficiencies of the HCO’s competitors, and by assessing the HCO’s internal strengths and weaknesses, the marketing team can reposition the organization to meet and exceed the needs of its customers.
For this assignment, you will conduct a detailed SWOT analysis of your chosen healthcare organization for your Final Project. Discuss your selected organization’s strengths, weaknesses, opportunities, and possible threats.
The SWOT analysis should include the following five components:
Strengths – An organization’s resources and capabilities that can be used as a basis for developing a competitive advantage.
Weaknesses – Limitations of an organization to meet the needs of its determined customer base.
Opportunities – External conditions that may reveal certain new opportunities regarding profit and growth.
Threats – Factors or changes in the external environment that may present threats to the organization.
Summary/Recommendations - After conducting your SWOT analysis, write a paragraph in which you provide your recommendations to the CEO of your chosen healthcare organization. Also state how you will use this information to create a marketing plan that will ensure the following:
The organization’s resources are not wasted
Time is well spent
Marketing efficiently is improved ===============================================
MHA 626 Week 2 Assignment SWOT Analysis (Department of Defense military medicine)
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SWOT Analysis
This week’s assignment will allow you to generate content that you will incorporate into the Market Analysis section of your Final Project. To prepare for this assignment, read Chapter 4 of the course text and the article by Simoneaux and Stroud (2011). You may also want to review the recommended article by Valentin (2001).
During the analysis stage, you consider external factors that pose possible threats to or provide opportunities for your organization and compare these factors against your HCO’s internal operation to diagnose its strengths and weaknesses. Many HCOs have found it useful to conduct a SWOT analysis. SWOT is an acronym for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses refer to elements that are internal to the organization; opportunities and threats are external to the organization. An effective SWOT analysis helps the marketing team determine the healthcare organization’s position in a particular market place as well as the positions of its competitors. By analyzing the current market and the deficiencies of the HCO’s competitors, and by assessing the HCO’s internal strengths and weaknesses, the marketing team can reposition the organization to meet and exceed the needs of its customers.
For this assignment, you will conduct a detailed SWOT analysis of your chosen healthcare organization for your Final Project. Discuss your selected organization’s strengths, weaknesses, opportunities, and possible threats.
The SWOT analysis should include the following five components:
Strengths – An organization’s resources and capabilities that can be used as a basis for developing a competitive advantage.
Weaknesses – Limitations of an organization to meet the needs of its determined customer base.
Opportunities – External conditions that may reveal certain new opportunities regarding profit and growth.
Threats – Factors or changes in the external environment that may present threats to the organization.
Summary/Recommendations - After conducting your SWOT analysis, write a paragraph in which you provide your recommendations to the CEO of your chosen healthcare
organization. Also state how you will use this information to create a marketing plan that will ensure the following:
The organization’s resources are not wasted
Time is well spent
Marketing efficiently is improved ===============================================
MHA 626 Week 2 Discussion 1 Patient-Centered Marketing
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This discussion will allow you to generate content for your Final Project regarding your chosen healthcare organization’s customers and demographics. As mentioned in Chapter 7 of the course text, “marketing involves both the creation and distribution of goods
and services” (Stevens, R., & Silver, L. S., 2015, section 7.1: “What is Marketing,” para. 4). Marketing departments should be concerned with customer needs and meeting those needs in the market place. The marketing concept for HCOs, therefore, is patient-centered. However, marketing concerns within a HCO should not be focused on patients in general, but on patients who are part of a pre-selected market segment (i.e., specific customers with specific needs). To prepare for this discussion, read Chapter 7 of the course text and the Rao (2012) article, “Generating Growth Through Patient-Centered Commercial Strategies.” Then read the scenario below and address the points that follow.
Scenario: The Happy Valley long-term care director notes that past marketing directors and marketing teams made assumptions concerning patient expectations and offered a limited degree of amenities. However, current research indicates that the baby boomer generation will expect a far greater degree of amenities such as TVs in rooms and private bathrooms. In the future, HCOs and marketing teams will focus on analytical tools to gain a more accurate degree of knowledge concerning patients’ actual expectations and needs. The marketing director for Happy Valley long-term care facility decided to perform a qualitative analysis. The marketing team interviewed patients and their families as a means to determine patient needs and expectations. The outcomes of the analysis provided the marketing team with data that could be applied to the development of marketing objectives and strategies to support the strategic plan.
