15 May Submit your final healthcare marketing and communication plan. It should be a complete, polished artifact containing all of the critical elements
Submit your final healthcare marketing and communication plan. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. Please attach all 3 assignments in one document . In order of the rubric . Assugm were already completed prev
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IHP 510 Final Project Guidelines and Rubric
Overview Healthcare marketing is a multidisciplinary area of public health practice. This approach draws from traditional marketing theories and principles, adding evidence-based strategies focused on prevention, intervention, and health promotion. It involves the creation, communication, and delivery of health information to diverse populations. As a healthcare professional, you will be asked to participate in the marketing process, and, as you will learn throughout the course, there are various elements of a healthcare marketing plan. The final project for this course is the creation of a marketing and communication plan. The final product represents an authentic demonstration of competency because when working in a management position at a healthcare organization, you could be involved in selecting or creating a healthcare marketing plan. The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three, Five, and Seven. The final product will be submitted in Module Nine. In this assignment, you will demonstrate your mastery of the following course outcomes:
• IHP-510-01: Analyze internal and external market factors that impact marketing decisions and strategies in a healthcare setting
• IHP-510-02: Evaluate ethical issues considered when creating a healthcare marketing plan for alignment with industry criteria
• IHP-510-03: Apply fundamental principles of strategic marketing to healthcare organization strategic planning that align to organizational mission and goals
• IHP-510-04: Evaluate strategic marketing methods used in a marketing plan for their potential to reach specific healthcare audience demographics • IHP-510-05: Recommend communication strategies for effectively collaborating with internal and external stakeholders in the implementation of
marketing plans
Prompt For the final project, you will develop a marketing and communication plan for Bellevue Hospital. In your plan, you will analyze the healthcare organization, propose a new service, and develop marketing strategies for this proposed service and identified target market. In addition, you will develop strategies to effectively communicate your marketing plan to the internal and external stakeholders, to drive collaboration in the implementation of the plan. To begin, you will review NYC Health + Hospitals/Bellevue. You will use this organization as the base of your final project. Then, review the Bellevue Community Needs Assessment (2019). This needs assessment will inform decisions you make in your marketing and communication plan around the service you propose, your target market, and the marketing strategies you develop.
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Resource:
Community Health Needs Assessment (CHNA) and implementation strategy plan. NYC Health & Hospitals. (2019). https://www.nychealthandhospitals.org/publications-reports/2019-community-health-needs-assessment/ Specifically, the following critical elements must be addressed. Most of the critical elements align with a particular course outcome (shown in brackets).
I. Introduction: In this section of the marketing plan, you will be describing the current state of the healthcare organization and selected service. A. Describe the mission, vision, and strategic goals of the healthcare organization. [IHP-510-03] B. Describe the current state of the service, using the guidelines of marketing. [IHP-510-01] C. Describe the stakeholders, using the healthcare marketing guidelines. [IHP-510-01] D. Evaluate how the current state of the services aligns with the mission statement, vision statement, and goals of the organization. [IHP-510-03] E. Describe the current target market this service focuses on, including geographies, demographics, psychographics, and behaviors. [IHP-510-04]
II. Situational Analysis: In this section of the marketing plan, you will be conducting a needs analysis to identify and propose a service for the organization.
A. Analyze the internal and external market factors impacting the healthcare organization. [IHP-510-01] B. Propose a service to market for this organization. Include an explanation as to whether it is addressing an opportunity or weakness from the
market factor analysis. [IHP-510-03] C. Develop a marketing goal for the proposed service, applying the SMART goal framework. [IHP-510-03] D. Justify the alignment of the marketing goal to the mission, vision, and strategic goals of the organization. [IHP-510-03] E. Analyze the competition for the proposed service. [IHP-510-01] F. Evaluate how the current marketing strategies used by the organization adhere to industry ethical criteria. [IHP-510-02]
III. Marketing Strategies: In this section of the marketing plan, you will be defending specific marketing strategies and tactics to meet the marketing goal of the proposed service.
