CREATE A HEALTHCARE ORGANIZATION'S MARKETING PLAN

Sections D & E

Instructions

A well$-$established healthcare system in an inner major city is opening its first satellite healthcare facility in a growing, affluent suburban area. This development represents a major change in direction for the more traditional base healthcare facility. Please utilize the material in the text, the power points, and the discussions to support the research, planning, development, implementation, and evaluation of this project that involves a new and different approach to the market area for the sponsoring healthcare system. You will be presenting this information in a formal marketing plan at the end of the course.

Select a real major healthcare organization you are interested in that is similar to the one described above. It can be one you have been to$,$ one you have worked for, or one you choose online. It can be a hospital system, a hospice facility system, a nursing home system, a medical parts corporation system, or any type of large healthcare system organization. Choose something that you might be interested in working for in the future or something that interests you.

Use the questions below to find out as much as you can about the current marketing activities used by that parent organization. Then utilize that base of information to begin creating your own marketing plan for the satellite healthcare facility.

$1.$ Is there an updated website?

$2.$ What types of PR and advertising are currently used there?

$3.$ What level of interaction does it currently have through social media and direct mail marketing campaigns?

Keep a copy of each section $($Sections A$-$O$)$ that you submit throughout the course and add them together into a Marketing Plan paper which will be your final project. Remember, you will submit this finished paper at the end of the course.

When answering your challenges below, please refer to what you have learned in the readings and terminology, the discussions, the PP reviews, and the Case Studies. These will help you each week to formulate your answers as you build your plan. There is no right or wrong answer for the sections because you are creating something out of nothing. This is your creation based on what you are learning, and you will be graded based on the Marketing Plan Rubric. The rubric for the entire Marketing Plan is uploaded to the home page of the course under the Rubrics folder. For now, please complete these two sections for Module $2$ project work. And don't worry. Just do one section at a time, one module at a time

Marketing Plan Portfolio $-$ Module $2(25$ Pts$)$

Market Delineation $($D$)$

In this part of your Marketing Plan, you will focus on delineating your market and building a population profile. Please complete the following activities:

$1.$ Identify and delineate the market for the new facility, comparing it to the market for the other established facility.

$2.$ Profile the population of the defined service area in terms of its salient characteristics.

$3.$ Refine the population profile to identify the effective market for health services.

$4.$ Determine the level at which the population should be approached $-$i$.$e$.,$ through mass marketing, target marketing, and micromarketing.

Collect your data$/$determinations as you work on these activities and submit a record of your answers. Write a short paragraph describing your conclusions in response to each activity $($four or more paragraphs total$).$

Potential and Limits $($E$)$

In this section of your Marketing Plan, please complete the following activities:

$1.$ Determine a profiling process to create a more in$-$depth understanding of the target population, and segment the population based on its salient characteristics.

$2.$ Determine the extent to which there are meaningful submarkets within the service area population$-$e$.$g$.,$ demographic segments, ethnic groups, lifestyle clusters.

$3.$ Determine if there are different types$/$levels of services appropriate for any submarkets.

$4.$ Determine where consumers are in the decision$-$making process regarding the new facility and consider how the marketing approach should reflect their point in the process.

Write your answers to the above activities in list form, using the following headers:

$1.$ Population Segmentation,

$2.$ Submarkets,

$3.$ Service Differentiation, and

$4.$ Consumer Response Ideas.

Please take the sections and place them in proper form using APA style writing. Be sure to use APA citations and an APA style reference page if needed for this assignment. Save a copy for your marketing plan paper, then upload your sections into the Marketing Plan drop box found in module $3.$

When you have completed this assignment, you will have partially completed the Course Objectives listed below.

$$ CO $1$: Describe the role of marketing in a healthcare organization

$$ CO $3$: Examine healthcare markets and consumer behaviour

$$ CO $5$: Evaluate traditional and contemporary marketing techniques and strategies

$$ CO $6$: Align m