Describe a health services organization’s current marketing mix and suggest modifications based on marketing objectives
Written Assignment #4 – Final project – PowerPoint & VIDEO
Marketing Plan Presentation: worth 20% of final grade
Your final project is in lieu of a final exam and is worth 20% of your final grade. As such, the final project will assess your ability to synthesize the marketing principles by applying them to a health care organization. Your end product will be a brief overview of a marketing plan for your organization accompanying a video presentation using software called – . You are not expected to reach the level of authoring a professional, actionable, marketing plan, but you are expected to demonstrate an understanding and application of basic marketing principles.
Final Project Objectives
1. Understand impact of marketing environments on health services marketing strategy
2. Develop marketing objectives
3. Apply marketing concepts of segmenting, targeting and positioning a health services market
4. Describe a health services organization’s current marketing mix and suggest modifications based on marketing objectives
5. Identify measurements to access the marketing plan’s impact on the health services organization.
6. Demonstrate college-level research and writing skills commensurate with a 300-level course
Steps to completing a Successful Final Project webcam/video:
Urgent care facility — Patient first of Odenton.
2. Submit your final project organization topic for approval. As directed by your faculty member, submit the organization that you will pursue in the assignment dropbox. Provide a brief description of the organization and why you chose it. You will submit this topic for approval in week 3.
3. Research your health service organization. Your research should take many forms, including academic research from the UMUC library. Your research should also include a visit to the organization, interviews with key administrators or marketers (if possible), research on the category of health services in which the organization belongs, e.g. hospitals, physician practice, etc., website review, review of similar services which would be considered direct competitors. You might want to refer to the Marketing Webliography found under Course Content > Course Resources > Marketing Toolbox > Marketing Webliography.
4. Review the final project Power Point Template. This can be found under Course Content > Course Resources > Final Project Power Point Template. Be sure you understand all the relevant marketing concepts; ask your faculty member to clarify, if needed.
5. Use the marketing plan template to complete your Power Point Presentation. The template is located in Content>Course Content>week 8. Feel free to change the design and slide layouts in whatever way you feel best represents and communicates your best work. Be sure to remove any of the generic text provided to you for guidance.
Refer to the Marketing Toolbox under Course Content > Course Resources > Marketing Toolbox >Tips for Effective Power Point Presentations for some ideas on how to present your ideas in a format that clearly demonstrates a correlation between the concept and the subject of your term project.
6. Seek out your faculty member any time you need assistance or guidance. You will not be able to find out everything about your organization or its industry, some of the information is propriety, so be prepared to make some well-reasoned statements in your final project.
7. Keep your Power Point presentation simple. Reserve the main portion of your presentation for your key findings, conclusions and recommendations. Use exhibits to add supplemental or source information such as charts and graphs.
8. Be sure to include endnotes and/or a reference page as part of your grade is on your ability to demonstrate these skills.
9. Review your Power Point Presentation against the project rubric. You may want to revisit those sections that would appear not to provide you with enough points for an acceptable grade.
10. Carefully edit your Power Point Presentation to be sure it presents your best work, is free of typos, is appropriately cited and referenced; and that it clearly communicates your points.
11. Use screencast-o-matic software to record your final project ppt and video simultaneously.
12. Submit your final project in the assignment section of LEO on or before the due date noted in your LEO classroom calendar.
13. Once your final project is graded, be sure to check out the faculty member’s feedback, which will correlate with the grading rubric
Name of Health Services Organization
Student name
Course/Section Number
Semester
Overview (name of health services organization)
General description of the organization, e.g. number of locations, management structure, financial information, etc. (from your research)
Mission, vision, corporate-level goals and/or objectives (from your research)
Actual or possible marketing objectives (Refer to Week 2 concepts)
Analysis of the Current Situation
SWOT Analysis
Target market description
Value proposition
1. SWOT analysis
Use the SWOT worksheet in Course content > Course resources > Marketing Toolbox > How to prepare a Case study > SWOT worksheet and Competitive Analysis Worksheet
Identify major conclusions from your SWOT analysis, focus on how those conclusions will impact the marketing strategies
Use as many slides as you need to include all the relevant conclusions and impacts
Attach completed SWOT and competitive analysis as an exhibit at the end of your presentation
Refer to Week 2 for more details on SWOT analysis
2. Target market
Identify the type of consumer behavior that is relevant to your health services (refer to Week 3 concepts). Use the health belief model, if helpful, address the motivation, perception, learning and memory issues if possible. What type of purchase behavior do they exhibit (refer to Week 3 concepts)?
Address the issue of quality as a factor in the patient/client’s decision process (refer to Week 3 concepts)
Describe the target market for the health services as specifically as possible (refer to Week 4 concepts). If more than one target market, prepare descriptions for each.
Use as many slides as you need to adequately cover the topics
3. Value Proposition and competitive positioning
Describe the health service’s value proposition (refer to Week 4 concepts)
Describe the health service’s positioning strategy (competitive analysis and positioning map will be helpful here)
Use as many slides as you need to adequately cover the topics
Marketing Mix
Product
Price
Place (distribution)
Promotion (marketing communications
4. Product strategies
Describe the health service ‘product’
Describe the patient ‘experience’
How does the ‘product’ and the ‘experience’ differ from competitors?
What is the role of quality in the patient experience?
Is the product a ‘brand’; if not, would you recommend it build a brand?
Would you recommend any changes to the health service product?
Refer to Week 5 concepts
Use as many slides as you need to adequately cover the topics
5. Price Strategies
Describe how the price is set for the health care service
Does the price seem consumer oriented?
Is the price and quality consistent with a local reference-based pricing database?
Refer to Week 6 concepts
Use as many slides as you need to adequately cover the topics
6. Place (distribution strategies)
Describe the channels used to deliver the service (refer to Week 6 concepts)
Would you consider the channel system to be a value network and why or why not?
What changes would you recommend to ensure a value network system?
Use as many slides as you need to adequately cover the topics
7. Promotion (marketing communications) strategies
Describe the communications message and its effectiveness in representing the brand and value proposition.
What changes would you recommend to same?
Describe the type of creative strategy used to convey the message? Changes?
What promotion tools are used? How would you modify those tools based on marketing objectives identified in your Overview and to more effectively communicate to the target market?
What customer relationship efforts does the health service have or should be put in place to retain patients/clients, create loyalty and referrals
Refer to Week 7 concepts
Use as many slides as you need to adequately cover the topics
8. Measurements
Consider the marketing objectives outlined in (1). How would you suggest the marketing activities measure the success of reaching those objectives? List all measurements that may apply, e.g. number new patients, number referrals, increase in revenue, etc.
Conclusions
Use this topic to cover anything else you would like to add such as need for increased budget to adequately make the suggested changes, management’s focus or lack of focus on marketing, etc.
Endnotes
Use a college-level style such as MLA or APA to properly format your endnotes
References
Prepare a bibliography of all sources used in your presentation using the same style as used for endnotes
Refer to the UMUC virtual library for help endnoting and referencing
Exhibits
Optional exhibits such as:
Completed SWOT analysis
Completed competitive analysis
Positioning map
Financial information
Creative strategy
Etc.
Be sure to refer to your exhibits in the main part of your presentation.