IHP 510 Module One Marketing Exercise Guidelines and Rubric Overview: For this exercise, you will examine how the Mayo Clinic’s creation of a purposeful atmosphere, Healthscape, aligns to the organization’s mission and goals and adds value for its target audience. Prompt: For this exercise, you will complete a 3- to 4-page paper regarding how these impromptu atrium piano events at the Mayo Clinic and the design of the buildings are considered marketing and how they affect customers. In addition, you will evaluate how these strategies align with the Mayo Clinic's Mission and Values. In a 3- to 4-page paper, address the following:

• Healthscape: Why is the healthscape (the service areas, waiting rooms, and architecture of a healthcare organization) considered marketing for the Mayo Clinic?

• Alignment: How does this healthscape align to the Mayo Clinic’s mission and goals?

• Customers: Who are the customers that are served by the hospital atrium and the events that occur around the piano?

• Value: How does the atrium and these events offer value to Mayo Clinic’s customers? Refer to the resources provided above, your texts, and other course resources to support your responses.

Rubric Guidelines for Submission: The short paper should follow these formatting guidelines: 3–4 pages in length, double spaced, 12-point Times New Roman font, one-inch margins, and citations in APA style.

Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value

Healthscape Meets “proficient” criteria and demonstrates sophisticated understanding of healthcare marketing efforts

Describes why the healthscape is considered marketing for the Mayo Clinic

Describes why the healthscape is considered marketing for the Mayo Clinic, but description is cursory or lacking in detail or accuracy

Does not describe why the healthscape is considered marketing for the Mayo Clinic

22

Alignment Meets “proficient” criteria and demonstrates sophisticated understanding of healthcare marketing efforts

Describes how the healthscape aligns to the Mayo Clinic’s mission and goals

Describes how the healthscape aligns to the Mayo Clinic’s mission and goals, but description is cursory or lacking in detail or logic

Does not describe how the healthscape aligns to the Mayo Clinic’s mission and goals

22

Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value

Customers Meets “proficient” criteria and support demonstrates keen insight into how the clinic serves specific populations

Identifies the customers who are served by the Mayo Clinic’s hospital atrium and the events that occur around the piano, supporting response

Identifies the customers who are served by the Mayo Clinic’s hospital atrium and the events that occur around the piano, but response is cursory or lacking in detail or support

Does not identify the customers who are served by the Mayo Clinic’s hospital atrium and the events that occur around the piano

22

Value Meets “proficient” criteria and description demonstrates a sophisticated understanding of healthcare marketing efforts

Discusses how the atrium at the Mayo Clinic and its events offer value to its customers

Discusses how the atrium at the Mayo Clinic and its events offer value to its customers, but discussion is cursory or lacking in detail or logic

Does not discuss how the atrium at the Mayo Clinic and its events offer value to its customers

22

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to- read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

12

Total 100%