Reference no: EM132220737
Part 1( half page )
As a result of globalization, many health care organizations have established facilities in other countries. These international endeavors have created new challenges for marketing products and engaging potential consumers. For this Discussion, you examine the impact of globalization on international health care organizations and recommend marketing strategies.
To prepare:
• Select a U.S.-based health care organization that has opened or is planning to open a branch in another country.
• Consider the impact of global marketing on the success of the branch facility.
Briefly describe the health care organization you selected. Assess the impact of global marketing on the success of the organization's branch facility.
Include specific marketing strategies that may improve the organization's international success. Then, evaluate competitive advantages for this organization in relation to medical tourism. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
Part 2 (half page )
Medical tourism is becoming increasingly popular, and it is important to understand why consumers might seek medical care outside of their home countries.
Consider Maria, a 68-year-old female who lives in the United States. Her doctor has recommended a hip replacement, but because it is not life-threatening she is put on a wait list for surgery.
Medical tourism is an alternative for Maria, but she has never even considered the possibility of traveling to another country to seek medical care. How might you market medical tourism to patients like Maria?
For this Discussion, you examine benefits and barriers to medical tourism and recommend marketing strategies for consumers.
To prepare:
• Identify benefits of and barriers to medical tourism. Reflect on reasons consumers may or may not seek medical care outside of their home country.
• Consider marketing strategies to help consumers overcome potential barriers.
Post a cohesive response to the following:
Analyze benefits of and barriers to medical tourism. Then, recommend marketing strategies to help consumers overcome potential barriers and seek medical care outside of their home countries.
Defend or argue your recommendations. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
Must use these resources
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
Hanefeld, J., Smith, R., Horsfall, D., & Lunt, N. (2014). What do we know about medical tourism? A review of the literature with discussion of its implications for the UK National Health Service as an example of a public health care system. Journal of Travel Medicine, 21(6), 410-417.
Harris, M., Weisberger, E., Silver, D., &Macinko, J. (2015). ‘They hear "Africa" and they think that there can't be any good services' - perceived context in cross-national learning: A qualitative study of the barriers to Reverse Innovation. Globalization and Health, 11(1), 45.
Ramamonjiarivelo, Z., Martin, D. S., & Martin, W. S. (2015). The determinants of medical tourism intentions: Applying the theory of planned behavior. Health Marketing Quarterly, 32(2), 165-179.
Part 3 ( half page )
Performance and post-purchase evaluations provide important marketing data for health care organizations. Many consumers evaluate health care products for their own purposes, but when they share this information with the providing organizations, they offer insights into whether products are meeting consumer needs and expectations.
For this Discussion, you conduct performance and post-purchase evaluations on a health care product you have tried.
To prepare:
• Reflect on a time you have consumed a generic product and a brand-named product for the same health condition (e.g., taking Motrin and/or store brand of ibuprofen for headache relief).
Note: If you have not had this experience, interview someone who has.
• From the consumer perspective, assess both products using performance and post-purchase evaluations. Consider each of the benefits segments for both products (i.e., cost, effectiveness, convenience, etc.) and whether or not you would purchase either product again.
Post a cohesive response to the following:
Using performance and post-purchase evaluations, assess a generic product and a brand-name product you have taken for the same health condition. Include the benefits segments for both products and whether or not you would purchase either product again. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
Crowther, E. R. (2014). A comparison of quality and satisfaction experiences of patients attending chiropractic and physician offices in Ontario. Journal of the Canadian Chiropractic Association, 58(1), 24-38.
O'Connor, R. J. (2012). Postmarketing surveillance for "modified-risk" tobacco products. Nicotine & Tobacco Research: Official Journal of the Society for Research on Nicotine and Tobacco, 14(1), 29-42.
Part 4 ( FOLLOW INSTRUCTIONS )
Like other products and services, health care products and services must be marketed to potential consumers. To do this effectively, health care organizations must develop marketing plans.
These plans provide organizations and their leaders with common goals for their products and services. Moreover, by relating the marketing plan to the mission, vision, and objectives of the organization, marketing plans become a tool in the strategic decision-making process.
For the Final Project, you will create a marketing plan for a health care organization and record a presentation of the plan to the board of directors.
Please keep in mind that health care marketing goes beyond the scope of hospitals and students are encouraged to consider a diverse array of organizations for this task.
To prepare:
• Select one of the following health care organization to be the focus of your Final Project. Your selection can be within any type of health care organization and should reflect an actual opportunity available for change in your local community or state.
o Hospital
o Physician Practice
o Outpatient Clinic
o Long-Term Care Facility
o Other Health Care Organization of Your Choosing
• Select one of the following project types for marketing consideration. The bullets below are intended to help guide your selection process and interest and are not prescriptive.
o Marketing of a new specialty unit (OB, Psych, Outpatient, Bariatric, or other)
o Marketing of a new community outreach program (i.e. HIV testing)
o Marketing of a new service (Family planning)
o Marketing of a new product (DaVinci Robot)
• Review Chapter 15 of your textbook, "Marketing Planning" for guidance on developing a marketing plan.
Note: This Assignment is not intended for you to select one of the project types in order to apply a blanket marketing approach. The purpose of this Assignment is to generate a thought process about new marketing opportunities in existing settings.
Part 1( A) : Executive Summary and Marketing Plan (5-Pages)
Create a written document that includes the following:
• Executive Summary (2-pages) that explains why the organization and project type were selected along with a justification of the importance of this effort.
• Marketing Plan (3-pages) that will be used to communicate key opportunities to the Board of Directors. Your marketing plan should reflect your selected organization and project type and may contain a variety of the following components:
o Specific goals and SMART objectives
o Detailed explanations of product, price, place, and promotion of the project type chosen
o Supporting information for this initiative (For example, this may include information on the market audit, target audience, and demographics).
o Marketing strategy and business communication standards to be used
o Assessment of due diligence (any operational, financial, or human resources requirements needed to implement the plan)
o Description of any benchmarks from other competitors or industries
o Specific marketing actions
o Specific explanations of necessary budget, revenue, and staff
o Limitations to implementing the plan
PART 1B:
Write a 2-3 page summary and defend your marketing plan.
Must use these resources
THIS CASE STUDY
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
Crowther, E. R. (2014). A comparison of quality and satisfaction experiences of patients attending chiropractic and physician offices in Ontario. Journal of the Canadian Chiropractic Association, 58(1), 24-38.