Description
Assignment 1: Marketing and the Health Care System
Select a health care provider( hospital, doctors office, insurance company, etc.) with which you are familiar and write a five to six (5-6) page paper in which you:
- Determine the direct impact of marketing for the health care provider you selected.
- Outline a strategy for the health care provider you selected to determine the utilization of its products or services.
- Outline a marketing strategy for the health care provider you selected.
- Recommend at least three (3) separate ways the health care provider you selected could shape the buying decisions of its customers.
- Provide at least three (3) qualified sources, e.g., peer-reviewed journals, professional organization Website, or health care provider Websites.
Your assignment must follow these formatting requirements:
- This course requires use of new Strayer Writing Standards (SWS). The format is different than other Strayer University courses. Please take a moment to review the SWS documentation for details.
- Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow SWS or school-specific format. Check with your professor for any additional instructions.
- Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
- Describe the health care system and the role of marketing.
- Analyze the competitive environment of a health services organization and identify a course of action that will allow for strategic marketing success.
- Use technology and information resources to research issues in health services marketing.
- Write clearly and concisely about health services marketing using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills.
Explanation & Answer
Attached.
Running Head: MARKETING AND THE HEALTH CARE SYSTEM
Marketing and the Health Care System
Name
Institution
Course
Date
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MARKETING AND THE HEALTH CARE SYSTEM
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Introduction
The healthcare system comprises of healthcare providers, payers, and the beneficiaries of
the healthcare services. Due to the high competition and complex nature of service provided in
this industry, healthcare systems have embraced marketing to engage with various stakeholders
on their services and products. A complete healthcare system is that which has the capacity to
provide all possible healthcare services and facilities to patients. In addition, the healthcare
system must incorporate all activities required prime for the restoration, maintenance, and
promotion of patient's health. However, this objective cannot be achieved without the use of
effective marketing strategies that would facilitate the effective communication of the
organization's messages, missions and values through different approaches to attract the client.
For the purpose of this assignment, Banner Health will be sued to examine the link between
marketing and healthcare system.
The Direct Impact of Marketing for the Health Care Provider
Cleveland operates in a very competitive environment which makes it necessary for it to
find ways of leveraging its competitive advantage to remain sustainable in the market. The
company, therefore, engages in vigorous marketing strategies to attract both healthcare payers
and patients to ensure that their services are preferred across the healthcare system. The payers
boarded the payment model that various patients seeking services at the healthcare facility can
use to offset their medical bill (Gilligan & Lowe, 2018). On the other hand, the patients are
important because it would ensure that the healthcare organization operates at full capacity, thus
utilizing its resources and equipment in the most effective and efficient manner.
Since the healthcare organization is still at its early stage of growth, there is no b=doubt
that it plans to expand its services to other geographical location to serve more patients who may
MARKETING AND THE HEALTH CARE SYSTEM
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be in need of its services. In addition, Cleveland Clinic provides specialized services with
patients spread across a wide geographical area (Hosseini, Etesaminia & Jafari, 2016). In order
to achieve its objective of reaching its ...