A. Select marketing strategies to guide your marketing plan. Be sure that these strategies are aligned to your previously developed marketing goal. [IHP-510-03]
B. Describe areas of the Four and Five Ps that will be addressed in the marketing mix. For example, one consideration might be how the organization will be paid for the service and how the service could be impacted by policy and politics. [IHP-510-01]
C. Describe the target market of the proposed service. For example, consider the geographies, demographics, psychographics, and behaviors of your target market. [IHP-510-04]
D. Explain why the currently used marketing strategies will not meet the needs of the proposed market. [IHP-510-04] E. Justify how your proposed marketing strategies are appropriate for your identified target market. [IHP-510-04] F. Explain how ethical criteria were used to guide your selection of marketing strategies. [IHP-510-02]
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IV. Communication Strategies: In this section of the marketing plan, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare organization that will be impacted by the proposed service. (Note that this is unique from your target market. These stakeholders are the individuals who will either partner with you to employ the plan or be impacted by the implementation of the plan.)
A. Explain how you will communicate the marketing plan to internal stakeholders. [IHP-510-05] B. Describe how you will share this marketing plan with indirect and direct external stakeholders. [IHP-510-05] C. Justify how these communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan. [IHP-
510-05] D. Explain the how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population. [IHP-510-
02]
Milestones Milestone One: Introduction In Module Three, you will provide an introduction to the healthcare organization (Bellevue Hospital) that is the basis of your marketing and communication plan. You will describe the organization’s current services; explain how the organization’s mission, vision, and goals serve its stakeholders; and identify its current target market. This milestone will be graded with the Final Project Milestone One Rubric. Milestone Two: Situational Analysis In Module Five, you will conduct a full situational analysis to identify the internal and external market factors that impact Bellevue Hospital, propose a service to market for the organization, and generate a marketing goal for this proposed service. This milestone will be graded with the Final Project Milestone Two Rubric. Milestone Three: Marketing and Communication Strategies In Module Seven, you will defend the specific marketing and communication strategies you have come up with to support the service you are proposing for Bellevue Hospital. In addition, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare organization that will be impacted by the service you are proposing for the hospital. This milestone will be graded with the Final Project Milestone Three Rubric. Final Submission: Marketing and Communication Plan In Module Nine, you will submit your final project. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Rubric.
Deliverables Milestone Deliverable Module Due Grading
One Introduction Three Graded separately; Final Project Milestone One Rubric
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Milestone Deliverable Module Due Grading
Two Market Analysis Five Graded separately; Final Project Milestone Two Rubric
Three Marketing and Communication Strategies Seven Graded separately; Final Project Milestone Three Rubric
Final Submission: Marketing and Communication Plan
Nine Graded separately; Final Project Rubric
Final Project Rubric Guidelines for Submission: Your analysis paper must be 10 to 15 pages in length (plus a cover page and references) and must be written in APA format. Use double spacing, 12-point Times New Roman font, and one-inch margins. Include at least 10 peer-reviewed sources that are no more than 5 years old, cited in APA format.
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Introduction: Mission, Vision, and
Goals [IHP-510-03]
Meets all “proficient” criteria plus description provides insight into the mission, vision, and goals of the organization
Describes the mission, vision, and strategic goals of the organization
Describes the mission, vision, and strategic goals of the organization in a way that is incomplete or unclear
Does not describe the mission, vision, or strategic goals of the organization
3.1
Introduction: State of the Service [IHP-510-01]
Meets all “proficient” criteria plus description demonstrates a nuanced understanding of the current state of the service and the marketing framework
Describes the current state of the service using the marketing framework
Describes the current state of the service using the marketing framework, but response is unclear or incomplete, or framework is applied inaccurately
Does not describe the current state of the service using the marketing framework
3.8
Introduction: Stakeholders [IHP-510-01]
Meets all “proficient” criteria plus description includes nuanced insights regarding the stakeholder
Describes the stakeholders of the organization using the healthcare marketing framework
Describes the stakeholders of the organization using the healthcare marketing framework in a manner that is unclear, incomplete, or inaccurate
Does not describe the stakeholders of the organization using the healthcare marketing framework
