Create a hypothetical health care organization or social program and develop a comprehensive marketing plan to market your organization or program. Some examples of health care organizations or social programs include cancer hospitals, home health agencies, nursing homes, durable medical equipment companies, smoking cessation programs, and diabetes clinics.
You are to present your comprehensive marketing plan in a 20- to 25-slide PowerPoint® Presentation with detailed speaker’s notes in Week Six. Speaker’s notes on each slide must be between 50 to 200 words. No more than 7 lines per slide and no more than 7 words per line-with one exception-graphics may include more than 7 lines and more than 7 words per line.
An outline of your presentation is due in Week Three. See the “Health Care Marketing Plan Outline Requirements” class materials for information for what must be included in the outline.
Be sure to include the following items in your presentation:
- Background information
- What is the name of the organization or program?
- What is the geographic location?
- What is the organizational mission?
- Industry Background
- Describe the historical background of the industry. Not the background of your facility but of your facility’s industry.
- Situational Analysis
- SWOT analysis—Assess the environment of the organization. Address why your marketing plan is necessary. Include the following:
1) Strengths (internal)
2) Weaknesses (internal)
3) Opportunities (external)
4) Threats (external)
- Market Research
- Why must market research be conducted?
- What kind of data will you use, primary, secondary, or both? Why?
- Marketing Objectives
- List your quantifiable marketing objectives.
1) Explain what you want to achieve.
2) Define estimated dates by which you want to achieve those goals.
- Marketing Strategies
- Describe the general approach or best way to meet your objectives.
- Consumer analysis
- Determine the demographics of the program’s potential consumers.
- Determine the psychographics of the program’s potential consumers.
- Identify common consumer behaviors of the program’s potential consumers.
- Target Market
- Determine the primary market
1) What are the characteristics of the primary market?
- Determine the secondary market
1) What are the characteristics of the secondary market?
- Market segmentation
1) How will you segment the market? Why?
- Competitive Analysis
- Identify your competitors.
- Briefly describe your competitors’ strategies.
10. The Four Ps
- Product, Program, Service
1) What types of products, programs, or services are involved (e.g., good, service, idea)?
2) What are the features? How is it positioned and differentiated from the competitors?
3) How is the product, program, or service identified (e.g., brand name, label, packaging)
1) What are the channels of distribution?
2) Where are the facilities located?
1) What aspects must be considered in developing pricing?
2) Determine a suggested selling price.
1) How will you promote the organization or program?
a) Personal selling
c) Media mix (television, magazines, outdoor, direct mail, radio, Web site)
d) Slogan and message
e) Sales promotion activities (trade show, promotional materials)
f) Public relations
- Identify the regulations that affect your plan.
12. Social marketing implications (if applicable)
13. Monitoring the plan
- Create a way to monitor and evaluate the success of your plan.