Keiser University Freestanding Emergency Department Marketing Plan Paper

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Keiser University

Description

WHAT: Using the Marketing Plan Outline on pages 84-86 in Chapter 2, create a Marketing Plan for a health care provider of your choice (real or fictional). See Exhibit 1-1 on page 25 for some examples of “primary providers” – use one of these types of providers.

The Marketing Plan should include the following sections:

  1. Management Summary
  2. Economic Projections
  3. The Market – Qualitative
  4. The Market – Quantitative
  5. Trend Analysis
  6. Competition
  7. Problems and Opportunities
  8. Objectives and Goals
  9. Action Programs

Textbook: Essentials of Health Care Marketing 4th Edition

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Explanation & Answer

Attached is the assignment, please have a look

Running head: MARKETING PLAN

Marketing Plan: Prime Care Freestanding Emergency Department
Institutional Affiliation
Name
Date

MARKETING PLAN

2

Marketing Plan: Prime Care Freestanding Emergency Department
MANAGEMENT SUMMARY
The Prime Care Freestanding Emergency Department which is a freestanding emergency
department seeks to market its services in its localities and surrounding areas with the aim of
attracting more patients to its facility to receive emergency care. The department projects that the
following economic factors could affect its marketing services in the coming year namely
inflation, recession, employment and changes in the available disposable income, and
technology.
The marketing plan will adopt a mass marketing strategy since anybody in the entire
population can be in need of emergency services. However these people will be within its
locality and neighboring regions. The trend shows that the company has been losing its market
share to competition and thus seeks to recapture this market through a marketing campaign and
acquisition of additional resources. The expected outcome includes the retention of patients who
visit our facility for emergency care services and attract more patients to its emergency care
services. In the long terms it seeks to increase the market share in the region and increase the
revenue generated and the profits,
The actions taken to ensure a successful process include advertisement and marketing
campaign of the emergency department and acquiring the additional resources. The staff of the
facility would also need refresher training to ensure customer satisfaction.
ECONOMIC PROJECTIONS
An analysis of the economic factors in the market that could affect Prime Care
Freestanding Emergency Department marketing in the coming year includes pressures of
inflation, recession, employment and changes in the available disposable income, and
technology.

MARKETING PLAN

3

This is because as Picincu and Thompson (2018) indicate, when there is inflation the
spending and purchasing power of people is affected. On the other hand when people’s
employment is affected there ar...

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