HSA 305 assignment 2

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Health Medical

Description

Assignment 2: Competition, Marketing Mix, and Pricing
Due Week 8 and worth 300 points

For this assignment, use the same health care provider as in Assignment 1.

Write a four to six (4-6) page paper in which you:

  1. Determine the key characteristics of the users of the products and/or services of the health care provider you selected.
  2. Analyze the competitive environment of the health care provider you selected and recommend a course of action for strategic marketing success.
  3. Determine which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected.
  4. Determine the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected.
  5. 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:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA 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 page length.

The specific course learning outcomes associated with this assignment are:

  • Analyze the competitive environment of a health services organization and identify a course of action that will allow for strategic marketing success.
  • Analyze the users of the health care system.
  • Describe the various tools of the marketing mix available to health care providers.
  • 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.

Click here to view the grading rubric.

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Explanation & Answer

Attached.

Running head: COMPETITION, MARKETING MIX, AND PRICING

Competition, Marketing mix, and Pricing
Institution Affiliation
Date

1

COMPETITION, MARKETING MIX, AND PRICING
Introduction
Marketing is important to all organizations including health centers. Albany Medical
Centre, as a result, cannot afford to disregard the benefits it stands to gain from marketing. It
is consequently important for the medical center to find a marketing strategy that will ensure
that it makes maximum profits (Aydin, & Karamehmet, 2017). Analysing the competitive
environment and the characteristics of people who frequently visit the hospital will help the
medical center to come up with a suitable marketing strategy. The use of effective mix
marketing tools will also go a long way in ensuring that Albany Medical Centre markets
successfully and appeals to as many potential clients as possible.
Characteristics of Service Users at Albany Medical Centre
Different types of people often use the services offered at Albany Medical Centre.
These people are usually of different ages, gender, education level, races and income level.
The people who mostly use the services at Albany Medical Centre are however those aged
between thirty and fifty years. More women than men in this age bracket seek services from
the hospital. The people in this age brackets that use the services are those that work with
very high education levels. They also have families and most of the time is accompanied by
their spouses and children during their visits to the hospital. Their children also end up being
treated at Albany Medical Centre due to the relationship based on trust that has been formed
between them and the hospital. Most of these patients often have various types of illnesses,
some serious and others not. There is however others who usually just want a regular checkup.
The Competitive Environment of Albany Medical Centre
Albany medical center faces stiff competition from other medical facilities in the
healthcare sector. There are several things that other medical centers do that Albany can

2

COMPETITION, MARKETING MIX, AND PRICING
borrow to be abl...


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