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WALDEN MHA6800 Project Final Project- Marketing Plan
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WALDEN MHA6800 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 will create a marketing
plan for a health careorganization and record a presentation of the plan to the
board of directors.
Please keep in mind that health care marketing goes beyond
the scope of hospitals and students are encouraged to consider a diverse array
of organizations for this task.
To prepare:
Select one of the following health care organization to be the
focus of your Final Project. Your selection can be within any type of
healthcare organization and should reflect an actual opportunity available for
change in your local community or state.
Hospital
Physician Practice
Outpatient Clinic
Long-Term Care Facility
Other Health Care Organization of Your Choosing
Select one of the following project types for marketing
consideration. The bullets below are intended to help guide your selection
process and interest and are not prescriptive.
Marketing of a new specialty unit (OB, Psych, Outpatient,
Bariatric, or other)
Marketing of a new community outreach program (i.e. HIV
testing)
Marketing of a new service (Family planning)
Marketing of a new product (DaVinci Robot)
Review Chapter 15 of your textbook, “Marketing Planning” for
guidance on developing a marketing plan.
Note: This Assignment is not intended for you to select one
of the project types in order to apply a blanket marketing approach. The
purpose of this Assignment is to generate a thought process about new marketing
opportunities in existing settings.
Part 1: Executive Summary and Marketing Plan (5-Pages, 150
Points)
Create a written document that includes the following:
Executive Summary (2-pages) that explains why the
organization and project type were selected along with a justification of the
importance of this effort.
Marketing Plan (3-pages) that will be used to communicate
key opportunities to the Board of Directors. Your marketing plan should reflect
your selected organization and project type and may contain a variety of the
following components:
Specific goals and SMART objectives
Detailed explanations of product, price, place, and
promotion of the project type chosen
Supporting information for this initiative (For example,
this may include information on the market audit, target audience, and
demographics).
Marketing strategy and business communication standards to
be used
Assessment of due diligence (any operational, financial, or
human resources requirements needed to implement the plan)
Description of any benchmarks from other competitors or
industries
Specific marketing actions
Specific explanations of necessary budget, revenue, and
staff
Limitations to implementing the plan
Part 2: Board of Directors Video Presentation (150 points)
Record a 3-5-minute video for delivery to the Board of
Directors and other facility leaders regarding your marketing plan. Your video
should summarize and defend your marketing plan. Be sure to use best practices
of business communication and to wear business attire when recording this
video.
Note: Your Final Project Part 1 must be written in standard
edited English. Be sure to support your work with at least 5 current scholarly
sources. 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
Note: To access this week’s required library resources,
please click on the link to the Course Readings List, found in the Course
Materials section of your Syllabus.
Required Readings
Thomas, R. K. (2015). Marketing health services (3rd ed.).
Chicago, IL: Health Administration Press.
Chapter 15, “Marketing Planning” (pp. 417–432)
Crowther, E. R. (2014). A comparison of quality and
satisfaction experiences of patients attending chiropractic and physician
offices in Ontario. Journal of the Canadian Chiropractic Association, 58(1),
24–38.
Note: Retrieved from the Walden Library databases.
Nemis-White, J., Torr, E., Gogovor, A., Marshall, L., Ahmed,
S., Aylen, J., & Montague, T. (2014). Stakeholder surveys of Canadian
healthcare performance: What are they telling us? Who should be listening? Who
should be acting, and how? Healthcare Quarterly, 17(4), 22–27.
Stakeholder surveys of Canadian healthcare performance: What
are they telling us? Who should be listening? Who should be acting, and how? by
Nemis-White, J., Torr, E., Gogovor, A., Marshall, L., Ahmed, S., Aylen, J.,
& Montague, T. in Healthcare Quarterly, 17(4). Copyright 2014 by Longwoods
Publishing Corporation. Reprinted by permission of Longwoods Publishing
Corporation via the Copyright Clearance Center.
O’Connor, R. J. (2012). Postmarketing surveillance for
“modified-risk” tobacco products. Nicotine & Tobacco Research: Official
Journal of the Society for Research on Nicotine and Tobacco, 14(1), 29–42.
Note: Retrieved from the Walden Library databases.
Case Studies for Final Project
Quelch, J. A., & Norris, M. (2015). Access Health CT:
Marketing affordable care. Retrieved from https://hbsp.harvard.edu/tu/320947a1
Quelch, J. A., & Rodriguez, M. L. (2014). E-Cigarettes:
Marketing versus public health. Retrieved from
https://hbsp.harvard.edu/tu/ec663277
Quelch, J. A., & Rodriguez, M. L. (2015a). Carolinas
HealthCare System: Consumer analytics. Retrieved from
https://hbsp.harvard.edu/tu/cfd7cf1f
Quelch, J. A., & Rodriguez, M. L. (2015b). Philips
Healthcare: Marketing the HealthSuite Digital Platform. Retrieved from https://hbsp.harvard.edu/tu/00c3bdcc
Quelch, J. A., & Xia, Q. (2015). AIP Healthcare Japan:
Investing in Japan’s retirement home market. Retrieved from
https://hbsp.harvard.edu/tu/4d7e79d9
Raube, K. (2015). Castlight Health: Disrupting the health
care industry. Retrieved from https://hbsp.harvard.edu/tu/5d527bd7
Raube, K., & Upshaw, L. (2014). Thrive or revive? The
Kaiser Permanente “thrive” marketing programs. Retrieved from https://hbsp.harvard.ed
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 will create a marketing
plan for a health careorganization and record a presentation of the plan to the
board of directors.