Patient-centered marketing focuses on knowing what specific patients need and expect. Needs and expectations can vary, based on the type of care (e.g., long-term care, hospice, palliative care, renal care, and physical therapy).
In your initial post:
Discuss why patient-centered marketing is an important aspect of your chosen HCO’s marketing plan.
Explain how patient-centered marketing would help support the goals of your chosen HCO’s marketing plan.
Support your claims with citations and references from the course text and at least one scholarly source. ===============================================
MHA 626 Week 2 Discussion 2 Selecting Marketing Strategies
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Selecting Marketing Strategies
This discussion will allow you to create content for your Final Project regarding the use of an appropriate marketing strategy. Marketing strategies provide direction for marketing efforts that support the goals of the strategic plan. As described in Chapter 7, there are three basic marketing strategies:
Undifferentiated Strategy
Focus Market Strategy
Segmented Strategy
For this discussion, you will select an appropriate marketing strategy for each of the following long-term care organizations:
Happy Valley Health Care is an 80-bed, rural long-term care organization with little to no competition. Over the years, the organization has been able to meet the needs of its marginalized customer base and provide long-term care, skilled care, and physical therapy to its patients.
Sunny Valley Health Care is a 150-bed, urban long-term care organization that specializes in renal care, cardiac patients, and skilled care for orthopedic patients undergoing knee and hip replacement surgery.
Green Acres Health Care is a 300-bed, inner city long-term care organization that specializes in caring for elderly patients with dementia often associated with Alzheimer’s disease and traumatic brain injuries.
For your initial post, Select one specific marketing strategy for each of the long-term care organizations noted above. In your post, explain the following:
Why you chose the strategy for that long-term care organization
Which of the three marketing strategies would best fit the goals of your chosen HCO
How the strategy would be applied to your marketing plan ===============================================
MHA 626 Week 3 Assignment The Importance of Marketable Objectives (Banner Health Organization)
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The Importance of Marketable Objectives
This week’s assignment will provide information regarding marketable objectives found within the strategic plan for your chosen HCO. The information can be applied to the Introduction portion of the marketing plan for your Final Project. After reading Chapter 7 and reviewing the strategic plan of your chosen healthcare organization, construct a three- to four-page paper in which you discuss the following:
The key marketing objectives found in your chosen HCO’s strategic plan
Why the objectives fit the role of the health care organization
What key marketing objectives a marketing director should focus on when developing a marketing plan (Explain your reasoning.)
The paper
Must be three to four double-spaced pages in length (not including the title page and references page) and formatted according to APA style as outlined in the Ashford Writing Center.
Must include a separate title page with the following:
Title of paper
Student’s name
Course name and number
Instructor’s name
Date submitted
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MHA 626 Week 3 Discussion 1 Internal and External Environmental Analyses
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For this discussion, you will examine information and data from the SWOT analysis you conducted in Week Two and learn how that information and data can be applied to the Environmental Analysis section of your marketing plan for the Final Project. To prepare for this discussion, read Chapter 5 of the course text. It is also recommended that you review Chapter 4, which was read last week.
The creation of a successful strategic plan is derived from researched data; in particular, applicable data can be obtained from a SWOT analysis. Review section 5.4 of the course text, which presents examples of environmental analysis, both internal and external, for a hypothetical nursing facility. Examine the strategic plan of the HCO you have chosen for your Final Project and the
results from the SWOT analysis that you performed in Week Two. Then, in your initial post, address the following questions:
What external and internal environmental analysis data could be applied to the marketing plan you are developing for your Final Project?