3.8
Introduction: Services Align With
Organization [IHP-510-03]
Meets all “proficient” criteria plus response includes less obvious points of alignment on how the services align with the mission, vision, and goals of the organization
Evaluates how the current state of services aligns with the mission statement, vision statement, and goals of the organization
Evaluates how the current state of services aligns with the mission statement, vision statement, and goals of the organization, but response is unclear or incomplete
Does not evaluate how the current state of services aligns with the mission statement, vision statement, and goals of the organization
3.1
5
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Introduction: Target Market
[IHP-510-04]
Meets all “proficient” criteria plus the description demonstrates deep understanding of the multiple layers of the target market
Describes the current target market this service focuses on, including geographies, demographics, psychographics, and behaviors
Describes the current target market this service focuses on, but explanation is incomplete or unclear
Does not describe the current target market this service focuses on
4.75
Situational Analysis: Market Factors
[IHP-510-01]
Meets all “proficient” criteria plus analysis demonstrates nuanced knowledge of market factors
Analyzes the internal and external market factors impacting the healthcare organization
Analyzes the internal and external market factors impacting the healthcare organization, but analysis is incomplete or unclear
Does not analyze the internal and external market factors impacting the healthcare organization
3.8
Situational Analysis: Propose a Service
[IHP-510-03]
Meets all “proficient” criteria plus explanation demonstrates nuanced understanding of relationship between market factor analysis and proposed service
Proposes a service to market for this organization, explaining whether service is addressing an opportunity or weakness based on market factor analysis
Proposes a service to market for this organization, explaining whether service is addressing an opportunity or weakness based on market factor analysis, but response has gaps in detail, clarity, or logic
Does not propose a service to market for this organization
3.2
Situational Analysis: Marketing Goal
[IHP-510-03]
Meets all “proficient” criteria plus the marketing goal demonstrates keen insight into the application of the SMART goal framework
Develops a marketing goal for the proposed service, applying the SMART goal framework
Develops a marketing goal for the proposed service, applying the SMART goal framework, but goal is incomplete or unclear, or framework is applied inaccurately
Does not develop a marketing goal for the proposed service
3.2
Situational Analysis: Alignment of Goal
[IHP-510-03]
Meets all “proficient” criteria plus response addresses complex alignment among goal and organization’s mission, vision, and strategic goals
Justifies the alignment of the marketing goal to the mission, vision, and strategic goals of the organization
Justifies the alignment of the marketing goal to the mission, vision, and strategic goals of the organization, but response is incomplete or unclear
Does not justify the alignment of the marketing goal to the mission, vision, and strategic goals of the organization
3.2
Situational Analysis: Competition [IHP-510-01]
Meets all “proficient” criteria plus analysis demonstrates keen insight into the competition of the specific service
Analyzes the competition for the proposed service
Analyzes the competition for the proposed service, but with gaps in detail, clarity, or accuracy
Does not analyze the competition for the proposed service
3.8
Situational Analysis: Ethical Criteria [IHP-510-02]
Meets all “proficient” criteria plus evaluation demonstrates nuanced understanding of ethical criteria
Evaluates how current marketing strategies adhere to industry ethical criteria
Evaluates how current marketing strategies adhere to industry ethical criteria, but with gaps in detail, clarity, or accuracy
Does not evaluate how current marketing strategies adhere to industry ethical criteria
6.3
6
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Marketing Strategies: Strategies
[IHP-510-03]
Meets all “proficient” criteria plus alignments described are more complex
Selects strategies aligned to marketing goals
Selects strategies, but alignment to marketing goals is unclear
Does not select strategies 3.2
Marketing Strategies: Four and
Five Ps [IHP-510-01]
Meets all “proficient” criteria plus description includes nuanced application of the Four and Five Ps
Describes areas of the Four and Five Ps that will be addressed in the marketing mix
Describes areas of the Four and Five Ps that will be addressed in the marketing mix, but descriptions are incomplete, unclear, or illogical
Does not describe areas of the Four and Five Ps that will be addressed in the marketing mix
3.8
Marketing Strategies: Target
Market [IHP-510-04]
Meets all “proficient” criteria plus description demonstrates complex understanding of the elements specific to the target market
Describes the target market of the proposed service
Describes the target market of the proposed service, but description is incomplete or unclear
Does not describe the target market of the proposed service
4.75
Marketing Strategies: Currently
Used Strategies [IHP-510-04]