Please keep in mind that health care marketing goes beyond
the scope of hospitals and students are encouraged to consider a diverse array
of organizations for this task.
To prepare:
Select one of the following health care organization to be the
focus of your Final Project. Your selection can be within any type of
healthcare organization and should reflect an actual opportunity available for
change in your local community or state.
Hospital
Physician Practice
Outpatient Clinic
Long-Term Care Facility
Other Health Care Organization of Your Choosing
Select one of the following project types for marketing
consideration. The bullets below are intended to help guide your selection
process and interest and are not prescriptive.
Marketing of a new specialty unit (OB, Psych, Outpatient,
Bariatric, or other)
Marketing of a new community outreach program (i.e. HIV
testing)
Marketing of a new service (Family planning)
Marketing of a new product (DaVinci Robot)
Review Chapter 15 of your textbook, “Marketing Planning” for
guidance on developing a marketing plan.
Note: This Assignment is not intended for you to select one
of the project types in order to apply a blanket marketing approach. The
purpose of this Assignment is to generate a thought process about new marketing
opportunities in existing settings.
Part 1: Executive Summary and Marketing Plan (5-Pages, 150
Points)
Create a written document that includes the following:
Executive Summary (2-pages) that explains why the
organization and project type were selected along with a justification of the
importance of this effort.
Marketing Plan (3-pages) that will be used to communicate
key opportunities to the Board of Directors. Your marketing plan should reflect
your selected organization and project type and may contain a variety of the
following components:
Specific goals and SMART objectives
Detailed explanations of product, price, place, and
promotion of the project type chosen
Supporting information for this initiative (For example,
this may include information on the market audit, target audience, and
demographics).
Marketing strategy and business communication standards to
be used
Assessment of due diligence (any operational, financial, or
human resources requirements needed to implement the plan)
Description of any benchmarks from other competitors or
industries
Specific marketing actions
Specific explanations of necessary budget, revenue, and
staff
Limitations to implementing the plan
Part 2: Board of Directors Video Presentation (150 points)
Record a 3-5-minute video for delivery to the Board of
Directors and other facility leaders regarding your marketing plan. Your video
should summarize and defend your marketing plan. Be sure to use best practices
of business communication and to wear business attire when recording this
video.
Note: Your Final Project Part 1 must be written in standard
edited English. Be sure to support your work with at least 5 current scholarly
sources. 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
Note: To access this week’s required library resources,
please click on the link to the Course Readings List, found in the Course
Materials section of your Syllabus.
Required Readings
Thomas, R. K. (2015). Marketing health services (3rd ed.).
Chicago, IL: Health Administration Press.
Chapter 15, “Marketing Planning” (pp. 417–432)
Crowther, E. R. (2014). A comparison of quality and
satisfaction experiences of patients attending chiropractic and physician
offices in Ontario. Journal of the Canadian Chiropractic Association, 58(1),
24–38.
Note: Retrieved from the Walden Library databases.
Nemis-White, J., Torr, E., Gogovor, A., Marshall, L., Ahmed,
S., Aylen, J., & Montague, T. (2014). Stakeholder surveys of Canadian
healthcare performance: What are they telling us? Who should be listening? Who
should be acting, and how? Healthcare Quarterly, 17(4), 22–27.
Stakeholder surveys of Canadian healthcare performance: What
are they telling us? Who should be listening? Who should be acting, and how? by
Nemis-White, J., Torr, E., Gogovor, A., Marshall, L., Ahmed, S., Aylen, J.,
& Montague, T. in Healthcare Quarterly, 17(4). Copyright 2014 by Longwoods
Publishing Corporation. Reprinted by permission of Longwoods Publishing
Corporation via the Copyright Clearance Center.
O’Connor, R. J. (2012). Postmarketing surveillance for
“modified-risk” tobacco products. Nicotine & Tobacco Research: Official
Journal of the Society for Research on Nicotine and Tobacco, 14(1), 29–42.
Note: Retrieved from the Walden Library databases.
Case Studies for Final Project
Quelch, J. A., & Norris, M. (2015). Access Health CT:
Marketing affordable care. Retrieved from https://hbsp.harvard.edu/tu/320947a1
Quelch, J. A., & Rodriguez, M. L. (2014). E-Cigarettes:
Marketing versus public health. Retrieved from
https://hbsp.harvard.edu/tu/ec663277
Quelch, J. A., & Rodriguez, M. L. (2015a). Carolinas
HealthCare System: Consumer analytics. Retrieved from
https://hbsp.harvard.edu/tu/cfd7cf1f
Quelch, J. A., & Rodriguez, M. L. (2015b). Philips
Healthcare: Marketing the HealthSuite Digital Platform. Retrieved from https://hbsp.harvard.edu/tu/00c3bdcc
Quelch, J. A., & Xia, Q. (2015). AIP Healthcare Japan:
Investing in Japan’s retirement home market. Retrieved from
https://hbsp.harvard.edu/tu/4d7e79d9
Raube, K. (2015). Castlight Health: Disrupting the health
care industry. Retrieved from https://hbsp.harvard.edu/tu/5d527bd7
Raube, K., & Upshaw, L. (2014). Thrive or revive? The
Kaiser Permanente “thrive” marketing programs. Retrieved from https://hbsp.harvard.ed
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