How will the environmental analysis support the marketing plan to fulfill the organizations strategic objectives? ===============================================
MHA 626 Week 3 Discussion 1 Internal and External Environmental Analyses
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For this discussion, you will examine information and data from the SWOT analysis you conducted in Week Two and learn how that information and data can be applied to the Environmental
Analysis section of your marketing plan for the Final Project. To prepare for this discussion, read Chapter 5 of the course text. It is also recommended that you review Chapter 4, which was read last week.
The creation of a successful strategic plan is derived from researched data; in particular, applicable data can be obtained from a SWOT analysis. Review section 5.4 of the course text, which presents examples of environmental analysis, both internal and external, for a hypothetical nursing facility. Examine the strategic plan of the HCO you have chosen for your Final Project and the results from the SWOT analysis that you performed in Week Two. Then, in your initial post, address the following questions:
What external and internal environmental analysis data could be applied to the marketing plan you are developing for your Final Project?
How will the environmental analysis support the marketing plan to fulfill the organizations strategic objectives? ===============================================
MHA 626 Week 3 Discussion 2 Examining Market Research Strategies
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For this discussion, you will examine market research strategies and how the information gleaned can be applied to the Marketing Mix section of your Final Project. Services offered by healthcare organizations are becoming increasingly diversified regarding services offered. With this said, health care organizations rely on market research to determine their best course of action regarding time and financial investment.
After reading Chapter 6 and watching the Alanis Business Academy’s YouTube video, describe the information that can be derived from each of the four quadrants in the Boston Consulting Group matrix. Additionally, describe the validity and applicability of implanting the Boston Consulting Group matrix for your chosen healthcare organization’s marketing plan. Based on the information that can be gleaned (market growth rate by the relative market share) regarding the healthcare organization you have chosen for your Final Project, how could the information be applied to improve marketing decision-making processes?
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MHA 626 Week 4 Assignment Database Marketing (Banner Health Organization)
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Database Marketing
This week you will obtain information on database marketing to support the Marketing Mix section of your Final Project. As discussed in Chapter 10 of the course text, database marketing centers on gathering customer-based information such as gender, age, occupation, and lifestyles. As an example, to better understand the wants and needs of patients and their families, the Happy Valley marketing director monitors activities on the long-term care center’s web page. Data is collected regarding specific links viewed such as activities, skilled care services offered, and physical therapy. If a certain link is viewed more than other links, this could indicate to the marketing director that potential patients
and their family members prefer specific amenities or services. Those amenities or services would then be marketed as a priority for the organization. Considering the marketing plan for your chosen healthcare organization, construct a three- to four-page paper in which you:
Describe your understanding of database marketing and how it could potentially be applied to your marketing plan for the Final Project.
Discuss the benefits and drawbacks of using database marketing.
State the ethical, legal, and HIPAA issues that need to be considered.
Articulate reasons why you would implement or exclude the use of database marketing in your marketing plan for the Final Project.
The paper
Must be three to four double-spaced pages in length (not including the title page and references page) and formatted according to APA style as outlined in the
a separate title page with the following:
Title of paper
Student’s name
Course name and number
Instructor’s name
Date submitted ===============================================
MHA 626 Week 4 Assignment Database Marketing (Department of Defense military medicine)
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To complete the following assignment, go to this week's Assignment link in the left navigation.
Database Marketing
This week you will obtain information on database marketing to support the Marketing Mix section of your Final Project. As discussed in Chapter 10 of the course text, database marketing centers on gathering customer-based information such as gender, age, occupation, and lifestyles. As an example, to better understand the wants and needs of patients and their families, the Happy Valley marketing director monitors activities on the long-term care center’s web page. Data is collected regarding specific links viewed such as activities, skilled care services offered, and physical therapy. If a certain link is viewed more than other links, this could indicate to the marketing director that potential patients and their family members prefer specific amenities or services. Those amenities or services would then be marketed as a priority for the organization. Considering the marketing plan for your chosen healthcare organization, construct a three- to four-page paper in which you:
Describe your understanding of database marketing and how it could potentially be applied to your marketing plan for the Final Project.
Discuss the benefits and drawbacks of using database marketing.
State the ethical, legal, and HIPAA issues that need to be considered.