Meets all “proficient” criteria plus the explanation demonstrates nuanced understanding of the needs of the proposed market
Explains why the currently used marketing strategies will not meet the needs of the proposed market
Explains why the currently used marketing strategies will not meet the needs of the proposed market, but explanation is incomplete, unclear, or illogical
Does not explain why the currently used marketing strategies will not meet the needs of the proposed market
4.75
Marketing Strategies: Justify
Strategies [IHP-510-04]
Meets all “proficient” criteria plus justifications used demonstrate nuanced understanding of how to apply strategies to proposed market
Justifies how proposed marketing strategies are appropriate for identified target market
Justifies how proposed marketing strategies are appropriate for identified target market, but response is incomplete, unclear, or illogical
Does not justify how proposed marketing strategies are appropriate for identified target market
4.75
Marketing Strategies: Ethical
Criteria [IHP-510-02]
Meets all “proficient” criteria plus explanation demonstrates nuanced application of complex ethical criteria
Explains how ethical criteria were used to guide selection of marketing strategies
Explains how ethical criteria were used to guide selection of marketing strategies in manner that is incomplete or unclear
Does not explain how ethical criteria were used to guide selection of strategies
6.3
Communication Strategies: Internal
Stakeholders [IHP-510-05]
Meets all “proficient” criteria plus explanation demonstrates deep understanding of nuanced needs of internal stakeholders
Explains how to communicate the marketing plan to internal stakeholders
Explains how to communicate the marketing plan to internal stakeholders, but plan is incomplete or unclear
Does not explain how to communicate the marketing plan to internal stakeholders
6.3
Communication Strategies: External
Stakeholders [IHP-510-05]
Meets all “proficient” criteria plus description demonstrates deep understanding of nuanced needs of external stakeholders
Describes how to share this marketing plan with direct and indirect external stakeholders
Describes how to share this marketing plan with direct and indirect external stakeholders, but description is incomplete or unclear
Does not describe how to share this plan with external stakeholders
6.3
7
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Communication Strategies:
Collaboration and Effectiveness of Plan
[IHP-510-05]
Meets all “proficient” criteria plus response demonstrates keen insight into the way communication strategies contribute to the overall effectiveness of the marketing plan
Justifies how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan
Justifies how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan, but response is incomplete, unclear, or illogical
Does not justify how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan
6.4
Communication Strategies: Ethical
Criteria [IHP-510-02]
Meets all “proficient” criteria plus explanation demonstrates deep understanding of nuanced decisions to communicate with stakeholders
Explains how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population
Explains the how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population
Does not explain how the ethical criteria were used to guide communication decisions for stakeholders
6.4
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
5
Total 100%
- IHP 510 Final Project Guidelines and Rubric
- Overview
- Prompt
- Milestones
- Milestone One: Introduction
- Milestone Two: Situational Analysis
- Milestone Three: Marketing and Communication Strategies
- Final Submission: Marketing and Communication Plan
- Deliverables
- Final Project Rubric
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Marketing and Communication Strategies'
Precious Teasley
Southern New Hampshire University
IHP 500 Marketing Comp
Professor Micheal Fragala
May 14,2022
Marketing and Communication Strategies'
Marketing Strategies
Which strategies have you determined are most effective in meeting your marketing goals?
Effective public health practice requires specific objectives to monitor progress toward goals and outcomes. Grant-funded programs and services commonly establish, implement, and achieve targets to demonstrate the efficacy of the program or service. Organizations frequently struggle to set objectives that both objectively measure progress toward a goal and are important to other team members or stakeholders.
In 2016, the United States spent 17.8 percent of GDP, or 3.3 trillion dollars, on healthcare, the highest rate in the world. As a result, the country's advertising and marketing campaigns have emphasized health-related products and services. In other words, healthcare organizations, like other businesses, engage in a variety of professional activities and promotional methods to expand their market share in the healthcare industry (Schwartz, 2019).
Describe areas of the four and 5ps that would be addressed in the marketing mix.
As a result, the communication and marketing strategy aims to reinforce and/or alter public perceptions about the institution's therapeutic and diagnostic skills, as well as the breadth of evidence-based healthcare services available. Before the communications and marketing plan can be implemented, it must produce measurable results (i.e. defined targets) while complying with the organization's/code industry's ethical standards.
