Project: Final Project: Marketing Plan

Like other products and services, health care products and services must be marketed to potential consumers. To do this effectively, health care organizations must develop marketing plans. These plans provide organizations and their leaders with common goals for their products and services. Moreover, by relating the marketing plan to the mission, vision, and objectives of the organization, marketing plans become a tool in the strategic decision-making process. For the Final Project, you create a marketing plan for a health care organization.

To prepare:

Select one of the following case studies from the Learning Resources to be the focus of your Final Project:

1. Philips Healthcare: Marketing the HealthSuite Digital Platform
2. Thrive or Revive? The Kaiser Permanente “Thrive” Marketing Programs
3. Castlight Health: Disrupting the Health Care Industry
4. Carolinas HealthCare System: Consumer
5. AIP Healthcare Japan: Investing in Japan’s Retirement Home Market
6. Access Health CT: Marketing Affordable Care
7. E-Cigarettes: Marketing Versus Public Health

Review the case study and consider how you might market the health care organization. For guidance on developing a marketing plan, refer to Chapter 15, “Marketing Planning” in this week’s Learning Resources.

The Assignment

Part 1

In a 20 pages marketing plan, address the following:

• State assumptions
• Gather initial information
• Audit the market
• Determine the marketing strategy and business communication standards to be used
• Assess due diligence (any operational, financial, or human resources requirements needed to implement the plan)
• Set marketing goals and objectives
• Describe any benchmarks from other competitors or industries
• Prioritize marketing objectives
• Specify marketing actions
• Explain any global marketing issues in the marketing plan
• Specify any limitations to implementing the plan

Part  2

Then, create a 2 page executive summary to present to the facility’s leadership.

• The 2-page executive summary should summarize and defend your marketing plan. Be sure to use best practices of business communication.

Note: Your Final Project must be written in standard edited English. Be sure to support your work with specific citations from this module’s Learning Resources and at least 15 current scholarly sources. At least five resources should be from peer-reviewed journals. All references should be less than 5 years old. See the Final Project rubric for additional requirements related to research and scholarly writing.

Learning Resources

Case Studies for Final Project

Quelch, J. A., & Norris, M. (2015). Access Health CT: Marketing affordable care. Retrieved from https://cb.hbsp.harvard.edu/cbmp/pl/67645553/67645563/59de6cc0d8136edd74d992158b54b195

Quelch, J. A., & Rodriguez, M. L. (2014). E-Cigarettes: Marketing versus public health. Retrieved from https://cb.hbsp.harvard.edu/cbmp/pl/67645553/67645567/5d0a27bb09e384127255cd2c1b9e4824

Quelch, J. A., & Rodriguez, M. L. (2015a). Carolinas HealthCare System: Consumer analytics. Retrieved from https://cb.hbsp.harvard.edu/cbmp/pl/67645553/67645561/9d37890b8a95d67e42f9b2a484cdac0d

Quelch, J. A., & Rodriguez, M. L. (2015b). Philips Healthcare: Marketing the HealthSuite Digital Platform. Retrieved from https://cb.hbsp.harvard.edu/cbmp/pl/67645553/67645557/4957787c8bbc60c344c313b540c612db

Quelch, J. A., & Xia, Q. (2015). AIP Healthcare Japan: Investing in Japan’s retirement home market. Retrieved from https://cb.hbsp.harvard.edu/cbmp/pl/67645553/67645559/03f1cf67ea7611309591e8048d2e3cea

Raube, K. (2015). Castlight Health: Disrupting the health care industry. Retrieved from https://cb.hbsp.harvard.edu/cbmp/pl/67645553/67645555/36f408da36a2ca64e3bcd81e4f0f518a

 

Raube, K., & Upshaw, L. (2014). Thrive or revive? The Kaiser Permanente “thrive” marketing programs. Retrieved from https://cb.hbsp.harvard.edu/cbmp/pl/67645553/67645565/1ece50fd2d181e0f5c845612a8b81fa8