Articulate reasons why you would implement or exclude the use of database marketing in your marketing plan for the Final Project.
The paper
Must be three to four double-spaced pages in length (not including the title page and references page) and formatted according to APA style as outlined in the
a separate title page with the following:
Title of paper
Student’s name
Course name and number
Instructor’s name
Date submitted ===============================================
MHA 626 Week 4 Discussion 1 Marketing Opportunities and Strategies
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For this discussion, you will obtain information for the Marketing Mix section of your Final Project. Specifically, you will focus on your chosen HCO’s marketing opportunities and goals. To prepare for this discussion, read Chapter 9 of the course text. In addition, examine your healthcare organization’s SWOT analysis (Week Two Assignment) and the environmental analysis you conducted (initial discussion from Week Three).
Successful businesses rely on analytical data as a means to make informed decisions. Opportunity analysis provides data to marketing teams that help to define possible opportunities and
encompasses multiple aspects of a given alternative prior to making final decisions. Market opportunity analysis takes into consideration the opportunities available based on the environment in which the organization currently exists such as SWOT analysis, internal and external environmental analyses, and financial conditions.
Example: Happy Valley long-term care center conducts yearly competitive analyses. Marketing teams make phone calls to competitors as a means to gather data in the areas of pricing and amenities offered. Other areas of concern include potential competitors and political, economic, social, technological, legal, and environmental issues.
For your initial post, access the Opportunity Assessment Worksheet and input your data regarding external and internal considerations based on your healthcare organization’s SWOT analysis (Week Two Assignment) and the environmental analysis you conducted (initial discussion from Week Three). You will attach the completed worksheet to your initial post for your peers to view. In the body of your post
Explain why you would implement the opportunity assessment process before decisions are enacted to pursue specific marketing objectives.
State any new opportunities that emerged based on the opportunity analysis you performed.
Discuss any unforeseen issues that might be missed when using opportunity assessment processes such as rapidly changing technologies and short product life cycles. ===============================================
MHA 626 Week 5 Discussion 1 Planning and Control Measures
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For this discussion, you will generate content for your Final Project regarding plan evaluations that are associated with a product or service. As discussed in Chapter 12, planning and control processes should be integrated; that is, both processes should be used to obtain feedback that will allow the marketing team to successfully reach strategic objectives through the marketing plan. For your initial post, describe the importance of timely information flow/feedback in terms of your chosen
healthcare organization and marketing plan. Based on your chosen product or service, why would it be important for managers and planners to obtain information concerning marketing results? Why would reports for a particular timeframe (weekly, monthly, quarterly) be important concerning your product or service? How would the feedback in these reports be used to control the future of your marketing plan?
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MHA 626 Week 5 Discussion 2 Implementation of Performance Evaluation
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This discussion will allow you generate content for your Final Project regarding the implementation of performance evaluation. As discussed in Chapter 12, the implementation of performance evaluation methods is an ongoing process that aids the marketing department in determining the success of its current programs and the positive direction for future marketing actions. The authors of
your text highlight multiple performance methods that can be used to improve the marketing decision process. For your initial post, state how the balanced scorecard method could be used to identify performance procedures, methods, and responsibilities for controlling set policies within your chosen healthcare organization and to evaluate the success of your chosen healthcare organization’s marketing plan.
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MHA 626 Week 6 Discussion 1 Ethical and Legal Issues Surrounding Social Media and Marketing
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This week you will discuss legal and ethical issues surrounding the use of social media in marketing. As discussed in Chapters 10 and 11 of the course text and this week’s required article, the use of social media within marketing plans provides opportunities for marketing departments to improve customer contact and brand awareness. Based on your chosen HCO, how would you
implement the use of social media (e.g., Facebook, Twitter, Linkedin, Myspace, YouTube, and other platforms) into your marketing plan? Lastly, based on HIPAA policies, what legal and ethical issues need to be considered when implementing social media as a marketing tool?