Along with its world-renowned Emergency Department and Trauma Center and 6-story modern Ambulatory Care Pavilion, Bellevue Hospital is continuing its long tradition of providing inclusive care, the standard treatment for all patients, responsiveness to community needs, service continuity, and advocacy for healthcare rights in its modern 25-story patient care facility (Bellevue, 2018).
It is crucial to enhance the place where customers access the organization's products. First, it is vital to provide a competitive assessment for the primary and secondary areas of service. The question is whether your consumers can reach you easily compared to the competitors. Activities such as building a responsive healthcare website, consistent branding, and building more doctor referrals might make the clients access the services or the place more easily.
When it comes to promotion, it is important to understand the root causes for the market share loss first before developing campaigns to improve awareness. It might even be competition growth that might have affected the performance. Therefore to improve promotion, the organization needs to thoroughly analyze the market before coming up with a solution.
Other aspects such as people and price must also be considered. The people's feedback and their view on the organization should be analyzed to solve the problems they might have with the organization. The prices should also change according to the cost incurred by the organization and how comfortable people might find the prices to be. Competitors should also be considered when setting prices.
In the case where the staff might not be willing to work hard as the competitors to help families address their needs, this is considered a product problem. There should be a balance between motivating and assigning duties to the staff. When goals are also set, it will ensure the organization performs more.
Describe the target market for your proposed service; what are your target market's geographies, demographics, psychographics, and behaviors.
The Bellevue Hospital's activities are guided and defined by the mission of "providing high-quality health care to everyone without exception with compassion, dignity, and respect," as well as the vision of "becoming a fully integrated healthcare system that enables New Yorkers to live their healthiest lives." A strong mission, vision, and goal statement will have little influence unless the organization's goods and services are promoted by an energetic and enthusiastic leadership team and well-trained and motivated employees. Strategic and tactical marketing and communication strategies that fulfill the needs of stakeholders while exceeding their expectations. As a result of its dedication to these concepts and goals, Bellevue Hospital has developed a global reputation and a strong brand outside of New York, establishing it as the country's largest public hospital system and a center of healthcare excellence.
It's no secret that the target market for NYC Bellevue Hospital has gradually increased over time as an integrated healthcare system committed to providing great treatment to patients from all socioeconomic and cultural backgrounds. This firm caters largely to Hispanics and low-income individuals. As a result, the Bellevue hospital utilizes a variety of promotional activities and a marketing strategy to raise awareness of these services and impact consumer behavior and health-related decisions. These actions are designed to alter public perceptions of healthcare goods and services, ultimately resulting in improved health outcomes for everyone.
Since its founding, the hospital has continuously strengthened its internal strengths while reducing internal flaws while simultaneously capitalizing on (maximizing) external opportunities and mitigating aging-related dangers. It has resulted in an inclusive, just, and generous culture within the hospital.
Why do you feel the currently used marketing strategies will not meet the needs of the proposed market?
At present, Bellevue Hospital Center does not provide full transitional care. Bellevue Hospital offers home health care management, which identifies a patient's needs and links them to appropriate professionals. Patients must have services in place before being discharged from the hospital. Case managers and a transition provider must be involved to guarantee that pre-and post-discharge interventions are implemented
What ethical criteria guided your selection of marketing strategies you choose?
Numerous internal variables contribute to Bellevue Hospital's product and service marketing, most notably the hospital's 280-year tradition of excellence and professionalism. These findings imply both a long-term historical cause and an improvement in her overall health and well-being. Providing high-quality healthcare to all New York residents, insured or uninsured, regardless of financial resources, is a major goal. The clinical, surgical, medical, and ambulatory services at Bellevue Hospital are extensive.
Multiple people contribute to the company's payroll, including roughly 1,200 physicians and approximately 42,000 support staff, as well as numerous payers such as Medicare, Medicaid, and uninsured or underinsured individuals; nonetheless, the organization is understaffed. Additionally, the payroll of the organization is burdened by the need to create structures, technology, and human resources to meet the growing demand for healthcare services in communities (Bellevue, 2018). Despite rising demand for healthcare services and products, new entrants will be able to enter the market and meet the expanding healthcare need in the environment and on the market.
Each year, the Bellevue hospital sees approximately 110,000 emergency room patients and over 500,000 outpatients. Numerous Urgent Care Centers in New York City are strategically located/targeted to reduce the high medical costs associated with emergency room vis
