synthesizing marketing principles by applying them to a health care organization.

User Generated

SSverpenxre

Writing

Description

Chose a specific health services organization. Adventist healthcare

1. Research your health service organization. Your research should take many forms, including academic research. 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.

2. Review the final project Power Point Template. This can be found in Final Project Power Point Template. Be sure you understand all the relevant marketing concepts

3. Use the marketing plan template to complete your Power Point Presentation. 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.

4. 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.

5. 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.

6. Be sure to include endnotes and/or a reference page as part of your grade is on your ability to demonstrate these skills.

Unformatted Attachment Preview

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 1. SWOT Analysis 2. Target market description 3. 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 4. 5. 6. 7. 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: A. B. C. D. E. F. 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. Marketing Program Competitive Analysis Worksheet Industry category: (ex. sports utility vehicles) ______________________________ Subcategory: (ex. midsized) ____________________________________________ Subcategory: (ex. hybrids) _____________________________________________ Directions: List your product in the first cell of the Product Name column, then list each major direct competitor in the cells beneath. Think of a product subcategory and determine the main criteria by which the products in that subcategory compete. Replace the four column titles to the right with those criteria (for example, Criterion 1 becomes Speed). Conduct research to fill in each cell with the relevant information. Product Name Criterion 1 Criterion 2 Criterion 3 Criterion 4 Use your table to identify the competitive position of each product. Competitive Position Product Name(s) Basis for Position (e.g., product leadership, cost leadership) Market leader Market challenger Market nicher Possible sources of information: Hoovers.com, industry publications, product brochures, comparison websites Marketing Program SWOT Analysis Worksheet Directions: Carefully read the case study and note every strength, weakness, opportunity, and threat. Don't forget to look at the exhibits and charts; these can point out important information for your SWOT analysis. You don't need to fill in every cell in the tables, although some cells may have several entries. You may need to conduct additional research on the industry, the economic climate, and other topics to fully understand the environment in which the company operates. Internal Micro Environmental Factor These are strengths; they will help the marketing effort These are weaknesses; they will hinder the marketing effort These are opportunities for the company in its marketing efforts These are threats to the company's marketing efforts a. Company b. Suppliers c. Intermediaries d. Competitors e. Publics f. Customers External Macro Environmental Factor a. Demographic trends in the population b. Cultural influences affecting consumer decision-making c. Natural resources needed as inputs by marketer d. Political or economic conditions affecting consumers' purchasing power e. New technologies impacting the industry f. Laws, agencies, or pressure groups that could limit or enhance marketing Develop a conclusion based on your SWOT analysis that takes into account the most important strengths, weaknesses, opportunities, and threats and their overall impact on the marketing effort. Take this conclusion into consideration when making your final recommendation. Melvis Atongwe HMGT 335 Health Care Marketing 9/9/2018 Topic selection: Adventist Healthcare Adventist healthcare systems has branches based in states of California, Hawaii, Oregon, and Washington. This report will be focused on Adventist healthcare in the Washington DC area. It was founded in 1907 and it is a faith based, non-profit healthcare organization whose mission is to extend God’s care through the ministry of physical, mental and spiritual healing. It is highly linked to the seventh Adventist church which highly emphasizes wholeness being of a person. Adventist health care operates two acute-care hospitals and rehabilitation hospital, provides services such as cardiology center, diabetes, behavioral health, orthopedics, wound care, women services, neurosurgery pediatrics just to name a few. Adventist healthcare serves through hospitals, nursing homes and home health facilities. Reference About Us. (n.d.). Retrieved from https://www.adventisthealthcare.com/about/ 3. Research your health service organization. Your research should take many forms, including academic research. 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. 4. Review the final project Power Point Template. This can be found in Final Project Power Point Template. Be sure you understand all the relevant marketing concepts 5. Use the marketing plan template to complete your Power Point Presentation. 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. 6. 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.
Purchase answer to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Explanation & Answer

hey. Please find the attached file and ask me for clarification..otherwise invite me for more tasks.

ADVENIST HEALTH CARE
Student name
Course/Section Number
Semester












Overview
(Adventists health care)

It was founded in 1907 and it is a faith based, non-profit healthcare organization. Its

Headquarter is in Altamonte Springs, Florida. It has a several branches in Colorado, Florida,
Georgia, Illinois, Kansas, Kentucky, North Carolina, Tennessee, Texas, Wisconsin
It is linked with the seventh Adventists church which emphasize on human wholeness.
The healthcare mission is to extend God’s care through the ministry of physical, mental and
spiritual healing
Their vision is to extend the health care by observing Respect, integrity, service, Excellence
and stewardship.
Terry Ford had been the president and chief executive officer of Adventist HealthCare for the
last four years. The other executives of Adventist HealthCare system are, Lars D. Hofmann,
Chief Operating Officer; Patrick Garrett, M.D., senior vice president of Physician
Integration/Innovation and president of Adventist Medical Group; Randy Heffner who holds a
position of Senior Executive Vice President & President/CEO, Multi-State Division. Paul C.
Rathbones is a Senior Executive Vice President and Chief Financial Officer, who is a board
member for the Maryland Patient Safety Center and Maryland Healthcare Education Institute
Board of Trustees; and Olezea Avelendo, vice president of human resources and chief human
resources office.
Annually it serves like 138000 patients. From its outpatient Health Services, Clinical
Integration Services, Outpatient Services, Home Care Services and Hospitals the system was
able to make a profit of $ $11,215,000 as at June 30th 2017. It had an operating profit of $
$7,632,000. Its total assets as at June 30th 2017 was 1,149,980,046.
To ensure its services reach everybody, the system aims at investing in telehealth platforms to
ensure that clients are served anytime and also to Expanding Payment Option like ACOs ,
EMR Adoption Model (EMRAM) using Technology To Improve Care And Cut Costs. It has
both societal and product marketing concept to attain its goals.

Analysis of the Current Situation
• SWOT analysis is the examination of internal strengths and
weaknesses, its opportunities for growth and improvement,
and the threats the external environment presents to its
successful function in specific program and policy.
• It targets both inpatient and outpatients and with telehealth it
will be bale to reach a larger population for easily.
• Adventist healthcare focus on capitalizing telehealth in
providing services such as cardiology center, diabetes,
behavioral health, orthopedics, wound care, women's
services, neurosurgery, eye care center, family practice,
geriatrics care, pain medicine, pediatrics, psychology
radiology center, rehab and many others as a way to attract
and to serve more customers.

Strengths and weakness

Internal Micro Environmental
Factor
a. Company

b. Suppliers

d. Competitors

These are strengths; they will help These are weaknesses; they
the marketing effort
will hinder the marketing
effort

• System-wide
• Different branches
communication of plan
• Able leadership
• management is quite
• Brand awareness
difficult
• more government
policies will apply







f. Customers




Able to buy on discounts
Availability on time
Reduced lead-times
Improved and advanced
technologies.
They can study the
competitor’s ways of offering
services and implement it
Financial skills
A lot of customers due to high
r...


Anonymous
Excellent! Definitely coming back for more study materials.

Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4

Similar Content

Related Tags