Assignment 1: Marketing and the Health Care System
Due Week 4 and worth 300 points
Select a health care provided with which you are familiar and write a four to six (4-6) page paper in which you:
- Determine the direct impact of marketing for the health care provider you selected.
- Outline a strategy for the health care provider you selected to determine the utilization of its products or services.
- Outline a marketing strategy for the health care provider you selected.
- Recommend
at least three (3) separate ways the health care provider you selected
could shape the buying decisions of its customers. - Provide at
least three (3) qualified sources, e.g., peer-reviewed journals,
professional organization Website, or health care provider Websites.
Your assignment must follow these formatting requirements:
- Be
typed, double spaced, using Times New Roman font (size 12), with
one-inch margins on all sides; citations and references must follow APA
or school-specific format. Check with your professor for any additional
instructions. - Include a cover page containing the title of the
assignment, the student’s name, the professor’s name, the course title,
and the date. The cover page and the reference page are not included in
the required assignment page length.
The specific course learning outcomes associated with this assignment are:
- Describe the health care system and the role of marketing.
- Analyze
the competitive environment of a health services organization and
identify a course of action that will allow for strategic marketing
success. - Use technology and information resources to research issues in health services marketing.
- Write clearly and concisely about health services marketing using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills.
Expert Solution Preview
Introduction:
This assignment requires students to analyze and evaluate the impact of marketing on a healthcare provider they are familiar with. They must develop a strategy to determine the utilization of products or services, outline a marketing strategy and recommend at least three ways to shape the buying decisions of customers. The assignment must be typed, use suitable sources and follow APA or school-specific formatting. The purpose of this assignment is to test the students’ understanding of the health care system and the role of marketing, competitive environment along with their ability to use technology and information resources to research issues in health services marketing.
Answer:
1. The direct impact of marketing for a healthcare provider can be in various forms. Marketing can help create brand awareness and attract patients to the service. It also provides a platform to communicate to patients about the products and services the healthcare provider offers. Effective marketing can help the provider target the right audience, provide value-added information, and establish a relationship with them. The healthcare industry is highly competitive, and marketing can help the providers stay ahead of the competition.
2. Developing a strategy to determine the utilization of products or services is crucial for a healthcare provider. The strategy should involve conducting market research to understand the patients’ needs and preferences. Once the needs are identified, the provider can tailor its services accordingly. The strategy should also involve patient feedback to understand the quality of services and areas that need improvement.
3. A marketing strategy for a healthcare provider can involve several elements. Firstly, the provider needs to establish its brand identity and create brand awareness by developing a logo, tagline, and website. Secondly, the provider should use different digital marketing channels such as social media to communicate the brand message. Thirdly, the provider should develop content such as blogs, videos, and infographics to provide patients with information about its services and establish itself as an expert in the field.
4. To shape the buying decisions of customers, the healthcare provider can adopt several approaches. Firstly, it can leverage customer data to understand their preferences and customize its products and services accordingly. Secondly, the provider can offer various promotions and discounts to attract price-sensitive patients. Thirdly, the provider can provide patients with value-added services such as telemedicine, online consultations, and e-prescriptions, to improve convenience.
5. Peer-reviewed journals, professional organization websites and healthcare provider websites are qualified sources for this assignment. Peer-reviewed journals such as the Journal of Medical Marketing and Healthcare Communication and the Journal of Healthcare Management are credible sources for information on healthcare marketing. Professional organizations such as the American Marketing Association and the Healthcare Marketing Association provide insight into best practices and trends in healthcare marketing. Healthcare provider websites such as Mayo Clinic and Cleveland Clinic provide insights into how leading healthcare providers market themselves.