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MHA 626 Week 6 Final Paper Marketing Plan (Banner Health Organization)
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To prepare for this assignment, read this week’s required article by Firshein (1996). For your Final Project, you will compile the work you have completed throughout the course to develop a 10- to 15page marketing plan that supports the goals of a strategic plan for a real-world healthcare organization, incorporating instructor and peer feedback as appropriate. The Marketing Plan must contain the following sections:
Executive Summary
Provide a brief summary of the marketing plan.
Introduction
State the objectives of the strategic plan.
Explain how your marketing plan will achieve specific objectives and support the organization’s business plan and strategic plan.
Market Analysis
Describe the organization’s products and services
Explain how these products and services meet the needs of the organization’s determined customer base.
Include relevant aspects from the SWOT analysis you conducted in Week Two.
State the competitive advantage your plan provides.
Environmental Analyses
Internal: Include an analysis of the role of leadership and employees, the communication processes, and the culture of the workplace.
External: Include an analysis of socioeconomic, legal, ethical, political, and technological factors that could affect the organization.
Describe how data, based on the quadrants presented in the Boston Consulting Group Matrix, would apply to your marketing plan.
Marketing Mix
Describe the marketing opportunities and marketing goals for your chosen HCO.
Explain the marketing strategies that are employed in your plan.
Apply market segmentation to your plan based on the target markets you have identified.
Explain how database marketing was used or why it was not included in your marketing plan.
Plan Evaluation
Discuss methods of performance evaluation and monitoring that will be used to evaluate the success of your chosen healthcare organization’s marketing plan.
Explain why reports for a particular timeframe (weekly, monthly, quarterly) would be important and how you would use feedback in these reports to control the future of your marketing.
Conclusion
Provide a conclusion that summarizes your marketing plan. Include persuasive statements that explain how your marketing plan supports the goals of your chosen healthcare organization’s strategic plan.
The Marketing Plan:
Must be 10 to 15 double-spaced pages in length (excluding the title page and references pages) and formatted according to APA style as outlined in the
Must include a title page with the following:
Title of paper
Student’s name
Course name and number
Instructor’s name ===============================================
MHA 626 Week 6 Final Paper Marketing Plan (Department of Defense military medicine)
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Marketing Plan
To prepare for this assignment, read this week’s required article by Firshein (1996). For your Final Project, you will compile the work you have completed throughout the course to develop a 10- to 15page marketing plan that supports the goals of a strategic plan for a real-world healthcare organization, incorporating instructor and peer feedback as appropriate. The Marketing Plan must contain the following sections:
Executive Summary
Provide a brief summary of the marketing plan.
Introduction
State the objectives of the strategic plan.
Explain how your marketing plan will achieve specific objectives and support the organization’s business plan and strategic plan.
Market Analysis
Describe the organization’s products and services
Explain how these products and services meet the needs of the organization’s determined customer base.
Include relevant aspects from the SWOT analysis you conducted in Week Two.
State the competitive advantage your plan provides.
Environmental Analyses
Internal: Include an analysis of the role of leadership and employees, the communication processes, and the culture of the workplace.
External: Include an analysis of socioeconomic, legal, ethical, political, and technological factors that could affect the organization.
Describe how data, based on the quadrants presented in the Boston Consulting Group Matrix, would apply to your marketing plan.
Marketing Mix
Describe the marketing opportunities and marketing goals for your chosen HCO.
Explain the marketing strategies that are employed in your plan.
Apply market segmentation to your plan based on the target markets you have identified.
Explain how database marketing was used or why it was not included in your marketing plan.
Plan Evaluation
Discuss methods of performance evaluation and monitoring that will be used to evaluate the success of your chosen healthcare organization’s marketing plan.
Explain why reports for a particular timeframe (weekly, monthly, quarterly) would be important and how you would use feedback in these reports to control the future of your marketing.
Conclusion
Provide a conclusion that summarizes your marketing plan. Include persuasive statements that explain how your marketing plan supports the goals of your chosen healthcare organization’s strategic plan.
The Marketing Plan:
Must be 10 to 15 double-spaced pages in length (excluding the title page and references pages) and formatted according to APA style as outlined in the
Must include a title page with the following:
Title of paper
Student’s name ===============================================